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1. Improve Subscriber Segmentation<\/h2>\n
Email marketers rely on data to be able to deliver the right emails, to the right subscribers, at the right time\u2014but many marketers say they have limited access to the data they need to judge campaign performance.<\/p>\n
Subscriber data is essential to many email marketing strategies, including email personalization. In a recent Litmus survey, 30% of respondents said that personalization was their top email goal for the next 12 months, however, 24% of respondents said that inadequate data was the biggest blocker to effectively personalize emails.<\/p>\n
At Litmus, we\u2019ve made collecting important subscriber data easy with Email Analytics<\/a>.<\/p>\n You can easily measure engagement levels, which email clients and devices your subscribers use, and where in the world they\u2019re opening your email. But what can you do with the data after you\u2019ve collected it?<\/p>\n To constantly improve your campaigns with better personalization<\/a> and targeting, you need a deep understanding of what messages resonate with and truly engage your audience to drive action\u2014and which don\u2019t. That\u2019s why focusing on email analytics and campaign insights is key.<\/p>\n Fill in the gaps of your subscriber data by combining Email Analytics reporting with your email service provider\u2019s metrics.<\/p>\n When you export individual-level data from Email Analytics<\/a>, you\u2019ll be able to see exactly who your most-engaged subscribers are, the email client and device they\u2019re using, and more\u2014and then use that data to send more targeted, high-performing emails.<\/p>\n Use this enhanced analysis to improve your subscriber segmentation. Litmus customer Altos used Email Analytics data for one of their clients to improve their open rates:<\/p>\n Litmus Email Analytics allowed us to pivot the client’s email strategy based on engagement data and create more effective emails. As a result, they saw a 35% increase in open rates.<\/em><\/p>\n ~Joe Savitch<\/strong>, Marketing Manager, Altos<\/a><\/p>\n<\/blockquote>\n Get more inspiration on how to use Email Analytics data to power segmentation here<\/a>.<\/p>\n Email Analytics insights aren\u2019t just valuable for email segmentation though.They can also help you streamline your email coding and testing process.\u00a0<\/span><\/p>\n If you\u2019re able to know which email clients and devices your subscribers are using, you can leverage that data to focus your coding and QA efforts.\u00a0<\/span><\/p>\n Enter: <\/span>Email Testing Profiles<\/span><\/a> in Litmus Builder and Previews & QA. Create your own custom email client lists to quickly test on <\/span>the email previews that matter most to your audience<\/span><\/a>. If none of your subscribers use older versions of Outlook, don\u2019t focus your attention there\u2014focus instead on the most popular email clients for <\/span>your<\/span><\/i> audience.<\/span><\/p>\n To save even more time, you can get started with Litmus Lists\u2013our pre-built lists of popular clients, \u201ctroublemakers\u201d and Dark Mode. <\/span><\/p>\n On occasion, you may need to manually reload a single email preview in either Checklist or Builder.<\/p>\n Rather than reloading all the previews, simply hit \u201cR\u201d on your keyboard when you\u2019re viewing the email preview you want to recapture. Magic.<\/p>\n Running a Spam Test<\/a> by sending to Litmus from your Email Service Provider (ESP) is the most accurate way to identify issues that could keep you from the inbox. However, some ESPs have issues with sending a test email to a large number of individual email addresses.<\/p>\n If you have this issue, split up the list of test email addresses required for a Spam Test into two or three chunks. Send to each of these chunks within five minutes of each other to ensure your Spam Test appears in your account.<\/p>\n Or, to make it even easier, use one of our handy ESP integrations for Spam Testing<\/a> and make starting a new Spam Test fast and simple.<\/p>\n Email accessibility should be a top priority for all email marketers. After all, a more accessible email means it can be viewed by a larger audience.<\/p>\n In Litmus Builder and Previews & QA, Litmus scans your email to check 40+ accessibility areas and report results, as well as provide guidance, on any discovered issues. The list of email accessibility checks<\/a> includes checking text alignment, table roles, alt text, language attributes and more.