Boldly Go: Litmus Proves Email Doesn’t Have to Play It Safe

The other week, an email landed in my inbox that actually made my jaw hang open for a while. Behind the innocent-enough subject line “The Email Design Conference is back — twice” lurked a massive potential to change the way that email marketers need to think about their channel. Opening the email, and scrolling down just a little bit revealed a live, dynamic Twitter feed, featuring tweets from the #TEDC15.

Litmus: Twitter in Email

While a post on the Litmus blog can speak to the details that email HTML wizards need to approach such a feat, there are reverberating consequences that all email marketers can learn from, here.

1. Dream Big
While it’s easy to play it safe with your marketing emails and stick with what you know, don’t be afraid to try something huge. In this case, Litmus’ creativity was rewarded with over 4,000 new visitors to their website. The grass isn’t always greener on the other side, but if you plan and research enough, it definitely has the potential to be.

2. Walk Your Talk
When you’re letting people know about an conference all about email design, there’s no better way to do it than to make that email the best it possibly can be. The feat lends credibility to Litmus’ position as a leader in the email marketing world.

3. Something Worth Sharing
Not only was Litmus doing something new and cool, but it was also buzzworthy. I’m still seeing people talking about it, over a week and a half later! In addition to pioneering a new technique, they made something that turned people into advocates — invaluable groundswell and marketing for the Design Conference.

Jeremy Zimmerman is Associate Content Editor for Target Marketing magazine and Direct Marketing IQ.

Publish date: June 1, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT