2017电子邮件客户端体验报告（英文版）_16页

Email Client Experience Summary

Core Content

This report provides an in-depth analysis of how subscribers interact with email across different environments, days of the week, and platforms. It highlights the global trends in email consumption, focusing on the shift from desktop to mobile and webmail, and offers insights into optimizing email marketing strategies based on these findings.

Main Points

Where Are People Reading Emails?

• Mobile is the most common environment for email opens, with 55% of all opens on average, peaking at 58% in July and dropping to 52% in February.
• Webmail accounts for 28% of global opens on average, with the highest share in February and April (32%).
• Desktop is the least used, with 16% of opens on average, and remains relatively consistent throughout the year.

Country Breakdown

• United States, Canada, Great Britain, Singapore, and Australia have mobile opens exceeding 70%.
• China and Germany maintain higher desktop usage, with over 20% of opens on desktop.
• Brazil has a more balanced distribution between mobile and webmail, with both at 48% and 46% respectively.

Mobile Email Opens

• iOS devices (iPhone and iPad) dominate mobile email opens, accounting for 79% globally.
• iOS market share decreased slightly from 85% in 2012 to 57% in 2017.
• Android saw a 6% increase in mobile email opens over five years, reaching 20%.

Webmail Email Opens

• Gmail is now the most popular webmail client, with 59% of opens.
• Outlook.com (formerly Hotmail) holds 18%, while Yahoo Mail dropped significantly to 5%.
• Other webmail clients account for 17%, showing a decline from 28% in 2012.

Desktop Email Opens

• Outlook was the most popular desktop client in 2012 but now holds 41% of the market.
• Apple Mail has gained significant traction, with 50% of desktop opens.
• Windows Live Mail usage declined throughout the period and was discontinued in 2016.

When Are People Opening Email?

• Desktop opens are primarily during the workweek, peaking on Monday (19%) and dropping on Friday (16%).
• Mobile and webmail opens show a weekend boost, with 60% of all opens happening on weekends.

How Much Time Do Subscribers Spend Reading Email?

• Dwell time is categorized as abandoned (<2 seconds), skimmed (2–7 seconds), or read (>7 seconds).
• Mobile has the highest rate of fully read emails (64%), followed by webmail (61%) and desktop (45%).
• Skimming is consistent across all platforms, with 22% on average.
• Abandoned emails are most common on desktop (30%), and least on mobile (15%) and webmail (18%).

December Exception

• In December, abandoned emails increased by 10%.
• Mobile and webmail had a 9% and 11% lower rate of fully read emails, respectively, due to increased email volume during the holidays.

Key Recommendations

• Identify email clients used by your subscribers to tailor content accordingly.
• Ensure email renders correctly across all platforms to maintain engagement.
• Use geolocation data to create content that is relevant to your audience's location.
• Measure dwell time to understand how engaging your content is.
• Track and compare data regularly to stay updated with changing email habits.

Methodology

• Data was collected from 27 billion email opens between May 2016 and April 2017.
• Tools used include Email Client Monitor (tracking client usage, timing, and location) and Geo Email Monitor (providing geolocation insights for up to six campaigns per month).

Additional Resources

• Visit Return Path's website for more email insights and benchmark data.
• Request a demo to see how their data-powered solutions can enhance your email marketing.
• Browse their blog for daily updates and strategies relevant to email marketers.
• Contact Return Path via phone for support in your region:
  • US: 1-866-362-4577
  • Australia: +61 2 8188 8700
  • UK: +44 (0) 20 7034 5430