Report: 2018 State of Email Analytics

2018 State of Email Analytics

Brands use analytics to listen to what their subscribers and inbox providers are telling them. Without analytics, brands are deaf to both their cheers of happiness and their shouts of frustration.

Based on our State of Email Survey of 3,000 marketers, our first-ever State of Email Analytics report takes a detailed look at the email metrics brands measure, the analytics tools they use, and the impact of the two of those on program performance.

Some of the key findings from the State of Email Analytics include:

  • Subscriber lifetime value, revenue per subscriber, and email marketing return on investment top the list of the metrics that the most brands are planning to start tracking soon.
  • Email prints, email read time, and revenue per subscriber are the metrics that are most dependent on the use of third-party analytics.
  • The majority of brands are now using their open and click data to trigger reengagement campaigns to inactive subscribers. The majority are also removing chronically inactive subscribers from their active mailing lists.
  • Users of third-party deliverability monitoring tools are more than twice as likely as non-users to report being blacklisted, suggesting that many brands have been blacklisted and simply aren’t aware of it.

This 27-page report explores each of these findings and much more, with over 20 charts providing data-based evidence of current analytics practices and trends. Use the results to better understand how your email analytics capabilities stack up against your peers’ and where you have email performance visibility gaps. Then, use these findings to argue for better email analytics tools so you can craft better strategies, improve deliverability, and boost performance and ROI.

>> Download the free report

Support the Movember Foundation

I had a prostate cancer scare earlier this year. Thankfully, I’m okay and am now getting regular checkups. However, my father had prostate cancer, so it’s likely that I’ll follow in his footsteps. But my father also survived his battle with cancer, so I’m hoping to follow in his footsteps in that way as well.

Prostate cancer is the 2nd most common cancer in men. The Movember Foundation is working to cut prostate cancer deaths in half by 2030. Help me help them reach their goal.

To help raise awareness, I’ll be swearing off shaving all this month. I’ve never grown a mustache or beard before, so I’m not sure what will happen. Will I transform into Chris Hemsworth or Gandalf? Who knows? Let’s find out. I’ll share pictures throughout the month on Twitter and here on this blog. Help me help the Movember Foundation.

>> Help Fight Prostate Cancer

Why GDPR Can Improve Your Email ROI

“GDPR is not the cataclysm everyone was expecting,” I told Beth Negus of Chief Marketer for this article.

60% of brands that are complying with GDPR saw their email lists shrink by less than 10%, according to a Litmus poll. And our whitepaper on email marketing’s ROI also found that brands operating in the more heavily regulated European Union have higher ROIs than US brands, which are primarily subject to the very lax CAN-SPAM law.

For the full conversation about why marketers shouldn’t be afraid of GDPRor the California Consumer Privacy Act or any national legislation that’s spurred into existence by the CCPA

>> Read the full article on

Interactive Email’s Opportunities and Challenges

Enthusiasm for email interactivity is at an all-time high. Marketers told Litmus that creating interactive email experiences was going to be the biggest design trend of 2018, and that’s a year after marketers declared that 2017 is the year of interactive email. Marketers are right to be excited.

Allowing subscribers to click in an email and activate additional content within that email reduces friction by not forcing them to visit a website or app. However, email’s disruptive evolution from static message to mailable microsite presents many challenges.

But first things first. Before we look at the challenges, let’s look at all the opportunities that interactive emails offer to marketers.

>> Read the full post on the Litmus blog

6 Strategic Trends Reshaping the Future of Email Marketing in Banking

Email remains the workhorse of digital marketing. But how do companies in the banking industry create email campaigns that increase conversions, drive more traffic to your website, and generate more sales?

In this post, Bill Streeter, Editor at The Financial Brand, discusses six big email marketing trends, sharing insights from several email experts, including me. The top trends identified include:

  1. Maximizing Relevance Through Personalization
  2. Artificial Intelligence and Machine Learning
  3. Integrating Email Into an Omnichannel Marketing Strategy
  4. Leveraging Email for Onboarding & Cross-Selling ROI
  5. Focus on Conversions, Not Clicks and Open Rates
  6. Test Early and Often for Many Factors (But Not All at Once)

>> Read the full post on

Taking Advantage of the Promise of Interactive Emails

Email interactivity is the No. 1 email design trend of 2018, according to a Litmus poll. These advanced email coding techniques allow you to add functionality to your emails that was previously solely in the realm of websites.

