Litmus: Essential Tool for Perfecting Email Campaigns and Boosting Engagement.
Use Cases and Deployment Scope
At Atlantis Resorts Dubai, we use Litmus frequently to ensure our email campaigns look great and perform well across different devices and inboxes. We use it for email previews, spam testing, engagement tracking, and streamlined approvals, as a brand team has access to Litmus for edits and approvals. Business problem it solves: 1. Help us keep our email consistent and adhere to brand guidelines. We have three properties and 30 restaurants with different email templates, colors, and tone of voice. 2. Help us fine tune content and layout for better performance 3. Reduces the risk of email going into spam 4. Speeds up testing and approvals. We can also share the email template with people outside our marketing department who do not have access to spa operations, call center, and more by creating a sharing link. 5. We can only give view and comment access to different colleagues. We use it across promotions, loyalty campaigns, surveys, pre-arrival Journeys, B2B sales, HR employee internal communications, Newsletters, and many more.
Pros
- The AQ and Approval Process is very seamless. We have a brand team of 20 people, and there are mostly five emails being deployed every day across 3 Hotels and 30 restaurants.
- The Preview of the email template on all devices, ranging from mobile phones to laptops and iPads, which we can also check based on ISPs like Gmail, Outlook, and AOL, is a very good feature that we use for each email.
- The Analytics tools we use for each email to create a tracking link to insert into our email for a send is a great feature. It helps us to see the email performance based on ISP clients.
- For every edits, we receive an email on our inbox, which is very helpful.
Cons
- Sometime, I feel like its slow to use. Speed is something which can be helpful.
- AI feature. It will be beneficial for us if there is an AI feature for content updates. It can improve the subject line and content based on the performance of our past emails.
- If it can provide more ideas on CRM based on industry standards, like I work in hospitality, and if it can share data and any new initiative for hospitality CRM, it might be useful for us to consider.
Return on Investment
- Shorter Email review Cycle.
- Quick QA and approval.
- Access to the email template with shareable link to outside of our team.
- Email previews on different devices and ISPs.
- To view it on Desktop or mobile.
Other Software Used
Salesforce Marketing Cloud, Litmus, Salesforce Sales Cloud
