The document discusses the key findings from the 'State of Email 2017,' highlighting important trends, innovations, and strategies for successful email campaigns. It emphasizes the need for brands to adapt to changes in email client support and consumer perceptions of spam, while also advocating for improved permissioning and mobile-friendly content. Additionally, interactive elements and gamification are noted as significant trends that can enhance subscriber engagement.

1. THE STATE OF
EMAIL 2017
A comprehensive look at the
data, trends, and innovations
to build successful email
programs in 2017.

2. Welcome to the Litmus State of Email Webinar!
We’ll start in just a few minutes. In the meantime, some housekeeping:
•Yes, this webinar will be recorded. You should expect to see a recap and recording on our blog in
about a week or so.
•Ask your questions in the chat window. Any questions we don’t get to in the time allotted we’ll
answer on our recap blog post.
•Want to share what you’re learning on social? Join the conversation with #LitmusLive.
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3. The State of Email 2017
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In this webinar, we’ll share our findings and advice from
the State of Email 2017 so you can arm yourself and
your team with knowledge to navigate industry changes
and build email campaigns that surprise, delight, and
ultimately, convert.

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Kayla Lewkowicz
Marketing Coordinator
@kllewkow
Kevin Mandeville
Product Manager
@KevinMandeville
Chad S. White
Research Director
@Chadswhite
Meet your presenters

5. Who are we, anyway?
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Litmus’ web-based software works with your existing email
service provider to give you better visibility into subscriber
experience problems—and easily fix them.
Email Previews in 70+ clients
Builder, our email HTML editor
Spam Testing in 20+ filters
Checklist for quality assurance
Email Analytics for new insights

6. THE STATE OF
EMAIL 2017
A comprehensive look at the
data, trends, and innovations
to build successful email
programs in 2017.

7. When email clients change
support without warning, your
brand perception is at risk.

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The email client ecosystem continues to be
fragmented and dynamic, and email clients
can drop and add support for critical email
elements without warning.

9. iOS 10
• Screen sizes for iPhone 7 and 7 Plus remain the same, so
no need to adjust media queries
• Re-establishes support for HTML5 video
• Does not support <iframe> tag or fixed positioning
• Freedom to delete pre-installed apps
• Adds list-unsubscribe
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10. Gmail
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• Now supports media queries,
enabling responsive design
• Support for display: none, which
allows you to hide specific parts of
your email
• Say goodbye to CSS inlining
• Note: IMAP and POP accounts in
Gmail are not the same

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What do these changes mean for
email programs?

12. The first step to conversion:
Reaching the inbox.

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14. Consumer’s definition of spam is changing
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How can brands adjust to this new
definition of spam?

16. To avoid spam complaints and unsubscribes:
• Improve your permissioning to ensure that the consent to opt-in to your email program is strong
• Send relevant emails at a good cadence
• Create mobile-friendly emails and landing page experiences
• Make opting out easy to avoid frustrating subscribers
• Don’t email subscribers who have just had poor customer experiences
• Stay relevant by maintaining your subscriber’s interest
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17. Surprising and delighting your
subscribers is quickly
becoming table-stakes for
email programs.

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Interactivity is an action
taken in an email that
triggers an event within
the same email.
Examples include in-email surveys or quizzes, in-email
purchases, or even a Minesweeper game.

20. Case Study: Litmus Live 2017 Interactive Emails
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Gamification is using
game mechanics in your
email to make something
fun and engaging.
Examples include choose your own adventure,
mystery or dynamic promotional codes, or full-
blown scavenger hunts.

22. Case Study: Litmus
Live 2016 Gamification
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Why gamify?
• We had something special to announce
• We had a highly engaged audience who were eager
to participate
• We wanted to inspire and delight with design and
functionality
• Beneficial for us…and our subscribers

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What are the biggest email
trends for 2017?

24. To be able to meet all of these
subscriber expectations and
navigate the changing email
landscape, you must streamline
your workflow.

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27. Successful email programs
are more likely to:
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• Use Emmet
• Use Snippets and Partials
• Use a framework or template
• Use a static site generator
• Use task runners
• Use preprocessors
• Use Litmus for quality
assurance

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What are the key ways email marketers can
streamline their workflow?

29. THE STATE OF
EMAIL 2017
A comprehensive look at the
data, trends, and innovations
to build successful email
programs in 2017.

30. Questions?