In this webinar, EEC 2018 award-winners Alice Li and I discuss how marketers can take advantage of this new trend in email design and share inspiring examples. Reset your expectations for what’s possible in an email and understand how your brand can best use interactive emails. Key takeaways:

  • Understand the adoption rates of interactive email elements
  • Discover how email interactivity works
  • See real-world examples of interactive emails
  • Learn about how interactivity affects email metrics and the email interactions

Taking Advantage of the Promise of Interactive Emails

October 30, 2018
2pm EDT / 11am PDT / 6pm GMT

Your Presenters:
Alice Li
Sr. Email, Web Developer, Shutterstock
2018 eec Stefan Pollard Email Marketer of the Year Award winner

Chad S. White
Research Director, Litmus
2018 eec Email Marketer Thought Leader of the Year Award winner

>> Register for this free webinar

Litmus Live Optimization Webinar - Supercharge Your Welcome and Onboarding Emails

A great first impression is often the first crucial step to building a long-lasting relationship. It’s no different in email marketing. When new prospects enter the top of your funnel through a newsletter signup, free trial offer, or asset download, how do you best introduce them to your brand, set expectations, and plant the seeds for relationships that last?

With this webinar, we’re bringing Live Optimization—one of the most popular sessions at Litmus Live—right to your desk. Join the Litmus team and onboarding email expert Val Geisler as we review welcome emails from your peers and provide hands-on A/B testing suggestions, design feedback, and strategic takeaways to help you maximize value, engagement, and response.

Live Optimization – Supercharge Your Welcome and Onboarding Emails

October 30, 2018
12pm EDT / 9am PDT / 4pm GMT

Your Presenters:
Val Geisler
Email Conversion Strategist at

Chad S. White
Research Director, Litmus

Jason Rodriguez
Community & Product Evangelist, Litmus

Justine Jordan
VP of Marketing, Litmus

Can’t make it on Oct. 30? Don’t worry. Register and you’ll receive the recording of the webinar.

>> Register for the free webinar

Industry Spotlight: Email Marketing at Nonprofits

Every industry does email marketing a little differently. They have different goals, different business models, different conversion channels, different offers, and on and on. That’s definitely the case with nonprofits.

Nonprofits tend to be fairly small compared to businesses in other industries. Their organizations are usually driven primarily by donations, and therefore the end of the year is a key time period for them.

As with other organizations, email marketing is critical for nonprofits. Nearly 79% of nonprofits say email marketing is important to the overall success of their organization.

However, nonprofits are especially challenged when it comes to email resourcing in terms of staffing and tools. That has led to major challenges and only 44% of nonprofits saying their email program is successful.

In this Industry Spotlight on Email Marketing at Nonprofits, we’ll look at a range of email marketing issues, including…

>> Read the entire post on the Litmus blog

NextAfter’s Generosity Freakshow Podcast: Optimizing Email with Chad White from Litmus

I recently joined Brady Josephson of NextAfter on The Generosity Freakshow Podcast to talk about email marketing and nonprofits. We talked about:

  • Why I wrote Email Marketing Rules
  • Where many brands go wrong with email marketing
  • What’s changed with email marketing over the years
  • How nonprofits’ email marketing programs differ from other industries’ programs
  • My definition of “generosity”
  • And more

>> Listen to The Generosity Freakshow Podcast

Go from Panic to Recovery with This Email Marketing Mistakes Decision Tree

Oh, no. You’ve just realized that you made a mistake with your latest email marketing campaign and the panic is starting to set in. What do you do next?

Take a deep breath and refer to this decision tree from our latest report, How to Recover from Email Marketing Mistakes. This decision tree will take you step-by-step through six questions that will help you decide how to recover from this mistake quickly and with as much grace as possible.

>> View the decision tree on the Litmus blog


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