The annual State of Email Report by Litmus is out with insight into the changes and trends of email marketing. Here are the key points:
From new devices to update device settings, there are always changes to make to ensure your email marketing strategies are working well and effectively.
iOS 10 updates that affect email on iPhones include:
Not to worry, though, Litmus also suggests to install the unsubscribe header on your own, stating that it allows you to build trust with your customers while also allowing your list to be tailored to you.
Gmail, with 20 percent of the email client market share, officially allows marketers to add in <style> to their emails, meaning no more CSS inlining by hand! Following suit, email clients that support responsive design is now 75 percent. Litmus recommends optimizing emails for each client, customizing content by hiding, shifting or swapping it out accordingly. Other Gmail updates include search functionality, streamlines events, saved links and glanceable newsletters.
Other Major Email Client Updates:
iPhone, Gmail and iPad still take the cake for the top email clients. Android saw a decrease in their market share, but remained fourth in line. Yahoo! Mail has now been replaced by Microsoft’s Outlook.com. Webmail usage has made the most positive change, bumping up to 30 percent in the last year. Mobile devices had no net change over the year, and desktop use has dropped three percent.
Litmus suggests optimizing your websites to be mobile-friendly if they aren’t already (as of June 2016, 93 percent of websites were). In line with mobile usage, make sure your links are easy to tap with a finger and in a clean, single-column design.
Here are the top changes:
Spam now looks a little different. According to a Litmus study, users report spam most when brands send too many or irrelevant emails. Other reasons for reporting spam were users are no longer interested, didn’t realize they had subscribed to the emails and they couldn’t figure out how to unsubscribe.
Take these actions to avoid spam complaints:
See the report for more updates in security.
The following are the 2017 email marketing trends:
Need help staying in the loop with your email marketing? Contact us and maximize your email efficiency. From coding to content, we can boost your email presence.