The document discusses 5 trends shaping the email industry: 1) An evolving email marketing ecosystem with increasing consolidation among top email service providers. 2) A growing need for collaboration across teams, channels, and people to plan and approve emails. 3) Privacy concerns creating a crisis of trust for marketers. 4) The importance of connecting with customers through social responsibility and supporting non-profits. 5) A increasing focus on measuring email ROI and using data and tools to improve performance. The document provides examples and data on each trend from a presentation by Litmus on email marketing innovations.

1. 5 Trends Shaping the Email Industry
Research-Driven Innovations for Email's Biggest Challenges
#LitmusLive

2. Justine Jordan
VP of Marketing, Litmus
Chad S. White
Director of Research, Litmus
Jason Rodriguez
Community & Product Evangelist,
Litmus

4. #LitmusLive

5. An evolving email marketing ecosystem
Greater collaboration between teams, channels, and people
Privacy concerns are creating a crisis of trust
Connecting with customers through social responsibility
Increasing focus on ROI and data-driven marketing
1
2
3
4
5
#LitmusLive

6. An evolving email
marketing ecosystem1

7. $10 billion in ESP
mergers and
acquisitions
2012
2013
2014
2015
2016
2017
2018
#LitmusLive

10. $17 billion in ESP
mergers and
acquisitions
2012
2013
2014
2015
2016
2017
2018
#LitmusLive

11. 56% 58% 63% 68%
0
25
50
75
100
2016 2017 2018 2019
Marketshare of Top 10 ESPs
#LitmusLive
2019
68%

12. Top 10 ESPs
Based on 1,699 survey responses
#LitmusLive

13. Litmus works where you do
#LitmusLive

14. #LitmusLive

15. #LitmusLive
ESP Sync Demo

17. #LitmusLive

18. 9% Code every email from scratch
49% Copy and paste snippets and
elements from previous emails
#LitmusLive
42% Use libraries, modules, and/or
WYSIWYG editors

19. #LitmusLive

20. #LitmusLive

21. SFMC integration
#LitmusLive

22. With Litmus integrated into Marketing Cloud, we
don't have to interrupt our workflows and have
reduced development times significantly while
delivering the brand experience our customers
expect.
Amy Holden
Adventist Health System
#LitmusLive

23. Growing need for
collaboration across
teams, channels, and
people
2
#LitmusLive

24. #LitmusLive

25. Marketers work with
2.4 other departments to
get emails reviewed and
approved.
#LitmusLive
Executives
47.9%
Sales
32.7%
Legal/Compliance
30.3%
IT
24.1%

26. ≤ 1 1-2 3-4 5-8 9+
35.6% 32.9% 14.6% 6.5%10.5%
Average: 3.9
hours
Hours spent reviewing & approving
emails
#LitmusLive

27. #LitmusLive
0
2
4
6
8
10
12
14
<20 20-99 100-499 500-1,999 2,000-9,999 10,000+
Hoursspentreviewinganemail
Number of employees at company
Too lax
Appropriately
rigorous
Too
burdensome
Burdensome processes take
twice as long to review an email

28. #LitmusLive

30. #LitmusLive

31. We used to forward a test email out for feedback,
then everyone would reply separately and all
those different threads were crazy to manage.
We love Proof because it saves us so much time
and hassle with all the comments in one place.
#LitmusLive
Rose Kelly
Sprout Social

32. Privacy concerns
are creating a crisis
of trust
3
#LitmusLive

33. Zuck

34. Declining trust chart

36. Lower ROI Higher ROI
United States
Single opt-in
Lax regulatory environment
European Union
Double opt-in
Stringent regulatory environment
How does GDPR affect ROI?
#LitmusLive

37. It's our job to ensure that we maintain
the highest levels of confidentiality,
privacy, and security to safeguard
Litmus and our customers from data
theft and loss.
Matt Gore
SVP of Engineering
Data Protection Officer, Litmus
Suzanne Bonotto
General Counsel, Litmus
#LitmusLive

38. GDPR compliant
Enterprise-grade security
Committed to high
security standards
#LitmusLive

39. Connecting with
customers through
social responsibility
4
#LitmusLive

40. Colin picture
#LitmusLive

41. #LitmusLive

46. 79%Nonprofits who say email
marketing is important to their
success
58%Nonprofits who say their email
program is under-resourced
#LitmusLive

47. • 343% more likely to never test email rendering & functionality
• 47% less likely to use partials speed up email creation
• 51% more likely to use a WYSIWYG editor to build emails
• 81% more likely to use the code editor provided by their ESP
Nonprofits are…
#LitmusLive

48. #LitmusLive

51. #LitmusLive

52. Discount for Basic and Plus
plans
Eligible organizations email
billing@litmus.com
#LitmusLive
NPOs

53. Increasing focus on
ROI and data-driven
marketing
5
#LitmusLive

54. Brands that say they
can't measure email
marketing ROI well
#LitmusLive

55. Short-Term Metrics
Email campaign success
Email engagement
Subscriber reactions
Long-Term Success
Email channel success
Omnichannel influence
Email list health
vs.
#LitmusLive

56. 33:1
Average email ROI reported
when it can be adequately
measured
46:1 Average email ROI reported
when it can be well measured
#LitmusLive

57. 43% of email marketing
programs are poorly
resourced
#LitmusLive
Poorly resourced
43%
Adequately resourced
33.5%
Well resourced
23.5%

58. #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

59. Being average is
the new falling behind.
#LitmusLive

60. More than 60% of marketers
rely on third-party tools to do
their jobs.
#LitmusLive
• CSS inliners
• HTML frameworks
• Email previews
• Spam filter testing
• Email analytics
• Email build tools

61. 40% Increase in ROI when using Litmus
Builder
19% Increase in ROI when using Litmus Email
Analytics
14% Increase in ROI when using Litmus Email
Previews
5% Increase in ROI when using Litmus Spam
Testing
#LitmusLive

63. It took us less than 48 hours to identify
and fix our issue, and to get removed
from the blacklists. Without Litmus, we
wouldn’t have known where to start.
Melanie Kinney
GasBuddy
#LitmusLive

64. An evolving email marketing ecosystem
Greater collaboration: teams, channels, and people
Privacy concerns are creating a crisis of trust
Connecting with customers via social responsibility
Increasing focus on ROI and data-driven marketing
1
2
3
4
5
#LitmusLive

65. Email marketing is
only growing more
complex
#LitmusLive

66. Email hasn't changed all that
much in the past 20 years.
Clueless
Leading Marketing Agency

68. Personalization
Dynamic content
CAN-SPAM
Inactivity management
GDPR
Security
Re-engagement
Permission
Single opt-in
Interactive email
CSS inlining
Build tools
Email frameworks
CASL
Partials
Analytics
Email service providers
Spam filters
Platform integration
Subject line testing
Hyper-personalization
Artificial intelligence
Omnichannel marketing
List hygiene
Campaign performance
Collaboration
Business-to-business
Consumers#LitmusLive

69. #LitmusLive

70. #LitmusLive

71. Products. Research. Conferences. Community.
+