The Gmail app consistently ranks among the top ten smartphone apps in the United States, reaching over half of the mobile U.S. audience. Designing e-mail apps for mobile devices has become essential as communication technology moves away from desktop computers and towards portable devices. In a June 2018 survey of white-collar workers in the United States who own a smartphone, 85 percent of respondents stated that they used their smartphones to regularly check their e-mails, while 22 percent reported to using their tablets regularly for such activities.
In an increasingly mobile-first world, companies are recognizing the potential of e-mail marketing to improve consumer reach and influence marketing campaigns. As of October 2018 marketing e-mails related to the travel sector had an open rate of about 28 percent, while the highest open rate of promotional e-mails sent in 2018 was for arts and entertainment related e-mails. The use of artificial intelligence (AI) use in e-mail marketing has also seen positive effects. According to a 2018 survey of marketers in the United States, using AI for e-mail personalization said increased their revenue by 41 percent, and their CTR was by 13.44 percent.