A Snapshot of the Email Professional in 2017

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Check out the newest version of our Snapshot of an Email Professional for latest stats and insights.

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…

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%

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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