Essential Tool in any Email Marketer's Toolbox

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.

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.