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The past year has brought many
changes to the email world…
• New email clients, apps & operating systems
• Email deliverab...
NEW EMAIL CLIENTS, APPS,
& OPERATING SYSTEMS
IPHONE 6 & IPHONE 6 PLUS
Adjust your media queries
• Earlier models of the iPhone had the same screen width
• 320px became the standard breakpoint ...
Optimize for the inbox view
• Due to the larger screen size, more emails fit in the inbox view
• The iPhone 6 Plus has a wh...
See how your emails look on
the new iPhones
Get screenshots of your emails on iPhone 5, iPhone 6, and
iPhone 6 Plus and se...
iOS 8 RELEASE
• Like previous versions, it continues to
have excellent HTML & CSS support
• However, it no longer has supp...
OUTLOOK
FOR MAC
Experiment with advanced design
techniques
• Just like Apple Mail, iPad, and iPhone, the latest Outlook for Mac
2015 uses ...
Use defensive design techniques
• Like its predecessor, Outlook for Mac 2015 blocks images by
default
• Use defensive desi...
Optimize for the inbox view
• Unlike previous versions,
Outlook for Mac 2015 displays
preview text—after the from
name and...
See how your emails look in
the latest Outlook for Mac
Get screenshots of your emails on the latest version of Outlook
for...
INBOX BY GMAIL
New organization for emails
• Sorts emails into “bundles”
• There are default bundles, but you can turn them off or create...
Send relevant emails
• With the way Inbox by Gmail organizes emails, subscribers will find
it even easier to pass up market...
Highlights in the inbox
• “Highlights” showcase
information from an email in
the inbox view
• Use schemas to include these...
Use mobile-friendly elements
• Responsive design isn’t supported in Inbox by Gmail
• Use mobile-friendly elements like lar...
Optimize your sender image
• Inbox displays a sender image
• If you have a verified Google+ profile, digitally sign your ema...
EMAIL DELIVERABILITY,
SECURITY, & SPAM
ADVANCEMENTS
DMARC CHANGES AT YAHOO MAIL &
AOL MAIL
• Emails that claim to come from @yahoo.com or @aol.com
addresses—but actually orig...
Send emails from a private domain
• If you’re sending from an ESP and using an @aol.com or
@yahoo.com as your from address...
CANADIAN ANTI-SPAM LAW (CASL)
• Went into effect July 1, 2014
• Opt-in law for organizations and ESPs based in Canada, or ...
Express or implied opt-in consent?
Express consent
• Subscribers opted in by providing their email address, marking a
chec...
Express or implied opt-in consent?
Implied consent
• You’ve had an existing relationship with a subscriber within the
past...
• You must clearly identify yourself as the sender
• A physical mailing address must be included, along with a phone
numbe...
• Keep records of whether your subscribers’ consent is express or
implied
• Note the date and time of consent
• Record the...
Want even more details
about CASL?
The 2015 State of Email Report covers CASL in even more
depth, plus gives plenty of adv...
EMAIL CLIENT
UPDATES & CHANGES
GMAIL: IMAGE CACHING
• To keep images safe, Gmail began caching images for users
accessing Gmail via a browser and in the ...
Optimize your emails across all Gmail
inboxes
• Although device detection is less detailed, you should continue to
optimiz...
GMAIL: AUTOMATIC IMAGE
DOWNLOADS
Previously, Gmail disabled images by default. Now, it
automatically displays images
Gmail opens see a major increase
• Email tracking relies on a unique image, usually referred to as a
tracking pixel, in yo...
GMAIL: AUTOMATIC UNSUBSCRIBE
• Gmail web browser users can now unsubscribe with a simple
click at the top right of a messa...
Implementing the auto unsubscribe
• Only available to senders who are not known spammers, have a
positive sending reputati...
EMAIL DESIGN INDUSTRY
ADVANCEMENTS
THE LITMUS COMMUNITY
• The first email design and marketing
community
• Perfect spot for email lovers to share
information,...
LITMUS BUILDER
• The first code editor built
specifically for email design
• Real-time mobile and desktop
previews
• Images ...
Other helpful features…
One-click email testing
In seconds, you can start a Litmus
previews test, or send a real test
to y...
Get started with Litmus
Builder
• Streamline your email build process by using the powerful email-
specific tools in Builde...
EMAIL CLIENT
MARKET SHARE
TOP 10 EMAIL CLIENTS IN
2014
In 2014…
• Mobile opens decreased 1% to 48% of opens
• Webmail opens increased 3% to 30% of opens
• Desktop opens decrease...
In 2014…
• Android decreased 40% to represent 7% of opens
• This is a result of Gmail image caching—some Android
mobile op...
In 2014…
• Apple Mail opens spiked to 38% after the release of
the Yosemite operating system in October
• Outlook opens de...
Where are your subscribers
opening your emails?
Discover which email clients and apps are most popular with
your audience ...
Want even more tips and takeaways?
Get the 2015 State of Email Report (it’s free!)
DOWNLOAD THE 2015 STATE OF EMAIL REPORT...
Ensure that you’re providing your subscribers with the best email
experience possible, and getting the best results with L...
2015 State of Email Report
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2015 State of Email Report

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Email marketing is alive, well, and full of changes.

