So what changed in 2020 in the world of email clients?
Habits have changed, potentially forever and how we all consumed fund marketing content is no exception.
Email client usage differs from industry to industry, but since we focus exclusively on fund marketing there are some very distinct trends which may (or may not) affect how you plan your content and campaigns going forwards. This is also vital to know that once your investors and prospects have engaged with emails, how email client popularity will affect your email campaign strategy and execution.
We have collated the data from 2o20 and the changes are stark. Not only where managers sending more emails, but investors and prospects were also accessing them across more types of mobile devices than ever before – with the growth in tablets being the surprise for the year. 2020 was the year that traditional desktop email clients like Notes and Thunderbird will regret their inability to moves to a cloud and mobile-based service.
Email Client Marketing Share based on Growth in 2020
Rank by Growth
Device
Percentage Growth
1
iPhone
89
2
Android
62
3
Outlook
37
4
iPad
34
5
Google Mail
30
6
Apple Mail
12
7
Lotus Notes
-43
8
Thunderbird
-53
Source: ProFundCom
Below is the chart of how various email clients have come and gone over the last 2 decades.
Email Client Marketing Share based on Market Share in 2020
The ranking based on popularity is below. It is to be noted that taking the combined Apple iPad and iPhone clients would have them ranked as number 2 on the list.
