Essential Tool in any Email Marketer's Toolbox
January 21, 2022
Essential Tool in any Email Marketer's Toolbox
Marketing Automation Strategist
American Chemical SocietyPublishing, 501-1000 employees
Score 10 out of 10
Overall Satisfaction with Litmus
Litmus is an essential component of our email marketing process. The whole marketing team uses it to test their emails before sending, and a good number of them also use the "Proof" function to collaborate on email development. We have found that built-in Analytics provides a different view to that of our ESP, and in particular, has helped us tackle the recently Apple Mail Privacy changes by identifying Apple Mail users. We also use the Builder for one of our newsletters, and I would have no hesitation in implementing a Litmus Builder-based master template for general email creation if we weren't already using our ESP's built-in email builder and templates to great success. In addition, an often overlooked bonus resource is the Litmus Community and their newsletters/blogs which are really good for sharing new ideas and clever tricks, as well as getting to the bottom of really niggly irritating problems with finicky email HTML.
- Testing emails across multiple email clients, browsers, and devices.
- Collaboration on email development.
- Comprehensive and potentially complex email template development and usage.
- Additional analytics beyond that of most ESPs.
- Excellent developer resources.
- Full Admins don't have the same level of access as Account Owner - e.g. some granular permissions can only be assigned by the owner.
- Not as many email client/browser/device variants as Email on Acid (but all the main ones).
- Can't locate the Analytics by the id in the Analytics tag!
- Identified and split out Apple users from email campaign analytics through adding Litmus Analytics to our own.
- Substantial improvement in quality due to reducing rendering issues and catching other errors due to required pre-send testing for all marketers.
- Time-saving in generating a complex HTML email newsletter using Builder with a clever set of templates and snippets.
- Oracle CX Marketing (formerly Oracle Marketing Cloud)
Litmus Builder can push created emails directly into Eloqua, saving potential errors from the manual upload of HTML. It can also read emails directly from Eloqua without needing to be sent - handy when you only want to test revised content and have already tested the sending aspects. There's also an integration within Eloqua to view the email previews in multiple browsers, but I personally prefer to view it in Litmus where there's more space and functionality, though I'm aware some of our users prefer this interface.
I can't speak much on how the engagement and performance metrics impact our overall marketing strategy, but the ability to link email clients back to our contacts in our ESP has been used to great effect for dealing with the Apple Mail Privacy issues and their impacts on our analytics, while our ESP adapts.
Litmus Proof has been beneficial to teams working collaboratively on larger campaigns, as well as providing feedback to users, particularly those who are newer to the team. The core functionality is to be able to share a visual of the email with others, who can then add comments by adding a bubble in the place that their comment relates to, visually. Those comments can then be replied to as a distinctly separate thread, and marked as resolved (which hides them, though they can be viewed in a separate area if needed). It then has approvals, though there is no built-in workflow integration which would be a really interesting and useful future enhancement.
Email on Acid has an exhaustive list of email clients, browsers, and devices, and when I last used it several years ago, it was many more than Litmus - due mainly to including a lot more of the smaller or more niche clients etc, as well as older versions and devices. I have never found Litmus not to have versions that I need, and they are very quick to add new ones. At the time, EoA didn't have as many other features as Litmus, so between that, cost, and ease of use for non-technical folks, Litmus was the winner for us.
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The Litmus Builder is worth focusing on - it's a meaty bit of functionality that allows for some very complex and powerful customisable templates. It's HTML-focused, unlike some, but with a good developer, you can make a complex newsletter template that's usable by someone unfamiliar with HTML. I would say that it's worth getting help from someone who knows it well or spending the time to really get to grips with it, in order to get the most from it. The reporting capabilities are quite basic, but they do include features that our ESP doesn't, such as email clients and read time, and so are very useful for rounding out our existing comprehensive reports.