Ladies and gentlemen, it’s been a wild and wacky year for digital marketing, hasn’t it? From the curious advent of GA4 to the mischievous presence of AI, 2023 has left marketers tap dancing on shifting sands. But if there’s one realm that’s been more topsy-turvy than a rollercoaster in an earthquake, it’s the world of email marketing! Let’s journey through the hilarious twists and turns based on Litmus’s “State of Email” reports.
Part 1: The Email Workflow Circus
You see, an email doesn’t just pop out of thin air. It’s not like you whisper, “Emailicus Sendicus,” and poof, there it is. Litmus, in all its wisdom, embarked on a quest to understand how these little digital messengers come to life.
Emails in a Whirlwind: You won’t believe it, but most marketers aren’t working on just one email at a time. Nope! Nearly 30% of them are juggling three to five emails simultaneously. Imagine keeping tabs on 15 emails, each with its unique charm.
Illustrious Email Marketers: Now, here’s where the plot thickens. While 40% of email sorcerers reuse old emails, a whopping 42% wish they had a library of magical components. What’s the catch? Well, even wizards have their struggles.
What Keeps Email Wizards Up at Night: Looking into the email crystal ball, we find three top concerns: personalization, automations, and deliverability. Sounds like the “Three P’s of Marketing Magic,” right?
Part 2: The Design Duel
In this corner, we have email designers, the unsung heroes of the inbox! They face the ultimate challenge: creating emails that look dazzling on both mobile devices and desktops.
Optimizing in the Dark (Mode): It’s like having half the audience in the dark while others bask in the light. Surprisingly, 33% of email architects don’t design for Dark Mode, and 23% make all emails light. The struggle is real.
Tool Time: Adobe products reign supreme in the design wizardry department. Photoshop, Illustrator, and InDesign are their magic wands. But wait, there’s more!
Personalization Spell: Here’s a revelation – 62% of email conjurers use dynamic content to personalize their spells. Apparently, sender names, subject lines, and copy are the “Holy Trinity” of email personalization.
The AI Phenomenon: AI is the talk of the town. Around 38.9% use it, with ChatGPT as their sidekick. AI is the fairy godmother that helps marketers brainstorm their creative wishes.
Part 3: The Email Service Provider Odyssey
Email Service Providers (ESPs) – sometimes they’re the magical Genie granting your wishes, and other times, they’re like the monkey’s paw. Let’s delve into this ESP rollercoaster.
ESP Showdown: Salesforce Marketing Cloud takes the crown, with 27% of users swearing by its magic. MailChimp and Hubspot are the charming runners-up.
Integration Nation: Most marketers agree that an ESP is only as good as its integrations. Sadly, only 30% find their ESP to be “very highly integrated.”
The Personalization-AI Encore: Personalization and AI are the headlining acts, and email geeks are joining the audience. Subject lines, dynamic content, and animated GIFs are the crowd-pleasers.
The Future of Email: In conclusion, the email geek community stands strong, personalization and AI are here to stay, and there are tools to help you conquer the email dragon. But remember, no matter the email quest, you’re never alone!
So, fellow digital wizards, as we venture into the unknown email future, let’s remember – the magic of marketing never ends. And who knows, maybe Litmus will be our magical guide on this whimsical journey.
Resources
- Litmus, Search Engine Land
