The annual email marketing report contains a detailed analysis with expert tips, industry stats, and data-driven forecasts for sending better emails in 2023. It covers email marketing objectives, email deliverability, and email design insights for the year 2023.

1. INSIGHTS FROM
STATE OF
EMAIL SURVEY
2023

2. TABLE OF CONTENT
How was this survey conducted?
What were the survey topics?
About our respondents
What did we learn from our survey?
1.
2.
3.
4.
Top-performing marketing channels
Email marketing objectives
Deliverability/Infrastructure
Email Design

3. HOW WAS THIS SURVEY
CONDUCTED?
The survey was conducted primarily through email campaigns using
Mailmodo. We created interactive forms so people could fill out the
survey inside the email.
We sent the survey emails to our subscribers, marketing audience, and
previous survey respondents. We used our social media platforms and
newsletters to distribute the survey. We also reached out to industry
thought-leaders and who’s who of email to get their invaluable input.
We collected data from 150+ marketers with the help of a
questionnaire that was carefully converted into insights and drafted
into this report by our in-house team.

4. WHAT WERE THE SURVEY
TOPICS?
Our team created a questionnaire comprising 50 questions
covering email marketing objectives, deliverability,
infrastructure, email design and development, email
marketing strategy, email copies, and AMP emails.
We used Mailmodo’s conditional multi-step forms to make
the questionnaire conditional so that the respondents only
got questions related to their expertise.

5. ABOUT OUR RESPONDENTS
We reached out to several email marketers, email developers, email designers, deliverability experts, etc., from around
the world. Our surveyors hailed from over 150 B2B and B2C companies like G2, Plum HQ, MoEngage, Leena AI, Miro,
SuperMoney, Scaler, etc.

6. WHAT DID WE LEARN FROM OUR
SURVEY?
Let’s dive deep into what we learned from our survey and how you can
use this data to improve your email marketing.
Top-performing marketing channels
Email marketing objectives
Deliverability/Infrastructure
Email Design
Marketing strategy/ops
Email copywriting
AMP emails

7. TOP-PERFORMING MARKETING CHANNELS
Trend comparison with 2022: The top
3 marketing channels for respondents
were email marketing, paid search,
and organic search.

8. EMAIL MARKETING
OBJECTIVES

9. DELIVERABILITY/INFRASTRUCTURE
On average, people usually get a 70-100% inbox placement rate which is why when it goes below 70%, it's a
cause for concern. It means that a significant amount of their emails are landing in spam.

10. 6.7% OF RESPONDENTS DIDN’T DO ANY DOMAIN
WARM-UP.
6.7% of respondents didn't do
any domain warm-up. While
this is good, we also see that
more than 33% spent less than
21 days warming up their
domains.
It shows that although more
email marketers are warming
up their domains before
sending emails, they are not
doing it for the necessary
amount of time.

11. 14.3% OF SURVEYORS DID NOT KNOW
WHAT “GOOGLE POSTMASTER” WAS.
Google Postmaster is a tool to track
email campaigns you send to Gmail
users and get information on your
domain, IP reputation, delivery
errors, spam rate, etc. But, not many
marketers know of it or use its
potential.
And we discovered from our survey
that even email deliverability
experts do not know what Google
Postmaster is.

12. 42.8% OF SURVEYORS HAD EMPLOYED BIMI AS ONE OF
THEIR EMAIL AUTHENTICATION PROTOCOLS.
Not many email marketers are utilizing
BIMI when compared to SPF, DMARC,
and DKIM to authenticate their emails.
And it’s probably because it’s not as
crucial as the others for deliverability.

13. EMAIL DESIGN
Nearly 73.3% of people use various
tools like drag-and-drop email editors
or email template creators to create
their email templates.
Meanwhile, this 20% of surveyors are
still using code to create email
templates from scratch and are losing
valuable time coding their emails
when they could have been using tools
to create templates much faster and
easier.
20% OF THE SURVEYORS USE CODE TO CREATE THEIR
EMAIL TEMPLATES FROM SCRATCH.

14. 26.7% of the surveyors had sent image-only
email campaigns in 2022. As we discussed
previously in the email marketing myths
chapter, image-only emails are not good as
they can cause accessibility issues, spam
issues, bad reading experience, etc.
Email clients often block image-only emails
as a defense against spam.
The second line of defense is to route image-
only emails directly to the junk or spam
folder.
26.7% SENT OUT CAMPAIGNS WITH AN IMAGE-ONLY
EMAIL IN 2022.

15. The majority of people feel the single-column
layout works best for them.
46.7% OF SURVEYORS FOUND THAT THE SINGLE-COLUMN LAYOUT
HAD WORKED BEST FOR THEM IN 2022.

16. 53.3% of surveyors didn’t design their emails for
dark mode, causing information within emails
to become lost.
53.3% OF SURVEYORS DIDN’T DESIGN THEIR EMAILS FOR
DARK MODE.

17. 66.7% of surveyors send emails to different
devices and manually check the responsiveness
of their emails.
66.7% OF SURVEYORS SEND EMAILS TO DIFFERENT
DEVICES AND MANUALLY CHECK THE RESPONSIVENESS
OF THEIR EMAILS.

18. State of Email 2023 - Your Annual Email Marketing report |
Benchmarks, Industry Data & Trends
Latest Reports Read the annual email marketing report with
expert tips, industry stats, and data-driven forecasts for sending
better emails in 2023. Get the report now!!!!!
What does the State of Email 2023 report contain? Email
marketing myths around deliverability, automation & AMP emails
busted. Data-backed email marketing benchmarks and industry
trends for 2023