2015 State of Email Marketing Report (Litmus)
Posted: Tue Dec 03, 2024 9:28 am
If last week we talked about the Salesforce study “2015 State of Marketing”, this time we focus on data from the email marketing sector, based on the study that Litmus offers us annually: 2015 State of Email Marketing Report.This report covers the main changes that have occurred over the last year and the consequences and challenges that these changes pose to email marketing professionals. Litmus proposes 5 blocks to address these changes:
1. New devices, applications and operating systems
At this point we find important new developments this year that have had an impact on the sector and on the way emails are designed. The most notable events are:
The arrival of the mozambique business email list iPhone 6 and iPhone 6 Plus, which offer 2 new screen sizes to deal with in terms of adaptive design and an inbox that shows more content inside our emails.
Apple introduces iOS8 and with it the <video> tag is no longer supported. But you can always continue to use images/GIFs that link to the hosted video.
Other notable events are the arrival of Outlook 2015, very similar to Outlook 2011 with some changes in the hierarchy of the inbox (more importance to the From Name than to the subject), and the Gmail Inbox application , surprisingly and unfortunately, still without support for responsive design. Yes, we also have this face: 2. Deliverability There have been changes in the terms of the DMARC used by Yahoo and AOL, so if you send your emails from a platform using a Yahoo or AOL from name , you will almost certainly end up in the spam folder. As always, to optimize deliverability, we recommend using private domains or subdomains for the email marketing account you use, which allow us to build a reputation as senders and maintain it in the face of email services and antispam filters. On this point, Litmus also highlights the implementation of an anti-spam law in Canada. 3. Updates and changes in email clients Changes in Gmail: these are the most notable during the last year, as they have brought important consequences to the email sector. The most notable changes refer to the automatic download of images, the use of Google's cache to host them (and its impact on opening statistics) and the inclusion of an unsubscribe link in emails by the email service itself. There is also talk of a “grid” view of the promotions tab, although this change has not had as much influence as the previous ones. For its part, Yahoo
responsivegmai
Gmail Email Marketing
Litmus has stopped supporting the “align” attributes in nested tables and this causes templates that previously worked correctly to now appear aligned to the left. At Digital Response we solve this with an external container table, aligned to the center. At Litmus they also propose adding this style to this external table: table-layout: fixed .
4. Advances and news for email marketing professionals
This is the point of “self-promotion” for Litmus, although they deserve it, since they are always proposing new places of interaction between professionals and tools to make life easier for professionals in the sector. In this case, they present the two jewels of this year:
The Litmus community: where we can discuss concerns, doubts and problems that arise day to day in our work with the best in our sector.
Litmus Builder: a code editor oriented to email marketing that every email developer will love.
5. Email Client Market Share
We have already used this Litmus website as a reference before, where their data on email openings on different devices and email clients is collected. In this case, they collect current data, which indicates that almost 30% of emails are opened from iPhones. They also present interesting graphs on the evolution of the different email reading environments over the last year.
1. New devices, applications and operating systems
At this point we find important new developments this year that have had an impact on the sector and on the way emails are designed. The most notable events are:
The arrival of the mozambique business email list iPhone 6 and iPhone 6 Plus, which offer 2 new screen sizes to deal with in terms of adaptive design and an inbox that shows more content inside our emails.
Apple introduces iOS8 and with it the <video> tag is no longer supported. But you can always continue to use images/GIFs that link to the hosted video.
Other notable events are the arrival of Outlook 2015, very similar to Outlook 2011 with some changes in the hierarchy of the inbox (more importance to the From Name than to the subject), and the Gmail Inbox application , surprisingly and unfortunately, still without support for responsive design. Yes, we also have this face: 2. Deliverability There have been changes in the terms of the DMARC used by Yahoo and AOL, so if you send your emails from a platform using a Yahoo or AOL from name , you will almost certainly end up in the spam folder. As always, to optimize deliverability, we recommend using private domains or subdomains for the email marketing account you use, which allow us to build a reputation as senders and maintain it in the face of email services and antispam filters. On this point, Litmus also highlights the implementation of an anti-spam law in Canada. 3. Updates and changes in email clients Changes in Gmail: these are the most notable during the last year, as they have brought important consequences to the email sector. The most notable changes refer to the automatic download of images, the use of Google's cache to host them (and its impact on opening statistics) and the inclusion of an unsubscribe link in emails by the email service itself. There is also talk of a “grid” view of the promotions tab, although this change has not had as much influence as the previous ones. For its part, Yahoo
responsivegmai
Gmail Email Marketing
Litmus has stopped supporting the “align” attributes in nested tables and this causes templates that previously worked correctly to now appear aligned to the left. At Digital Response we solve this with an external container table, aligned to the center. At Litmus they also propose adding this style to this external table: table-layout: fixed .
4. Advances and news for email marketing professionals
This is the point of “self-promotion” for Litmus, although they deserve it, since they are always proposing new places of interaction between professionals and tools to make life easier for professionals in the sector. In this case, they present the two jewels of this year:
The Litmus community: where we can discuss concerns, doubts and problems that arise day to day in our work with the best in our sector.
Litmus Builder: a code editor oriented to email marketing that every email developer will love.
5. Email Client Market Share
We have already used this Litmus website as a reference before, where their data on email openings on different devices and email clients is collected. In this case, they collect current data, which indicates that almost 30% of emails are opened from iPhones. They also present interesting graphs on the evolution of the different email reading environments over the last year.