Item: Litmus
Rating: 8
Author: Verified User

Use Cases and Deployment Scope

We send a sample of any of our designed emails to the Litmus servers and test it out to see how it scales and looks on the different ESPs, we then use that information to change our templates accordingly. We also use their tracking code to get an in-depth analysis of our audience, to see how they're consuming our content, and what they find relevant.

Pros and Cons

It has all the ESPs that we care to test on
The tracking code gives really insightful information (e.g. how much should we be optimizing our emails for mobile)
It has an easy-to-use interface

The UX could be a little better, it is a little bit clunky to actually get started with samples
The tracking code is not 100% foolproof, and it does not work on Apple devices so all of our analytics are a little lower than they should be
It needs to adjust for the times, email opens have never been too reliable and now it's even less so
Would love to be able to track email forwards

Return on Investment

Shorter email review cycles as we don't have to test that often
Good visibility into our email metrics that we wouldn't otherwise have
Better looking emails overall, which has lead to an increase in CTR

Litmus Integrations

Adobe Marketo Engage

This functionality is actually really great because it gives us the ability to move and edit our email templates really quickly. It's cut down on my review cycles and made it easier for me to do my job more effectively.

Marketing Strategy

It's changed the way we look at testing, and it's really informed some of the tests that we've been able to run. Knowing we have insights into things like location and device used, and time spent in emails has really made us try to optimize our emails through testing (e.g. personalizing based on region, and also the length of our emails, etc.)

Collaboration with Litmus

Previously we sent a sample of an email to ourselves and then sent that email out for reviews (e.g. sending along with a forwarded email, which usually messes with the design). This way we have been able to streamline the process and also give others a more accurate depiction of what an email should look like. It also empowers stakeholders to make edits themselves, which has really done wonders in terms of streamlining the process.

Alternatives Considered

Ortto

We knew that Litmus had an integration with Marketo and that they had really good tracking abilities. It is essentially an industry standard and knew that we would ultimately get what we were putting into the tool.

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

Openprise, Litmus, Drift

Likelihood to Recommend

Litmus was a key player in one of the tests that we ran when we were optimizing the templates in our emails. We were trying to see how stacking certain elements on the mobile version would make a drastic increase in clicks (e.g. would a shorter email still do better or would our audience prefer a more readable email). We used Litmus to see how the emails would stack up on various mobile devices, and then we launched the program. Lo and behold, we found a majority of users actually enjoyed the stacking of the modules (because a majority of them were opening up our emails on their mobile devices).

A good tool for great email insights.

Overall Satisfaction with Litmus