Here’s some good news for email teams.
Email is by far seen as the most effective marketing channel: 41% of marketeers say so, versus 16% apiece for social media and paid search, according to the 2023 State of Email Workflows Report.
Of course, the respondents are email marketers themselves, so they may be biased. Still, 30% say they will spend up to 15% more to integrate email with other channels this year.
And give them credit: they are coping with several bottlenecks in the email process, including:
Litmus surveyed 440 email marketers worldwide. These respondents describe their email marketing responsibilities as follows:
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This study shows that most email chores require a great deal of thoughtful work.
Take onboarding. Companies acquire email subscriptions in several ways, placing forms in the following spots:
And they are applying automation to these tasks:
In addition, brands are likely to automate:
Looking forward, the respondents say these are their marketing priorities for the next 12 months:
The survey apparently was conducted before AI became a universal topic.
However, Apple’s Mail Privacy Protection doesn’t seem to be much of a concern: Only 20% have invested in an analytics tool to track the impact, and 60% don’t intend to bother.