Email Marketing State of the Industry 2012

B2B Email Clients for the UK, in 2012 Email remains an important tool in business and is an effective way to establish or maintain a relationship with clients. Do you know how your clients and prospective customers are opening your email? Is anyone still reading your email at their desk? MOBILE OPENS RISING - MOBILE VS DESKTOP VS WEBMAIL In 2012 mobile opens increased by nearly 9% and gained ground on desktop opens that fell by 8%. Its clear that the desktop is favourite for B2B but the trend is for mobile opens to gain ground year on year. 80.0% 70.0% 60.0% Desktop 50.0% - Mobile 40.0% 30.0% - Webmail 20.0% 10.0% 0.0% Q1 Q2 Q3 Q4 MARKET TRENDS - TOP 5 EMAIL CLIENTS It's no surprise that Outlook 2003 usage has declined over 2012 as people upgrade. Outlook 2003 lost 10% over the 12 months while Outlook 2010 gained 4% and iPhone opens gained 6%. These stats don't distinguish between people who open their email on multiple devices. 35% 30% Outlook 25% 2010 20% Outlook 2003 15% 10% – iPhone 5% Outlook 2007 0% Q1 Q2 Q3 AppleMail Q4 MARKET TRENDS - TOP 5 MOBILE CLIENTS iPhones by default download all images in an email so Blackberry, 0.1% this automatically skews Android, 7.1% - 67.4% the mobile open statistics. Apple iPad, 25.1% – Apple iPhone 68.2% 67.6% 66.6% 67.1% Apple iPhone 24.4% Apple iPad 25.5% 26.2% 25.5% 7.3% | 0.1% 6.7% 0.1% 7.0% 0.1% 7.3% Q1 Android Q2 0.1% Q3 Q4 Blackberry TOP 10 EMAIL OPENS BY CLIENT Outlook is the top email client used by B2B recipients. iOS devices are next but it is unclear whether these are iOS only opens or whether people are reading the same email on their iOS device and on their desktop. 27.2% Others -21.70% 58.70% Outlook 16.0% 15.5% iOS - 19.60% 14.2% 9.5% 8.3% 5.4% 1.5% 1.3% 1.0% Outlook 2007 Outlook 2010 Outlook Windows Live Desktop iPhone Apple Webmail Source: Extravision Thunderbird The data is based on opens collected from Extravision customers in 2012 targeting UK businesses. We have removed all known ISP addresses to make the data as accurate as possible. WWW www.extravision.com twitter @extravision facebook. www.facebook.com/extravision Courtesy of: extravisioni Blog Linked in www.extravision.com/blog www.linkedin.com/company/280524 2003 Apple AppleMail iPad Android