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THE STATE OF
EMAIL 2017
A comprehensive look at the
data, trends, and innovations
to build successful email
programs in 2017.
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.
hello@litmus.com | @litmusapp
The State of Email 2017
hello@litmus.com | @litmusapp
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.
hello@litmus.com | @litmusapp
Kayla Lewkowicz
Marketing Coordinator
@kllewkow
Kevin Mandeville
Product Manager
@KevinMandeville
Chad S. White
Research Director
@Chadswhite
Meet your presenters
Who are we, anyway?
hello@litmus.com | @litmusapp
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
THE STATE OF
EMAIL 2017
A comprehensive look at the
data, trends, and innovations
to build successful email
programs in 2017.
When email clients change
support without warning, your
brand perception is at risk.
hello@litmus.com | @litmusapp
The email client ecosystem continues to be
fragmented and dynamic, and email clients
can drop and add support for critical email
elements without warning.
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
hello@litmus.com | @litmusapp
Gmail
hello@litmus.com | @litmusapp
• 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
hello@litmus.com | @litmusapp
What do these changes mean for
email programs?
The first step to conversion:
Reaching the inbox.
hello@litmus.com | @litmusapp
Consumer’s definition of spam is changing
hello@litmus.com | @litmusapp
hello@litmus.com | @litmusapp
How can brands adjust to this new
definition of spam?
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
hello@litmus.com | @litmusapp
Surprising and delighting your
subscribers is quickly
becoming table-stakes for
email programs.
hello@litmus.com | @litmusapp
hello@litmus.com | @litmusapp
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.
Case Study: Litmus Live 2017 Interactive Emails
hello@litmus.com | @litmusapp
hello@litmus.com | @litmusapp
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.
Case Study: Litmus
Live 2016 Gamification
hello@litmus.com | @litmusapp
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
hello@litmus.com | @litmusapp
What are the biggest email
trends for 2017?
To be able to meet all of these
subscriber expectations and
navigate the changing email
landscape, you must streamline
your workflow.
hello@litmus.com | @litmusapp
hello@litmus.com | @litmusapp
Successful email programs
are more likely to:
hello@litmus.com | @litmusapp
• 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
hello@litmus.com | @litmusapp
What are the key ways email marketers can
streamline their workflow?
THE STATE OF
EMAIL 2017
A comprehensive look at the
data, trends, and innovations
to build successful email
programs in 2017.
Questions?

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Webinar: State of Email 2017

  • 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. hello@litmus.com | @litmusapp
  • 3. The State of Email 2017 hello@litmus.com | @litmusapp 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.
  • 4. hello@litmus.com | @litmusapp Kayla Lewkowicz Marketing Coordinator @kllewkow Kevin Mandeville Product Manager @KevinMandeville Chad S. White Research Director @Chadswhite Meet your presenters
  • 5. Who are we, anyway? hello@litmus.com | @litmusapp 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.
  • 8. hello@litmus.com | @litmusapp 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 hello@litmus.com | @litmusapp
  • 10. Gmail hello@litmus.com | @litmusapp • 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
  • 11. hello@litmus.com | @litmusapp What do these changes mean for email programs?
  • 12. The first step to conversion: Reaching the inbox.
  • 14. Consumer’s definition of spam is changing hello@litmus.com | @litmusapp
  • 15. hello@litmus.com | @litmusapp 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 hello@litmus.com | @litmusapp
  • 17. Surprising and delighting your subscribers is quickly becoming table-stakes for email programs.
  • 19. hello@litmus.com | @litmusapp 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 hello@litmus.com | @litmusapp
  • 21. hello@litmus.com | @litmusapp 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 hello@litmus.com | @litmusapp 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
  • 23. hello@litmus.com | @litmusapp 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.
  • 27. Successful email programs are more likely to: hello@litmus.com | @litmusapp • 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
  • 28. hello@litmus.com | @litmusapp 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.