Executive Summary: How to Overcome the Biggest Email Marketing Challenges of 2018

Do you know which email marketing challenges are holding your email marketing program back from achieving its full potential in 2018?

Litmus polled more than 600 marketers about eight major email marketing challenges—ranging from cross-channel coordination and strategy to data quality and metrics. But it’s not enough to simply recognize the challenges facing your email marketing program. You need a plan to address those challenges.

With this 11-page executive summary, you will…

  • Understand the biggest challenges facing email teams
  • See how challenges like poor coordination and inadequate tools impact email marketing success
  • Get actionable advice on how to overcome each challenge
  • Find detailed resources to share with your email team

>> Download the Executive Summary

Email Tactics Customer Hate webinar recording

There’s a disconnect in today’s email marketing technology. While some tactics are helping brands get closer to their customers, others are undermining their return on investment by pushing customers away.

For instance, 17% of brands are buying email addresses to grow their list and reach new prospects. However, many of those brands are among the 33% of brands that have been blocked and 15% that have been blacklisted in the past year.

In this webinar, I help you distinguish between the tools and tactics that improve your email program and those that hurt your program because they’re abusive and annoying. In addition to explaining why some of these tactics appear worthwhile on the surface, I discuss:

  • Tools and services to avoid
  • How to keep good tools from doing your program harm
  • Using the right metrics to draw conclusions

Along the way, I share research, examples, and frameworks that will help you ensure you’re spending your marketing dollars on the right email tactics and technology.

>> Watch the recording, download the slides, and read the Q&A on the Litmus blog

A Snapshot of the Email Professional

Nearly 3,000 marketers completed Litmus’ 2018 State of Email Survey, which explores how brands plan, build, approve, send, and measure the performance of their email campaigns.

In addition to fueling our State of Email Survey Research Series, those results provide a great portrait of today’s email professional, which we detail in the infographic below. Thanks again to everyone who took the 2018 State of Email Survey.

To see a snapshot of what our survey-takers look like in terms of demographics, work experience, and company information…

>> View the infographic on the Litmus blog

Email Marketing Priorities and Budget Changes for 2018

Personalization, automation, and A/B testing topped the list of 2018 email marketing priorities for brands, according to Litmus’ 2018 State of Email Survey of nearly 3,000 marketers. Other major email marketing priorities include optimizing the email creation workflow, exploring interactive email functionality, and growing analytics insights.

Those email marketing priorities are interesting in light of other research Litmus has done looking into the Top Email Design Trends for 2018 and The Biggest Email Marketing Challenges of 2018. They are also interesting when compared to planned budget changes across a range of email marketing activities.

For charts on email marketers’ priorities and budget changes for the year and a full analysis,…

>> Read the full post on the Litmus blog

Email Tactics Consumers Hate webinar

There’s a disconnect in today’s email marketing technology. While some tactics are helping brands get closer to their customers, others are undermining their return on investment by pushing customers away.

In this webinar, I will share the research and advice that helps ensure you’re spending your marketing dollars on the right email tactics and technology. We will discuss:

  1. How to keep good tools from doing your program harm
  2. Tools and services to avoid
  3. Using the right metrics to draw conclusions

Email Tactics Customers Hate: And Why Brands Continue to Use Them
Mar. 1, 2018
1pm ET / 10am PT / 6pm GMT

Your presenter:
Chad S. White, Research Director, Litmus

Can’t make it on Mar. 1? Don’t worry. Register and you’ll receive the recording of the webinar.

>> Register for the free webinar

13 Email A/B Testing Mistakes

13 Email A/B Testing Mistakes to Avoid

To A/B test your emails, all you need to do is present two variations to two different groups of your subscribers and then listen. The metrics will tell you their preference, which you can then act on either in the short-term by sending the winning variation to more of your audience, or in the long-term by applying that preference to future campaigns.

That sounds simple—and to a degree, it is, thanks to email service providers and testing software providers rolling out functionality that makes email A/B testing much easier to execute. However, it’s also rather simple to mess up your email A/B testing and either come to the wrong conclusion or undermine your results completely.

Doing a bunch of email A/B testing and then realizing that you didn’t actually learn anything actionable because of poor execution is painful. To avoid that fate, here are 13 tips that will ensure you’re getting the most out of your email A/B testing…

>> Read the full post on the Litmus blog

The Last Word on January 2018

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

Why marketing technology is sucking the life out of the marketing profession ({grow})

How a Different From Name Can Hurt Your Engagement (Return Path)

Ten Tips for Giving More Effective Creative Feedback (The Optimization Shop)

Why Microsoft Email Spam Reports Are Increasing (SendGrid)

The Future of email marketing – 2018 edition (EmailMonday)

Pictureless perfect: how to build emails which look good when images are blocked (Display Block)

Email showdown: Verizon vs. AT&T vs. T-Mobile (Emma)

Microsoft using the List-Unsubscribe header (Word to the Wise)

