Although Verizon’s $4.4 billion purchase of AOL was all about adding more content, video, and ad generation to the mobile communication company’s distribution platform, the acquisition could transform Verizon into a major email inbox provider, likely to the benefit of email marketers.
Between buggy support for HTML and CSS, spelling errors, bad links, missing images, and other potential blunders, it’s crucial to test your email campaigns before every single send. But, where should you focus your testing efforts? With so many email apps available (not to mention the different versions of each), it’s easy to feel overwhelmed trying to test every possible combination. Looking at open data for your audience is the key to narrowing down where you should be focusing your testing efforts.
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.
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?
It’s official: mobile now accounts for the majority of email opens, with a 51% share. That’s an increase of three percentage points since the previous record of 48% from September and October. Desktop opens now make up 31% of opens, while webmail has dipped to 18%.