The year 2023 has seen a great shift for digital marketers. GA4 and AI tools are now being implemented more widely, and the world of email marketing has had to adjust to keep up with these changes. Litmus has released their “State of Email” report in four parts, helping marketers get a better understanding of the current landscape.
The first three parts of the report focused on workloads, design, and ESPs. The survey asked 440 marketing practitioners and received over 1,200 responses. It was found that up to 15 emails can be in production at once, with almost 40% of users working off a previous email. Personalization and interactive content are top-of-mind for email designers, as well as Dark Mode and accessibility. Adobe products are the most used tools, and personalization is used by 62% of marketers. AI is also becoming more and more popular; 38.9% of those surveyed use AI, primarily for brainstorming. Salesforce Marketing Cloud is the most used ESP, with 69% of its users being very or somewhat satisfied.
Overall, the survey found that personalization and AI are here to stay. If you’re not using these tools to improve your ROI, you may be missing out. Litmus is an all-in-one marketing platform that helps you get the most out of every send. With all this data, marketers can be reassured that they are not alone in facing the challenges of email marketing.
Originally reported by Martech: https://martech.org/whats-the-state-of-email-beyond-2023/
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