{"id":40017,"date":"2021-12-10T11:10:34","date_gmt":"2021-12-10T16:10:34","guid":{"rendered":"https:\/\/www.litmus.com\/?p=40017"},"modified":"2021-12-10T11:10:34","modified_gmt":"2021-12-10T16:10:34","slug":"prepare-for-2022-with-litmus-webinar-recording","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording","title":{"rendered":"Prepare for 2022 with Litmus: Webinar Recording + Q&#038;A"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_609d7664348af\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>In this webinar, Kaela Mazzola (Product Marketing Manager at Litmus), and Shannon Howard (Customer Marketing Manager at Litmus) share four trends slated to email teams in 2022\u2014and how you can use Litmus to prepare for the New Year.<\/p>\n<p>Didn\u2019t make the live webinar? That\u2019s OK. We recorded the whole thing. Watch the recording here:<\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 56.25% 0 0 0; position: relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height: 100%; left: 0; position: absolute; top: 0; width: 100%;\"><iframe class=\"wistia_embed\" title=\"Litmus Learning: Prepare for 2022 with Litmus Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/g88howpmyb?seo=false&amp;videoFoam=true\" name=\"wistia_embed\" width=\"100%\" height=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/div>\n<\/div>\n<p><script src=\"https:\/\/fast.wistia.net\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<p>Plus, we\u2019ve got a handout with resources for all of these things\u2014<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/pdf\/Prepare-for-2022-with-Litmus-Handout.pdf\" target=\"_blank\" rel=\"noopener\">check it out here<\/a>.<\/p>\n<h2>Q&amp;A<\/h2>\n<p>We answered a lot of questions during the webinar but weren\u2019t able to get to them all. Check them out here, and let us know if there\u2019s anything else you\u2019re wondering about.<\/p>\n<h3>What do I do with reliable opens in Litmus?<\/h3>\n<p>Reliable opens in Litmus remove Apple Privacy-Impacted Opens from your total opens count.<\/p>\n<p>If you\u2019re running tests where open rates or click-to-open rates (CTORs) are a vital victory metric, <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-analytics-for-mail-privacy-protection\/\" target=\"_blank\" rel=\"noopener\">reliable opens<\/a> can help. This audience isn\u2019t impacted by inflated open rates, so you can perform these A\/B tests the way you usually would.<\/p>\n<h3>What data should I track other than opens, now that Mail Privacy Protection is in play?<\/h3>\n<p>The introduction of Mail Privacy Protection doesn\u2019t mean you have to do away with open rates altogether. Instead, focus on your reliable opens audience for anything you\u2019d traditionally look at open rates for.<\/p>\n<p>In addition to open and click-through rates (CTR), consider tracking <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/explore.reallygoodemails.com\/lessons-learned-from-airbnb-s-email-specialist-6c8adbd44c55\" target=\"_blank\" rel=\"noopener\">Email Quality Score<\/a>, which gives you an idea of how subscribers engaged with your email. This is also a time to start incorporating non-email engagement metrics\u2014like purchases, website activity, and account activity\u2014to under the full customer journey.<\/p>\n<p>If you\u2019re looking for more comprehensive email metrics to track, check out this matrix:<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-30861\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/email-metrics-matrix-3-1.png\" alt=\"email-metrics-matrix\" width=\"860\" height=\"1310\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/email-metrics-matrix-3-1.png 860w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/email-metrics-matrix-3-1-197x300.png 197w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/email-metrics-matrix-3-1-672x1024.png 672w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/email-metrics-matrix-3-1-768x1170.png 768w\" sizes=\"(max-width: 860px) 100vw, 860px\" \/>\n<h3>How should I adapt to Mail Privacy Protection?<\/h3>\n<p>The main effect <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\" target=\"_blank\" rel=\"noopener\">Apple\u2019s Mail Privacy Protection<\/a> (MPP) has on email marketers is inflated opens. By segmenting out Apple Privacy-Impacted Opens, you can focus on a more reliable opens audience.<\/p>\n<p>But beyond MPP, data privacy is becoming more and more central to how we do marketing. We recently released a blog on how to privacy-proof your email programs\u2014a must-read for the future of email.<\/p>\n<h3>What are best practices for testing dynamic content?<\/h3>\n<p>Great question! We asked our team and our customers, and here are their words of wisdom.<\/p>\n<ul>\n<li><b>Prepare your data. <\/b>Set up and work with your data or CRM team partners to create good sets of test data to simulate different scenarios you want to test on a regular basis.<\/li>\n<\/ul>\n<ul>\n<li><b>Don\u2019t try to test everything. <\/b><span style=\"font-size: 1rem;\"><span style=\"font-size: 1rem;\"><span style=\"font-size: 1rem;\">If you\u2019re doing a lot of complex segmentation and dynamic content, you can end up with hundreds of possible variations of an email, which isn\u2019t practical to test. Instead, look at your audience data and choose some of the most common or high-visibility scenarios\u2014and make sure you test those.<\/span><\/span><\/span><\/li>\n<\/ul>\n<ul>\n<li><b>Take the time to learn the tools for producing test variations. <\/b>Many email service providers (ESPs) will provide tools for producing test variations. Get familiar with these. If you\u2019re looking at <a style=\"background-color: #ffffff; font-size: 1rem;\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/how-to-migrate-esps\/\" target=\"_blank\" rel=\"noopener\">switching ESPs<\/a><span style=\"font-size: 1rem;\">, make sure to dig into not just how they can support creation of dynamic content, but also what they offer to help you preview and test different variations. Some ESPs offer <\/span><i style=\"font-size: 1rem;\">much<\/i> better tools for doing this and can, for example, make it fairly easy (with good test data) to send multiple dynamic variations for testing and proofing.