Item: Litmus
Rating: 10
Author: Mitch McCline

Overall Satisfaction with Litmus

Use Cases and Deployment Scope

Our organization uses Litmus for pre-send testing which includes email client rendering, accessibility, spam, link checking. This prevents us from deploying campaigns with errors. We use Litmus proof for our review and approval process. We also use Litmus to cover the Analytics our ESP doesn't offer. Litmus offers our organization reliable and unreliable opens and reads the time. These metrics are not offered by our ESP so we utilize Litmus. Most recently Litmus helped our business track IOS 15 and Apple Mail Privacy Protection adoption. This was critical for us to determine when to halt non-opener remailers and journeys using open behavior to power the journey.

Pros and Cons

Pros

Proofs - Saves a ton of time on our approval process
Email client rendering
Analytics
Education - webinars & blog posts
Conferences

Cons

I would like to see aggregate analytics from spam testing. I think a high-level view of all spam tests over time would be beneficial to track deliverability over time.
The ability to delete analytics tracking codes once they have been created in case that campaign doesn't end up sending for whatever reason.
I would like the ability to inject analytics tacking into campaigns in SFMC Content Builder

Return on Investment

Save time on approval process
Ensures that we are not sending emails with errors without extensive inbox testing manually
Provides analytics insights our ESP doesn't offer

Marketing Strategy

The deeper visibility into [reading] time for campaigns without a transactional CTA has been the only way for us to measure success for our more informational campaigns. Deeper visibility into unreliable opens with the IOS 15 release provided us with a deeper understanding of adoption so we could take the appropriate actions on non-opener and open-powered journeys.

Collaboration with Litmus

We are using the sharing feature for non-Litmus users to collect feedback from department stakeholders. This allows us to reduce the approval process time and collaborate with departments outside of marketing.

Alternatives Considered

Email on Acid

I explored using Email on Acid in a previous role and at the time Litmus offered many more features that no other competitor including Email on Acid offered.

Key Insights

Do you think Litmus delivers good value for the price?

Yes

Are you happy with Litmus's feature set?

Yes

Did Litmus live up to sales and marketing promises?

Yes

Did implementation of Litmus go as expected?

Yes

Would you buy Litmus again?

Yes

Other Software Used

Mailgun, from Pathwire, Salesforce Marketing Cloud Email Studio, Mailchimp

Likelihood to Recommend

I have used Litmus for the 14 years I have been doing email marketing. I would not consider using another service because Litmus offers more than email testing but offers workflow solutions and Analytics not found on ESPs or other competitor products. Litmus helps our organization efficiently and effectively get emails through the approval process which includes stakeholders. I do not know of any other product on the market that is approachable for stakeholders to quickly give feedback on emails so our campaign managers can action changes. Without Litmus Proof the alternative workflow is cumbersome and inefficient. In my opinion, Litmus is only less appropriate for smaller organizations due to the price for the base plan. An organization has to send a lot of emails and likely require a reasonable ROI to justify the cost of Litmus. Organizations with small budgets to invest in the email are not a good candidate for Litmus, however, the Litmus competitors are not any better in terms of barriers to [investing] in email testing & enhanced analytics.

Litmus Feature Ratings

Evaluating Litmus and Competitors

Products Replaced

Key Differentiators

Price
Product Features
Product Usability
Prior Experience with the Product

Price is always the most important factor for any product selection. ROI has to make the software worth purchasing. Product usability is a close second because if your team is not able to effectively use a tool the cost is not justifiable.

Using Litmus

Usability Pros and Cons

Pros	Cons
Like to use Relatively simple Easy to use Technical support not required Well integrated Consistent Quick to learn Convenient Feel confident using Familiar	None

Easy Tasks

Checklist
Proof
Analytics

Difficult Tasks

None

Usability

I have used Litmus with different team Members with different levels of experience in email marketing tools and technical abilities. I have had no issues training anyone on my team to use Litmus.

Comments

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Becca Gage
commented 3 years ago
Hi Mitch, Thank you so much for the review and for being a Litmus user for 14 years!! -Becca Gage, Customer Marketing at Litmus

Litmus is the only choice for email testing, collaboration, analytics