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    Top Moments and Highlights from Day 2

    November 12, 2022 ,

    We’ve formally wrapped up day two of Litmus Live, the premier e-mail advertising and marketing occasion of the 12 months.

    With the second (and last) day now full, what have been the highest moments and highlights?

    Let’s have a look again at day two—and all of the action-packed schooling and inspiration we walked away with.

    Looking for our recap and highlights from day one? Check them out here.

    Want to rewatch your favourite session (or catchup on those you missed)? You can nonetheless improve your ticket to get access to all live and on-demand sessions → 

    What Is Data Driven Marketing (And What It Is Not)

    Data pushed advertising and marketing is an method used to realize insights and determine developments about your clients and the way they behave. But to be really data-driven, we should remind ourselves of the particular definition of information: all kinds of info.

    Karelle Gordon (Marketing Director, Education, Fortune Media) shares that when utilizing personalization, entrepreneurs have seen as much as an eight occasions greater return on investment (ROI). 

    With returns like that, entrepreneurs have to put themselves of their buyer’s footwear to make sure their expertise is related. Gordon shares that 74% of shoppers really feel annoyed by seeing irrelevant content material—so it’s vital to do it proper.

    As Gordon places it: “Data gives you a predictability that is the ultimate advantage when creating your marketing plan.”

    How to Speak “Martech” to Everyone

    Reminder: not everybody speaks advertising and marketing expertise (or martech). “Martech language is not universal,” says Alicia Garside (Digital Marketing Production Manager, TELUS Health). “Focus on tailoring your information to your audience.”

    When we get caught up within the lingo, it may be onerous to successfully talk wants in a approach that may resonate with others. (For instance, phrases like open rates, streams, sensible lists, and subscriber keys typically aren’t recognized or utilized by groups outdoors of e-mail advertising and marketing.)

    Email Makes Everything Better

    Email makes all of your advertising and marketing higher. It supplies the foundation for personalization, is an environment friendly instrument for testing, and provides worth to all different channels.

    Blake Miller (Senior Director, Product Marketing, Salesforce Marketing Cloud) teaches us how one can use e-mail to create personlized moments throughout the complete customer journey.

    As Miller places it, when participating with clients throughout a number of channels, bear in mind these three guiding ideas: be there, be helpful, and be fast.

    Let’s Take it Personal

    Keynote speaker Morgan Matthews (Head of People and Finance, National Cycling League) session was all about variety, fairness, and inclusion (DEI) in advertising and marketing.

    Matthew urges enterprise to assume critically about precise allyship versus performative allyship. What have you ever been doing vs. what have you ever solely began due to a current occasion?

    “Think through more lenses than your own,” says Matthews. Don’t simply look like an ally; truly be one. For most manufacturers the secret’s intersectionality: take issues personally in terms of advertising and marketing.

    Email Deliverability Roundup: How to Ensure Your Beautifully Crafted Emails Hit the Inbox

    Lauren Meyer (CMO, SocketLabs) has over 16 years of expertise in e-mail advertising and marketing. As an professional in email deliverability, her session clears up the misinformation about deliverability and what it takes to do it proper.

    “Recipient engagement is about the closest thing that exists as a ‘deliverability hack’ in 2022,” mentioned Meyer. Mailbox suppliers are likely to measure constructive engagement (like clicking hyperlinks, starring issues, and saving them to folders).

     Other elements that assist embody:

    • Avoiding enormous or sporadic spikes in quantity. Your ESP and your mailbox supplier will see it as suspicious.
    • Avoiding hyperlinks which have poor reputations throughout the content material of your e-mail.

    One last level to bear in mind: folks don’t prefer it whenever you present up unannounced at their home (aka, their inbox). It’s one of many essential triggers for spam complaints.

    How to Get the Most Out of the Welcome Journey

    Most organizations choose a easy welcome e-mail, however Fernando Rubino Pereira (Global Email Marketing Manager, Canyon Bicycles) encourages e-mail entrepreneurs to take it a step additional.

    “You only get one chance to make a good first impression,” says Pereira. A welcome/onboarding collection is your likelihood to try this and extra. Compared to business-as-usual emails, welcome journeys get a better open fee of +42%.

    How to Orchestrate and Influence Infrastructure as an Internal Communicator Marketer

    When inheriting a tech stack, it might typically really feel like issues are tough to alter. Jell Khongkraphan (Sr. Manager, Lifecycle Marketing, Kong Inc) helped attendees navigate by way of frequent ache factors throughout her session.