Between the introduction of anti-spam laws, new email apps, and bigger-than-ever iPhones, navigating those changes can be confusing, difficult, and at times, headache-inducing.

Email marketers and designers are left wondering how these changes might affect their emails. How will emails display in these new apps? Will metrics be affected? Will subscribers even see marketing messages in the inbox?

Our 2015 State of Email Report answers these questions and more—analyzing the biggest email innovations of the past year, illustrating their effect on marketers and designers, and providing you with a playbook for email marketing success throughout 2015.

Published in: Design
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2015 State of Email Report

  1. 1. The past year has brought many changes to the email world… • New email clients, apps & operating systems • Email deliverability, security & spam advancements • Email client updates & changes • Email design industry advancements • Email client market share stats
  2. 2. NEW EMAIL CLIENTS, APPS, & OPERATING SYSTEMS
  3. 3. IPHONE 6 & IPHONE 6 PLUS
  4. 4. Adjust your media queries • Earlier models of the iPhone had the same screen width • 320px became the standard breakpoint for media queries • This breakpoint won’t work for these bigger-than-ever iPhone models • Adjust media queries relying on a 320px breakpoint to 414px
  5. 5. Optimize for the inbox view • Due to the larger screen size, more emails fit in the inbox view • The iPhone 6 Plus has a whole extra line of preview text • Use a recognizable, trustworthy from name • Your subject line and preview text should work together to encourage the open iPhone 5 iPhone 6 iPhone 6 Plus
  6. 6. See how your emails look on the new iPhones Get screenshots of your emails on iPhone 5, iPhone 6, and iPhone 6 Plus and see what your subscribers see before you send your next campaign
  7. 7. iOS 8 RELEASE • Like previous versions, it continues to have excellent HTML & CSS support • However, it no longer has support for video tag • The play button will display on an included video, but tapping has no effect • Consider using a still image with a play button and linking to the hosted video, or using an animated GIF
  8. 8. OUTLOOK FOR MAC
  9. 9. Experiment with advanced design techniques • Just like Apple Mail, iPad, and iPhone, the latest Outlook for Mac 2015 uses WebKit to render • Has great support for CSS and HTML • If you’re seeing a lot of subscribers opening in WebKit clients, you can try using advanced techniques—like HTML5 video background! • Use fallbacks for subscribers not viewing in those clients
  10. 10. Use defensive design techniques • Like its predecessor, Outlook for Mac 2015 blocks images by default • Use defensive design techniques, like ALT text, styled ALT text, and background colors to combat image blocking
  11. 11. Optimize for the inbox view • Unlike previous versions, Outlook for Mac 2015 displays preview text—after the from name and subject line • Lots emphasis on the from name—it’s first in the inbox and in larger text. Be sure to use a recognizable and trustworthy name! • Use your subject line and preview text to encourage the open
  12. 12. See how your emails look in the latest Outlook for Mac Get screenshots of your emails on the latest version of Outlook for Mac and see what your subscribers see before you send your next campaign TEST YOUR EMAIL IN OUTLOOK FOR MAC →
  13. 13. INBOX BY GMAIL
  14. 14. New organization for emails • Sorts emails into “bundles” • There are default bundles, but you can turn them off or create your own • Must click into each bundle to view the emails contained within
  15. 15. Send relevant emails • With the way Inbox by Gmail organizes emails, subscribers will find it even easier to pass up marketing emails • Send relevant, useful, and timely messages • Relevant content engages subscribers and increases the chances of them searching for your emails in the inbox
  16. 16. Highlights in the inbox • “Highlights” showcase information from an email in the inbox view • Use schemas to include these visible actions in the inbox • Great for reservations and ticket information
  17. 17. Use mobile-friendly elements • Responsive design isn’t supported in Inbox by Gmail • Use mobile-friendly elements like large text and touch-friendly buttons
  18. 18. Optimize your sender image • Inbox displays a sender image • If you have a verified Google+ profile, digitally sign your emails with DKIM or SPF, and send at least 100 emails a week from your domain, your sender image will be pulled from your Google+ profile • Otherwise, the first letter of your sender name will display
  19. 19. EMAIL DELIVERABILITY, SECURITY, & SPAM ADVANCEMENTS
  20. 20. DMARC CHANGES AT YAHOO MAIL & AOL MAIL • Emails that claim to come from @yahoo.com or @aol.com addresses—but actually originate from other servers—will be rejected by DMARC-compliant receivers • This can negatively affect your deliverability and sender reputation
  21. 21. Send emails from a private domain • If you’re sending from an ESP and using an @aol.com or @yahoo.com as your from address—STOP! • Send emails from a private domain that you control. For example, we send from @email.litmus.com
  22. 22. CANADIAN ANTI-SPAM LAW (CASL) • Went into effect July 1, 2014 • Opt-in law for organizations and ESPs based in Canada, or anyone sending emails to Canadian subscribers • Applies to most marketing messages • Transactional emails, warranty and safety notices, and purely informational messages are exceptions to the law
