The State of Email Reports

Anyone involved in email marketing can read and benefit from these reports! Whether you’re a marketer, a designer, a developer, or a strategist, there’s something for everyone in each of these reports. Some may benefit from one report more than others—say, an email designer looking at the State of Email Design report—but overall if you work in email in any way, you’ll stand to benefit from our research.

Plus, these reports make great assets to share with your partners in demand generation, product marketing, customer or client services—or anyone else you may find yourself needing to collaborate with on essential email marketing strategy.

Please feel free to use these insights in your work as much and as often as possible! Use them to advocate for the value of your email marketing program, to improve your processes and workflows, and even inspire innovations within your program. You can also use this data as email marketing benchmarks internally.

Some great uses of our stats might include:

• Evaluating your team’s performance metrics against industry benchmarks identified in the report. This can help your team discover areas of strength and weakness in your current email programs, and look to improve.
• Harnessing insights from the report as a basis for collaboration and communication with both internal and external stakeholders. Share key findings, discuss looming trends, and collectively strategize on how to implement changes for better results.
• Linking to key metrics (like average open rates) in content like blogs, ebooks, or webinars to foster a culture of continuous learning and a data-driven approach for all.

If you cite our reports, we always appreciate a link and a shout-out!

You can use the insights from State of Email Reports in a number of ways. From benchmarking performance against industry standards to identifying key trends among email users, these state-of-the-nation reports will help your team stay on the cutting edge of email.

We’ve seen folks incorporate design and content optimization based on trends highlighted in the reports, pivot towards Dark Mode-focused emails, invest in artificial intelligence (AI), and even start experimenting with segmentation and personalization.

The data for these reports is collected from survey groups of hundreds of email marketing professionals across the globe, from a wide range of industries and organizations. We see responses from individuals at every level of their careers, at every stage of the email creation and distribution process. Want to share your insights in our next report? Subscribe to our emails and you’ll be the first to know when the next survey is live.

The State of Email reports compile research and insights from hundreds of companies and brands across a wide range of verticals. In fact, roughly 61% of respondents stated they were NOT Litmus customers. Our survey respondents range from many-hats email marketers at small businesses to highly technical email specialists at some of the biggest companies in the world. Our community of email geeks ranges far and wide and certainly spans a much larger space than just our customer base.

In the State of Email marketing Reports, you’ll learn about the most impactful marketing channel (spoiler: it’s email), the marketing strategies some of the most effective email marketing teams are using to build and send emails, and take a look at some of the emerging trends in the email world. You’ll also get an insider look into how the Litmus team builds their own emails!

The best way to stay updated with future reports and report updates from Litmus is to sign up for our newsletter. We’ll release a special launch email when new reports go live, so make sure to get your name on the list now so you’ll be the first to know when we have new data. You can also follow us on social media to get updates when reports are released if that’s more your style.