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Announcing: The State of Email Report, Fall 2020 Edition


The email landscape is always changing, and this year has been no different. Which is why we’re releasing a second State of Email report for 2020. Not an update, but a full new ebook with email data & trends from email developers & designers, marketing specialists, email marketing managers, and marketing executives like you.

I shared this in our Litmus Weekly email last week (if you don’t get that email, I highly recommend it—and you can subscribe here), but I’ll share with you here, too.

I’ve been a Litmus fangirl and avid reader of the Litmus State of Email reports since they launched. So to be on the Litmus side of it (and see what other marketers were saying as it was coming in…), can I just say, 🤩? I’ve been chomping at the bit to share these data points, and drum roll, please… the 2020 State of Email Report, Fall Edition is ready! We surveyed 2,000+ email marketers and compiled all the data into your favorite email marketing bible.

There were two data points that really struck me

1.) Nearly 70% of our fellow marketers said the email feedback system is… replies (via email). I’ll say that again:


How is this still the process in 2020?! That was just one thing that surfaced in the report when it came to workflows that could use some improving. Maybe an agile workflow is the way to go?

2.) Less than 25% of respondents believed their company measured the ROI of email marketing efforts well or very well. An incredible 45% cited the measurement was poor, very poor, or non-existent. Yikes. We have got to make this better. For starters, we included some tips in the report on how to calculate ROI.

Check out the full report to learn:

  • How companies are using personalization to get ahead
  • The strategic thing you need to get in order to get a leg up on your competition
  • How COVID-19 impacted email (from budgets and workflows to messaging)
  • …and more

And be sure to let us know what stood out to you in the comments below.

Download your report


Megan Moller

Megan Moller

Megan Moller was the Director, Content Marketing at Litmus