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What Tracking 13 Billion Email Opens Can Teach Us About the Current State of Email Engagement


Last year, we saw significant changes in marketing technology. Mobile and social search shifted marketer’s SEO efforts, and messaging apps started to introduce new ways for brands to connect with their audience. But one channel continued to hold the reputation of ‘ol reliable among marketing teams: email. 

Serving as one of the oldest digital mediums still in use, email is known for delivering the highest ROI among digital marketing channels. However, as the applications and devices people use to view emails continue to evolve, the prospect of optimizing for the inbox has become a bit more complicated.

In 2015, Litmus — a web-based email creation, testing, and analytics company — tracked over 13 billion email opens worldwide as part of its 2016 State of Email Report highlighting trends across all industries and verticals. Here’s where people are engaging with email most.

Be sure to check out the full State of Email Report for complete and detailed data.

The Current State of Email Engagement

Before we could determine how people were engaging with email, we needed to define what clients they were using. Here’s what we found:

Top_10_Email_Clients.png*Some email clients may be over- or under- represented due to automatic enablement of images and/or image blocking.

To provide color, Lauren Smith, content marketing manager at Litmus, explains what these numbers mean across webmail, desktop, and mobile environments. Smith says:


In 2015, opens across all of the major webmail clients decreased. The fall in Gmail opens and subsequent rise of iPhone and Android opens may suggest users of the Gmail app are switching back to the native email apps on these phones.

It’s probable that this move toward mobile is also affecting Yahoo! Mail and opens. Subscribers are likely using those apps on their phones, rather than in the actual webmail client, which would be reported as a mobile open, rather than webmail.”


While the rest of desktop opens remained relatively stagnant in 2015, Outlook opens decreased 33% and now represent only 6% of opens.

The popularity of Outlook overall is on the decline, with older versions of the desktop client — which has better HTML and CSS support — being phased out in favor of newer versions. Outlook 2016 for Windows was released in September 2015 and has already seen some adoption, picking up over 5% of Outlook opens. Outlook 2013 also saw a 50% gain over the year, whereas Outlook 2003 dropped 35%.”

Environment Growth

Digging deeper into the data, we also measured the past five years worth of data by environment in order to further clarify trends.

The results show the meteoric rise of mobile, which is almost entirely at the expense of desktop environments.

Mobile opens increased 17% to now represent 55% of email opens. Webmail opens decreased 13% to end the year with 26% of opens, and desktop opens decreased 17% for a year-end 19% of total opens.”


Mobile Usage Trends

As seen above, mobile dominates email engagement. Looking even further into this, here’s how mobile engagement trends break down over the course of 2015.


Android opens increased 35% to represent 10% of opens, and iPhone opens rose from 27% to 33% of opens. Conversely, iPad opens decreased 5% over the course of the year and now only represent 12% of mobile email opens.

So while mobile continues to see increased engagement everywhere, marketers are left to wonder, what’s up with the iPad?

Smith adds, “iPad opens have been on a continuous decline over the past year. It’s probably no coincidence that the iPad’s slump to 12% of opens has accompanied a downturn in tablet sales. As of Q4 2014, Apple had sold 12.3 million iPads, while Q4 2015 figures report sales of 9.8 million — a 20% drop.

While lower-priced tablets from Microsoft and Google may have impacted iPad sales and open figures, it’s possible that other Apple products may be cannibalizing sales. For example, the dimensions of the iPhone 6 Plus may serve as a suitable tablet replacement — providing users with the ultimate ‘phablet.’”

What This Means for Marketers

As marketers, we tend to spend a disproportionate amount of time on optimization. We optimize for search engines to get found and for conversions to generate prospects, but when it comes time to engage with said prospects, optimization behavior breaks down.

We treat all subscribers — and their methods for reading email — as equal. But the apps and devices people use directly correlates to how they engage with your emails. Images and links break, designs render incorrectly, and as a result, we ultimately wind up wasting otherwise strong sales opportunities.

As an example, here are just some of the ways the top two email clients may introduce quirks that impact the effectiveness of your email.

iPhone (iOS)

The iPhone 6s and 6s Plus feature 3D Touch, which adds pressure sensitivity to the latest iPhones and introduces two new interactions: peek and pop.

When scrolling through the inbox, users can now use a light press to “peek” at an email, which opens the email itself in a modal window. Using that same touch, they can then press harder to “pop” into the email itself and see the entire email, just like opening it normally.

Since “peeking” at an email loads the images contained within, peeks will count as opened emails. However, even though opens are registered, engagement could easily drop for campaigns if subscribers are just “peeking” at — and not reading — your campaigns.

If you’re seeing your engagement rates dropping, consider revamping your content, optimizing your inbox view, and ensuring your messages are mobile-friendly.


Like most webmail clients, Gmail relies on a preprocessor to strip emails of anything that could be either a security concern or affect the rendering of the email client itself. This means that Gmail not only strips emails of any JavaScript, Flash, or object and embed tags, but it also goes one step further and strips the email of any style tags.

This understandably causes frustrations for email designers, who often use CSS in the style tag to manipulate the style of their campaigns, especially with responsive emails. A good rule of thumb is to make sure your main styles are all inline and that the email works well even without the style tag.

What’s Next?

Creating email can be hard. Optimizing for your audience, and the apps and devices they’re opening on, is the first step toward making it easier and more effective.

Where are the majority of your prospects and customers opening and engaging with email? Once you have a clear and detailed understanding of this, optimizing for their experience becomes much more direct.

Get the full State of Email Report for complete data around where people are opening and engaging with email most.

optimizing email marketing ebook




How to Write Ridiculously Persuasive Landing Page Content


I used to think persuasion was a dirty word. For me, and there’s really no viable explanation for it, it was synonymous with deceit

I don’t know, just something about the word seemed very “Vader coercing Luke of interstellar domination” to me.

