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The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing

Whether it’s reading a blog post with your phone, catching up on Twitter with a tablet, or even previewing emails on your watch, the number and types of devices we use to consume content are growing rapidly. In fact, at least 43% of emails are opened on a tablet or smartphone. How does small-screen reading impact subscriber behavior after emails are opened? MailChimp analyzed over 395 million emails during a 6-month period to examine how a user’s preferred device affects email engagement, investigate the impact of responsive design, and find out if testing your emails can increase click rates.

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2013 Year in Review: 3 Million Tests, 8 Billion Opens + More Fun Facts

2013 was an extraordinary year for the Litmus team—we processed more than 3 million tests and over 8 billion opens. But that’s just the tip of the iceberg! We also added thousands of users, replied to tons of tickets, and nearly doubled in size. The infographic below features highlights from app usage and engagement statistics, customer support and marketing metrics, as well as the growth of the team. We believe in a culture of openness, and that extends to sharing stats about our performance, too.

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Email Client Market Share: Where People Opened in 2013

2013 brought lots of changes to the world of email marketing. Whether it was the replacement of Hotmail with Outlook.com, the introduction of Gmail tabs, or a continuous increase in mobile opens, email market share stats have seen plenty of shifts. In this infographic, we take a deep dive into these statistics!

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Have Webmail Users Gone Mobile?

In the last year, mobile opens have increased 24% (from 41% to 51% of total opens), while webmail opens have decreased 36% (from 28% to 18% of total opens). On the surface, it appears as though mobile opens continue to grow at webmail’s expense, but is that really the case?