Litmus email stats: Hotmail/Yahoo down, Gmail up
Litmus has posted a new overview of email stats on their website, including a blog post getting into detail.
The new email stats show that Gmail usage has increased, while both Hotmail/Outlook.com as well as Yahoo! have slipped.
In general usage of mobile, desktop and webmail clients, mobile has dropped slightly, while desktop has been increasing. Even so, mobile still commands a 42% market share lead.
Here are some specific findings about the email stats:
- Opens in Gmail have seen a 25% increase over the last year
- Hotmail and Yahoo! have each seen about a 4% drop
- Outlook.com just appeared on the scene in late 2012, and represents less than 1% of market share
Justine Jordan of Litmus discusses the latest rankings in this video:
Here’s something to check with your email marketing statistics whether or not they agree with the above Gmail stat or not: single out all your Gmail.com list subscribers and send one of your email campaigns to that list separately. Check how the open rate is, compared to the general open rate of the complete list. I wonder whether it’s higher or not than that general open rate. Gmail users tend to be more interacting with email than for instance Hotmail, AOL or Yahoo! users, so it would be cool if this is true for your own list.
You can read the whole post on the Litmus blog here.