To understand how email marketing is changing and to identify opportunities for brands, Litmus surveyed more than 900 marketers worldwide. Those extensive results powered our State of Email research series. In this presentation, we share the most interesting and actionable insights from that research series.
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The State of Email 2016 - Year in Review
1. 2016
The State of Email
@ChadSWhite @LitmusApp #LitmusLive
Email Marketing Insights on
Design, Production, & Salaries
2. Litmus surveyed more than
900 marketers about how they
design, create, approve, and
send email campaigns—plus
how much they were paid.
@ChadSWhite @LitmusApp #LitmusLive
3. Over the next 45 minutes, we’ll
share actionable tips from…
4. Chad White
• Research Director at Litmus
• Author of Email Marketing Rules
• Written over 3,000 posts and
articles on email marketing
• Quoted in over 100
publications, including
The New York Times and
The Wall Street Journal
@ChadSWhite @LitmusApp #LitmusLive
5. The State of Email
DESIGN
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10. This became an issue when
Apple introduced the iPhone 4 in
2010, which had a Retina screen
with four times the pixel density
of previous screens. Now high-
DPI screens are everywhere.
@ChadSWhite @LitmusApp #LitmusLive
14. One downside is that images
become heavy. Consider
compressing your images with
ImageOptim, Compressor.io,
JPEGmini, TinyPNG, Kraken,
or Pied Piper.
@ChadSWhite @LitmusApp #LitmusLive
16. Despite Gmail now enabling
images in email by default,
image blocking is still common.
ALT text allows text to be
displayed when an image is not.
@ChadSWhite @LitmusApp #LitmusLive
30. Mobile-friendly design techniques:
1. Mobile-Aware Design uses basic
coding techniques to create a single
email rendering that’s suitable for a
range of screen sizes, but is
deferential to smartphones
@ChadSWhite @LitmusApp #LitmusLive
31. Mobile-friendly design techniques:
2. Responsive Design uses media
queries and other progressive
enhancement techniques to control
the formatting, layout, and display
of email content depending on the
subscriber’s screen size
@ChadSWhite @LitmusApp #LitmusLive
34. All of the growth in email
mobile-friendliness was the
result of growing use of
mobile-aware and
responsive-aware design.
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42. Animated gifs can…
1. Catch the eye and add intrigue
2. Entertain and add humor
3. Draw attention to primary CTA
4. Highlight assortments or
product options
5. Demonstrate how a product works
@ChadSWhite @LitmusApp #LitmusLive
48. Animated gifs can also…
1. Distract subscribers
2. Slow email load times
So…
1. Don’t use too many close together
2. Associate them with key CTAs
@ChadSWhite @LitmusApp #LitmusLive
49. The State of Email
PRODUCTION
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53. Without proper planning, it’s
difficult to…
1. Ramp up email production volume
for peak seasons
2. Plan sophisticated one-off emails
3. Make seasonal updates to
templates and triggered emails
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54. The vast majority of marketers
are planning their email
campaign calendar using…
1. Google and Microsoft suites
2. Basecamp
3. Trello
@ChadSWhite @LitmusApp #LitmusLive
56. Avoidable failures are
common and persistent, not
to mention demoralizing and
frustrating, across many
fields… And the reason is
increasingly evident:
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57. The volume and complexity
of what we know has
exceeded our individual
ability to deliver its benefits
correctly, safely, or reliably.
@ChadSWhite @LitmusApp #LitmusLive
59. Pre-send Checklist: Do you have…
1. Right send date?
2. Right list or trigger logic?
3. Right sender name and subject line?
4. Right rendering and functionality?
5. Right personalization and defaults?
6. Right landing pages?
@ChadSWhite @LitmusApp #LitmusLive
60. The State of Email
Mistakes
Better known as…
Many Email Marketing Mistakes
Going Undetected
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65. So while it seems that half
of brands are successfully
avoiding errors, unfortunately
it’s far more likely that they’re
just not able to successfully
detect their mistakes.
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74. Agencies invest
significantly more in every
aspect of email creation,
spending more time and
achieving greater efficiencies
through technology.
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75. The State of Email
SALARIES & JOBS
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78. Put that all together, and
the easiest way to identify
companies that value email
marketing is to look for
complexity.
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79. Marketers should consider
those factors when evaluating
jobs, and brands should ask
themselves if they’re sending
the right cues to potential
email marketing employees.
@ChadSWhite @LitmusApp #LitmusLive
80. Before I get to
your questions…
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81. Please participate in our
2017 State of Email Survey:
surveymonkey.com/r/StateOfEmail2017
@ChadSWhite @LitmusApp #LitmusLive
1. You will help power another year of
research-driven insights from Litmus.
82. Please participate in our
2017 State of Email Survey:
surveymonkey.com/r/StateOfEmail2017
@ChadSWhite @LitmusApp #LitmusLive
2. You’ll uncover new opportunities for
improvements in your email program.
83. Please participate in our
2017 State of Email Survey:
surveymonkey.com/r/StateOfEmail2017
@ChadSWhite @LitmusApp #LitmusLive
3. You’ll may win to win a ticket to
TEDC or a Mystery Litmus Swag Pack!