Marketers say AI is having the most impact on their email programs through the use of tools for generating content, according to recent research from Litmus and Datalily.
The report was based on data from a survey conducted from December 30, 2024 through January 16, 2025 among 692 marketing professionals in North America and Europe.
Respondents say the top uses where AI has been most impactful on their company's email marketing are generative tools (25% say so), personalizing email content (18%), and analyzing campaign performance (16%).
Marketers expect the most impactful AI capabilities on email marketing in the next year to be generative tools (26% say so), analyzing campaign performance (18%), and personalizing email content (17%).
Marketers say the top roadblock to achieving their email goals is difficulty measuring and/or proving ROI. They say the top email operational challenge they face is improving benchmark metrics.
About the research: The report was based on data from a survey conducted from December 30, 2024 through January 16, 2025 among 692 marketing professionals in North America and Europe.
