The State of Email Marketers’ Tech Stack – Litmus

Jaina Mistry

The journey of an email from creation to sending takes hours of behind-the-scenes effort. Email marketers need to consider not only crafting, designing, and developing individual emails but also strategy, planning, operations, and deliverability—and of course, coordinating these efforts with the rest of your team. That’s why the MVP of any email marketing team is … Read more

SEO for Email: Yes, It’s a Thing! How to Make Emails Searchable in the Inbox – Litmus

Litmus

There are two kinds of people: Those who chase after inbox zero and those who have 45,000 unread emails. Whether you’re always curating your incoming emails into carefully considered folders or letting it ride, chances are you have some kind of organizational system. As email geeks, we subscribe to all kinds of random emails in … Read more

Calls-To-Action: Best Practices in Email Marketing [Guide] – Litmus

Litmus

Every email has a purpose. Whether it’s to inform users of a product update, an upcoming event, or the latest offers—every campaign should have a primary goal. In most cases, the goal is to get subscribers to do something. Enter: calls-to-action (CTAs). CTAs help guide your subscriber to the primary action you want them to … Read more

9 Expert Tips to Improve Email Marketing Performance – Litmus

Litmus

As email geeks, we love to obsess over exciting email designs and funky new coding tricks. But the real reason we send emails? To build relationships that drive business results. To make email marketing work as a channel, you need to perform in three main areas: Deliverability, engagement, and value. That’s why we hosted a … Read more

How Does Your Email Sound on a Screen Reader? – Litmus

How Does Your Email Sound on a Screen Reader? - Litmus

As email marketers, designers, and developers, we care a lot about how our emails look in our subscribers’ inboxes. But have you ever asked yourself how your email sounds? It’s not something we think about a lot, but it’s a critical component of email accessibility. Can screen readers read emails? The short answer is: Yes. … Read more

4 Metrics You Should Add to Your Email Reporting – Litmus

Litmus

Gone are the days of using only open and click-through rates to evaluate your email’s performance. Even with increasing data privacy regulations, marketers are finding new ways to measure and track their campaign’s success–including better methods to evaluate audience engagement. Ready to lift your email reporting to the next level? Here are four metrics you … Read more

3 Powerful Ways to Use Social Proof in Email Marketing [+13 Examples] – Litmus

Litmus

Social proof is a powerful way to boost brand trust and engagement in your email campaigns. In this post, we’ll share what it is, why (and how) it works, and ways to do it, with 12 examples to inspire your own campaigns. Read on to learn: What is social proof? Why should you use social … Read more

A Step-by-Step Guide to Planning Your Email Marketing Campaigns – Litmus

Litmus

No matter how many emails you’ve sent, there’s still a mini-adrenaline spike right before a campaign goes out. There’s nothing worse than being head-down in the final QA of an email only to get the dreaded ping: Hey, can we just change xyz real quick? Email marketers know that there’s no such thing as “real … Read more

How to Respond to the Loss of Third-Party Cookies – Litmus

Litmus

We’ve been encouraging marketers to focus on developing a strategy to wean their media plans and martech stack off third-party (3P) cookies for some time (and we still are!) But if your organization hasn’t yet made it a top priority, Google’s countdown to phasing out third-party cookies in Chrome by Q3 2024 may be the … Read more

8 Email Testing Best Practices to Help You Work Smarter – Litmus

8 Email Testing Best Practices to Help You Work Smarter - Litmus

Email clients (like Gmail, Apple Mail, or Outlook), operating systems, and devices change frequently. Because there are potentially more than 300,000 different ways an email could render, email QA testing is really the only way to verify how your email will look when it arrives in your subscriber’s inbox. But sorting reviewing how every single … Read more

How to Recover From Email Marketing Mistakes: Decision Framework – Litmus

Litmus

“The link isn’t working…” “The subject line is empty…” “Why does the email say ‘Hello, %%first_name%%’?” Your heart drops. Your career flashes before your eyes. Panic ensues. As gatekeepers to the most effective marketing channel, email marketers have to hold themselves to a level of perfectionism. But that doesn’t mean we’re perfect! Email is complex. … Read more

Foundations of Data Privacy in Email Marketing – Litmus

Kimberly Huang

Email marketers are responsible for protecting their subscribers’ data. In a world where privacy is ever-evolving, it’s important to be on top of privacy matters—and that means having a strong understanding of the privacy basics. In four lessons, we cover data privacy in email marketing as it stands today, plus tips on how to future-proof … Read more

How to Keep Gmail from Clipping Your Emails – Litmus

Litmus

In the realm of email marketing, few things are sadder than working hard on an email and sending it out, only to see Gmail truncate your content with the dreaded “[Message clipped]” text. Gmail is the second-most popular email client, and we know that avoiding unnecessary user experience friction is important for increasing engagement with … Read more

Navigating the New Era of Email Marketing – Litmus

Litmus

The email marketing landscape in 2023 was tumultuous to say the least. Amidst the ever present buzz of a looming recession, marketers navigated a world where email volume was on the rise, new AI-powered innovations were front and center, and subscriber expectations were skyrocketing. On top of this, increasing data privacy regulations heightened the need … Read more

How to Collect Zero-Party Data Through Email – Litmus

Litmus

The era of third-party cookie tracking is over. In the before times, marketers could access data about their customers’ travels around the Internet, picking up important information about their browsing habits and other purchases. You could easily manage advertising retargeting efforts or trigger the right kind of emails based on the data you’ve collected. Sigh. … Read more

Behind the Scenes: How Litmus Uses Live Polls in Litmus Personalize – Litmus

Litmus

At Litmus, we personalize our emails with purpose: to create tailored inbox experiences that go the extra mile—the kind that surprises and delights our subscribers (and goes beyond “Hello %%first_name%%”). It’s our way of making a more human connection with our subscribers. Something we think is especially important during a time dominated by artificial intelligence … Read more

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