Email marketing success often depends on experience, strategy, and consistency. To better understand marketers’ strengths, we launched our email marketing expertise quiz, which assesses everything from list management to automation and deliverability.

One key trend stood out: marketers who send newsletters more frequently tend to have more knowledge and know-how of most email marketing practices. Their consistency helps them refine their strategies, improve engagement, and optimize deliverability over time. 

So, let’s break down the results and explore common strengths and challenges. We’ll also offer tips to help you reach the next level—no matter where you scored.

Are you sending enough emails to stay ahead? Let’s dive into the insights!

The State of Email Marketing Report Results

Below are the questions we asked quiz-takers and the results we’ve seen so far.

1. List Hygiene Practices

Implication: Many marketers are not prioritizing list hygiene, which can lead to lower engagement rates and deliverability issues.

2. Email Sending Frequency

Implication: While some marketers actively send emails, a significant portion are inconsistent or inactive, potentially losing engagement opportunities.

3. Email Authentication & Compliance

Implication: While most marketers comply with unsubscribe policies, a lack of domain authentication can negatively impact email deliverability.

4. Performance Tracking & Testing

Implication: While many marketers track performance, there is room for improvement in email testing and metric tracking to optimize results.

5. Segmentation & Personalization

Implication: Marketers leveraging segmentation and personalization will likely see higher engagement rates. However, a quarter of marketers are missing out on these best practices.

6. Email Marketing Strategies

Implication: While email marketing remains the primary promotional channel, marketers diversify into other strategies.

7. Team Structure & Resources

Implication: Many businesses rely on small teams or individuals, emphasizing the need for efficiency and automation in email marketing.

The state of email marketing reveals a mix of best practices and areas for improvement. While many marketers are leveraging segmentation, personalization, and opt-in strategies, a significant portion lacks key foundational practices such as email authentication, frequent list cleaning, and consistent campaign execution. By optimizing these areas, marketers can improve deliverability, engagement, and overall campaign success.

Hey Big Senders

When looking at the results, we noticed a significant outlier: those who sent more email newsletters also better understood specific email marketing strategies and practices. 

The graphs below examined the answers of only those who sent more email newsletters. 

It turns out that the marketers who send emails consistently aren’t just hitting “send” more often—they’re also implementing strategic best practices that drive better results. From segmentation to personalization, these advanced marketers understand what it takes to build successful email campaigns that engage their audience and boost ROI. Let’s take a closer look at their key strategies so you can understand how to use them as well.

1. They Prioritize Segmentation

Frequent email senders know that not all subscribers are the same. Instead of blasting the same message to their entire list, they segment it to send targeted content based on demographics and behavior. This ensures that their emails are relevant and increase engagement.

💡 Example: A clothing retailer segments customers based on past purchases and sends tailored emails featuring product recommendations that match their style preferences.

2. They Personalize Their Emails

Sending more emails doesn’t mean sending generic messages but refining them for impact. Advanced marketers leverage personalization to make each email feel more relevant and engaging. From using subscribers’ first names to crafting content based on their interests, personalization leads to stronger connections and engagement.

💡 Example: A travel agency personalizes emails by suggesting destinations based on past trips a subscriber has booked.

3. They Focus on Opt-In Email Marketing

Expert email marketers understand the importance of permission-based marketing. Instead of buying lists or adding contacts without consent, they grow their audience through opt-in strategies like sign-up forms, lead magnets, and double opt-ins. This results in higher-quality lists, better deliverability, and stronger engagement.

💡 Example: A SaaS company offers a free eBook on email automation in exchange for a visitor’s email address, ensuring that only interested leads subscribe.

4. They Test and Optimize for Continuous Improvement

Marketers who send emails frequently don’t just set up campaigns and hope for the best—they test before sending and optimize every aspect of their emails. They run A/B tests on subject lines, email copy, call-to-action buttons, and send times to determine what resonates most with their audience. This data-driven approach helps them maximize performance over time.

💡 Example: A nonprofit tests two different subject lines for a donation campaign and discovers that using an urgent appeal leads to a 20% increase in conversions.

The Takeaway: Consistency Builds Expertise

Email marketing isn’t just about frequency—it’s about refining your approach through strategy and experience. The more you send, the more you can learn what works (and what doesn’t), allowing you to fine-tune your tactics for better results.

If you want to improve your email marketing, take inspiration from these experts: start sending more emails, focus on segmentation and personalization, build an engaged audience through opt-ins, and continuously test your campaigns. The more you practice these strategies, the more you’ll elevate your email marketing game!