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It’s time to recap the main trends of the past month and changes in the market share of email clients. This is a more in-depth look at a snapshot in time, compared to our annual email client market share blog post, so we can bring you up to date with the latest information, more quickly. .

So what happened in July? To be fair, not much has changed from June. But since we’re all worried about protecting the privacy of Apple’s messages, I thought I’d also share a few things that we don’t normally include in this monthly series: the use of Apple Mail’s dark mode and l use of iPhone outside of the United States.

Let’s go.

Top 10 Email Clients Overall

If you’ve been following this, we’re probably going to look like a broken record here: The top 3 email clients are still Apple iPhone (iOS Mail), Gmail, and Apple Mail (macOS Mail).

July 2021 Top 10 email clients overall

Apple iPhone has slightly increased its share of the email client market, by about a percentage point since June. When we take a look at Apple Mail on iPhone, iPad, and Mac, that combined share jumped to 49.7%.

It is interesting, however, to see how much Gmail has gained ground. Since the first quarter (January-March) of this year, it has increased by almost 8 percentage points! Still not enough to steal the crown from Apple’s iPhone, however. This bump could be attributed to a seasonal change (more on this later).

Otherwise, all rankings have remained the same since June with one exception: Apple iPad and Outlook.com have traded very little, Outlook.com is now 7th and Apple iPad 8th. Apple’s iPad fell in popularity by 3.3% while Outlook.com increased theirs by 5.9%. One thing to note? Apple’s iPad share is slowly declining with each passing month this year.

  1. Apple iPhone (iOS Mail): 38.6%
  2. Gmail: 35%
  3. Apple Mail (macOS Mail): 9.9%
  4. Outlook: 6.3%
  5. Yahoo! Mail: 4.7%
  6. Google Android: 2.1%
  7. Outlook.com: 1.3%
  8. Apple iPad (iPadOS Mail): 1.2%
  9. Samsung Mail: 0.7%
  10. Windows Live Mail: 0.1%

And because I’m a nerd, I was curious about dark mode and dug even deeper into our data. We can currently see dark mode versus light mode for iPhone iOS 13 and iOS 14 as well as Apple Mail 13. In total, Dark mode accounts for almost 29%! This can be the case (or almost) in all areas, so consider optimizing your emails for dark mode.

What does your Apple Mail audience look like?

Prepare for Mail’s privacy protection by first establishing a baseline of your Apple Mail audience. No need to calculate the numbers manually. We have your automated and personalized Apple audience report here.

Educate yourself while you can →

Opening by environment

Mobile remained the leader throughout the year and even increased its share by 2% in July. Webmail came in very close second, the office being in third place.

July 2021 Best email reading environments

Although mobile has been on the rise since June, compared to the start of the year, it is actually down while webmail is higher than it was. The office has gone down considerably.

  1. Mobile: 42%
  2. Webmail: 40.4%
  3. Desktop computer: 16.1%
  4. Other: 1.5%

With repressed request due to the pandemic and the heightened sense of security around the world (before this whole Delta Variant affair, of course), people came out with vengeance. Simply put, not being attached to their work or their computers – a likely reason for the drop in office emails is opening.

The most popular mobile opens

By logging into mobile messaging apps, the top 3 stayed the same with the iPhone at the top.

July 2021 Most popular mobile email clients

There have been a few changes in the exact share of each of the top 3, but there is nothing to note (think, a tenth or a hundredth percentage point of movement).

  1. Apple iPhone (iOS Mail): 90.5%
  2. Google Android: 5%
  3. Apple iPad (iPadOS Mail): 2.7%

Here is something you might find fascinating, however. Almost 65% of our data comes from the United States. When we dig into non-U.S. Mobile apps like GMX and Web.de, the number of Android users is almost 5 times that of the iPhone and iPad combined.

Keep in mind that Mail’s privacy protection only impacts Apple’s native Mail app. Thus, the use of the GMX mobile app on an iPhone will not be affected by Apple’s upcoming privacy measure.

Most popular webmail opens

The changes in the webmail client landscape have also been minimal.

July 2021 Most popular webmail clients

Compared to June, Gmail’s share in July was the same while Yahoo! Mail has shrunk a bit with Outlook.com capturing Yahoo! The lost share of mail.

  1. Gmail: 85.2%
  2. Yahoo! Mail: 11.4%
  3. Outlook.com: 3%

Curious as to why we rely on Gmail as webmail? To learn how Gmail opens are reported in Email Analytics.

The most popular office opens

Of the three different reading environments, the office has seen the most movement, but it’s still not much.

July 2021 Most popular desktop email clients

Apple Mail increased its leadership position by 2.5%. Outlook fell 3.5% and Windows Live Mail fell slightly. Since so many people are using Outlook for business, it’s not surprising to see a decline given the holiday mood.

  1. Apple Mail: 60.4%
  2. Outlook: 38.6%
  3. Windows Live Mail: 0.8%

What will happen next?

A lot, or a little, can happen in a month. While the market share of email clients didn’t change much in July, I hope the additional information I’ve provided helps you make better email marketing decisions.

Stay tuned as we report again next month.

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Now take a look at your The data

What is the trend among your subscribers? View your key information with Litmus, while making sure every email is pixel perfect. Send with confidence and get started today!

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Where did we get all this data? Our statistics on the market share of our email clients are taken from over a billion email openings, collected anonymously and aggregated with Litmus Email Analytics from July 1 to July 31, 2021. They highlight global trends in all industries and verticals. Some email clients may be over-represented or under-represented, especially with mobile and web messaging. This is due to image blocking or image caching, especially with Gmail. Still curious? Find out how we get this data.

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