{"id":61325,"date":"2023-03-08T08:00:00","date_gmt":"2023-03-08T13:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=61325"},"modified":"2023-03-20T13:52:29","modified_gmt":"2023-03-20T17:52:29","slug":"email-debrief-live-email-optimization-recap","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-debrief-live-email-optimization-recap","title":{"rendered":"Live Email Optimization Recap: What Works Well and What Needs Love"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_63e17bf4721f2\" 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><span style=\"font-weight: 400;\">Welcome to our new monthly blog series where I, your humble Senior Community Evangelist, recap our latest Litmus Talks and note key takeaways (and offer a few thoughts of my own) to occupy your precious brain space.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This month, I\u2019m sharing my thoughts on our <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/live-email-optimization.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Live Email Optimization<\/span><\/a><span style=\"font-weight: 400;\"> virtual event, where Litmus\u2019 Director of Email Marketing, <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/jainamistry\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Jaina Mistry<\/span><\/a><span style=\"font-weight: 400;\"> along with our Email Marketing Specialist <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/carinslater\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Carin Slater<\/span><\/a><span style=\"font-weight: 400;\"> and Email Design and Production Specialist <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/hannahtiner\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hannah Tiner<\/span><\/a><span style=\"font-weight: 400;\"> review five submitted emails by our courageous audience and offer feedback and praise.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on (or jump ahead):<\/span><\/p>\n<table style=\"background-color: #eaeef0;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\"><strong>Table of contents<\/strong><\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"#consumerreports\"><strong>Consumer Reports <\/strong>ShopSmart newsletter<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#standardlife\"><strong>Standard Life<\/strong> newsletter<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#feed-365\"><strong>Feed 365<\/strong> newsletter<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#aaa\"><strong>American Automobile Association (AAA)<\/strong> newsletter<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#jetbrains\"><strong>JetBrains<\/strong> webinar invite<\/a><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"consumerreports\"><span style=\"font-weight: 400;\">Consumer Reports ShopSmart newsletter<\/span><\/h2>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.consumerreports.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Consumer Reports<\/span><\/a><span style=\"font-weight: 400;\"> sends a twice-weekly ShopSmart <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-newsletter-examples-engage-prospects\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">newsletter<\/span><\/a><span style=\"font-weight: 400;\"> sent with the goal of driving clicks to affiliate shopping links and driving digital all-access subscriptions.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-61744\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/ShopSmart.png\" alt=\"Consumer Reports ShopSmart newsletter\" width=\"725\" height=\"1279\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/ShopSmart.png 725w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/ShopSmart-170x300.png 170w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/ShopSmart-580x1024.png 580w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/ShopSmart-700x1235.png 700w\" sizes=\"(max-width: 725px) 100vw, 725px\" \/>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83c\udf1f What works well<\/h3>\n<p><strong>Animated GIFs<\/strong><b>:<\/b><span style=\"font-weight: 400;\"> An <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-guide-to-animated-gifs-in-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">animated GIF<\/span><\/a><span style=\"font-weight: 400;\"> as the hero image, designed with a simple palette of three colors and a relatively small number of frames, is effective at engaging initial visual interest while also keeping the data weight of the image manageable. A great choice to stimulate but not distract the reader, like an amuse-bouche before a full meal.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">\u2764\ufe0f What needs love<\/span><\/h3>\n<p><strong>Text links:<\/strong><span style=\"font-weight: 400;\"> Text links don\u2019t always do a good job of creating visual friction to compel readers to pause, and \u201cread more\u201d as the text doesn\u2019t offer the reader any context for what to expect. Plus, using the same text over and over causes the reader to file those elements away as known and familiar\u2014great for logos and brand recognition, but bad for <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">calls-to-action (CTAs)<\/span><\/a><span style=\"font-weight: 400;\"> where we want the reader to stop and engage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buttons are better at being visually differentiated\u2014they use clearer, uniquely phrased CTA text to drive more of a response.<\/span><\/p>\n<h2 id=\"standardlife\"><span style=\"font-weight: 400;\">Standard Life newsletter<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The goal of this <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.standardlife.co.uk\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Standard Life<\/span><\/a><span style=\"font-weight: 400;\"> newsletter is to drive traffic to the blog section of their website, which is focused on providing relevant information to encourage customer retention.