Return_Path-2017年电子邮件客户端体验报告（英文）-2018.1-16页

Email Client Experience Summary

Core Content Overview

This report provides an analysis of how subscribers interact with email across different platforms and timeframes, focusing on where, when, and how they open and engage with emails. It highlights the evolving trends in email client usage and behavior from 2012 to 2017, offering insights that marketers can use to optimize their email strategies.

Key Trends in Email Client Usage

Global Email Opens by Environment (2017)

• Mobile is the dominant platform, with 55% of email opens occurring on mobile clients on average.
• Webmail accounts for 28% of opens.
• Desktop is the least used, with 16% of opens.

Seasonal Variations

• Mobile opens peak in July at 58%, and are lower in February at 52%.
• Webmail opens are highest in February and April at 32%, and lowest in May at 25%.
• Desktop opens remain relatively stable throughout the year.

Country-Specific Breakdown

• United States, Canada, Great Britain, Singapore, and Australia have mobile opens over 70%.
• Brazil has a more balanced usage between mobile (48%) and webmail (46%), with desktop at 7%.
• China and Germany have desktop users over 20%, indicating a stronger reliance on desktop clients in these regions.

Mobile Email Client Breakdown

• iOS devices (iPhones and iPads) account for 79% of mobile email opens globally.
• iPhone iOS has a 57% share of mobile opens, down from 85% in 2012.
• iPad iOS holds 22%, slightly down from 24% in 2012.
• Android has increased to 20% of mobile opens, up from 14% in 2012.

Webmail Email Client Breakdown

• Gmail is the most popular webmail client, with 59% of opens in 2017.
• Outlook.com (formerly Hotmail) holds 18%, while Yahoo Mail has dropped to 5%.
• Other webmail clients account for 17% of opens.
• Yahoo Mail saw a significant decline of 32% from 2012 to 2017.

Desktop Email Client Breakdown

• Apple Mail is now the most used desktop client with 50% of opens, up from 29% in 2012.
• Outlook has dropped to 41%, down from 68% in 2012.
• Windows Live Mail usage has declined significantly, likely due to its discontinuation in 2016.

Email Opens by Day of the Week

• Desktop opens are most common during the workweek, with 19% on Mondays and 16% on Fridays.
• Mobile and webmail opens increase during the weekends, with 60% of opens on mobile devices.
• Webmail sees a slight drop on weekends, while mobile remains high.

Time Spent Reading Emails

• Dwell time is categorized into abandoned, skimmed, and read.
• Read emails make up the largest portion, with 61% of emails being read on average across all environments.
• Mobile has the highest read rate at 64%, while desktop has the lowest at 45%.
• Skimmed emails are consistent across platforms, averaging 22%.
• Abandoned emails are most common on desktop (30%), followed by webmail (18%) and mobile (15%).

December Exception

• In December, abandoned emails increased by 10%, and read rates dropped for mobile and webmail by 9% and 11%, respectively, due to increased email volume during the holiday season.

How to Apply This to Your Email Program

1. Identify the most used email clients by your subscribers to tailor content accordingly.
2. Ensure email rendering is optimal across all platforms (mobile, webmail, desktop) to maintain engagement.
3. Understand subscriber location to create geographically relevant content.
4. Measure engagement depth by tracking how long subscribers spend viewing your emails.
5. Stay updated with the latest benchmarks and track your own data to adapt to changing trends.

Methodology

• Data was collected from 27 billion email opens between May 2016 and April 2017.
• The study used Email Client Monitor to track client usage, open times, and dwell time.
• Geo Email Monitor provided geolocation data for up to six campaigns per month.

Additional Resources

• Visit Return Path's website to access the latest email client data.
• Request a demo to see how their data-powered solutions work.
• Browse the blog for daily insights and updates on email marketing.
• Contact Return Path via phone for further assistance:
  • US: 1-866-362-4577
  • Australia: +61 2 8188 8700
  • UK: +44 (0) 20 7034 5430

Conclusion

Email remains a powerful marketing channel with over 3.7 billion users globally. The shift toward mobile usage is clear, with Gmail leading in webmail and Apple Mail in desktop. Marketers must adapt to these changes by optimizing content for different platforms, understanding subscriber behavior, and staying informed about evolving trends.