Posted 28th January 2015 by APSIS

How Android 5 Lollipop will affect your email marketing

Android 5 Lollipop is the latest version of Google's operating system for mobile devices. Despite its name, it is not a sugary treat for anyone who likes sending email.

This is because Google has opted to scrap the integrated email app in its latest upgrade. Instead, users are being directed to the Gmail app, which can now access email from other accounts, such as Exchange, POP and IMAP.

Why is this relevant to email marketers? The answer is CSS. 

No responsive design in the sweet packet

The Gmail app does not support CSS and, therefore, cannot display mobile-optimised email with a responsive design. 

This is how a responsive email looks in the Android 4.4.2 standard client for mobile email.

This is how the same email looks in the Gmail app on a mobile with Android Lollipop installed.

 On a small mobile screen, this can mean that the recipient has to zoom and scroll sideways, which distracts their attention from the text.

Nexus first with Lollipop

We don't know how successful Lollipop will be. So far the upgrade is only available on selected Nexus models, but the giants like Samsung and Sony will probably not be far behind. 

What we do know for certain is that mobile-optimised design is important. Our study carried out in 2014 shows that 77% of Swedish people read email on mobile devices and 65% of them say that they are less likely to buy if an email is not designed to be read on a mobile. 

Android on the march

Android dominates the global market with a share of 84.7%, compared with 11.7% for iOS. But Sweden stands out as an Apple-loving country. Here iOS is responsible for more than 50% of the traffic, even if, according to StatCounter, Android is starting to catch up.