Outlook Not So Good: Email Clients Ranked
You remember the ole Magic 8 Ball, right? The novelty toy where you could ask a question, shake it, and a vague response would come bobbing up to the surface in the window on the bottom of the ball? Even though it might not be the most reliable source of information, one of the Magic 8 Ball's responses rings true for those assembling email campaigns: "Outlook Not So Good." A new tool from email testing and analytics company Litmus puts things into perspective, giving the top 10 email clients a ranking based on over 1 billion email opens each month.
Litmus' Email Client Market Share page holds a treasure trove of stats, updated each month to reflect position, as well as a small graph to see how each email client has fared over time. Currently, the standings are as follows:
- Apple iPhone: 28 percent
- Gmail: 16 percent
- Apple iPad: 11 percent
- Outlook: 8 percent
- Apple Mail: 8 percent
- Google Android: 8 percent
- Outlook.com: 5 percent
- Yahoo! Mail: 4 percent
- Windows Live Mail: 2 percent
- AOL Mail: 1 percent
The real tale of the tape is in the small graphs of historic performance for each different client. A quick glance at each reveals stories in line with just about what you'd expect. For example, Gmail's steady climb on the path to domination, Yahoo's early spike and dramatic fall off, and Outlook's ongoing descent.
It's good to know what email clients are in and which will be out soon, as each presents certain pros and cons for marketers building email campaigns. Being ahead of the curve in ruling one or two out can make your emailing life a whole lot easier.