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Litmus Live Week 2020: Day 1 Highlights

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We hope everybody had an superior first day at Litmus Live Week! For these of you who didn’t make it or haven’t signed up but, right here’s a re-cap of what you missed from our reside periods at present—all lovingly compiled by yours actually, Jaina Mistry, and Jason Rodriguez. But significantly, what are you ready for?! See the full schedule and get your seat earlier than it’s too late. 🙂

Kickoff & Welcome | Melissa Sargeant, CMO @ Litmus

Our very personal CMO, Melissa Sargeant kicked us off by speaking about tips on how to win prospects for all times with an #EmailFirst technique. Creating prospects for all times begins and ends with nice model experiences. Think concerning the final nice model expertise you had. What made it so particular?


You’ll have to take a look at the recording subsequent week to seek out out which model Melissa is a fan of and what experiences have formed her love for them. But what we will share is that plenty of it boiled right down to email being an extension of and delivering on their model promise. It’s probably the most private channel to construct these connections.

Email is an extension of your brand promise

Our current 2020 State of Email Report bolsters that declare, with email being extra necessary in 2020 than ever. You knew it, Melissa knew it, and now the info reveals it.

Email Is More Important Than Ever

Because of the significance of email, and the flexibility to create these deeply private model experiences with it, extra email is on the way in which.

So, how will you get all of it executed? By going agile in email advertising. Melissa previewed the brand new Agile Email Marketing Workflow, which you’ll be able to see once more in additional element in Wednesday’s session: Going Agile: The New Standard for Email Marketing Efficiency & Success. But within the meantime, listed here are some factors to ponder when interested by the change.

5 Reasons to Go Agile

Then we dove right into a “choose your own adventure” with the viewers selecting to study extra about Analytics & Personalization.

This wasn’t stunning with 60% of email entrepreneurs saying it’s a precedence transferring ahead. When you set Email First, you rapidly understand that your email analytics, unlock a wealth of insights to provide the potential to actually perceive what your prospects, subscribers, and prospects wish to hear from you. These can simply be utilized to driving higher segmentation and personalization (and never simply on your subsequent email marketing campaign, however on your whole advertising combine!).

Email Amplifies Your Marketing Efforts

And whereas shoppers need advertising experiences to be private, don’t make it too private.

87% of shoppers suppose it’s necessary to buy from manufacturers that perceive the “real me,” however “49% of consumers also said a brand bad become “too personal.”

For the subsequent a part of our journey, Litmus Live Week attendees selected Marketing in 2021, with the highest three highlights being:

  • Personalization: Adding on to the dialogue above, placing the best steadiness of personalization, whereas not being creepy is essential in your future efforts.
  • Cookies: Understanding the third-party cookie crackdown is a crucial space to concentrate on. 43% of entrepreneurs stated they didn’t have understanding of it.
  • AI: Getting deal with on how you should use AI in email advertising at present won’t solely assist workflows, but in addition assist in driving elevated enterprise outcomes.

The subsequent cease? The session recording subsequent week! You can catch Melissa’s full presentation on the above AND the 2 paths unique to the recording: Email Marketing ROI and Customer Experience.

How to Create an Email Newsletter People Will Clear Their Calendars to Read: 7 Lessons From the Past 7 Months | Ann Handley, CCO @ MarketingProfs

It’s no secret that newsletters assist you to and your model get outcomes. But the previous 7 pandemic-filled months have heightened our obsession with them. So how do you create a must-read publication?

Ann Handley, Chief Content Officer at MarketingProfs, shared her tips about how one can make email newsletters work extra successfully and the way the neatest manufacturers have shifted their strategy in the course of the pandemic.

The email publication is essential to constructing belief X affinity. Especially proper now.


trust X affinity slide from Ann Handley's Litmus Live Week session

Your publication is vital in a disaster. (Which is what the world has been in for almost all of this 12 months!) And throughout a disaster, it’s much more necessary to indicate (and never simply say) you’re there on your subscribers and readers. How do you do this? Build belief together with your viewers by speaking with empathy and compassion.

65% of us say {that a} model’s response in a disaster may have a big impact on the chance of buying sooner or later – Edelman Brand Trust and the Pandemic

Set expectations and belonging

Setting the scene and establishing the tone of your publication is essential to its success. Start off on the best foot with a welcome email on your publication. This is THE place so that you can set expectations together with your viewers—allow them to understand how typically they’ll obtain your publication and when to anticipate it of their inbox.

Use a non-neutral voice

When writing a publication, communicate on to your individuals. Ditch your advertising voice in favor of one thing extra private and distinctive. Something that’ll appeal to your readers. It might detract a few of your viewers who don’t “get” your voice, however that’s okay.

Tip: Count the variety of occasions you utilize the phrase “you” in your publication. The extra there are, the extra conversational your publication might be.

And in abstract…

the most important part of the newsletter is the letter. State a reason; infuse with a tell. Anoint an anchor-host. Non-neutral voice. Expectations, belonging. Bridge, not a tower. Netflix approach: story, open loops, scroll magnets.

Online Tools, Offline Conversions: How PolicyGenius & Redfin Found Success | Jessica Owen, Policygenius + Katie Raynolds, RedFin

Jessica Owen from Policygenius and Katie Reynolds from Redfin took to the digital stage to speak about how their two completely different firms face related challenges and the way they labored collectively to evolve their email methods. Through a sequence of case research, Jessica and Katie shared a few of their successes and failures on their path to profitable email advertising applications.

Email is significant for connecting on-line and offline experiences

Even although industries differ, all firms want to ensure their digital expertise matches in-person experiences. Continue conversations, use technique to strengthen messaging throughout each eventualities, and supply worth all through the journey.

Jessica shared how Policygenius mixed email and SMS to get extra individuals to name their insurance coverage consultants, a significant a part of their funnel. Email is used to clarify that there are actual individuals ready to speak to them by way of cellphone, not substitute that interplay. By counting on email to nudge individuals in direction of calling reps, Policygenius noticed big wins.

Policygenius results: +20% increase in inbound calls and +25% increase in conversion to next funnel step

HTML and plain textual content emails serve completely different functions

Both firms use HTML emails to supply necessary info and reinforce the model on high of delivering a customized procuring expertise. However, they use plain textual content to present a extra private really feel and to generate a response from subscribers.

HTML vs. plain text: It depends

It’s an fascinating tackle a debate we’ve been having at Litmus and speaks to the necessity for entrepreneurs to grasp the aim behind each single marketing campaign.

Know when to let people do the driving

Email is an effective way to supply info and get your message out, but it surely’s not a cure-all for firms. Email works nicely in the case of delivering newsletters, product updates, and transactional info, however typically we have to get out of the way in which and join prospects to precise individuals. Use email (mixed with different channels) to incite precise conversations to construct higher relationships together with your viewers.

…and that’s a wrap for day 1 of Litmus Live Week. “See” you tomorrow! (Seriously, it is best to register if you haven’t already.)

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