But then I started working for an awesome company where I believed in the solution we offered. It’s crazy what that can do for changing one’s philosophy. 

I wanted our audience to believe, too. But I know enough to understand that people view any advertisement with a healthy dose of skepticism. It’s a natural defense mechanism. 

Therefore we need to persuade. And landing pages are prime real estate. 

Want to write persuasive landing page content?

1) Provide actionable benefits

Instead of promoting the main features of your solution, promote the value of it. 

Benefits are real. They’re grounded. When done right, they convey a world devoid of challenges. (At least the ones your audience experiences.) What’s better than that? 

Features are geeky and abstract. And really, who cares as long as whatever you’re offering solves a problem? 

Check out this example from Sidekick by HubSpot, an email tracking software that also provides insights, scheduling, and just about anything else you could think of. 


The benefit here is clear. I know exactly what I’m getting from this report. More importantly, the message clearly aligns with a common pain point of anyone who finds themselves on this website in the first place. 

Who doesn’t want to learn more about sending better emails? 

2) Convey empathy

“The most basic of all human needs is the need to understand and be understood.” Ralph G. Nichols, author of “Are You Listening?”

It goes without saying that before you can convey empathy, you first need a deep understanding of the challenges and interests of the people you serve. 

Empathy is about radical connection. It’s about people saying, “man, this company gets me.”

Take Simple, an online banking platform focused on the modern web and mobile experience, for example. 


You hear people complain about their banking experience all the time. Transfer fees. Minimums (the worst!) Overdrafts. Monthly fees. Automated customer service. 

Simple’s solution is a great alternative, but if they weren’t so great at conveying empathy for the experiences we all have, would their message be as effective? 

Bonus points: Check out how politely they ask you for your email address. 

3) Be brief 

Brevity is powerful.

It’s focused. 

It’s quick (duh.)

Like Dropbox


All my stuff, everywhere? 

Sounds great. 

That was quick. 

4) Provide social proof

Social proof appeals to people’s sense of “safety in numbers.” 

People feel safer doing something only if others have done so first. Volume is a factor here, too, as if there’s an overwhelming number of people who have done it, people’s “fear of missing out” inclination kicks in. 

But social proof isn’t just about attaching the number of shares a page has gotten. Check out how HubSpot effectively uses social proof to promote blog subscriptions. 



Over 300,000 marketers have subscribed to this blog? If I haven’t subscribed already, this statistic alone is more persuasive than any other content on the page for getting me to do so.

I’m a marketer, so clearly I’d be missing out. (Note: I’m already a subscriber. Highly recommend you subscribe as well.) 

5) Introduce scarcity 

Famed psychologist and New York Times bestselling author Dr. Robert Cialdini

It’s one of the oldest tools in a marketer’s tool belt. Every infomercial in history leans heavily on the “call now” or “limited time only” tactic for increasing sales. 

As a result, you have to be careful here, as you can go from persuasive to shady really quickly. 

Noah Kagan, founder of OkDork and Facebook employee number 30, utilizes scarcity with the right balance that gets people (myself included) to sign up for whatever he is promoting. (His email list numbers over 700,000.)


Notice how he still provides value? This is unimportant, as relying solely on scarcity can come across as shady. But coupled with a free 30-day course focused on teaching me the secrets for doubling my email subscribers? 

I’m in. 

6) Create a knowledge gap 

One of the most proven ways of drawing an audience in is by introducing a knowledge gap, one that piques their curiosity, and then shows them how to fill it. 

Chip and Dan Heath, bestselling authors of Made to Stick, describe this phenomenon as follows:  

“We can engage people’s curiosity over a long period of time by systematically ‘opening gaps’ in their knowledge – and then filling those gaps.” 

More simply, it’s natural that we all want to learn about things we perceive to not know now. 

Here’s how Unbounce, the landing page builder for marketers, employs this tactic. 


Common misconceptions that are killing my landing pages? 

What?! If they’re common, there’s a pretty good chance I could be committing them too, right? 

Well, now I need to know. 

7) Promote exclusivity 

The top level of Maslow’s Hierarchy of Needs is “self actualization,” or how we view and feel about ourselves. 

We all want to feel important. More importantly, we need others to affirm this for us. 

Wheaties claims its cereal is the “breakfast of champions,” or how L’Oréal says, “because you’re worth it, “ – this affirms how certain people view themselves, either as champions or beautiful. Now they’re more likely to buy the product, as “this is what people like me buy.” 

Here’s how Litmus applies this in a B2B setting. 


I like to think of myself as an email marketing pro, therefore I subscribed to this newsletter long ago. 

I mean, isn’t that what people like me do? 

8) Align button text with benefit

It’s easy to neglect the button text on a landing page, but rest assured, this is important copy.  

The button is either the first or last step required for someone converting on a page. Either way, these are both critical points on the conversion path. 

Take this example from, originally detailed on Copyhackers

By making the simple switch away from the unoriginal “Sign Up Now” button text…


To the more enticing “Show Me Outfits I’ll Love,” saw an increase of 123.9% in clicks. 


Aligning your button text with the actionable benefits of your offer can greatly increase the chances of a click-through. 

With persuasiveness comes great responsibility

When you’re marketing a product you believe in, persuasion is not a dirty word at all; it’s a responsibility. 

I believe in the solution I’m marketing very much. It’s a responsibility for me not only to find the people who need it most, but also to successfully articulate how we can help. 

Are you like me? Are you marketing a product or service so helpful that you believe in it with every fiber of your being? 

Great. You’ve got some work to do, then.

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