If you didn’t have time to read all of the hundreds of pages worth of reports and research insights that came out of our 2018 State of Email Survey, you’re in luck: We’ve condensed the key stats, trends, and takeaways from all our research into a single webinar. In this webinar, I discuss four major themes from this year’s research: 1. Why most email review and approval processes are inefficient (and what you can do to fix them) 2. How performance visibility impacts the subscriber experience 3. The use of third-party tools to supplement ESP functionality 4. How the under-measurement of email marketing ROI is hurting budgets

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Key Insights from
a Year of State of Email
Research

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3,000 marketers took Litmus’
2018 State of Email Survey,
which asked about every facet of
how brands plan, create, send,
and measure email campaigns.

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Email review process inefficiencies
Performance visibility’s impact
Third-party tool adoption
Measurement and budgeting
1
2
3
4

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Chad S. White
Research Director, Litmus
Author of “Email Marketing Rules”

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Email Review &
Approval Processes1

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1 2
34
5 6 7 8

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litmus.com/ebooks/
state-of-email-
workflows-2018

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2.9 hours
on average
Email copywriting

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3.6 hours
on average
Email development

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3.9 hours
on average
Email reviews & approvals

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Successful email programs
spend more time on every
stage of email creation,
except email reviews.

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litmus.com/
leadership/
email-approvals

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Brands with 500-1,999 empl.
Appropriately Rigorous Too Burdensome
3.5 hrs
8.3 hrs
Time Reviewing
Each Email

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Brands with 10,000+ empl.
Appropriately Rigorous Too Burdensome
6.2 hrs
13.0 hrs
Time Reviewing
Each Email

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1. Keep executives out of
the review process
2. Avoid sending emails the
same day they’re approved

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Performance
Visibility2

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You can’t react
to events that you
can’t see.

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litmus.com/
leadership/email-
marketing-mistakes

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Apology emails sent
8% 13% 29% 50%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
3+ Two One Zero
in past 12 months

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24%
18%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
1+ Apologies
0 Apologies
Email program is well-resourced

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25%
18%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
1+ Apologies
0 Apologies
Uses extensive checklist
0 Apologies

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54%
41%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1+ Apologies
0 Apologies
Test rendering of all emails

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94%
89%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
1+ Apologies
0 Apologies
Uses dynamic content

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20%
15%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
1+ Apologies
0 Apologies
Have used interactive emails

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1. Poor visibility?
2. A culture of fear?
3. Playing it too safe?
4. False comfort?

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litmus.com/ebooks/
recover-from-email-
marketing-mistakes

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Visibility also has a
major impact on
deliverability issues.

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litmus.com/ebooks/
state-of-email-
analytics-2018

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36%
26%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Monitor Deliverability
Don’t
Blocked at least once
in past 12 months

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18%
16%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Monitor Deliverability
Don’t
Blacklisted at least once
in past 12 months

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44%
29%
% 8% 16% 24% 32% 40% 48% 56% 64% 72% 80
Use 3rd-Party Deliverability Monitoring
Don’t
Blocked at least once
in past 12 months

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28%
13%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Use 3rd-Party Deliverability Monitoring
Don’t
Blacklisted at least once
in past 12 months

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Third-Party Tools3

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Expecting your ESP to provide all
the functionality you need to plan,
create, test, send, and analyze the
performance of your emails is
incredibly unrealistic.

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litmus.com/ebooks/
state-of-email-
service-providers-
2018

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Use ESP’s analytics only
37%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100

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Use ESP’s code editor
29%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100

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Use ESP for CSS inlining
15%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100

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Use ESP for content planning
4%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100

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Third-party tools make a significant
difference when it comes to email
programs feeling well-resourced.

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litmus.com/
leadership/
email-marketing-
staffing

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Use 3rd-party analytics
78%
60%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Well-resourced programs
Less well-resourced programs

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Have appropriately rigorous
email review process
69%
54%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Well-resourced programs
Less well-resourced programs

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64%
50%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Well-resourced programs
Less well-resourced programs
Test rendering of all emails

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Have extensive checklist
36%
15%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Well-resourced programs
Less well-resourced programs

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Measurement
& Budgeting4

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Your email program
can’t get credit for what
it can’t measure.

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litmus.com/
leadership/
email-marketing-roi

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30% 32% 38%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Well Adequately
Can measure email ROI
Poorly

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Email Marketing ROI
92%
66%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
Brands that can measure email ROI very well
Brands that can measure email ROI adequately
46:1
33:1

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litmus.com/
leadership/
email-marketing-
staffing

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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

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Being average is the
new falling behind.

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Success
PerformanceResources

59. All of those research
findings were made
possible by…
#LitmusLive

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Litmus’ 2019 State of Email
Survey is now open:
surveymonkey.com/r/2019SOE
Questions?

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Thank You!
Check litmus.com/blog for webinar slides and recording