Litmus
Data privacy measures are increasing and each new regulation impacts how email marketers reach their audiences. In 2014, Canada’s Anti-Spam Law (CASL) went into effect, with The European Union’s privacy law—General Data Protection Regulation (GDPR)—following in 2018. Then in 2020, it was the California Consumer Privacy Act (CCPA) which strengthened measures in the U.S. and is likely to be a blueprint for other states to follow. 2021 was the year of Apple’s Mail Privacy Protection (MPP), and looming on the horizon is the death of third-party cookies from Google in 2023. With the rise of privacy measures, it’s important to not only stay informed but also to plan for the long-term health of your email program. While the upcoming changes are uncertain, something you can count on is that privacy measures will continue to increase—and it’s best to be prepared. Our recommendation? If you aren’t doing it now, you should…
Email plays a critical role in your marketing mix—and not just because it provides a 36:1 ROI. You can also use email to inform the rest of your marketing strategy. In this blog, I’ll answer the following questions: How can email inform your marketing strategy? What kind of data will you find in Email Analytics? Why use Email Analytics and not just benchmarks? What are some different applications of Email Analytics data? How do I get started with Email Analytics? Let’s get started! How can email inform your marketing strategy? While it’s only one part of a holistic marketing strategy, email can be a key lever. Here’s why: Email marketing captures first-party data. As privacy measures become increasingly restrictive, leaning on owned channels like email will be critical. Your email programs can provide valuable insights into what content people are engaging with, as well as when and where they’re engaging…
Welcome back! It’s time for us to recap the previous month and see what shifts happened with email client market share. This time, we’ve got an exciting update to share: We recently launched our new and improved email client market share site to include Apple’s Mail Privacy Protection (MPP) data, pre- and post-MPP launch. Read on to learn about the updates, how you can use email client market share, and what shifts we saw in October 2021. What changed with Litmus’ email client market share site? Over the years, Litmus has reported on email client market share to help marketers make better decisions when it comes to strategy and prioritization for design, coding, and overall email program focus—both on our email client market share site and this blog series, which looks at the data on a month-to-month basis. On September 20, 2021, Apple’s Mail Privacy Protection (MPP) went into effect,…
Sometimes spam seems like the great unknown. There’s so much out there about spam—but it’s hard to narrow down what exactly is keeping your email from the inbox? That’s what we plan to break down for you today. What you’ll learn in this article: The difference between delivery and deliverability What spam filters look for How Litmus Spam Testing works 5 tips for improving deliverability What’s the difference between delivery and deliverability? These two words often get used interchangeably—but they don’t mean the same thing. Delivery tells you whether or not your emails were received by the servers of your subscribers’ inbox providers. An email counts as delivered if it did not bounce, regardless if it landed in the inbox or the junk folder. So your delivery rate is the percentage of the number of emails delivered divided by the number of emails sent. Deliverability refers to whether your message…
The core of Litmus is rooted in email design. We live and breathe it—and now, we want to help you build a strong foundation from the ground up. Whether you’re new to email design or a seasoned veteran, one thing’s for sure: You’ve got to have a solid understanding of the basics. That’s why we put together Foundations of Email Design; not only to give you the fundamental techniques and principles to get started, but also to equip you with best practices, too. We just released the two new lessons for our Foundations of Email Design series. In this next installment, we’re covering the basics of fonts, typography, and calls-to-action in emails. Here’s a rundown on the topics we cover in each lesson: Lesson 1: Layouts – hierarchy, layout elements, single- vs. multi-column layouts Lesson 2: Imagery – file types, compression, iconography, our favorite resources Lesson 3: Fonts and Typography…
In this webinar, Kaela Mazzola (Product Marketing Manager at Litmus), and Shannon Howard (Customer Marketing Manager at Litmus) share four trends slated to email teams in 2022—and how you can use Litmus to prepare for the New Year. Didn’t make the live webinar? That’s OK. We recorded the whole thing. Watch the recording here: Plus, we’ve got a handout with resources for all of these things—check it out here. Q&A We answered a lot of questions during the webinar but weren’t able to get to them all. Check them out here, and let us know if there’s anything else you’re wondering about. What do I do with reliable opens in Litmus? Reliable opens in Litmus remove Apple Privacy-Impacted Opens from your total opens count. If you’re running tests where open rates or click-to-open rates (CTORs) are a vital victory metric, reliable opens can help. This audience isn’t impacted by inflated…
When you click send on your email campaign, your goal is pretty straightforward. You want your message to get to the right inbox, be opened, and have some specific action taken. While none of this is a simple task, it is important to take a step back and start from the beginning before focusing on the end goal, getting the recipient to convert. As digital marketing becomes increasingly reliant on data, email is no exception. However, determining what types of data to utilize and when can be a more complex process. For email marketers, it’s important to understand the data you have accessible and know how and when to use it most effectively. We have outlined the four types of data and what each can mean for your email strategy. Zero-party data First-party data Second-party data Third-party data Zero-party data Zero-party data Individual-level data explicitly given to you directly from…
Email design is complicated. With everything from imagery, layouts, typography, and more to consider, we wanted to give email geeks everywhere access to our very own email team to ask their burning questions. Lily Worth (Email Design and Production Specialist), Jaina Mistry (Senior Email Marketing Manager), and Carin Slater (Email Marketing Specialist) from Litmus’ email team were on the line to answer your questions. Check out the webinar recording below, and read on for some of the answers to your questions. Q&A Here’s a recap of our answers to the most popular questions from the webinar. Got more questions on your email design mind? Head over to the Litmus Community. Is it better to use one call-to-action (CTA) or many? What’s the verdict? Jaina: It depends, like many things in email marketing. It’ll depend on the goal of your email campaign. Single call-to-action emails are great when the goal is…
Email design is complicated. With everything from imagery, layouts, typography, and more to consider, we wanted to give email geeks everywhere access to our very own email team to ask their burning questions. Lily Worth (Email Design and Production Specialist), Jaina Mistry (Senior Email Marketing Manager), and Carin Slater (Email Marketing Specialist) from Litmus’ email team were on the line to answer your questions. Check out the webinar recording below, and read on for some of the answers to your questions. Q&A Here’s a recap of our answers to the most popular questions from the webinar. Got more questions on your email design mind? Head over to the Litmus Community. Is it better to use one call-to-action (CTA) or many? What’s the verdict? Jaina: It depends, like many things in email marketing. It’ll depend on the goal of your email campaign. Single call-to-action emails are great when the goal is…
Recently, we’ve heard rumblings from email geeks asking “Why is my GIF showing up with different colors in Gmail?” As we haven’t seen this issue with our GIFs at Litmus, we were wondering why our GIFs seem to have escaped this quirk and how we could help other email geeks avoid it. So let’s dive in and share what we found. Why Gmail changes the colors of your GIFs What is happening to your GIFs (with examples) How to fix Gmail changing the colors of your GIF Why, Gmail, why?! Our first question was the obvious, “Why?” The simple answer is that Gmail has been having issues with images since they started caching images using a proxy server back in 2013. Though the color changing may not have been one of those issues, some of those issues have been addressed (like an issue with GIFs being compressed incorrectly when they…