Litmus proposes 4 points to cover these changes:
1. New devices, applications and operating systems
At this point we find important new developments regarding the role of email on new devices, the display and adaptation of email on different devices, improvements to email applications and operating system updates. Throughout 2015, several innovations stand out:
Outlook for Android and iOS : an application created for professional use when we do not have our computers. It is the adaptation of Outlook to the mobile device for better and easier use of the tool.
Apple Watch : This device was created in April 2015. It offers us the possibility, albeit with some limitations, of receiving emails and being able to read them without having to check our mobile phone.
AOL's Alto mail app - The webmail service is now available for mobile. Its main aim is to solve the problem of multiple inboxes. This app allows users to access different accounts in a single inbox and switch between accounts with ease.
Windows 10, universal Outlook app: The latest version of Windows, released in July 2015, came with a new Outlook app. This new app is universal, meaning it looks the same on different devices (desktop, smartphones, and tablets).
iOS 9 : In September 2015, Apple released the latest version of the iOS system (iOS9), which includes new CSS properties and has introduced new changes that directly affect Email Marketing professionals.
Outlook 2016 – In September 2015, Microsoft released the latest version of Outlook, Outlook 2016. However, there have not been too many changes from previous versions. Email creation is still done using Microsoft Word, so HTML and CSS support is still quite poor.
2. Updates and changes to email clients
Yahoo!, Gmail, Office and Dropbox are some of the email clients that have incorporated changes this 2015. First of all, Yahoo! mail has started using media queries in order to adapt to the mobile device (FINALLY!). Gmail on the other hand, continues its own way. However, it has incorporated changes in the “Promotions” tab of the turkmenistan business email list email, which has returned to being a text-only format. In addition, it has launched a new option that allows you to block users, once this option is chosen… you will no longer receive emails from that user who bothers you so much!
Microsoft has many email applications. In order to unite all the features of the applications in one, Outlook.com is being replaced by Office 365 . Finally, Dropbox has announced that it will close the email application that it has offered until now.
3. Deliverability
Regarding the deliverability of emails , I SPs reveals that clicks do not affect the delivery process of an email . This statement has caused many professionals in the sector to question some of the metrics used to measure user engagement. However, although the click rate does not directly affect deliverability, it is important to keep this metric in mind because a drastic drop in the click rate can be the cause of some kind of error, either in deliverability or in any of the processes involved in Email Marketing. In addition to this revealing statement, Google launched Gmail management tools ( Gmail Postmaster Tools ) in July 2015. These tools are used to analyze large quantities of emails sent, including data on deliverability errors, reports on SPAM and reputation. The main objective of these tools is clear: to receive the desired email in our inbox and SPAM in its proper place. 4. Email Client Market Share During the course of 2015, the click rate on mobile devices has increased by 17%, so now it represents 55% of openings, meaning that the smartphone is the device with the highest percentage of openings . Followed by Webmail (email clients), which has decreased by 13%, remaining with 26% of the openings. Finally, desktop openings have also decreased, remaining with only 19% of the total openings. In short, according to the study, Email Marketing is more powerful than ever .
Industry data shows that the ROI of Email Marketing is the highest among the different Digital Marketing channels. It is also the preferred method by users.
