“While 87% of marketing leaders say email is critical to their success, only 24% of email marketing programs are highly integrated into other marketing channels!”

Insight from the 2023 Litmus State of Email Workflows report

The team at Litmus does a great job each year to pull together their State of Email Workflows report. I find the insight they extract of significant value & helpful to the clients I work with. I’ve pulled together some key points from their 2023 report and expanded a few.

About the this years State of Email Workflows report

The team at Litmus has broken the report into five chapters. Each are worth a deep dive for all marketers. However I’ve extracted a few points below that I felt were of greatest value.

Chapter 1:
Production

Chapter 2:
Audience

Chapter 3:
Automation

Chapter 4:
ROI

Chapter 5:
Looking ahead

My key obseravations from this year:

Email marketing is the most effective marketing channel

For as long as I have been viewing the annual Litmus State of Email Reports, email consistently comes out on top, based on survey responses from the Litmus client base. Their metric being the highest rate of ROI.

Email isn’t going away, it’s here to stay.

The key for marketers is to maximise your campaign outcomes, continuously optimise and dare to try new tactics. Don’t be afraid to change, to mix things up a little.

*SOURCE: The 2023 State of Email Workflows Report | Introduction | Page 4

Email marketing is important. In fact, email was deemed very critical to the success of the company by 39% of marketers, and 87% of marketing leaders say email is critical to their success.**

We [Litmus] asked our audience their thoughts on the most effective marketing channel. Not your personal favorite, but the hardest working, best-delivering marketing channel.

And, drumroll please: email came out on top. Email wins. The most effective marketing channel is Email marketing (41%), followed by Social media (16%), and Paid Search (16%).**

Is your focus on these channels reflective of the percentages of effectiveness?

**SOURCE: The 2023 State of Email Workflows Report | Page 4

Professional women in the office.

“While 87% of marketing leaders say email is critical to their success, only 24% of email marketing programs are highly integrated into other marketing channels! It’s time to bring email to other parts of the marketing mix wherever possible”*

Email needs to be integrated in more marketing channels “*

This is a really valid point. I see our clients incorporating email into more and more of their channels. Social is a critical channel for the majority of our clients. 

Taking a prospect from a social channel and bringing them into your marketing automation platform requires great content, something of perceived value that a prospect is willing to hand over their details.

Integration with Oracle Eloqua and Salesforce Marketing Cloud Account Engagement (formerly Pardot) is easy with Linkedin and Facebook.

Pre-built apps allow you to bring form submission data from your paid social ad campaigns into your email database.

For social channels where the integration is not as simple, you can take advantage of the landing page and form capability of your marketing automation platforms.

Drive your social audience to your landing page with an outstanding offer, and invite them to submit a form – making sure your opt-in language is tight and you can now nurture them.

Beyond digital channels, QR codes are a great way to drive people to landing pages where you can present a form and generate a conversion.

*SOURCE: The 2023 State of Email Workflows Report | Introduction | Page 5

Happy marketer.

“We [Litmus] asked our audience which emails, journeys, or sequences they were automating, and the results may or may not surprise you. Onboarding or post-purchase emails (55%) came in first, followed by Subscriber reengagement (32%), and then Customer reactivation or winback (31%).”*

“What journeys or sequences are being automated? “*

Well, this is the key activity our clients should be excited about. It’s interesting to see the types of campaigns marketers are automating.

“Onboarding or post-purchase emails (55%) came in first, followed by Subscriber reengagement (32%), and then Customer reactivation or winback (31%).”* Read further here.

A few years ago I sat with a client who was struggling to realise the value of their Oracle Eloqua investment. Before meeting with them in person, I spent a few hours looking through their campaigns.

The problem, they were using Eloqua to send one email at a time, to a fixed audience. They could have just used Outlook to do that.

After some coaching and the development of a marketing automation strategy, they started to change the way they built campaigns.

Are there campaigns you’re running today that could be automated further? What’s stopping you? If you need a hand, take a look at these coaching options, I’d love to drop by and give you a hand. Plus, our Oracle and Salesforce-certified experts can help create some additional magic in your CX.

*SOURCE: The 2023 State of Email Workflows Report | Page 19

Happy marketer.

“The top email marketing KPIs are the three heavy hitters that are probably familiar to most of us: Grow sales/revenue (41%), Boost customer retention (41%), Generate marketing or sales qualified leads (MQL or SQL) (40%). It’s interesting to note how nearly even these three are in terms of priority. None [of the top 3 KPIs] gained a significant majority over the others in our data.”**

Measure email ROI, it’s more important than you think”*

I feel like some of our clients wish I would stop talking on this point, maybe I do hit this topic a little too hard. However, I’m thrilled the team at Litmus agree.

Marketing Automation platforms offer an extensive range of reports, many pre-built, to help you evaluate campaign performance.

On the specific topic of ROI, this is achievable. You need to have your CRM and opportunity management data integrated to take full advantage of ROI reporting.

To be transparent, I’ve been through this process with several clients and it’s not simple. The technology is not the roadblock though, it’s the humans.

Campaign attribution within the CRM and the association of campaigns with opportunities (revenue) is a critical piece of the puzzle. Marketing and sales need more than alignment, they need to be unified.

“Even though 87% of marketing leaders say email is critical to their success, 36% of marketers aren’t measuring email ROI. The numbers matter! If you haven’t set aside the time to go over goals and evaluate campaign performance recently—don’t miss out on the opportunity. “*

*SOURCE: The 2023 State of Email Workflows Report | Introduction | Page 6

**SOURCE: The 2023 State of Email Workflows Report | Chapter 4 | Page 24

DISCLOSURE: No form of Generative AI was used to produce any portion of this blog.