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1、The State of Email Innovations ReportData,insights,and trends to help you adapt and prepare your email program for whats to come.2024In this report,youll learn:Chapter 1:Changes to the email landscapeChapter 2:How email marketers use AIChapter 3:Email personalization tactics Chapter 4:Innovations in

2、 email designChapter 5:Put these innovations into actionUnderstand the innovations and trends shaping email marketing this yearEmail has sustained its place in marketing strategies for years,but its anything but static.We surveyed nearly 1,000 marketers between January 29th and February 29th of 2024

3、 to understand their priorities and preparations for the year ahead.Read on to learn about whats ahead and how to adapt your marketing to stay ahead.61%Not Litmus customers39%Litmus customersSoftware+TechnologyMarketing/PRRetailFinancial servicesTop Industries 500 employees40%LocationGlobally18%13%E

4、urope(excl.UK)United States52%Respondents marketB2B,B2C,or both77%Who responded to our survey?The State of Email Innovations Report3Marketers have to play by new rules Industry-wide updates are on the horizon.First,teams need to pay close attention to their deliverability after recent Yahoo and Goog

5、le sender requirements.The loss of third-party cookies is in the future too,but are marketers prepared?Email will bolster the loss of third-party cookies 30%of brands plan to increase their overall email marketing spend this year,and theyve chosen a great time to invest.Your email list is a rich sou

6、rce of zero-and first-party data that will power automation and personalization.You need email to do more than convertEmails high average ROI has been an inspiring stat for years,but 72%of marketers arent sure what their email ROI is.Which begs the questionis it how we should define email success?Aw

7、areness,engagement,and relationship-building is where email shines.Since only 5%of your audience is ready to buy,the value of email comes from loyalty and brand connection.Changes to the email landscape Email marketings role is changingCHAPTER 1Email marketing talent is advancing Who is in charge of

8、 email marketing?More than half of our respondents are managers and senior individual contributors.Theres also a trend toward more advanced roles overseeing email with a focus on strategy and planning.18%will spend more for personnel this yearSenior individual contributor26%Manager27%Other3%VP-level

9、 executive or above7%Entry-level individual contributor4%Director13%Mid-level individual contributor19%Which best describes your job level?The State of Email Innovations Report5Automation is on the riseEmail is a critical channel to develop customer relationships,and lifecycle automations are the id

10、eal tool.While promotional messages and newsletters are still the most-used emails,relational emails round out the top five.Automated nurture sequences and transactional emails help marketers develop customer relationships without overwhelming the inbox.Trust your automations with Litmus Email Guard

11、ian Your critical email automations work independently to connect with your audience,but what happens if an issue goes unnoticed?Litmus Email Guardian monitors your emails 24/7 to alert you to problems with your template,links,images,and more.Marketing or promotional emailsNewslettersLifecycle or cu

12、stomer onboarding/nurtureAction-triggered emailsInactions-triggered emailsDate-triggered emailsOperations-triggered emailsMachine-triggered emailsOther/Not sure55%46%44%39%24%19%17%3%1%Creatingmoreautomatedemailsis a topprioritythisyearHow does your company currently use email?The State of Email Inn

13、ovations Report6Gmail and Yahoo have new deliverability rules for mass senders.While the details are pretty straightforward,its a reminder to pay attention to deliverability.Good email deliverability ensures you reach your audience,so you can always use email to build trust,enhance engagement,and ma

14、intain customer relationships.Most respondents do monitor deliverability(phew).There are 15%that dont,and another 15%who arent sure if they do,though.Google Postmaster Tools was voted the most-used deliverability tool,and its free.Litmus also has Spam Filter Testing to help you prioritize email deli

15、verability.Discover if youre blocklisted,confirm security authentications,and test against major spam filters.Lauren Meyer Chief Marketing Ofcer,SocketLabs“Email success goes well beyond ticking boxesits about fostering trust and loyalty.By sending responsibly,you not only enhance the subscriber exp

16、erience but also safeguard your brand from misuse.While Google and Yahoo are the ones currently in the spotlight,stricter rules are becoming the norm across mailbox providers to counter rising email threats.My advice?Embrace change;the data shows non-compliance leads to delivery delays and domain-ba

17、sed failures.Conversely,simplifying the unsubscribe process can reduce spam rates by up to 30%.So,hop on board because this train is moving,with or without you!”30%of respondents dont measure deliverability or arent sure if they doNew Gmail and Yahoo sender requirements should put your focus on deli

18、verability The State of Email Innovations Report7Weve been planning for it since the news was announcedWell.We took some measures in the last yearNot surePoorly.Were actively taking steps now to prepareVery poorly.We dont know how to prepare32%32%11%13%13%Ready or not,third-party cookies are going a