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-61742\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Standard-Life.jpg\" alt=\"Standard Life newsletter\" width=\"725\" height=\"1771\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Standard-Life.jpg 725w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Standard-Life-123x300.jpg 123w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Standard-Life-419x1024.jpg 419w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Standard-Life-629x1536.jpg 629w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Standard-Life-700x1710.jpg 700w\" sizes=\"(max-width: 725px) 100vw, 725px\" \/>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83c\udf1f What works well<\/h3>\n<p><strong>Read time estimates:<\/strong><span style=\"font-weight: 400;\"> Email works best as a channel when it sets clear expectations for the audience, and the use of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-read-rates\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">read time<\/span><\/a><span style=\"font-weight: 400;\"> estimates next to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/guide-to-ctas\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CTAs<\/span><\/a><span style=\"font-weight: 400;\"> linking out to articles is effective at doing just that. While this has become more common practice on blogs, putting the estimates in the email itself shows the reader you respect their limited time and attention.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">\u2764\ufe0f What needs love<\/span><\/h3>\n<p><strong>Imagery:<\/strong><span style=\"font-weight: 400;\"> In the same vein of setting clear expectations, if you\u2019re quoting a person in an email\u2014as they do in this one for a testimonial\u2014it\u2019s best to use an actual photo of them when at all possible instead of using a graphic. This helps establish credibility and gives our brains the little push needed to connect with the content emotionally. Something else that helps create credibility is using consistent styles of illustration and photography so that the email reads as visually consistent.<\/span><\/p>\n<h2 id=\"feed-365\"><span style=\"font-weight: 400;\">Feed 365 newsletter<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The goal of <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/feedingsandiego.org\/get-involved\/donate-funds\/feed-365\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Feed 365<\/span><\/a><span style=\"font-weight: 400;\">\u2019s newsletter is to express gratitude and share updates with members of their monthly giving program.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-61741\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Feed-365.jpg\" alt=\"Feed 365 newsletter\" width=\"1444\" height=\"1713\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Feed-365.jpg 1444w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Feed-365-253x300.jpg 253w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Feed-365-863x1024.jpg 863w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Feed-365-768x911.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Feed-365-1295x1536.jpg 1295w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Feed-365-700x830.jpg 700w\" sizes=\"(max-width: 1444px) 100vw, 1444px\" \/>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83c\udf1f What works well<\/h3>\n<p><strong>Emotional connection:<\/strong><span style=\"font-weight: 400;\"> Human beings mirror one another\u2014it\u2019s a deeply hardwired behavior. Using photography featuring actual people smiling prompts the reader to create a positive emotional connection, and creating that emotional response is central to making content memorable. We don\u2019t remember things that don\u2019t prompt a feeling. Similarly, describing the impact of donations and how they are used rather then simply totaling the numbers gives the reader real emotional stakes in what\u2019s being presented to them.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">\u2764\ufe0f What needs love<\/span><\/h3>\n<p><strong>CTAs:<\/strong><span style=\"font-weight: 400;\"> One of the ways you can show respect for your email audience is being straightforward as to what you are asking of them. This is why having clearly distinguished CTAs are important\u2014it alleviates any confusion as to what the subscriber is expected to do.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, CTAs are also central to measuring engagement and tied to most email programs\u2019 success metrics, so they are also very important in a crunchy numbers sense. But I\u2019d argue the primary reason to include them is to provide a clear next step for the reader to further the relationship you have with them.<\/span><\/p>\n<h2 id=\"aaa\"><span style=\"font-weight: 400;\">American Automobile Association (AAA) newsletter<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This monthly newsletter from <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/member.acg.aaa.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AAA<\/span><\/a><span style=\"font-weight: 400;\"> is intended to share news and updates with their members and\u00a0 help them make the most of their membership.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-61743\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/AAA.jpg\" alt=\"American Automobile Association (AAA) newsletter\" width=\"1444\" height=\"1713\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/AAA.jpg 1444w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/AAA-253x300.jpg 253w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/AAA-863x1024.jpg 863w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/AAA-768x911.