Insightful & entertaining tweets

Noteworthy subject lines

Anthropolie, 1/1 — Bonne année!
REI, 1/2 — What’s Your But?
FansEdge, 1/3 — Burn Off The Holiday Meals With New Workout Apparel!
Threadless, 1/1 — Get $15 New Year’s resolution designs!
katespade, 1/1 — i resolve to…celebrate every day.
Crutchfield, 1/1 — 18 cool products for 2018
Pier 1 Imports, 1/2 — Only the best under $20.18
J.Crew, 1/3 — 11 cozy new arrivals for 2018 (aka the Year of the Chill)
FansEdge, 1/5 — BURR! Break Out The Heavy Stuff!
REI, 1/18 — A Better Grip on Ice
Feeding America, 1/5 — East Coast families are blanketed in snow and ice. Help Now.
AutoAnything, 1/5 — Weather Alert = Sales Alert | Winter Essentials on Sale
Ninety Nine Restaurants, 1/5 — Chad, We’ve Got a Snow Day Special for You
Jetsetter, 1/5 — 10 Best Beaches to Visit in January
The North Face, 1/3 — Build your ultimate kit for the slopes…
Neiman Marcus, 1/11 — Pre-order spring looks now
Neiman Marcus, 1/18 — What to wear on Valentine’s Day
Victoria’s Secret, 1/28 — V-Day? More like ME-Day…
Crate and Barrel, 1/18 — 10 of our most popular sofas, now in XL.
Carnival Cruise Line, 1/24 — Get your grub on with this FREE recipe (video inside)
Sony Electronics, 1/5 — You Don’t Want to Miss CES This Year | Big News from Sony
Gander Outdoors, 1/10 — Shop the new GanderOutdoors.com
Make-A-Wish, 1/10 — Introducing the Make-A-Wish podcast – Listen now
Uncommon Goods, 1/20 — Strong Women Keep Marching
AutoAnything, 1/18 — If They Ask…“It Was on Sale”
Uncommon Goods, 1/8 — The most adorable email you’ll get all day
katespade, 1/10 — this bag will have you floating into the new year like…

New posts on EmailMarketingRules.com

Webinar Recording + Q&A: 2018 Email Marketing Kickoff

2018’s Biggest Email Marketing Challenges

6 Manipulative Email Tactics that Disrespect Subscribers—And Hurt Marketers

2018’s Top Email Design Trends

The Last Word on December 2017

Email Marketing Kickoff for 2018 webinar

Now is the ideal time for marketing teams to consider their email marketing planning for 2018. In an industry that’s constantly shifting as it adapts to consumer, business, and technological changes, setting the priorities for the months to come can be hard!

We’ll help you set the direction for your email marketing kickoff planning with our three-point plan:

  1. Assessing your email program to truly understand your audience and to capture what worked in 2017—and what didn’t
  2. Addressing challenges your team is facing
  3. Seizing opportunities to leverage the industry trends that can truly move the needle for your program

In the 2018 Email Marketing Kickoff webinar, Bettina Specht and I discuss each of those points. Along the way, we share research and advice that will help you set priorities and distribute resources the right way, so your team is set up for email success in 2018.

>> Watch the webinar on the Litmus blog

Email Marketing Kickoff webinar on Jan. 29As we kick off the New Year, now is the ideal time for marketing teams to consider their email marketing planning for 2018. In an industry that’s constantly shifting as it adapts to consumer, business, and technological changes, setting the priorities for the months to come can be hard! We’ll help you set the direction with our three-point plan:

  1. Doing a program assessment to truly understand your audience, and to capture what worked in 2017—and what didn’t
  2. Identify, prioritize, and address key challenges your team is facing, both internally and externally
  3. Identify and seize opportunities to leverage the industry trends that can truly move the needle for your program

During this webinar, Bettina Specht and I will discuss each of those points. Along the way, they’ll share research and advice that will help you set priorities and distribute resources the right way, so your team is set up for email success in 2018.

Email Marketing Kickoff: Start Your Program Off Right in 2018
Jan. 29, 2018
9am PT / noon ET / 5pm GMT

Your presenters:
Chad White, Research Director, Litmus
Bettina Specht, Content Marketing Manager, Litmus

Can’t make it on Jan. 29? Don’t worry. Register and you’ll receive the recording of the webinar.

>> Register for the free webinar

2018’s Biggest Email Marketing Challenges

The Biggest Email Marketing Challenges

Companies face a number of email marketing challenges, ranging from staffing to technology to strategy. Litmus polled hundreds of marketers about the biggest challenge, asking them which of the follow issues was hurting their program the most:

  • Lack of quality data, integration, etc.
  • Poor coordination between other departments, channels, etc.
  • Limitations of current email service provider
  • Poorly defined email channel goals, KPIs, etc.
  • Bad strategy or leadership
  • Inadequate tools for email creation process
  • Low visibility into email performance, deliverability, etc.
  • Insufficient staffing

In this post, we examine each of those challenges and present advice on how to overcome them, with assistance from our friends at MECLABS Institute, Smart Insights, Zettasphere, Epsilon, and IBM Watson Marketing.

For the research and the advice,…

>> Read the full post on the Litmus blog

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