We’ve got a few marketing secrets here at Litmus… and maybe your email team does, too.

We talk a lot about designing and coding emails from scratch. And we do a lot of that! But we also… sometimes… occasionally… use email templates. 😅

46% of email marketers have up to five emails in production at any given time. Sound familiar? And with teams averaging about 2 weeks to produce a single email, that’s a lot of concepting, designing, writing, HTML coding, reviewing, and testing in a short amount of time.

There’s nothing wrong with taking a few strategic shortcuts for your email marketing campaigns with an email template. But where email marketers go wrong is leaving templates exactly as they are, making them pretty blah campaigns—potentially sacrificing better business outcomes for speed.

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Before you can convert an email subscriber and make a sale, you first have to get them to open your email. That’s easier said than done when faced with an overcrowded email inbox and time-pressed readers. 

Still, you can improve your chances by crafting an effective sale email subject line. 

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New laws and new procedures by Email Service Providers (ESP) have made it more important to watch the Deliver Rates on your emails. All ESPs are tightening their email upload policies. I did some research recently and found the companies I looked at were requiring explicit opt in as opposed to the implied opt in that we have worked with for years. You need to review your procedures to improve your lists now so your email campaigns won’t be penalized. I can work with you to look over your processes for when and how you gather emails to ensure you are gathering the maximum email addresses and getting the proper permissions. This article is a good review of the requirements.

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“Email marketing continues to be unmatched when it comes to the return on investment it drives. A whopping $36 for every $1 spent, in fact. Over 2,000 marketers weighed in to help us discover trends behind these returns.

Is there anything you can do to drive a higher return? Absolutely. And we compiled and analyzed that data to give you the insights into those actions. “

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I saw this in an email from Nancy Pierson with Equity Title.  I love it!

I’m always telling you that we need a call to action in your emails and in your social media posts.  THIS, my friends, is a call to action!  Nancy evens tells you which line to fill out on the form.

If you are happy with the services I provide, please write Equity Title Biltmore on Line 117 of your next contract!

“I’ve been breathing life into email campaigns since 2007 when the iPhone was the newest thing on the block. Even though the learning resources for email marketers have evolved since then, I still have countless re-engagement email examples in my inbox which don’t prompt me to, well, re-engage.”

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“It takes an email marketing team an average of 2 weeks to produce a single email.

That’s two weeks of tinkering with email copy, email design, and email coding before it’s ready for approvals, testing, and finally, sending it out to the world.

And at any given time, 46% of email marketers have up to five emails in production. When we asked email designers in 2023 the same question, only 23% of respondents said they have up to five emails in production, at any given time.

Email marketers are being asked to ramp up significantly (something that probably comes as no surprise to you.)

We know that email workflows can get complex pretty quickly. But we also know that there’s a lot of new technology out there that helps make one of the most fun parts of the email workflow—design—go more smoothly.

So we asked over ~1000 email marketers exactly how emails get made—and what tools their teams use—for our State of Email Innovations report. Here’s what we found:”

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