Welcome again! It’s time for us to recap the earlier month and see what shifts occurred with electronic mail shopper market share.
This time, we’ve received an thrilling replace to share: We lately launched our new and improved email client market share website to incorporate Apple’s Mail Privateness Safety (MPP) knowledge, pre- and post-MPP launch.
Learn on to study concerning the updates, how you should utilize electronic mail shopper market share, and what shifts we noticed in October 2021.
What modified with Litmus’ electronic mail shopper market share website?
Over time, Litmus has reported on electronic mail shopper market share to assist entrepreneurs make higher selections on the subject of technique and prioritization for design, coding, and general electronic mail program focus—each on our email client market share website and this weblog collection, which seems on the knowledge on a month-to-month foundation.
On September 20, 2021, Apple’s Mail Privacy Protection (MPP) went into impact, impacting Apple Mail customers on iOS 15, iPadOS 15, and macOS Monterey units, no matter electronic mail providers. This meant entrepreneurs would now not have the ability to see dependable open charges, open occasions, geolocation, or gadget utilization for customers who decide into MPP—impacting the best way Apple market share is analyzed.
Consequently, we’ve up to date our electronic mail shopper market share website to incorporate post-MPP knowledge in addition to historic, pre-MPP knowledge (you can check it out here).
Is electronic mail shopper market share nonetheless helpful?
You is likely to be pondering: Is electronic mail shopper market share helpful, if a good portion is impacted by MPP?
The reply: Sure! Though MPP is impacting (and can proceed to impression) the best way Apple market share is analyzed, we’re nonetheless capable of glean useful insights with the info we pull from Litmus Email Analytics.
And, though these are highly effective insights on the trade as an entire, the actual energy lies inside your analytics—that’s, your viewers. Use electronic mail shopper market share as a macro-level useful resource but in addition a device to you assist you higher perceive your subscribers’ behaviors.
Prime electronic mail purchasers
With the introduction of MPP, we’re now grouping Apple iPhone (iOS Mail), Apple Mail (macOS Mail), Apple iPad (iPadOS Mail), and Apple Mail Privateness Safety (MPP-impacted opens) beneath “Apple.” Why?
These three Apple electronic mail purchasers—iOS, iPadOS, and macOS—are traditionally within the high 10 electronic mail purchasers. Now with Apple Mail Privateness Safety (MPP-impacted opens) within the combine, it’ll finally present a big enhance in its market share as adoption will increase, which isn’t essentially an correct reflection as these opens are inflated on account of MPP.
So, to assist with consistency shifting ahead, we’re grouping all Apple electronic mail purchasers collectively, together with Apple Mail Privateness Safety (MPP-impacted opens) since we all know that general, Apple stays to own the best market share.
As we shared final month in our September 2021 email client market share weblog, there two key issues to notice: 1) MPP hides gadget knowledge so we are able to’t differentiate between iOS, iPadOS, or macOS, and a couple of) the brand new OSes additionally don’t differentiate between MPP and non-MPP within the person agent knowledge it passes.
Now that we’re grouping Apple electronic mail purchasers into one class, the highest 3 electronic mail purchasers look a bit totally different. Beforehand in fourth place was Outlook, which has been the case from the first quarter of 2021, nevertheless it now joins the rank as one of many high 3 electronic mail purchasers.
- Apple: 51.4%
- Gmail: 33.7%
- Outlook: 5.3%
- Yahoo Mail: 2.8%
- Google Android: 2.3%
- Outlook.com: 1.2%
- Samsung Mail: 0.6%
- Home windows Dwell Mail: 0.1%
- Net.de: 0.05%
- GMX: 0.04%
Right here’s a breakdown of Apple electronic mail purchasers:
- Apple iPhone (iOS Mail): 27.36%
- Apple Mail Privateness Safety: 14.35%
- Apple Mail (macOS Mail): 8.78%
- Apple iPad (iPadOS Mail): 0.91%
Opens by setting
As we’ve talked about, MPP prevents entrepreneurs from seeing gadget utilization (aka, the place opens are coming from), so we aren’t capable of differentiate between studying environments. That’s why we’ve created a separate class for Apple Mail Privateness Safety.