<\/p>\n A common challenge in accessibility is creating designs suitable for people who have visual impairments.<\/p>\n Color Contrast Checker<\/a> is an easy-to-use tool to check the contrast levels between the text and background color of your email design<\/a>. Litmus\u2019 Email Previews<\/a> also have visual impairment filters<\/a>, where you can see what your email design as a whole may look like to a subscriber with Deuteranopia (green deficiency), Protanopia (red deficiency), Tritanopia (blue deficiency), and Achromatopsia (color blindness).<\/p>\n You can find Visual Impairment Filters in Builder, Proof, and Previews & QA so you can easily test at any stage of your email creation.<\/p>\n In the past few years, screen readers have also been on the rise.<\/p>\n Many people rely on screen readers and the underlying software that translates the interface and content seen on a screen into audio, allowing low-vision and blind users to use modern devices.<\/p>\n That\u2019s why we\u2019ve integrated NVDA<\/a>, a leading open-source screen reader technology developed by NV Access that over 100,000 people rely on to consume digital content, into Litmus Checklist. Our screen reader integration provides an audio recording you can listen to before you send<\/a> to ensure subscribers using screen readers will have a great experience.<\/p>\n Litmus Previews & QA is designed to help you reduce errors, improve production processes, and decrease turnaround time\u2014but only if you remember to run a test before every send!<\/p>\n Ensure you never forget to run a final QA check by adding your unique Litmus test email address to the test list you typically use to send email tests from your ESP.<\/p>\n No email is \u201cset it and forget it\u201d. Unexpected email client changes, server issues, website updates and more can leave your perfectly tested email broken in multiple ways\u2014and your brand reputation at risk.<\/p>\n Ongoing nurture campaigns and transactional emails<\/a> are especially susceptible.<\/p>\n Instead of trying to regularly test yourself, just use Litmus Email Guardian <\/a>to monitor your emails for you. Email Guardian will alert you to email client impacts, broken images and broken links, so you can catch and fix any issues before your subscribers do.<\/p>\n It\u2019s really easy to enroll your email in Email Guardian. After creating or testing your email to your Litmus account, select the \u201cMonitor\u201d tab and click the button to start monitoring!<\/p>\n Unengaged subscribers can be very detrimental to your email strategy. Litmus Personalize helps you take your email engagement up a notch, while also building better connections with your subscribers. Choose from dozens of quick-start templates<\/a> to get started in minutes.<\/p>\n You can use Countdown Timers or Progress Bars to grab attention, while Interest Signals help you drive engagement and get more clicks. Scratch-Offs and personalized images create moments of delight that connect with your audience.<\/p>\n You can also use personalization to learn about your audience\u2014add a Live Poll to find the most popular topics or a sentiment tracker to get real feedback on your newsletter\u2019s content.<\/p>\n There\u2019s no need to search and update tracking for each link one by one when you can use Litmus UTM Manager<\/a>. The UTM Manager will automatically detect and display any links in your email and group links by domain so you can easily update multiple links at once.<\/p>\n In the Litmus Builder code view, simply go to Insert, select UTM Codes and then you\u2019ll be able to easily add your UTM parameters. In the Visual editor you\u2019ll find the UTM Manager under Tracking. Just note you won\u2019t see the parameters added until you export the code.<\/p>\n\n
2. Focus and save time on your testing<\/h2>\n
![\"\"](\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/ECR.gif\")
<\/figure>\n3. Quickly recapture email previews<\/h2>\n
4. Easily run Spam Tests via your ESP<\/h2>\n
5. Ensure your email design is accessible to everyone<\/h2>\n
![\"\"](\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/AccessibilityAppScreen-300x169.png\")
\n![\"color](\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-30-at-3.03.36\u202fPM-300x148.png\")
\n6. Never forget to run a QA check<\/h2>\n
7. Monitor your emails for email client changes and issues<\/h2>\n
![\"\"](\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/09\/EmailGuardian_MajorImpact-300x211.png\")
\n8. Find new ways to engage your subscribers<\/h2>\n
9. Quickly add UTM link tracking<\/h2>\n