Post on 21-Jan-2018
transcript
Based on our 2017 State of Email
Survey of more than 3,500 marketers,
our second annual State of Email
Workflows report takes a detailed look
at every stage of email creation—from
planning and creation to quality
assurance and sending.
@LitmusApp @ChadSWhite @KevinMandeville
While the report focuses on industry
averages, over the next 40 minutes,
we’ll focus on the email workflows of
self-described successful email
marketing programs.
@LitmusApp @ChadSWhite @KevinMandeville
Chad S. WhiteResearch Director at LitmusAuthor of Email Marketing Rules
@LitmusApp @ChadSWhite @KevinMandeville
Kevin MandevilleProduct Manager, BuilderLitmus
Litmus’ web-based software works
with your existing email service
provider to give you better visibility
into subscriber experience problems—
and easily fix them.
@LitmusApp @ChadSWhite @KevinMandeville
Litmus offers:
• Email Previews in 70+ clients
• Builder, our email HTML editor
• Spam Testing in 20+ filters
• Checklist for quality assurance
• Email Analytics for new insights
@LitmusApp @ChadSWhite @KevinMandeville
On average, marketers spend…
• 2.99 hours on copywriting
• 4.10 hours on graphics & design
• 3.78 hours on coding & development
• 2.38 hours on data pulls/logic
• 2.33 hours on testing & troubleshooting
• 2.14 hours on post-send analysis
@LitmusApp @ChadSWhite @KevinMandeville
Successful email programs spend…
• 1.3% less time on copywriting
• 8.0% less time on graphics & design
• 5.3% less time on coding & dev.
• 2.5% more time on data pulls/logic
• 1.7% more time on testing & QA
• 0.9% more time on analytics/analysis
@LitmusApp @ChadSWhite @KevinMandeville
For the most part, there’s very little
difference in the amount of time spent.
The competitive differentiator is how
efficiently that time is spent and how
much can be accomplished during that
time.
@LitmusApp @ChadSWhite @KevinMandeville
@LitmusApp @ChadSWhite @KevinMandeville
Successful email programs are slightly:
• More likely to code from scratch
• More likely to use Emmet
• More likely to use a framework
• More likely to use a static site generator
• More likely to use task runners
• More likely to use preprocessors
@LitmusApp @ChadSWhite @KevinMandeville
Factors that impact approval process:
• Number of approvers
• High-level executive signoff needed
• Frequency of last-minute changes
• Approval lead time
@LitmusApp @ChadSWhite @KevinMandeville
46.3% / 60.6%Successful programs
53.4% / 66.1%Less successful programs
@LitmusApp @ChadSWhite @KevinMandeville
Why do successful programs make
more apology-worthy mistakes?
@LitmusApp @ChadSWhite @KevinMandeville
Why do successful programs make
more apology-worthy mistakes?
1. Successful programs lean forward.
@LitmusApp @ChadSWhite @KevinMandeville
Why do successful programs make
more apology-worthy mistakes?
1. Successful programs lean forward.
2. Successful programs have better
visibility into performance.