3 Revealing Truths That Question Everything You Know About Email

To measure success, marketers (like myself!) turn to dashboards and spreadsheets. When it comes to email, success is measured by opens, clicks, and obviously, revenue generated. However, over the past two months at Litmus, the veil that had been cast over my eyes as a marketer misled by the dashboard fell a bit more. In this post, I cover the three biggest takeaways that have forever changed my view, not only on dashboards, but on the way we measure and view email in general.


How to Use Email Client Open Data to Segment Lists + Increase App Downloads

After creating their trade show-specific app, Ferguson Enterprises wanted to ensure only the appropriate customers were receiving emails with a call-to-action to download the app. After all, Android or BlackBerry users certainly wouldn’t want to receive an email to download an iPhone app. With their Litmus Email Analytics data in hand, they could appropriately target their iPhone users—and their automation efforts are certainly paying off. Let’s take a look at their journey.


How to Make a Cart Abandonment Email ‘Sandwich’

More and more brands are expanding their shopping cart abandonment emails into series, but they are often just sending the same hard-sell message over and over. Consider including a little soft-sell messaging in the middle of your 3-email cart abandonment series to create what I call a cart abandonment email “sandwich.”


Is this the future of email design?

Despite outcries against old markup from decades past, the email world is changing fast. Long gone are the days where email designers were truly limited by the constraints of technology. See what the future has in store for the email world.


Responsive Design A/B Testing Leads to a 130% Increase in Clicks

When it comes to A/B testing your emails, ignore the benchmarks. No one has the same audience and email strategy as you—your audience is unique. However, using others’ A/B tests, as well as industry trends, as inspiration is a great idea to get your testing ideas flowing. In this post, we’ll take a look at how Act-On Software reacted towards a continuous increase in mobile opens to create an A/B test revolving around responsive design. And, who knows—maybe you’ll find inspiration from their test!