{"id":4727,"date":"2017-09-08T00:00:00","date_gmt":"2017-09-08T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/the-litmus-evolution-from-email-previews-to-the-email-creative-platform\/"},"modified":"2023-11-10T15:27:04","modified_gmt":"2023-11-10T20:27:04","slug":"the-litmus-evolution-from-email-previews-to-the-email-creative-platform","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/the-litmus-evolution-from-email-previews-to-the-email-creative-platform","title":{"rendered":"The Litmus Evolution: From Email Previews to the Email Creative Platform"},"content":{"rendered":"

When I joined Litmus nearly <\/span>7 years ago<\/span>, Litmus was known best for Email Previews, the feature that automates the process of testing how your emails display in different email clients. At my prior job, I\u2019d worked with our IT department to set up a (literal) closet full of virtual machines running all the email clients my team needed to test on. It was an awful experience for everyone. When I discovered Litmus, it changed the way my team created email by transforming email testing from a painful necessity to a critical step that added value to our process\u2014and to our relationships with our clients. <\/span><\/p>\n

Fast forward to today. Litmus still offers a comprehensive virtual email testing lab, filled with dozens of popular clients and devices, including Gmail, iPhone, and key international web clients\u2014all available to you whenever you need them.<\/span><\/p>\n

And while email testing is an important part of the email creation process, successful teams know that it\u2019s just one of many steps that it takes to get an email out the door. In reality, the email creation process is rather complex.<\/span><\/p>\n

\"workflow<\/a><\/figure>\n

This is the email creation process at Litmus\u2014our team moves through a workflow that includes conception & strategy, copywriting, design & development, testing, approvals, and analysis. Your workflow may not look exactly the same, but I suspect it has just as many (if not more!) steps. Getting an optimized, error-free, and on-brand email out the door <\/span>on time <\/span><\/i>is only possible when every aspect of your team\u2019s workflow is working together. Email marketing has a reputation for being a low-effort, high-ROI channel, while in reality \u201cjust sending an email\u201d is a complex challenge that requires collaboration and a well-oiled, well-documented process.<\/span><\/p>\n

As Litmus has grown, our team, our email creative process, and our product has grown as well. Email Previews is no longer a standalone feature. Email Previews are now deeply integrated into products like <\/span>Builder<\/span><\/a> (which makes email development a breeze) and <\/span>Checklist<\/span><\/a> (which eliminates the need to manually check links, images, tracking, and other critical elements that impact email performance). <\/span>Spam Testing<\/span><\/a> provides peace of mind, knowing that emails will land in the inbox after pressing send. And <\/span>Email Analytics<\/span><\/a> provides the insights needed to truly optimize every campaign for your audience. <\/span><\/p>\n

Over time, our commitment to creating the world\u2019s best email testing tools has evolved into the <\/span>Litmus Email Creative Platform, <\/b>seamlessly integrating time-saving features like Builder and Checklist into every aspect of your workflow and making everyday email tasks faster and easier. The advanced email tools in the Litmus Email Creative Platform enable you and your team to create incredible high-performing email experiences. <\/span><\/p>\n

This summer, we\u2019ve made even more exciting updates to our platform. Here\u2019s what\u2019s new. <\/span><\/p>\n