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It’s been a strange year for digital marketing. Between the switch to GA4 and the wider implementation of artificial intelligence (AI) tools, marketers have had to stay nimble in 2023! Nowhere is this more evident than in the mysterious, often confounding world of email marketing.
Litmus has brought back its “State of Email” report to help email marketers get the lay of the land after all this upheaval. Instead of one report at the end of the year, the team decided to split it up into four parts and release them periodically. Here is a recap of the first three releases below.
State of email workflows
Want to skip the recap and get right to the data? Download the entire State of Email Workflow Report!
How does an email go from an idea to generating a return? Litmus surveyed around 440 of our closest email friends to find out. Most respondents were marketing practitioners, often working at the intersection of design, development, content, and strategy. First, let’s start with workload.
How many emails must a marketer have in flow?
It’s rare for a marketing team to have just one email in production at a time. Of those interviewed, almost 30% work on around three to five emails at once. When you factor in personalization, you typically have two to three versions of each email. That means your email team may work on up to 15 emails simultaneously. That’s a lot of emails.
How are illustrious email marketers keeping up with the relentless pace of email workflows? Almost 40% of users said they work off a previous email, replacing the text and images. However, 42% of respondents would prefer to use a library of standard components. That’s a lot of email marketers using a method they would prefer not to be using!
Where’s the disconnect? With up to 15 unique emails in production simultaneously, it suddenly becomes clear why teams may be functioning in a way that they understand is sub-optimal.
What’s your priority?
Looking forward, what are email marketers most concerned with? The top three answers might look a little familiar: