“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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“Not all email personalization is created equal. 

There are varying degrees, from the basic “Hello, %%first_name%%” that many email service providers (ESPs) offer using merge tags, to more advanced methods that go beyond these standard methods—like email elements that are dynamically personalized at the time of open (think: live polls, countdown timers, and Interest Signals).

This raises the question: if a majority of marketers are using basic-level personalization—like a subscriber’s first name, subject line, or preview text—how personalized is it really?

If you’re looking for ways to personalize beyond the standard email practices, read on for 11 ways to create personalized inbox experiences, with examples from brands like Ted Baker, Kate Spade, and more.”

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“Yes, email personalization like this is simple and easy to do if you have the right ESP. It’s become a popular tactic because we know email marketing personalization is good for business. 71% of consumers expect companies to deliver personalized experiences, according to McKinsey.”

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