The email landscape is constantly changing, making it harder than ever to create high-performing email programs. New email clients, devices, unsubscribe functionality, and privacy laws will have an impact on your 2018 marketing programs. In this webinar, the Litmus marketing team talked about what you need to succeed in a volatile industry, including our five key insights from the 2018 State of Email Report. See how your plans stack up against some of the biggest challenges facing marketing teams and hear about the strategies and resources you need to tackle them head-on. Along the way, we shared a behind-the-scenes look at how we’re approaching those challenges here at Litmus.

1. The State of Email in 2018
5 Insights from the Litmus Team

2. @LitmusApp #LitmusLive
The email landscape is constantly changing.
It's harder than ever to create high-performing
email programs.
New email clients, devices, unsubscribe
functionality, and privacy laws will have an impact
on your 2018 marketing programs.

3. @LitmusApp #LitmusLive
We tracked 15 billion email opens
+ monitored major changes
industry-wide

4. @LitmusApp #LitmusLive
We’ll discuss:
The changing email client market share and its effects
How new devices affect brands and the customer experience
A growing trend of easier unsubscribes
Taking advantage of (or ignoring) major design trends
The effects of new anti-spam and privacy regulations
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5. Justine Jordan
VP of Marketing
Litmus
Jaina Mistry
Email Marketing Specialist
Litmus
Jason Rodriguez
Community Evangelist
Litmus
Chad S. White
Research Director
Litmus
Kevin Mandeville
Product Manager
Litmus

6. Mobile dominates the email
client market share
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7. @LitmusApp #LitmusLive
Supporting Evidence

8. @LitmusApp #LitmusLive
Responsive design
is the status quo

9. @LitmusApp #LitmusLive
43% said they’ve marked a brand as spam
51% said they’ve unsubscribed

10. @LitmusApp #LitmusLive
Gmail gained 6%
market share in 2017

11. @LitmusApp #LitmusLive
What does every brand need to
know about mobile email?

12. Changing email devices
impact brand reputation &
customer experience
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13. @LitmusApp #LitmusLive
20+
New Email Clients
in 2017

14. @LitmusApp #LitmusLive

15. @LitmusApp #LitmusLive
Message clipping
HTML5 video
Web fonts
Interactivity
Blue links
Scaling issues
😡
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16. @LitmusApp #LitmusLive
Media queries
Background images
Animated GIFs
New UI
✓
✓
✓
✓

17. @LitmusApp #LitmusLive
What impact do changing
email clients have on brands?

18. It's easier than ever for people
to unsubscribe from your list
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19. @LitmusApp #LitmusLive
A brief history
Microsoft debuts list-unsubscribe functionality
Gmail does a limited rollout of a native unsubscribe link
Gmail fully rolls out their native unsubscribe links to all users
Apple introduces “Easy Unsubscribe”
Inbox by Gmail and Yahoo! Mail introduce unsubscribe
recommendations
2007
2009
2014
2016
2018

20. Gmail
Outlook.com
Examples

21. Apple Mail on iOS
Yahoo! Mail
Inbox by Gmail
Examples

22. @LitmusApp #LitmusLive
Poor inactivity management?1
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Difficulty unsubscribing?
Decluttering the inbox?
What are unsubscribe
recommendations trying to address?

23. @LitmusApp #LitmusLive

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26. @LitmusApp #LitmusLive
What are unsubscribe
recommendations trying to address?
Poor inactivity management?
Focus on onboarding & purging "never-actives"
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Difficulty unsubscribing?
Focus on opt-out link visibility & preferences
Decluttering the inbox?
Focus on relevance (optimizing content + frequency)

27. @LitmusApp #LitmusLive
What should marketers keep
an eye on going forward?

28. You don't have to take
advantage of every new trend
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29. @LitmusApp #LitmusLive
Top email
design trends
in 2018

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Interactive email usage

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Interactive email elements used

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Email marketing
priorities
for 2018

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The biggest email marketing
challenges of 2018

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What trends should email
marketers focus on?

35. You need to take new
regulations like GDPR seriously
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36. @LitmusApp #LitmusLive
What is GDPR?
The General Data Protection Regulation (GDPR), the EU’s
new privacy law, aims to bring order to a patchwork of
privacy rules across the EU
GDPR will affect every company that uses personal data
from EU citizens
Deadline to comply: May 25th, 2018—and non-compliance
can lead to fines of up to €20 million or 4% of revenue
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37. @LitmusApp #LitmusLive
Consent requirements under GDPR
Consent requires a positive opt-in—don’t use pre-ticked boxes
Keep consent requests separate from other terms & conditions
Make it easy for people to withdraw consent—and tell them
how to do it
Keep evidence of consent—who, when, how
Check your consent practices and your existing consents
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39. @LitmusApp #LitmusLive
What can brands expect after
GDPR is instituted?

40. Takeaways

41. @LitmusApp #LitmusLive
Mobile is more important than ever
New and updated email clients can dictate how you
approach email strategy, design, and development
Don't fear unsubscribes
You don't have to follow every trend, use what
makes sense for your audience
GDPR has the potential to be good for brands, not
just subscribers
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42. Questions & Answers

43. Thank you!
Check out the Litmus blog soon for the webinar recording and slides.
Follow us for more research: @LitmusApp