OPTiZMO’s report on email recipients unsubscribe behaviour states 74% of email opt-outs happen on smartphones and Google’s revamp of Gmail’s Multiple Inboxes.

“The From Line is what recipients use to determine whether to delete an email. The subject line is what motivates people to actually open the email.” – Loren McDonald

In this article, we’ll cover the following email industry news:

  1. OPTiZMO’s Opt-Out Report: When and where recipients unsubscribe?
  2. Google revamps Gmail’s multiple inboxes 

Ready to dive in?

Opt Me Out: Email Recipients Unsubscribe Behaviour

According to a recent report released by OPTiZMO, most email opt-outs in 2019 have occurred on smartphones – 74%, compared to 70% back in 2018, with the remainder – 26% – being done on desktops. Email recipient opt-out activity is divided into the following sections – 

Opt-outs by country – 

  1. The US – 89.2%
  2. The UK – 3.2%
  3. Canada – 1.3%
  4. France – 1.2%
  5. Australia – 1.0%
  6. Netherlands – 1.0%
  7. Germany – 0.5%
  8. Belgium – 0.3 %
  9. Sweden – 0.2%
  10. India – 0.2%
  11. All other countries – 2.1%

Opt-outs by email client – 

  1. Yahoo! – 33.9%
  2. Gmail – 18% 
  3. AOL – 11.1%
  4. Hotmail – 7.9%
  5. Comcast – 3.5%
  6. iCloud – 2.1%
  7. MSN – 1.8%
  8. Verizon – 1.2%
  9. Charter – 1.0%
  10. Earthlink – 0.9%
  11. Outlook – 0.9%
  12. All others – 14.1

Opt-outs by weekday – 

  1. Monday – 16.2%
  2. Tuesday – 15.0%
  3. Wednesday – 15.4%
  4. Thursday – 14.5%
  5. Friday – 13.4%
  6. Saturday – 12.4%
  7. Sunday – 13.2%

Opt-outs by browser – 

  1. Safari Mobile – 50.6%
  2. Chrome – 26.4%
  3. Samsung – 5.4%
  4. Edge – 4.8%
  5. Firefox – 3.3%
  6. Safari Desktop – 3.1%
  7. Internet Explorer – 2.0%
  8. Other – 4.3%

As for operating systems, 52.9% of email opt-outs took place on iOS, compared to 49% in 2018. 20.8% have occurred on Android, with 20.7% on Windows, 5.0% on Mac OS and 0.6% on all others.

Obviously, you shouldn’t take these stats as a prediction of where and when your opt-outs will take place but they certainly serve as a snapshot of overall trends.

Google Is Making Important Changes To Gmail

Come February 20, Gmail will suffer some changes that will affect only people using multiple inboxes. For those of you that may not know, multiple inboxes allow users to break out important messages and have them appear next to their primary email feed.

There are a handful of changes to this revamp. For one, multiple inboxes will no longer support the split pane configuration that allows users to view the body of an email next to the message list. The “preview pane”, which is being renamed to “reading pane”, will still be available for other inbox configurations though. This change will be accompanied by a warning prompt.

In settings, multiple inboxes will be elevated out of the “Advanced” menu. To enable it, all you need to do is select that “Inbox type” in the appropriate tab. Preferences to configure up to five sections will appear below that instead of being housed in a separate section.

On the visual front, there will now be individual scroll bars for multiple inboxes in the right-side configuration.

The revamp will start on February 20 for the Rapid release and March 5 for Scheduled release domains. This change will be available for all G Suite customers and personal Google Accounts.

Final Thoughts

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In the meantime, you can take a look at our email marketing blog for useful email advice, tips and tricks. Last, but certainly not least, we’ll keep you up-to-date with the most recent social media news, search engine news, PPC & Ads news as well as other digital marketing news we found interesting.

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