  23. 23. Express or implied opt-in consent? Express consent • Subscribers opted in by providing their email address, marking a check box, and clicking submit • During the opt-in signup, you must include: • Your company name, as well as one piece of contact information • Clear statement that they can unsubscribe at any point • Information about what they can expect to receive for subscribing • You can continue to email any subscribers that have express consent until they unsubscribe
  24. 24. Express or implied opt-in consent? Implied consent • You’ve had an existing relationship with a subscriber within the past 24 months • You can seek express commit during this period • Starting July 1, 2017, implied consent expires after this 24 month period
  25. 25. • You must clearly identify yourself as the sender • A physical mailing address must be included, along with a phone number, email address, or website address • Your unsubscribe method must work for at least 60 days after the email is sent • All unsubscribes must be processed within 10 days • While your unsubscribe link can point to a preference center, you can’t require subscribers to login to unsubscribe Email + unsubscribe requirements
  26. 26. • Keep records of whether your subscribers’ consent is express or implied • Note the date and time of consent • Record the source of consent and, if possible, the IP address of your subscriber • Failure to comply to CASL can lead to fines of $1 million to $10 million per violation • Starting July 1, 2017, subscribers can sue a sender if they believe they have received spam Keep records to avoid penalties
  27. 27. Want even more details about CASL? The 2015 State of Email Report covers CASL in even more depth, plus gives plenty of advice on how to protect yourself under this newly-instated law. DOWNLOAD THE 2015 STATE OF EMAIL REPORT →
  28. 28. EMAIL CLIENT UPDATES & CHANGES
  29. 29. GMAIL: IMAGE CACHING • To keep images safe, Gmail began caching images for users accessing Gmail via a browser and in the mobile Gmail apps • Opens in Gmail web interface are now indistinguishable from opens made on the iOS and Android Gmail app • Geolocation data is lost
  30. 30. Optimize your emails across all Gmail inboxes • Although device detection is less detailed, you should continue to optimize across all Gmail inboxes—mobile and web • If you relied on geolocation data for targeted emails, try a campaign or incentive asking users to update their location in your subscription center
  31. 31. GMAIL: AUTOMATIC IMAGE DOWNLOADS Previously, Gmail disabled images by default. Now, it automatically displays images
  32. 32. Gmail opens see a major increase • Email tracking relies on a unique image, usually referred to as a tracking pixel, in your campaign loading • While Gmail formerly asked users to click a link to download images, including the tracking pixel, all images are now automatically downloaded • Gmail opens increased 73% as a result
  33. 33. GMAIL: AUTOMATIC UNSUBSCRIBE • Gmail web browser users can now unsubscribe with a simple click at the top right of a message • Frustrated users can now easily unsubscribe from your emails— rather than marking it as spam • This is great news for reducing spam complaints and improving your sender reputation
  34. 34. Implementing the auto unsubscribe • Only available to senders who are not known spammers, have a positive sending reputation, and who utilize a “List-Unsubscribe” in the mailing header • You can choose to use an email address, a URL (like a subscription center), or both • If both are used (like in the example above), the latter of the two will display
  35. 35. EMAIL DESIGN INDUSTRY ADVANCEMENTS
  36. 36. THE LITMUS COMMUNITY • The first email design and marketing community • Perfect spot for email lovers to share information, start discussions, ask code questions, and work out problems together • Registration is free!
  37. 37. LITMUS BUILDER • The first code editor built specifically for email design • Real-time mobile and desktop previews • Images on/off views • Customizable snippets • HTML/CSS autocomplete • Public sharing • Drag and drop uploads
  38. 38. Other helpful features… One-click email testing In seconds, you can start a Litmus previews test, or send a real test to your own inbox Gallery of customizable templates Start your emails as blank slate, use one of our pre-tested templates, or create your own.
  39. 39. Get started with Litmus Builder • Streamline your email build process by using the powerful email- specific tools in Builder • Included in all Litmus subscriptions • Or, you can sign up for a free, Builder-only account
  40. 40. EMAIL CLIENT MARKET SHARE
  41. 41. TOP 10 EMAIL CLIENTS IN 2014
  42. 42. In 2014… • Mobile opens decreased 1% to 48% of opens • Webmail opens increased 3% to 30% of opens • Desktop opens decreased 2% to 22% of opens
  43. 43. In 2014… • Android decreased 40% to represent 7% of opens • This is a result of Gmail image caching—some Android mobile opens are now being tracked as webmail opens • iPhone opens rose from 25% to 28% of total opens
  44. 44. In 2014… • Apple Mail opens spiked to 38% after the release of the Yosemite operating system in October • Outlook opens decreased about 33% over the year —closing out with 8.7% of opens
  45. 45. Where are your subscribers opening your emails? Discover which email clients and apps are most popular with your audience with Litmus Email Analytics. Try it free for 14 days! GET YOUR EMAIL ANALYTICS →
  46. 46. Want even more tips and takeaways? Get the 2015 State of Email Report (it’s free!) DOWNLOAD THE 2015 STATE OF EMAIL REPORT →
  47. 47. Ensure that you’re providing your subscribers with the best email experience possible, and getting the best results with Litmus Try Litmus free for 14 days START A FREE TRIAL →

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