A Snapshot of the Email Professional in 2017

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More than 3,500 marketers completed our State of Email Survey, which closed at the end of January and explores how brands plan, build, approve, send, and ensure the deliverability of their email campaigns. We’ll be releasing the complete findings of that survey in the weeks and months ahead.

However, in the meantime, we’d like to paint you a portrait of today’s email professional, as well as announce the winners of our State of Email Survey Sweepstakes.

The Email Professional

Based on survey responses from thousands of marketers, here’s what the average email professional looks like.

Demographics

While more email marketers are men (52.7%), women (47.3%) are well represented, especially compared to other technology, advertising, and marketing fields. And at companies with more than 500 employees, there is a perfect 50-50 gender balance.

Most email professionals are between 25 and 34 years old:

  • 24 or younger: 7.9%
  • 25-34: 52.6%
  • 35-44: 27.5%
  • 45-54: 9.5%
  • 55 or older: 2.5%

Work Experience and Workflow

The vast majority (72.4%) of those in the industry have three or more years of email marketing experience:

  • Less than a year: 7.1%
  • 1-2 years: 20.5%
  • 3-4 years: 26.6%
  • 5-7 years: 23.5%
  • 8 or more years: 22.3%

On average, email professionals perform 4.4 of the 10 tasks we asked about:

  • Email coding/development: 66.4%
  • Email designing: 63.4%
  • Email strategy: 59.1%
  • Email performance analysis/analytics: 58.6%
  • Email planning: 53.8%
  • Management of email marketing accounts, clients, or projects: 45.5%
  • Oversee all email marketing channel activities: 36.2%
  • Email copywriting: 35.4%
  • Oversee all marketing activities: 15.3%
  • Oversee all business operations: 5.9%

The vast majority (78.4%) of them work full-time on email marketing, but a significant portion are part-time (21.6%).

Company size and industry

A strong majority (68.6%) of email professionals work at a company with fewer than 500 employees:

  • Fewer than 20 employees: 18.1%
  • 20-99 employees: 25.4%
  • 100-499 employees: 25.0%
  • 500-1,999 employees: 13.8%
  • 2,000-4,999 employees: 6.1%
  • 5,000-9,999 employees: 4.2%
  • 10,000 or more employees: 7.3%

Our respondents represent a diverse range of industries:

  • B2C: 34.4%
  • B2B: 30.3%
  • Marketing, advertising, or digital agency, ESP, freelancer, etc.: 24.3%
  • Nonprofit: 9.2%
  • Government entity: 1.7%

Geography

And while most of them are in the US, marketers from all over the world were represented:

  • United States: 59.2%
  • Europe (excluding UK): 13.6%
  • United Kingdom: 13.0%
  • Canada: 5.3%
  • Australia/New Zealand: 3.9%
  • Asia: 2.9%
  • South America: 0.9%
  • Africa: 0.8%
  • Mexico & Central America: 0.5%

The State of Email Survey Sweepstakes Winners

Every person who completed our survey was given the opportunity to enter our sweepstakes, with a chance to win:

  • 1 grand prize of one ticket to the Litmus Live Conference in Boston, London, or San Francisco
  • 4 runners-up prizes of Mystery Litmus Swag Packs, which might include Litmus socks, a Litmus pillow, an “I Heart Email” shirt, autographed copies of Modern HTML Email or Email Marketing Rules—who knows!

From the more than 2,000 entrants, we’re pleased to announce that our grand prize winner is:

  • Jacquie Clermont, Senior Marketing Writer, InterSystems

And our four runners-up are:

  • James Barry, Email Marketing Manager, The Princeton Review
  • Mike Costanzo, CEO, Costanzo Studios
  • Carolyne Larkin, Digital Marketing Specialist, Travel Counsellors
  • Daphne Wu, Marketing Manager, Sunrun

Congratulations to our five winners, who we’ve already been in contact with. And a huge thanks to everyone who took the State of Email Survey and shared their practices and insights with the industry. Together we can make email better!

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