Key Insights from a Year of State of Email Research
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If you didn’t have time to read all of the hundreds of pages worth of reports and research insights that came out of our 2018 State of Email Survey, you’re in luck: We’ve condensed the key stats, trends, and takeaways from all our research into a single webinar. In this webinar, I discuss four major themes from this year’s research: 1. Why most email review and approval processes are inefficient (and what you can do to fix them) 2. How performance visibility impacts the subscriber experience 3. The use of third-party tools to supplement ESP functionality 4. How the under-measurement of email marketing ROI is hurting budgets
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Key Insights from a Year of State of Email Research
- 1. #LitmusLive Key Insights from a Year of State of Email Research
- 2. #LitmusLive 3,000 marketers took Litmus’ 2018 State of Email Survey, which asked about every facet of how brands plan, create, send, and measure email campaigns.
- 4. #LitmusLive Email review process inefficiencies Performance visibility’s impact Third-party tool adoption Measurement and budgeting 1 2 3 4
- 5. #LitmusLive Chad S. White Research Director, Litmus Author of “Email Marketing Rules”
- 6. #LitmusLive
- 7. #LitmusLive
- 8. #LitmusLive Email Review & Approval Processes1
- 9. #LitmusLive 1 2 34 5 6 7 8
- 11. #LitmusLive 2.9 hours on average Email copywriting
- 12. #LitmusLive 3.6 hours on average Email development
- 13. #LitmusLive 3.9 hours on average Email reviews & approvals
- 14. #LitmusLive Successful email programs spend more time on every stage of email creation, except email reviews.
- 16. #LitmusLive
- 17. #LitmusLive Brands with 500-1,999 empl. Appropriately Rigorous Too Burdensome 3.5 hrs 8.3 hrs Time Reviewing Each Email
- 18. #LitmusLive Brands with 10,000+ empl. Appropriately Rigorous Too Burdensome 6.2 hrs 13.0 hrs Time Reviewing Each Email
- 19. #LitmusLive 1. Keep executives out of the review process 2. Avoid sending emails the same day they’re approved
- 21. #LitmusLive You can’t react to events that you can’t see.
- 23. #LitmusLive Apology emails sent 8% 13% 29% 50% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 3+ Two One Zero in past 12 months
- 24. #LitmusLive 24% 18% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 1+ Apologies 0 Apologies Email program is well-resourced
- 25. #LitmusLive 25% 18% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 1+ Apologies 0 Apologies Uses extensive checklist 0 Apologies
- 26. #LitmusLive 54% 41% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1+ Apologies 0 Apologies Test rendering of all emails
- 27. #LitmusLive 94% 89% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 1+ Apologies 0 Apologies Uses dynamic content
- 28. #LitmusLive 20% 15% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 1+ Apologies 0 Apologies Have used interactive emails
- 29. #LitmusLive 1. Poor visibility? 2. A culture of fear? 3. Playing it too safe? 4. False comfort?
- 31. #LitmusLive Visibility also has a major impact on deliverability issues.
- 33. #LitmusLive 36% 26% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Monitor Deliverability Don’t Blocked at least once in past 12 months
- 34. #LitmusLive 18% 16% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Monitor Deliverability Don’t Blacklisted at least once in past 12 months
- 35. #LitmusLive 44% 29% % 8% 16% 24% 32% 40% 48% 56% 64% 72% 80 Use 3rd-Party Deliverability Monitoring Don’t Blocked at least once in past 12 months
- 36. #LitmusLive 28% 13% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Use 3rd-Party Deliverability Monitoring Don’t Blacklisted at least once in past 12 months
- 38. #LitmusLive Expecting your ESP to provide all the functionality you need to plan, create, test, send, and analyze the performance of your emails is incredibly unrealistic.
- 40. #LitmusLive Use ESP’s analytics only 37% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
- 41. #LitmusLive Use ESP’s code editor 29% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
- 42. #LitmusLive Use ESP for CSS inlining 15% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
- 43. #LitmusLive Use ESP for content planning 4% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
- 44. #LitmusLive Third-party tools make a significant difference when it comes to email programs feeling well-resourced.
- 46. #LitmusLive Use 3rd-party analytics 78% 60% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Well-resourced programs Less well-resourced programs
- 47. #LitmusLive Have appropriately rigorous email review process 69% 54% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Well-resourced programs Less well-resourced programs
- 48. #LitmusLive 64% 50% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Well-resourced programs Less well-resourced programs Test rendering of all emails
- 49. #LitmusLive Have extensive checklist 36% 15% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Well-resourced programs Less well-resourced programs
- 51. #LitmusLive Your email program can’t get credit for what it can’t measure.
- 53. #LitmusLive 30% 32% 38% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Well Adequately Can measure email ROI Poorly
- 54. #LitmusLive Email Marketing ROI 92% 66% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Brands that can measure email ROI very well Brands that can measure email ROI adequately 46:1 33:1
- 56. #LitmusLive Very Unsuccessful Unsuccessful Average Successful Very successful Very well-resourced 0% 0% 16% 35% 50% Well-resourced 0% 2% 29% 57% 12% Adequately resourced 0% 3% 45% 44% 8% Under-resourced 1% 9% 54% 31% 5% Very under-resourced 10% 16% 48% 23% 4% Better resourced email programs report higher levels of success
- 57. #LitmusLive Being average is the new falling behind.
- 59. All of those research findings were made possible by… #LitmusLive
- 60. #LitmusLive
- 61. #LitmusLive Litmus’ 2019 State of Email Survey is now open: surveymonkey.com/r/2019SOE Questions?
- 62. #LitmusLive Thank You! Check litmus.com/blog for webinar slides and recording