{"id":54921,"date":"2022-10-28T11:05:49","date_gmt":"2022-10-28T15:05:49","guid":{"rendered":"https:\/\/www.litmus.com\/?p=54921"},"modified":"2023-01-13T12:52:49","modified_gmt":"2023-01-13T17:52:49","slug":"litmus-live-full-recap","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/litmus-live-full-recap","title":{"rendered":"Our Top 6 Takeaways from Litmus Live 2022"},"content":{"rendered":"\n\n\t
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And just like that, Litmus Live 2022\u2014the premier email event of the year\u2014is over. We had a blast connecting with email geeks from all over the globe, especially our speakers, who left us with tons of ideas and inspiration to fuel our own email program.<\/span><\/p>\n

With <\/span>day one<\/span><\/a> and <\/span>day two<\/span><\/a> in the books, what were our biggest learnings? Read on for top insights and takeaways from Litmus Live 2022.<\/span><\/p>\n

Missed Litmus Live 2022? Or want to rewatch your favorite sessions? Get access to all session with a Litmus Live MAX ticket \u2192<\/a><\/strong><\/p>\n

Look at your open rate at the destination level<\/h2>\n

Jeanne Jennings<\/span><\/a> (General Manager, <\/span>Only Influencers<\/span><\/a>), <\/span>Lauren Meyer<\/span><\/a> (CMO, <\/span>SocketLabs<\/span><\/a>), <\/span>Elizabeth Jacobi<\/span><\/a> (Founder, <\/span>MochaBear Marketing<\/span><\/a>), and <\/span>Luke Glasner<\/span><\/a> (Principal, <\/span>Glasner Consulting<\/span><\/a>) hosted an interactive quiz with tips on how to elevate your email metrics game.<\/span><\/p>\n

When asked how <\/span>Apple Mail Privacy Protection (MPP)<\/span><\/a> impacts <\/span>deliverability<\/span><\/a>, Meyers explained what open rates <\/span>really<\/span><\/i> indicate.<\/span><\/p>\n

\u201cOpen rates were never super accurate to begin with, if we\u2019re being honest. It was really just a lot of activity to say, \u2018Well, we think that they opened. We fired a pixel.\u2019 That\u2019s really what an open rate is\u2014the firing of a pixel.<\/span><\/p>\n

We\u2019re seeing some changes in the way open rates look: inflated in some cases, and in others, a drop\u2014which would tell you, your mail is probably going to the spam folder. The reason for that is Apple MPP (and all the other non-human interaction services that are firing these pixels) don\u2019t do that when mail is going to the spam folder. That\u2019s why it\u2019s important to look at your open rate at the destination level, said Meyers.\u201d<\/span><\/p>\n

The key to making sense of open rates? Look at them over a long period of time; watch for trends and activity that stands out as abnormal.\u00a0<\/strong><\/p>\n

Take data visualization to the next level by applying AMP\u00a0<\/span><\/h2>\n

When it comes to displaying data in email, should you be using images? While it\u2019s simple to add an image of a chart or graph in email, it has its disadvantages, including:<\/span><\/p>\n

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  • Data cannot be viewed if image auto-load is turned off<\/span><\/li>\n
  • Data in images is static and cannot be updated<\/span><\/li>\n
  • Image sizes can be large, which can add to the total email load time without optimization<\/span><\/li>\n
  • Not compatible in <\/span>Dark Mode<\/span><\/a><\/li>\n<\/ul>\n

    A solution to this? <\/span>Accelerated Mobile Pages (AMP)<\/span><\/a> email. Instead of static imagery, you can make your data visualization a better experience with AMP. <\/span>Benjamin Djang<\/span><\/a> (Creative Technologist at <\/span>The Washington Post<\/span><\/a>) showed attendees how during his session\u2014including step-by-step guidance and tools for AMP email development.<\/span><\/p>\n

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    @bendjang<\/a> on Data Visualization without Images: AMP Email Update \ud83e\udd29 #LitmusLive2022<\/a> pic.twitter.com\/9jHSMxGuyH<\/a><\/p>\n

    — Jell K (@iamjellk) October 25, 2022<\/a><\/p><\/blockquote>\n