For the 3rd (if I do not say anything stupid) consecutive year, Litmus presents its "State of Email Report"! Here, we are not talking about a white paper, a study, but it is a real "book" in the form of ebook that Litmus offers. On 80 pages, the specialist of the inbox rendering returns on all what made the news of the mailbox last year, in order to have a precise image of the situation and the challenges which are in front of us.
Obviously, I am not going to make a complete summary and even less a translation of this publication, but point out some essential information on the subject.
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The latest updates for email clients
2016 saw a lot of email client updates, here's a small portion of them with the challenges associated with each:
- Mail app on iOS 10:
- it's the return of html5 in the Mail application, and with it the videos;
- Mail app can now be uninstalled which could have an impact on the market share of email clients;
- The application now integrates the List-Unsubscribe feature, which allows you to unsubscribe from a newsletter with one click;
- there have been changes on auto-scaling, which means that even on responsive emails, there can be a zoom effect.
- Gmail:
- In September, Gmail announced support for the tag, which now allows for a reduction in the use of "inline styles" ;
- Gmail webmail and mobile applications now support media queries which will significantly simplify development for mobile email;
- on the other hand, the tag and media queries are only recognized when it is a Gmail or Google for Business address. Imap, pop or exchange accounts connected to Gmail still do not "understand" the tag and media queries.
- great news too, Gmail includes the "display:none;"!
- Yahoo!
- Yahoo! Mail for Android no longer uses the tag! This means that the responsive doesn't work there anymore. On the other hand, no worries on iOS.
Email development figures
What type of approach do you use in developing your emails?
Email customer market share
Distribution of openings between mobile, webmail and desktop
For the rest, I leave you with the full version 🙂
Pssssst: If you need a hand with your emailing strategy or with the responsive redesign of your emailsIf you have any questions, don't hesitate to contact our emailing and eCRM agency.