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/AAA-1295x1536.jpg 1295w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/AAA-700x830.jpg 700w\" sizes=\"(max-width: 1444px) 100vw, 1444px\" \/>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83c\udf1f What works well<\/h3>\n<p><strong>Visual hierarchy:<\/strong><span style=\"font-weight: 400;\"> One of the best ways to make your emails easy to read is to have a consistent visual hierarchy\u2014how your content is styled and structured. When each priority level of your content has a distinct style and placement that stays the same from email to email, that creates both clarity and familiarity in the mind of the recipient\u2014they don\u2019t have to work to understand what you want them to engage with first, second, and so on. Reducing the cognitive load in this way gives the reader more capacity to notice what you do want them to stop and consider, like your CTAs.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">\u2764\ufe0f What needs love<\/span><\/h3>\n<p><strong>Numbers:<\/strong> <span style=\"font-weight: 400;\">While we absolutely need an emotional connection to content to make it memorable, we also crave numbers to keep our comprehension of that content digestible. Strong statements without any quantification stimulate our brains but don\u2019t let them rest. Numbers, statistics, percentages\u2014these all work to contain what the reader is taking in so that it feels less amorphous and all-consuming.\u00a0<\/span><\/p>\n<h2 id=\"jetbrains\"><span style=\"font-weight: 400;\">JetBrains newsletter<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.jetbrains.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">JetBrains<\/span><\/a><span style=\"font-weight: 400;\"> email is aimed at driving registrations to an upcoming webinar.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-61740\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Jet-Brains.jpg\" alt=\"JetBrains newsletter\" width=\"752\" height=\"1855\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Jet-Brains.jpg 752w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Jet-Brains-122x300.jpg 122w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Jet-Brains-415x1024.jpg 415w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Jet-Brains-623x1536.jpg 623w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Jet-Brains-700x1727.jpg 700w\" sizes=\"(max-width: 752px) 100vw, 752px\" \/>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83c\udf1f What works well<\/h3>\n<p><strong>Hero feature:<\/strong><span style=\"font-weight: 400;\"> In a single-topic email, a great way to show respect for your readers\u2019 time and attention is to have a hero section that contains all the necessary information and an immediate <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-cta-copy-tips\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CTA<\/span><\/a><span style=\"font-weight: 400;\">, and then you can add more detail below for those that desire it. This also allows you to measure who in your audience is just looking for the quick synopsis, and who among them craves more context, which might be an actionable bit of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">segmenting data<\/span><\/a><span style=\"font-weight: 400;\"> down the line.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">\u2764\ufe0f What needs love<\/span><\/h3>\n<p><strong>Content length:<\/strong><span style=\"font-weight: 400;\"> While offering more detail after a concise hero section can be helpful, multiple paragraphs of undifferentiated text is difficult to parse visually. As we know that most people skim emails, brevity is almost always going to be the correct approach, along with styling the content so that there are breaks and negative space to allow for easier comprehension.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Including a secondary CTA at the bottom of the email linking to a landing page allows you to capture those who found it worth their while to read that far. It\u2019s also good to keep in mind which content is right for which channel\u2014extended detail is probaby better served on a landing page, anyways.<\/span><\/p>\n<p style=\"padding-left: 15px; border-left: 10px solid #0d5477;\"><strong>Don\u2019t want to wait for my recaps? You can sign up for <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/events\/\" target=\"_blank\" rel=\"noopener\">our next Litmus Event right here<\/a>.<br \/>\n<\/strong><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_63e182c9721f7\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t  <img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/07\/blog-cta-buttons-design.svg\">\n\t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\n\t\t\t  <h2 class=\"h-sm\"><strong>Boost efficiency and scale email development<\/strong><\/h2>\n\t\t\t  <p>Craft consistent, on-brand emails with Litmus. Create and store reusable templates, code modules, and more.<\/p>\n\t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\n\t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t  <a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"\/email-design\/\">Learn more<\/a>\n\t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t       <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>","protected":false},"excerpt":{"rendered":"<p>In this blog post, we take a closer look at the emails submitted for Live Email Optimization\u2014including what works and what needs love.<\/p>\n","protected":false},"author":25,"featured_media":61757,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[152,478,9363],"blog_category":[10303],"class_list":["post-61325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-call-to-action","tag-design","tag-email-marketing-strategy","blog_category-email-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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