19、way Google will phase out tracking Chrome users in early 2025.Since there are an estimated 3.45 billion global Chrome users and the browser has nearly 64%market share,marketers must fundamentally change how they target this huge majority of their audience.Are you ready?45%of respondents are either v

20、ery poorly prepared or arent sureHow prepared are you for the loss of third-party cookiesThe State of Email Innovations Report8Emails zero-and first-party data can make up for the lossAdjusting to the loss of third-party cookies will undoubtedly be a change for marketers,but email is ready and waiti

21、ng to fill in the gaps.Self-reported zero-party data from preference centers and first-party insights 30%plan to invest more on cross-channel integration this yearCynthia Price Senior Vice President of Marketing,Litmus“Data collection and management is a continual challenge;its not a“set it and forg

22、et it”proposition.Be flexible on what you want to know from customers and how youll ask for it.Establish your own why for collecting certain types of information,and form an actionable plan to make it come to life in a more personalized and contextually relevant customer experience.Youd be surprised

23、 how much information your subscribers will ofer up,once you prove that you are asking them questions with the intent of making their life easier or better.”from interactive content are reliable data-capture sources.For example,using a Litmus Personalize poll in your email gathers actionable first-p

24、arty data and provides engaging experiences in the inbox.Then,you can use your newfound customer data across your marketing channels.The 36%of respondents with poor or very poor email integration with other channels can use the loss of third-party cookies as a catalyst for change.The State of Email

25、Innovations Report9Is ROI an important metric anymore?Email was voted the most efective marketing channel this year,and marketers dont even need to know its ROI(Return on Investment)to grant it that award.Email is more than a conversion point,so ROI isnt the ultimate test of performance.Marketers sh

26、ould lean into email as a valuable channel for building relationships and generating brand awarenessespecially for that 95%of your audience who arent ready to buy.$72%of marketers dont know their email ROIConvert subscribers to customersImprove email or brand engagementMarketing or sales qualified l

27、eads(MQL or SQL)Increase product or service useageGrow sales/revenue18%6%5%4%4%Top 5 goals or KPIs respondents ranked as most importantThe State of Email Innovations Report10What marketing leaders consider success in emailJaina Mistry Director of Brand and Content Marketing,Litmus“Considering 95%of

28、your audience arent ready to buy,by thinking about email purely from a conversion perspective,youre limiting what success looks like in emailbecause youre not going to get that 95%to instantly convert with your next email.Instead,consider using email to nurture and build relationships by providing t

29、hem with useful,relevant,valuable content about your brand.In doing so,youll be building up awareness for your brand in the inbox.So the next time they see your brand on social media,in a paid ad,or on a webinar,getting that conversion will be much easier.”The State of Email Innovations Report11CHAP

30、TER 2Nearly half of marketers use AI in email marketingYou cant escape the AI buzz,and email is no exception.45%of teams currently use AI in email marketing and an extra 21%want to start this year.Brainstorming is the most common GenAI taskCurrently,marketers use AI for text-based tasks like brainst

31、orming,copywriting,and subject line generation.Only 1%use AI for image generation right now.Theres untapped AI potential that marketing teams want to useChatGPT is the most popular GenAI tool marketers use,but there are more email marketing opportunities than generating subject lines.How email marke

32、ters use AIMarketers have only scratched the surface of AI-powered emailGenAI adoption is consistentGenAI(Generative AI)usage in email marketing is similar to our previous surveys,and simpler tasks like brainstorming are still the go-tos.However,not everyone is confident in AI.Survey respondents cal

33、led out concerns about inaccurate information,copyright,and legal considerations as a reason for why theyre avoiding it.Not yet and were not planning to13%11%NoNot yet but we are planning to4%Not sureAI Image creationWe use AI to aid in brainstorming10%7%4%1%YesWe use AI to write email copyWe use AI

34、 to write subject lines60%of marketers use ChatGPT for AI tasksThe State of Email Innovations Report13Marketers can use AI for more than subject lines Some marketers are already seeing results from GenAI40%have seen a little boost in performance from AI-generated content and 9%have seen much improve

35、ment.But GenAI tools like ChatGPT are just scratching the surface of AI and machine learning in email.Heres what marketers should explore this year:QA Testing:find errors in code Review:fine-tune elements like writing tone Analysis:compare campaign performance to find top-performing messaging,automa

36、tions,or send timesPredictive product recommendations:automatically suggest products based on customer actions Subscriber scoring:find your disengaged subscribers and predict who is most likely to buy31%plan to spend more on AI and machine learning in 2024“Since ChatGPT was popularized in 2022,Ive f

