Here are a few data (comparing the DMA and Litmus) on the UK market of email marketing and current trends in 2013.

Market size and trends

97% of consumers view their mail at home , 46% also at work [ Source: DMA , October 2012 ]
34% of consumers choose to have at least 6 emails a day from brands they trust [ Source: DMA , October 2012 ]
35% of British consumers have 2 email accounts [ Source: DMA , October 2012 ]

Access to email

Until 2012 , according to the Direct Marketing Association despite more than half of UK consumers possess a smartphone, desktop represented the main access to the email.
Even the open rate and CTR seems very very different depending on the device: 28% of emails are opened by mobile devices, but the CTR is still only 10% , against 27% from the desktop.


Looking at the statistics (by Litmus, calculated over 258 million openings) , it seems that smatphone in 2013 are overtaking the openings from the desktop:

here you have an interesting comparison between different Litmus email client :

These statistics give us a clear signal of the importance of mobile email marketing and how necessary to build an ad hoc strategy for email marketing on iPhone , iPad and Android (among the first 5 clients used ) .

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