You know what makes people interesting? It’s that every one of them are different yet similar at the same time.

FBI profilers and emarketers deal with this phenomenon all the time – we like to attribute certain traits to groups of people.

The FBI didn’t have to deal with what email rendered the best on Ted Bundy’s email client and browser – but considering his disposition it was probably Outlook 2003 and Internet Explorer (Sorry Bill Gates).

This, however, is something emarketers have to consider. If your emails are being sent to an email client that does not recognize the formatting contained in the email then your recipients won’t recognize what’s on their computer screens. This leaves your email marketing campaign livin’ on a prayer – Bon Jovi style…

Leave the rocking to the rockstars and your faith in us! This post will list what are the most popular email clients from up to date research and how you can create your emails to read well on them to get the best response.

Outlook is Out and Apple is Up

Steve Jobs may be gone but Apple is here to stay!

In 2011 Outlook was the kingpin of email clients with 37% of all email users staying faithful to good ol’ Outlook.

However, thanks to the rise of mobile email and the mayans being wrong about everything, iPhone email usage rose to 20% while iPad grabbed 8% of opens in 2012. What happened to Outlook you ask? It dropped all the way to 18% – the mayans may have been talking about Outlook’s future instead.

And Apple is just growing sweeter.

Talking Today

Much like 80s hairstyles, Outlook does not seem to be making a comeback anytime soon.

As of writing, Apple is responsible for 44% of all email opens, with 37% of those opens occurring on mobile devices running iOS – being the Apple iPhone and iPad.

This is good news for email marketing, as iOS deals with HTML quite well while Outlook has been infamous for rendering issues… Outlook 2003 was basically the Jack the Ripper of emails with images.

The stats on mobile are as surprising as you’d expect with 42% of all email opened on mobile devices. This means if you have been ignoring all the advice of the SharpSpring Mail + good gospel then you’re going to be in trouble!

Optimize your mail for mobile devices, preview your mail on all devices before you send it and please, for the love of internet, make sure your email is mobile user friendly. This means no small links, huge images or crashing landing pages.

Your readers and your wallet will thank you for it.

Trendier than Victoria Freakin’ Beckham

Some trends to watch out for that affect more than fashionTV are listed below.

Web based email applications – specifically Gmail and Yahoo! Mail have seen significant growth from 2013 to 2014.

  • Gmail has grown from 3% of email opens in November 2013 to 12% in May 2014.
  • Yahoo! has started growing rapidly this month with 6.28% growth from last month bringing it up to 11%.
  • It’s not all good news for Google: Google Android email opens have dropped from its peak of 13% in 2013 and has been on a downward spiral since, reaching 5% in May 2014.
  • The most stable email clients that show very little change over the years are iPhone, iPad and Apple Mail and have shown a decent amount of opens throughout.
  •, Windows Mail and Windows Live Mail are just as stable – but have dismal stats around the 5% and 2% area respectively.

Are there any email prophets out there? Where do you see email heading in the future? Prophesize away and leave your predictions in the comments section below…

  • Author: maryka.burger

  • Maryka has worked across multiple industries ranging from hard news journalism to digital tech companies and advertising. She is an expert at building online presence, and offers a wealth of knowledge on digital marketing, social media and automation trends to agencies and digital start-ups.