37、ound many ways to incorporate GenAI into my email process.Initially,I mostly used ChatGPT to help when facing writers block with email subject lines,body copy,or call-to-actions.As time passed,my ChatGPT use cases evolved.I began using it for audience segmentation,creating frameworks for email seque

38、nces,or even when I needed a second opinion on portions of email code.The next area Id like to explore is using AI to automate more manual tasks in my email workflow.”Tracie Pang Email Marketing Manager,LitmusThe State of Email Innovations Report14CHAPTER 3Most marketers are happy with their ESPs pe

39、rsonalization optionsESPs can handle simple personalization like names in the subject lines or merge tags,and marketers are generally pleased with those capabilities.Expanding personalization is a high priority Live and dynamic content is still a niche strategy,which means theres an opportunity to s

40、urprise and delight your audience.Inadequate data and resources are holding marketers backbut that can be fixedIf you want to use more personalization but roadblocks stand in the way,you arent alone.Email personalization tacticsIts time to go beyond merge tags to surprise and delight69%of marketers

41、said their ESP handles personalization well or very wellPersonalization in the subject line or preview textPersonalization using dynamic contentPersonalization using merge tagsWe dont personalize emailsAI-powered product or content recommendationsLive or real-time contentNot sure36%32%23%5%4%3%1%How

42、 does your company personalize emails?Most marketers use basic personalizationESPs are by far the most common place for marketers to personalize email content,since most have basic personalization built in.But audiences are accustomed to seeing their name in the subject line,so is it enough to delig

43、ht them anymore?The State of Email Innovations Report16If you want to stand out,use live contentOnly 7%of marketers use live or real-time content,but marketers are intriguedthe tactic showed up again and again when we asked you what you wish you could do with personalization.Open-time personalizatio

44、n is an opportunity to surprise and delight your audience,but you will have to look beyond your ESP to make it a reality.Daniel Rosen Senior Account Manager,Litmus“Customers want to receive more relevant,personalized emails,and delightful emailsbut marketers struggle to find the right data points to

45、 create these experiences.Using a tool like Litmus Personalize,marketers can go beyond the limitations of their ESP to create truly personalized emails customers expect,while also providing the perfect opportunity to collect critical zero-and first-party data to help inform future campaigns.”The Sta

46、te of Email Innovations Report17Live content example:countdown timersDynamic countdown timers add urgency and specificity to emails.Use them to call out the final hours of an important sale,show how much longer a subscription lasts,and build anticipation for a launch.The State of Email Innovations R

47、eport1825%of respondents use countdown timers if they use live contentLive content example:progress barsWho doesnt love the feeling of checking of a to-do item?Progress bars encourage subscribers to keep moving toward reward incentive goals,onboarding,project progress,or fundraising goals.12%of resp

48、ondents use progress bars if they use live contentThe State of Email Innovations Report19Live content example:live pollsLive polls lets you collect customer preference data for segmentation,gauge interest in a topic,and get subscribers involved in the community with a little fun.The State of Email I

49、nnovations Report2010%of respondents use live polls if they use live content How to overcome common personalization hurdles Branch out from your ESP to try new personalization tactics with other commonly-used tools like Litmus Personalize Use tested and approved Litmus templates to try new elements

50、with less QA Get inspired by real personalized email examples in our Email Gallery Connect with and learn from fellow marketers(heres how we personalize emails)Inadequate data to effectively personalizeLack of resources to experiment with personalizationRequires technical expertise to implementLack

51、of inspiration on how to use itInability to thoroughly QA test highly personalized contentLack of technology to build and implement personalized contentNot sureOtherLong turnaround times from my personalization vendor24%21%17%13%12%11%4%3%2%“To announce the release of Litmus Live Polls to our newsle

52、tter audience,we decided to show subscribers exactly what a Live Poll in an email could look like and asked subscribers to vote whether they were“team cat”or“team dog.”Live Polls typically result in high email engagement.This specific scenario resulted in 17.3%click-through rate in the newslettertha

53、ts an increase of 19.1%compared to newsletters that dont feature a Live Poll.”Tracie Pang Email Marketing Manager,LitmusExpanding personalization is the second highest priority for respondents in 2024 The State of Email Innovations Report21What marketers find challenging about personalizing emailsTh

54、e State of Email Innovations Report22Whether youre new to email personalization or a pro,you can tap into email marketers most efective trends with Litmus.Email personalization for allEvery Litmus plan includes the tools you need to deliver the right message at the right momentwhile making sure its

55、error-free and ready to drive resultsempowering you to make every send count.Get started todayCHAPTER 4Email designers are embracing new toolsWhile Adobe Photoshop is still the most popular design platform,tools like Figma and Canva are quickly gaining popularity.Dark Mode and accessibility dont boo

