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2015 State of Email: The Email Marketer’s Guide to Creating Successful Campaigns

We’ve got an update!
Check out the 2020 State of Email report for the latest stats, trends, and advice.

The email landscape is constantly changing. Between the introduction of new anti-spam laws, more email apps, and new iPhones, email marketing has never presented more challenges—or opportunities. As an email marketer focused on success, it’s crucial to stay on top of every new development.

In our 2015 State of Email Report, we analyze the biggest email developments and provide tons of actionable tips and advice to keep you on top of your game.

Download the report →

Here’s a sneak peek of what you’ll find inside.

Optimize for the inbox

Larger screen sizes for iPhone mean that more characters are displayed in your from name, subject line, and preview text. The iPhone 6 Plus even boasts three lines of preview text instead of the two lines shown on previous models.

The new version of Outlook for Mac also introduced support for preview text, displaying it as the third line in the inbox (after the from name and subject line).

Ensure that you’re using a recognizable from name, a compelling subject line, and preview text that works well with your subject line.

Send relevant emails

In October 2014, Gmail launched a new email app—Inbox by Gmail. Like Gmail’s tabbed inbox, Inbox automatically sorts emails into categories. Emails in each category are then bundled together, with standard bundles for emails about travel, purchases, finance, and other topics.

Bundling cleans up users’ inboxes, but also has the potential to hide messages from easy view. Sending timely, useful, and relevant content is the perfect way to encourage subscribers to read your emails.

Adhere to spam laws

In July 2014, the Canadian Anti-Spam Law (CASL) went into effect. Essentially, CASL is an opt-in law for organizations and ESPs based in Canada, or for anyone sending emails to Canadian subscribers. Subscribers must give proper consent to receive your emails before you can message them.

You’ll want to brush up on the differences between implied and express consent, review your unsubscribe process, and ensure your organization is keeping detailed records. Check out the report for all the details!

Changes in your open data

Have you noticed an increase in your Gmail opens lately? Gmail opens saw a major increase in 2014 after making changes in 2013 that automatically turns on images in emails. Image caching further complicated open stats, making it difficult to tell the difference between a webmail and mobile open in Gmail.

Using automatic unsubscribe to your advantage

Gmail also introduced an automatic unsubscribe option, which allows users to unsubscribe directly from the top of a message.

Many senders have found that including an unsubscribe link near the top of their emails actually helps reduce spam complaints—the theory being that subscribers are less likely to mark an email as spam if the unsubscribe link is more accessible.

You can take advantage of this functionality by including the “List-Unsubscribe” line in your mailing header.

Send from a private domain

In an effort to stop fraudulent emails coming from and addresses, Yahoo Mail and AOL Mail made changes to their DMARC (Domain-based Message Authentication, Reporting, and Conformance) policy.

If you’re sending an email from an ESP, and using an or address, your email will be rejected by DMARC-compliant providers.

Luckily, the fix is as simple as sending from a private domain rather than a free email account address. For example, all of our emails come from an

Join the first email marketing community

The Litmus Community is the perfect spot for marketers and designers to share information, start discussions, and work out problems together.

Want tips about how others are handling CASL? Or, advice on how to set up a private domain? Tap into the Community for help. It’s completely free, so everyone is welcome to participate, learn, share, troubleshoot, and contribute.


Stay up-to-date on the latest email updates and advances. Download our free report!

Download the report →

Prefer to check out all the details and takeaways in a presentation format? We have that available, too!

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