Item: Litmus
Rating: 10
Author: Kelsey Jacobs

Use Cases and Deployment Scope

Litmus is used by the Digital Marketing Department, which is responsible for email creation, and by the Client Services Department that coordinates the emails with clients. Litmus is the solution for providing a space where email revisions can be entered and tracked, as well as a place to check on any code rendering issues.

Pros and Cons

Litmus has a code builder that allows you to see in real-time what your code looks like.
Litmus' proof capability lets your teammates mark up the email with edits and you have the ability to go back and reference the edits if need be after they are resolved.
Litmus analytics gives you engagement metrics on who read, skim read, or glanced at your email.

I would like to see Litmus roll out a way to export a proof to a PDF without including all past comments.
In builder, when I move my cursor in certain areas, a left-hand pane will appear that drives me nuts. I wish I was able to turn this off.

Return on Investment

The team used to pass around print out's of emails to mark up edits. That method was inefficient and wasteful among other things, so Litmus proof has helped our general operations.
Litmus has helped me prepare for big upcoming changes in the industry (Apple Mail Privacy Protection) with specialized reports and preparation instructions that have helped me pivot and improve my reporting model for our clients.
The engagement metrics provided by Litmus are one of our largest KPI's.

Marketing Strategy

If we notice that the engagement metrics are down, we turn our attention to the content to analyze what could be improved or tested.

Collaboration with Litmus

Litmus proof is the standout feature for the users at my company. Part of our process is logging in to Litmus and entering our own, and the client's feedback. We have used proofs to streamline the email approval workflow and to reduce review cycle time.

Key Insights

Do you think Litmus delivers good value for the price?

Not sure

Are you happy with Litmus's feature set?

Yes

Did Litmus live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Litmus go as expected?

I wasn't involved with the implementation phase

Would you buy Litmus again?

Yes

Likelihood to Recommend

Litmus is absolutely necessary for companies that send emails at scale. There is a large margin for error with the hundreds of email service provider/device combinations that an email marketer has to write conditional code for, and Litmus is the only tool (that I know of, at least) that will give you previews of each email client for testing purposes.

Email marketers should be using Litmus as a rule of thumb

Overall Satisfaction with Litmus