56、st performance,but theyre still worthwhileMarketers dont see a big performance boost from Dark Mode and accessible design,but theres value in creating experiences that everyone can enjoy.Modular emails speed up the workflowEmail templates and modular design systems create beautiful emails,faster as

57、marketers man-age multiple email builds at once.Innovations in email designStreamlined production and simplified designs rule the new yearTheres an email design tool for every marketerMarketers of all types want to create amazing emails,and the go-to tools are changing.Professional designers prefer

58、Figma,while marketers without an in-house design team are relying more and more on Canva to create designs.37%23%22%19%14%AdobePhotoshopFigmaAdobe IllustratorCanvaAdobe InDesignWhich graphic design programs does your company use for email marketing on a regular basis?On the rise.Figma had the most c

59、hange since last year.Going from fourth to second place.The State of Email Innovations Report24The world needs accessible emails Quantifying the impact of some design choices is difcult,and marketers felt the most uncertain about the impact of Dark Mode and accessible design.However,the value of the

60、se practices is reaching as wide of an audience as possible and ensuring they can engage with your email.Email segmentationA/B testingModular emails(using snippets and partials)Send time optimizationDark Mode coding techniquesInclusive and/or accessible coding techniquesWebsite pop-ups for subscribe

61、r acquisitionSubscriber re-engagement program or inactivety managementPreference centerOmnichannel marketing25020015010050024%21%13%12%12%11%10%9%9%6%Email segmentationA/B testingModular emails(using snippets and partials)Send time optimizationDark Mode coding techniquesInclusive and/or accessible c

62、oding techniquesWebsite pop-ups for subscriber acquisitionSubscriber re-engagement program or inactivety managementPreference centerOmnichannel marketing24%21%13%12%12%11%10%9%9%6%Top 10 tactics and technologies used by respondentsTop 10 Tactics and technologies that have improved performance(A litt

63、le improvement,some improvement,and much improvement)Why it matters 8%of the U.S.population has visual impairments15%of the worlds population experiences some form of disabilityThe State of Email Innovations Report25Modular emails speed up turnaround timesMarketers are juggling morethe rate of teams

64、 producing up to five emails at a time doubled from 2023 to 2024.Production needs to be as fast and easy as possible,and modular design systems could be the answer.80%of teams who use modular designs take 2 weeks or less to create a single email.“Ever since we started using a modular design system,m

65、y email production time has been cut down significantly.Emails that used to take me hours,now can be done in half the time!Combining the modules that I created with Litmus Design Library has only increased my productivity and now I can create some emails in as little as 10 minutes!P.S.I know this qu

66、ote sounds totally marketing-y and corn-y but its 100%true.I would be lost without my modular design system.”Carin Slater Email and Content Growth Marketing Manager,Litmus77%of respondents who use modular designs saw much improvement in their email programThe State of Email Innovations Report26CHAPT

67、ER 51.Prepare for the loss of third-party cookies Assess your third-party cookie reliance Make zero-and first-party data your top priority Put these innovations into actionAs we wind down our report and ramp up the year,heres what you can do to prepare for change and make the most of email in 2024.2

68、.Protect email deliverability in the wake of new sender requirements Authenticate your emails using security protocols like DKIM,SPF,and DMARC Implement one-click list-unsubscribe,and honor unsubscribes within two days Maintain a spam complaint rate under 0.3%(no more than three spam reports for eve

69、ry 1,000 messages)Watch on-demand:First-Party,Best Party:Saying Goodbye to Third-Party DataRead more:The New Email Deliverability Rules:How to Make Sure You Reach Your Gmail and Yahoo Subscribers3.Delight your audience with live content and unique personalization with Litmus Personalize Use live con

70、tent to customize at scale Try our quick-start personalization templates4.Ensure your emails are Dark Mode-friendly and accessible Use Litmus Accessibility Checks before sending Preview and test your emails in Dark Mode across email clients and devices5.Implement modular email design to speed up you

71、r workflow Look for design patterns across your templates Define standards and brand guidelines Build and test our boilerplate HTMLRead more:How To Create Inspiring Personalized EmailsRead more:How Does Your Email Sound?Read more:Email Modules:Your Secret to Working SmarterThe State of Email Innovat

72、ions Report28About Us Litmus is an all-in-one email marketing platform empowering marketers of all stripes to build,test,personalize,and analyze every email.From solutions for efective email personalization to an airtight QA process monitored by cutting-edge emerging email technology,over 700,000 marketers trust Litmus to help them send emails that just click.Start your free trial