    How can one solo marketer affect infrastructure? Before each marketing campaign, ask your self:

    • What are your set off occasions? This is THE second that issues. You wish to let your person know you’ve acknowledged the motion (or lack of) that was taken.
    • What would you want to make use of as dynamic content material? People adore it when manufacturers perceive them. 
    • How are you planning to measure the efficiency of this initiative? 

    “The goal isn’t to become an engineer—it’s to identify your own needs and make a case to request engineering resources that will help you bridge some gaps,” says Khongkraphan.

    Accessible, Responsive, and Beautiful Email Design in 2022

    Email entrepreneurs face distinctive challenges when balancing technical and aesthetic concerns for email design. Ali Mahad (Email and Marketing Automation Specialist, Finning International Inc.) says, “It’s important for email marketers to embrace and adapt to paradigm shifts, rather than consistently trying to fight them.”

    In his session, Mahad shared how he optimizes advertising and marketing emails for cellular, Dark Mode, and total content material readability.

    Scaling up Your CRM

    Fika—a Swedish custom—is absolutely vital to Anthony Allen and his workforce at Volvo UK. As the CRM Implementation Lead, he’s taken the concept of fika and utilized it to Volvo UK’s CRM campaigns, with nice success.

    “Fika is a sugar and caffeine mini-break that focuses on making time for you friends, family, and colleagues in every day life,” shared Allen. “Realistically, it’s a short, sharp opportunity to catch up on the latest goings-on—and also the opportunity to enjoy a pastry at the same time.”

    Volvo UK as soon as took a content material and duplicate heavy method, however with Allen’s “fika” program, all of that modified to concentrate on a brief, bite-sized method. Instead of sending an email newsletter as soon as each eight weeks, they now ship weekly newsletters. As a consequence, 21% of subscribers opened each e-mail, each week—an instance of simply how highly effective scaling up will be.

    Semantic First Email Code

    Traditionally, if a structure labored in Outlook, it will probably work all over the place else. For some time, this “Outlook first” method made sense. However, it isn’t very best for creating responsive layouts or permitting assistive expertise to govern e-mail content material, because of the inflexible nature of desk layouts which are usually used for constructing Outlook emails.

    Mark Robbins (Software Engineer, Salesforce Marketing Cloud) has over ten years of expertise writing e-mail code. In his session, he shared how to consider code in a “semantic first” approach for higher accessibility, fewer bugs, and extra future-proof code.

    Semantic first code is stuffed with advantages and only a few deficits. As Robbins shares, “Simple semantic code like this will work in a wide range of email clients.”

    “By default, semantic code is built to be accessible because we are using the correct tool for the job,” mentioned Robbins. Overall, it’s higher for readability, accessibility, and plenty of different perks.

    By beginning with semantic parts, you’ll be able to stop many points that come up from utilizing parts counter to what they’re meant.

    Creating Effective Automated Campaigns

    “As a slogan to promote triggered emails, ‘set it and forget it’ has been disastrously successful,” explains Chad S. White (Head of Research, Oracle Marketing Consulting). “It spurred adoption, but it set horrible expectations for how to maximize the effectiveness of these living campaigns.”

    Marketers want to supply ongoing look after triggered campaigns: evaluate your campaign performance frequently, conduct A/B tests, incessantly QA test, and make seasonal updates, each six months. Don’t simply “set it and forget it.”

    23 Ways to Use Litmus Personalize to Enhance Your Emails

    Jordan Sawyer (Head of Account Management, Litmus Personalize) and Jessica Horn (Senior Account Manager, Litmus Personalize) shared a choice of their favourite emails that characteristic Litmus Personalize.

    “When it comes to standing out of the inbox, relevant, personalized experiences are essential to a successful modern email strategy,” mentioned Sawyer and Horn. 

    • 80% of shoppers usually tend to make a purchase order from a model that gives a personalised expertise.
    • 83% of shoppers are prepared to share their knowledge to create a extra personalised expertise.
    • 76% of patrons anticipate extra personalised consideration from entrepreneurs to develop an intimate relationship along with your model.

    With Litmus Personalize, quick personalization wins that make a huge impact embody countdown timers, timed photographs, gadget focusing on, weather-based content material, location focusing on, social signals, and live polling/voting.

    See you subsequent 12 months!

    Already feeling nostalgic for Litmus Live 2022? Good information: you’ll be able to nonetheless improve your ticket to rewatch your favourite classes (or compensate for those you missed!). With a Litmus Live MAX ticket, you’ll get post-event access to all live and on-demand sessions—and even Litmus Live 2021 classes.

    Stay tuned as we share our key takeaways from the whole occasion.

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