The State of Email Marketing and Trends to Expect in 2024


professional working on email marketing campaign

December 27, 2023

As 2023 comes to a close, the digital marketing landscape has witnessed significant shifts, with email marketing standing out as a particularly dynamic arena. In this article, we'll delve into the insights gathered from Litmus' 2023 State of Email Design Report, covering key trends and revelations around email workflows, design, and the pivotal role of Email Service Providers (ESPs).

Email Workflows

Litmus' survey of approximately 440 email marketing professionals sheds light on the intricacies of email workflows. With nearly 30% of marketers concurrently handling three to five emails, along with two to three versions of each email, the workload's intensity is apparent.
 
Interestingly, around 40% of users resort to modifying previous emails, while 42% express a preference for utilizing a library of standard components. The challenge seems to lie in reconciling the demand for simultaneous production of up to 15 unique emails.

Priorities for the Future

Looking ahead, email marketers are prioritizing key areas to enhance their strategies:
 
  • Expand Personalization: The need to create more personalized and targeted content.
  • Implement More Automation: Embracing automated processes to streamline campaigns.
  • Improve Deliverability: Focusing on strategies to ensure emails reach the intended audience.

Email Design

The second part of the report, focusing on email design, garnered a substantial 1,224 responses. Responsive, adaptive, or hybrid design emerged as the predominant philosophy among email marketers.
 
Notably, personalized and interactive content took center stage in the minds of designers, while the adoption of Dark Mode and considerations for accessibility presented interesting insights.

Design Tools and Techniques

Adobe products, including Photoshop, Illustrator, and InDesign, continue to dominate as the most-used tools for email design. Adobe Dreamweaver emerged as the preferred coding tool, with respondents also utilizing text editors and ESP code editors.
 
The report emphasizes the increasing importance of designing for accessibility, with only 17% of survey-takers neglecting this aspect.

Email Personalization and AI

Personalization remains a cornerstone of effective email marketing, with 62% of marketers leveraging dynamic content to personalize emails. Elements such as sender name, subject line, copy, and sending timing are the most commonly personalized aspects, while imagery, headers, footers, and video content lag behind in personalization efforts.
 
The survey also delves into the rising prominence of artificial intelligence (AI) in email marketing. Approximately 39% of respondents currently use AI, with a significant portion utilizing ChatGPT. The report suggests a growing interest in AI, as 25% of survey-takers express plans to start incorporating AI into their strategies.

Most Popular ESPs

The final part of the Litmus report explores email service providers (ESPs). Salesforce Marketing Cloud emerged as the most-used ESP, followed by MailChimp and Hubspot.
 
Customer satisfaction rates were notably high for Salesforce, Hubspot, and Marketo. Integrations with other marketing channels proved to be a crucial factor, with 40% of users considering their ESP adequately integrated.

Refresh Your Email Marketing Strategy in 2024

In conclusion, Litmus' comprehensive State of Email Design Report provides a panoramic view of the challenges and opportunities within email marketing in 2023. The findings underscore the industry's resilience in adapting to changes, the continued importance of personalization, and the increasing role of AI in shaping the future of email marketing.
 
As we look forward, it's vital for your business to stay up-to-date on these trends and leverage innovative tools to maximize the impact of your email campaigns.
 
Book a free discovery call now to get a head start on your email marketing and make 2024 a stand-out year! 

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