Marketing operations and email creation teams have an abundance of benchmark data when it comes to email performance, but the industry has little insight on how the actual work of email marketing is accomplished. To better understand the internal workflows and processes powering email marketing strategies, we surveyed hundreds of marketers on a number of topics connected to their email creation process.
Our goal was two-fold: To highlight the challenges marketing operations teams face when creating emails and to offer email marketers insights into where they stand among their peers when it comes to email creation workflows.
The survey questions ran the gamut: From the number of people requesting emails and the number of email sent per month to the number of hours it takes to create an email and the design approaches they use. The report sheds a light on the primary struggles marketing operations teams face when it comes to managing email marketing campaigns.
“Many teams feel they are stuck in a rut, unable to add speed and agility to their email marketing program because they lack the tools and resources needed to accelerate production cycles.”
Here are just a few of the key insights we learned:
- 75% of survey respondents ranked their email process a 5 or higher when asked “How painful is your email creation process on a scale of 1 to 10?” (with 10 being the most painful); 15% ranked their process a 9 or 10.
- 24% of survey respondents receive email requests from as many as 20 to 50 people from across their organization.
- 20% of survey respondents use an outside agency to create emails.
Not only does our Snapshot Report include valuable benchmark data to help marketing teams gauge where they stand in terms of their email creation processes, it outlines the three key takeaways from the data: Email creation teams are understaffed and overworked; emails take too long to move through the production cycle; and, many marketers are failing to take advantage of efficient email design approaches.
The report is a phenomenal resource to better understand email creation processes and the challenges email marketers face, while also giving email creation teams benchmark data to gauge where they stand among their peers.
