In the ninth episode of The Email Design Podcast, your intrepid hosts talk about how responsive emails and testing affect clicks, Microsoft’s surprisingly good new email client, and the first Community Contest.
We’ve been tracking email opens for more than 4 years. And it’s incredible to see how behaviors have changed over time. Mobile email was barely a blip on our radars in 2011, and made up just 8% of email opens. Fast forward to 2014, and nearly half of emails are opened on smartphones and tablets—a 500% increase in four years.
Over the past year, Gmail has undergone some major changes—including quick actions, image caching, the auto-unsubscribe, and more—all of which have put the email world in a tizzy. Earlier this week, Google released yet another change (and perhaps the biggest one yet). They launched an entirely new email app, Inbox by Gmail. In this post, we’ll take a look at Inbox’s functionalities, as well as this new email app’s effect on the email marketing world.
Over the past year, Gmail has been through a whirlwind of changes. As if all of its rendering and CSS quirks didn’t make Gmail a pain for email designers already, these recent updates have kept the email marketing world on its toes. Should designers and marketers be concerned about these updates to Gmail? What, if anything, should we do in response? Our eBook gives you the information you need to be a Gmail expert, along with recommendations and tips for reacting to the changes.
In December, Google announced that images in emails will now show automatically. We’ve kept a close eye on the increased open counts in Gmail—automatic image downloads have given us a unique opportunity to examine the impact that image blocking has had on email marketing for years. What we’ve learned is fascinating, and unveils a critical metric unknown to email designers before now.
Mobile Gmail apps for both Android and iOS download images automatically and serve them via Google’s caching service. As users update to the new mobile Gmail apps, we’re seeing image caching affect mobile open rates, specifically opens made with the Gmail app on Android. As Gmail open rates rise, there has been a corresponding drop in Android opens. Since January, Android opens have dropped 34%—now representing 8% of opens.
February market share saw continued changes to mobile and webmail stats as Gmail continues to upset previous trends. Mobile opens decreased from 49% to 48%—a position that they haven’t seen since October.
Add More Users to Your Account, New Mobile Clients Available for Testing + Additional Product Updates
Behind the scenes, we’re constantly working to improve the Litmus experience through feature requests and product updates. Recently, we’ve racked up quite the list of enhancements to share with you!
The new year has brought plenty of new changes to email client market share. In January, we saw continued impact to Gmail open rates, a drop for Android and mobile return to pre-holiday rates.
Yesterday, we took a look at how Gmail’s preprocessor can affect the rendering of your email. Today, we will finish up our look at Gmail and CSS by talking about some of the more common CSS and rendering issues email designers are likely to encounter.