Observed Signal · Mar 6, 2024 · Trend Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Email Marketing Trends: Gen AI Popular but Low Performance
A CMSWire analysis of the State of Email Trends report from Litmus and Oracle Digital Experience Agency reveals which email marketing tactics are gaining adoption and which are underperforming. Based on a survey of nearly 500 email marketers, 34% use generative AI for copywriting, making it more popular than CSS-based email interactivity (26%) and video in email (33%). However, generative AI ranks among the bottom three for performance improvement, supporting the view that it primarily saves time rather than boosts results. AMP for email remains niche at 7% adoption, hindered by lack of support from Apple Mail and Outlook. High-performing tactics include live content, multivariate testing, personalization, action-triggered emails, segmentation, advanced analytics, CDPs, and omnichannel marketing, with more than 85% of respondents reporting improvement from these. Smaller organizations use generative AI more than larger ones, suggesting it fills skills gaps.
Provides actionable data on email marketing adoption and performance, relevant to MarTech vendors and marketers, but not a breaking industry shift.
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Key Takeaways & Evidence Grounding
- 34% of email marketers use generative AI for copy at least occasionally.
- Only 7% of email marketers use AMP for email, five years after its release.
- More than 85% of respondents reported performance improvement from live content, multivariate testing, personalization, action-triggered emails, segmentation, advanced analytics, CDPs, and omnichannel marketing.
- Generative AI for copy and images ranked among the bottom three for performance improvement.
- Organizations with fewer than 500 employees are significantly more likely to use generative AI in email marketing than larger organizations.
Connected Companies & Entities
4 Entities mapped“According to the State of Email Trends report from Litmus and Oracle Digital Experience Agency......”
“The fact that Apple Mail and Outlook don’t support it is the biggest one....”
“Chad S. White ... Group Vice President of CRM Strategy at Zeta Global, the AI-powered Marketing Cloud....”
“The fact that Apple Mail and Outlook don’t support it is the biggest one....”
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