<\/li>\n<\/ul>\n<ul>\n<li><b>Make sure you have appropriate fallbacks. <\/b>You need fallbacks for dynamic content and personalization. This will keep you from sending anyone a \u201cblank\u201d email.<\/li>\n<\/ul>\n<ul>\n<li><b>Create test seed lists. <\/b>We often create test seed lists of about 10 email addresses with sample data that we can use to preview the variations in our ESP.<\/li>\n<\/ul>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn 4 trends slated to impact email teams in 2022\u2014and how you can use Litmus to prepare. Plus, read answers from the live Q&#038;A.<\/p>\n","protected":false},"author":25,"featured_media":37968,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10247],"blog_category":[50],"class_list":["post-40017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-performance-metrics","blog_category-webinars"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Prepare for 2022 Webinar Recording - Litmus<\/title>\n<meta name=\"description\" content=\"Learn 4 trends slated to impact email teams in 2022\u2014and how you can use Litmus to prepare. Plus, read answers from the live Q&amp;A.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Prepare for 2022 with Litmus: Webinar Recording + Q&amp;A\" \/>\n<meta property=\"og:description\" content=\"Learn 4 trends slated to impact email teams in 2022\u2014and how you can use Litmus to prepare. Plus, read answers from the live Q&amp;A.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-10T16:10:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/webinar-2021-retrospective.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"724\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Prepare for 2022 Webinar Recording - Litmus","description":"Learn 4 trends slated to impact email teams in 2022\u2014and how you can use Litmus to prepare. Plus, read answers from the live Q&A.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording","og_locale":"en_US","og_type":"article","og_title":"Prepare for 2022 with Litmus: Webinar Recording + Q&A","og_description":"Learn 4 trends slated to impact email teams in 2022\u2014and how you can use Litmus to prepare. Plus, read answers from the live Q&A.","og_url":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording","og_site_name":"Litmus","article_publisher":"https:\/\/www.facebook.com\/litmusapp","article_published_time":"2021-12-10T16:10:34+00:00","og_image":[{"width":1380,"height":724,"url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/webinar-2021-retrospective.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_creator":"@litmusapp","twitter_site":"@litmusapp","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#article","isPartOf":{"@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording"},"author":{"name":"","@id":""},"headline":"Prepare for 2022 with Litmus: Webinar Recording + Q&#038;A","datePublished":"2021-12-10T16:10:34+00:00","mainEntityOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording"},"wordCount":8,"commentCount":0,"publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/webinar-2021-retrospective.jpg","keywords":["Performance Metrics"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording","url":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording","name":"Prepare for 2022 Webinar Recording - Litmus","isPartOf":{"@id":"https:\/\/www.litmus.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#primaryimage"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/webinar-2021-retrospective.jpg","datePublished":"2021-12-10T16:10:34+00:00","description":"Learn 4 trends slated to impact email teams in 2022\u2014and how you can use Litmus to prepare. Plus, read answers from the live Q&A.","breadcrumb":{"@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#primaryimage","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/webinar-2021-retrospective.jpg","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/webinar-2021-retrospective.jpg","width":1380,"height":724,"caption":"Litmus Learning webinar preparing for 2022"},{"@type":"BreadcrumbList","@id":"https:\/\/www.litmus.com\/blog\/prepare-for-2022-with-litmus-webinar-recording#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.litmus.com\/"},{"@type":"ListItem","position":2,"name":"Prepare for 2022 with Litmus: Webinar Recording + Q&#038;A"}]},{"@type":"WebSite","@id":"https:\/\/www.litmus.com\/#website","url":"https:\/\/www.litmus.com\/","name":"Litmus","description":"Are you getting the most out of your email marketing?","publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.litmus.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.litmus.com\/#organization","name":"Litmus Software","url":"https:\/\/www.litmus.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","width":600,"height":314,"caption":"Litmus Software"},"image":{"@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/litmusapp","https:\/\/x.com\/litmusapp"]},{"@type":"Person","@id":""}]}},"acf":[],"_links":{"self":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/40017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/comments?post=40017"}],"version-history":[{"count":0,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/40017\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/media?parent=40017"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/tags?post=40017"},{"taxonomy":"blog_category","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/blog_category?post=40017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}