Since its launch in September, MPP adoption has elevated as individuals upgraded their Apple OS. In comparison with September, Apple Mail Privateness Safety’s share jumped from 6.6% to 14.2% in October.
Consequently, market share throughout all different studying environments have decreased. Webmail noticed a slight drop from 40% to 39.8%, whereas cellular fell from 36.6% to 30.7%. Desktop decreased from 15.8% to 14.0%.
- Webmail: 39.8%
- Cell: 30.7%
- Apple Mail Privateness Safety: 14.2%
- Desktop: 14.0%
- Different: 1.3%
Hottest cellular opens
When cellular, the highest 3 hottest purchasers are Apple iPhone (iOS Mail), Google Android, Apple iPad (iPadOS Mail), as anticipated.
Apple iPhone (iOS Mail) nonetheless holds a majority of the market share, although it did see a decline from 89.9% to 87.9%. Google Android elevated from 5.6% to 7.3%, whereas Apple iPad (iPadOS Mail) stayed the identical at 2.9%.
- Apple iPhone (iOS Mail): 87.9%
- Google Android: 7.3%
- Apple iPad (iPadOS Mail): 2.9%
Hottest webmail opens
Over in webmail, the three hottest webmail purchasers are Gmail, Yahoo Mail, and Outlook—just like earlier months.
Though Gmail holds regular within the #1 spot, it did see a lower, dropping from 89.6% in September to 89.1% in October. Yahoo Mail elevated its share barely from 7.2% to 7.5% as did Outlook.com, from 3% to three.2%.
- Gmail: 89.1%
- Yahoo Mail: 7.5%
- Outlook.com: 3.2%
Questioning why we categorize Gmail as webmail? Study how Gmail opens are reported in Email Analytics.
Hottest desktop opens
The highest 3 hottest desktop opens stay the identical: Apple Mail (macOS Mail) in first with a majority of the share, Outlook in second, and Home windows Dwell Mail in third.
Apple Mail (macOS Mail) went down a number of proportion factors, from 64.5% to 61.8%. In distinction, Outlook’s market share elevated from 34.6% to 37.2%, as did Home windows Dwell Mail, rising barely from 0.7% to 0.8%.
- Apple Mail (macOS Mail): 61.8%
- Outlook: 37.2%
- Home windows Dwell Mail: 0.8%
Mild Mode vs. Darkish Mode opens
As of September 2021, we have been capable of begin monitoring Darkish Mode utilization on a extra common foundation.
Mild mode is the most well-liked setting, which was the case final month too, however with minor shifts: Mild mode utilization elevated barely, from 73.7% to 74.4%, and in flip Darkish Mode decreased from 26.3% to 25.6%.
- Mild Mode: 74.4%
- Darkish Mode: 25.6%
As a reminder: Our Darkish Mode knowledge is predicated solely on the Apple Mail app for iOS 13, macOS 13, iOS 14, macOS 14, iPadOS 14, iOS 15, iPadOS 15, and Apple Mail privacy-impacted units.
Now take a look at your viewers
Although electronic mail shopper market share supplies highly effective insights on the trade as an entire, the actual worth lies inside, with your viewers. The secret’s attending to know your subscribers—and one of many instruments that can assist you do that’s electronic mail shopper market share.
Small shifts over time can result in huge adjustments. Keep tuned subsequent month as we share our findings and proceed to trace the impression of MPP.
The place did we get all this knowledge? Our electronic mail shopper market share stats are pulled from over a billion electronic mail opens, anonymously collected and aggregated with Litmus Email Analytics from October 1-31, 2021. It highlights international tendencies throughout all industries and verticals. Some electronic mail purchasers could also be over- or under-represented, significantly with cellular and webmail. This is because of picture blocking or picture caching, most notably with Gmail. Nonetheless curious? Learn how we get this data.
Get insights into your viewers—with Litmus E-mail Analytics
Get visibility into your viewers—Apple Mail and in any other case—so you’ll be able to see how a lot your program is being impacted by MPP, adapt for the long run, and proceed to create simpler campaigns, sooner.