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June, 12


Litmus announces integration with SAP® Marketing Cloud to optimize email testing and streamline email production

Once again, Litmus is making innovative moves. Already a leader in the world of email marketing, Litmus recently announced the launch of its integration with SAP® Marketing Cloud.

SAP® marketing Cloud is a multi-channel marketing platform that delivers data management and customer insights to drive revenue. The new integration allows for streamlined collaboration across marketing teams so that emails can be tested as they’re built. As mentioned in their announcement, Litmus believes that this will save time and make the email production process more efficient for businesses. Marketers can increase their chances of having a successful campaign by applying engagement insights to their content and developing strategies that will resonate with audiences.

How it works Through the Litmus Email Previews application, businesses using SAP® Marketing Cloud can access real-time previews directly inside the email editor. This allows email creators to catch errors earlier, reducing time spent on the review process. Emails can be previewed in real-time for over 90 popular email clients and devices. It also means that businesses using SAP® solutions now have access to the Litmus checklist and proof tools to help ensure their emails contain all the recommended components. Plus, thanks to this new integration, Litmus users now have access to deeper customer analytics and insights.

Our opinion Litmus provides similar functionality to other industry leaders, such as Salesforce. This helps SAP® provide a more competitive offering in the CRM space. It’s a good upgrade to an advanced platform. We use these quality assurance methods ourselves and are looking forward to testing the new tool.


One size does not fit all

The coronavirus pandemic is unlike anything we have experienced before. For most brands, this poses a significant challenge – having to respond immediately without any data or precedent on which to base their decisions.

Although there was an increase in COVID-related emails at the beginning of the pandemic, many brands have dialed down the number of emails they’re sending, while others have stopped sending them completely. 

A recent study from Pure360 and emailexpert shows that what consumers want from email marketers differs according to a range of demographics. These factors include age, gender, and location. 

For example, 63% of those surveyed in the UK say that they are happy with the number of emails they are receiving, whilst 37% think that some brands are sending too many emails. 

This is a good example of how the same approach to email marketing and marketing in general doesn’t work. Brands must invest in understanding their audiences and use personalization tactics to better serve different segments.

The study shows that 23% of 18-24-year-olds want more COVID-related emails, while only 9% of 35-44-year-olds feel that way. So, applying the same approach to all customers is unlikely to be effective. Taking a one-size-fits-all approach could result in a missed opportunity for brands at a time when gaining a competitive edge is hugely important. 

So… what does it all mean? 

The findings show that different customers want different things. There is a clear necessity for brands to understand their audiences on a deeper level and to use data-driven personalization techniques to improve engagement. It is essential for businesses to figure out what kind of personalization strategies they need to drive more positive brand engagement.


The importance of email deliverability

A huge percentage of marketers (91%) believes that poor email deliverability has a negative financial impact on their business, while almost one in ten (8%) believes this impact to be severe.

This data, along with the figures we’ll look at next, was taken from the Data & Marketing Association (DMA) and Validity’s recent report ‘Email Deliverability 2020: A Journey into the Inbox’ (note: you need to have an account to view it). The report also reveals that an increasing number of marketers rate their own knowledge of email deliverability best practices as ‘poor’. This percentage rose from 10% in 2019 to 16% this year.

As we know, many factors influence how successfully emails reach their target destinations. Marketers cite a range of challenges when it comes to email deliverability, including:

  • ‘High bounces’ (20% of marketers)
  • ‘IP address reputation’ (18%)
  • ‘Low reader engagement/spam complaints’ (18%)
  • ‘Being blacklisted’ (17%)

However, most marketers believe that others in their organizations have the skills and knowledge needed for successful email deliverability – 49% rated their team’s knowledge of best practices as ‘Good’ and 17% responded with ‘Very good’. You can see more of the report here.

Bottom line: Not everyone has a firm grasp of what needs to be done to achieve a great inboxing rate. The inboxing rate is influenced by a multitude of setup factors, external factors, and the overall email content. That is why this tends to be a complicated matter for many people.

At Essence of Email, our experts give email deliverability high priority. We are here to tackle any of these issues, as we know this is a big problem for most and there are no specific instructions on how to deal with it.

Very often, if not always, deliverability issues are the first thing we solve as a part of an overall strategy for our clients. This proves to be the best approach for driving sales through email.


Stories make the biggest impact

What do you get when you combine beautiful imagery with powerful copy? An email that stands out! This Chobani email uses storytelling to ask subscribers to donate to a relevant cause. The design is simple, but the illustration and thoughtful messaging take it to the next level.  

Showing customers that you care is important and that’s what Chobani is doing in this email. The warm colors are inviting, while the simple layout and a single CTA keep the focus on the body copy. We love it and hope you like it as well!


Top stories from the email marketing world.

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