Litmus adds key features to email marketing platform

Email marketing provider Litmus has added several key features to its redesigned platform with more capabilities and improved workflows. The release includes new testing capabilities, email client insights and an upgraded Trello integration for managing email workflows.

In late October, Litmus debuted its redesigned email platform. With the refresh, users can now “create an email once and then easily toggle between tools without having to re-upload your email every single time you’d like to use a different tool,” the company said.  

Why we should care

These new features could have a significant impact on how users design, test, approve and send emails —  processes that, in some organizations, can take hours or even days. The redesign makes it easier to store and find project folders with flexible organizational structures to fit users’ needs. Multiple project status overviews can now be found in a centralized location via the new email Summary view that lets users set due dates, descriptions and update statuses for each email project. 

“Reviewing and approving email designs can be a painful, laborious process. Our latest research shows that the graphics and design stage of the email workflow can take an average of 4.1 hours to complete—and if you’re a larger team, it can take an average of 6+ hours,” said Litmus.

The List Chrome Extension also got an update, now allowing users to test dynamic content in Salesforce Marketing Cloud, Marketo and Responsys.

The extension allows email marketers to ensure that dynamic content and personalization are rendering properly across your subscribers’ devices.

Email clients and devices are constantly changing, and email marketers risk poor performance and negative subscriber experiences if they are not testing across different devices. The Email Client Recommendations in Litmus Checklist provides live insights into the clients and devices your subscribers are using in order to help marketers serve viewer-optimized emails.

More on the news

• Litmus Proof allows users to collect feedback in a single place. Proof now supports both PNG and JPEG files in addition to HTML.
• The updated Trello integration allows users to attach Litmus emails to Trello cards in order to streamline the workflow in one solution. Emails can be created from a card in Trello, and changes to the email made in Litmus will be reflected on the related Trello card.

About The Author

Jennifer Videtta Cannon serves as Third Door Media's Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.