Our first conference of the year has come to a close. Litmus Live London was packed with knowledgeable talks, expert speakers, and awesome attendees.
If you weren’t able to attend Litmus Live London—or were there and want to relive the experience—we rounded up our favorite tweets from the conference. Here is our recap of Litmus Live London via tweets:
Creating Customer-Centric Campaigns.
We all want our subscribers to enjoy our emails. After all, happier subscribers are more likely to open and click. That’s why it’s important to create email with the customers’ needs in mind. In order to assess these needs, you have to put yourself in their shoes.
Here are some ways that marketers can balance customer needs with business needs to drive brand loyalty and revenue:
- By Gaining Feedback
No amount of analytics will tell you what a customer is truly thinking—the only way to find out is to ask.
Be customer-centric in your marketing messaging. Talk to subscribers in a way that they speak, and address their “What’s in it for me?” question. ~ @jonathanpay #LitmusLive
— Chad S. White (@chadswhite) August 21, 2018
Need some reasons why feeeback mechanisms are important? @LeonieOnline has a few for ya… #LitmusLive pic.twitter.com/8SoKMg1oHL
— Lauren Kremer (@laurenkremer) August 21, 2018
By adding a customer feedback mechanism to their emails, Paula’s Choice Skincare was able to get valuable feedback on emails like this automated birthday email, which was their 3rd best performing triggered email. #LitmusLive pic.twitter.com/WwXJIuw7ZB
— Chad S. White (@chadswhite) August 21, 2018
By making sure that your messages resonate around the world
As marketing becomes more globalized, it’s important to make sure that your messages make sense to subscribers, regardless of where they live in the world. Translation is a good place to start, but if you want to communicate with your customers effectively, you will need to localize your emails to each area in which you’re sending.
Localization is different from translation. Localization accounts for language, culture, currency, weather, current events, customs, and more. Localization ensures ALL content is contextually appropriate and resonates region by region. #LitmusLive
— Justine Jordan (@meladorri) August 21, 2018
A great example is Uber Eats…
Uber Eats sends emails in 49 languages and 76 language locals (i.e. American English vs. British English). #LitmusLive
— Chad S. White (@chadswhite) August 21, 2018
By Ensuring GDPR compliance
Permission is a cornerstone of a sound email marketing strategy. GDPR compliance ensures customer-centricity by clearly defining consent and permission for subscribers to receive your messages. Therefore, it’s in your best interest to gain consent.
Best practices for obtaining consent under #gdpr by @DarineFayed from @mailjet at #LitmusLive pic.twitter.com/ynIqpGGVrP
— Judy Boniface (@JudyMailjet) August 21, 2018
And ensuring proper consent and permission with GDPR compliance doesn’t mean your lists or send volume will shrink! In fact…
May 24th 2018 saw a 27% increase in sending of emails compared to Black Friday 2017. Crazy! #LitmusLive -JW pic.twitter.com/wodkBjDfX6
— Jarrang (@Jarrang) August 21, 2018
Using Interactive Email Appropriately
Don’t use interactive email just for the sake of using interactive email.
Just because everyone else is doing it, doesn’t mean you should. Optimise to your audience and their reading habits. #Litmuslive
— Fiona Pollock (@fiona_90) August 21, 2018
What’s more important than interactivity in #email? User testing en feedback and check what your readers actually WANT instead of filling it in for them because you think it’s cool, new and happening. #Litmuslive
— Wendy Smits (@Wendymails) August 21, 2018
And if you’re going to use it, make sure you can test and track it…
The Great Interactivity Debate – If you’re doing interactivity, ensure you can track it. Don’t just jump into email interactivity – plan far in advance and test it fully. #LitmusLive pic.twitter.com/mvh06vhO8Y
— Fiona Pollock (@fiona_90) August 21, 2018
By keeping it simple
Keeping emails simple makes it easier for your audience to read, easier for your email team to build, and easier to meet your goals.
Simplify your design. The simpler it is, the easier it is for subscribers to consume, the simpler it is to implement, and the simpler it is to maintain. #litmuslive cc/ @flcarneiro
— Jason Rodriguez (@RodriguezCommaJ) August 21, 2018
We have a habit of making emails work too hard. Email should have a direct focus and should feed into the next step of the journey #LitmusLive
— Fiona Pollock (@fiona_90) August 21, 2018
Creating a Human-Centric Email Workflow.
Marketers are humans, not robots. Customers aren’t the only ones whose needs should be considered in the email creation process: your email team should be happy too!
Here are some ways that you can make the email workflow more human-centric for those involved:
- Gaining Feedback
Feedback between colleagues strengthens communication, improves collaboration, and promotes teamwork. Improving how your team delivers feedback will help you recognize if work is evenly distributed, help produce better ideas, and ultimately lead to lower lead times, faster approvals, and other improvements.
“How come” can be more powerful than “why” when talking feedback with your teams ~ @lundberglouise_ at #LitmusLive
— Karen Bailey (@tekaybe) August 21, 2018
Poor coordination between departments is the top challenge faced by email marketers. @lundberglouise_ lays down 5 steps toward better collaboration and feedback. #litmuslive
— Justine Jordan (@meladorri) August 21, 2018
Taking an omnichannel approach
Sometimes we ask email to work too hard for us when it should be working together with other mediums as part of an integrated marketing campaign, and customers expect an omnichannel experience from brands. Plus, crafting channel-specific strategies allows teams to focus on what they do best.
Marketers have many channel options available to them to accomplish their goals. – @laurenkremer #LitmusLive pic.twitter.com/lNCWeQlIY5
— Chad S. White (@chadswhite) August 21, 2018
The Litmus Live Afterglow
Here’s what Litmus Live London attendees had to say about their experience!
Feeling so inspired from #LitmusLive I can’t sleep!
– will put this positive energy to good use tomorrow and will create a new presentation on UX design and Omni channel marketing
— Jonny_P (@JonnyPryer) August 21, 2018
Great day with the @Distrelec team at #LitmusLive #learning. Time to start practicing our new ideas! pic.twitter.com/4KPEtvyDvH
— Orlagh Bibby (@OrlaghBibby) August 21, 2018
Cheers to a great day at #LitmusLive. Such a great place to meet so many likeminded people who work across marketing, design, development and more. Will be back and hopefully next time with some colleagues! #emailgeeks pic.twitter.com/bYkbeVMLOd
— Fiona Pollock (@fiona_90) August 21, 2018
Feeling a little FOMO from seeing all these Tweets? There are still tickets available for Litmus Live Boston and San Francisco!
Join hundreds of email professionals for real-world advice, best practices, and hands-on takeaways you can put into action immediately.
Get your Litmus Live tickets here →
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