Email engagement is like a black box for many email marketers. Too often, marketers only look at opens and clicks, but have no insight into what happens in between. Like in any marketing discipline, better insights are the foundation to improving campaign performance in email marketing. So it’s surprising how many email marketers heavily rely on metrics that only scratch the surface of the subscriber experience.
Introducing: Litmus’ very first State of Email Engagement report.
While many email service providers supply good data on the performance of your emails, they don’t let marketers see the whole picture. In our State of Email Survey, we asked thousands of marketers if they use third-party analytics tools and if so, which ones they use. Here’s what we found.
Email offers the highest returns for marketers year after year, coming in at 42:1 on average—up from 38:1 last year. In our CMO’s Guide to Email Marketing ROI, we analyze email programs and ROI figures from hundreds of brands to examine which factors correlate with high email marketing returns—and which don’t—and provide actionable advice on how you can help your team see measurable ROI improvements, faster.
With an average ROI of 38:1, email marketing continues to be one of the most effective channels available to marketers. It allows you to build long-term relationships with your audience and delivers measurable results that outperform other channels like radio (ROI 6:1) and TV ads (ROI 1.3:1) by a long shot. When done right, email marketing drives business results like no other channel does. But that also means that brands that aren’t optimizing the channel are leaving money on the table with every send.
Do you know which challenges are holding back your email program from delivering its full potential in 2019?
Staying on top of the ever-changing email world can feel like an impossible task. Email clients, platforms, and industry standards continue to evolve. New laws mean finding new ways to reach and speak to subscribers. Customer expectations have soared, as have their options for reading and acting on your emails.
That’s why, every year, we round up the must-know data, trends, and innovations from the past 12 months into a one-stop resource: Litmus’ State of Email Report. Here’s the 2019 edition.
A great first impression often is the first crucial step to building a long-lasting relationship. It’s no different in email marketing. But creating effective welcome and onboarding emails is hard! Many of your peers are facing the very same challenge, so let’s learn from each other with our first-ever Live Optimization Notebook.
Litmus published five reports and six whitepapers during 2018, covering a wide range of email marketing topics from analytics to email service providers and interactive emails to email’s return on investment. Here are our marketing team’s favorite reports and why…
Brands use analytics to listen to what their subscribers and inbox providers are telling them. Without analytics, brands are deaf to both their cheers of happiness and their shouts of frustration. Based on our State of Email Survey of 3,000 marketers, our first-ever State of Email Analytics report takes a detailed look at the email metrics brands use, the analytics tools they use, and the impact of the two of those on performance.
Enthusiasm for interactive email is at an all-time high, with marketers declaring interactive emails the biggest email design trend of 2018. Marketers are right to be excited. However, email’s disruptive evolution from static message to mailable microsite presents many challenges.
Email marketing mistakes are unavoidable. To help you determine the right response to any mistake, we created a decision framework consisting of six straightforward questions. In this report, we’ll walk you through each step of the framework and share real-world examples of email marketing mishaps and lessons learned along the way.