Litmus Launches Integrated Insights Report
Email marketing solutions provider – Litmus has released the ‘Litmus Integrated Insights Report’. The new email analytics feature provides a single, holistic view of email campaign performance and engagement. Through direct email service provider (ESP) integrations, Litmus combines core email metrics, such as open rate, with Litmus engagement data to provide valuable context and actionable […]
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Email marketing solutions provider – Litmus has released the ‘Litmus Integrated Insights Report’. The new email analytics feature provides a single, holistic view of email campaign performance and engagement. Through direct email service provider (ESP) integrations, Litmus combines core email metrics, such as open rate, with Litmus engagement data to provide valuable context and actionable insights that can’t be uncovered when data is siloed inside the ESP. The solution is PII compliant, protecting consumer privacy as Litmus has taken steps to anonymise its analytics offering by blocking personally identifiable information (PII), removing IP addresses, and making geo-tracking optional.
According to Litmus’ report, 2020 State of Email, personalised emails generate a median ROI of 122 per cent, and, furthermore, 60 per cent of marketers say amping up personalisation is a priority. Email analytics and personalised experiences aren’t only important to marketers but to consumers, as well: 80 per cent of customers are more likely to make a purchase from a brand that provides personalised experiences. With the Litmus Integrated Insights Report, marketers can increase and fully invest in personalised experiences. This feature helps inform data-driven strategy and tactics across all marketing channels, not just email, while also optimising email design and development processes and improving campaign results — without investing significant time in manual data pulls or analysis.
“At Litmus, we strive to constantly optimise the email creation process for our customers, elevating all three email pillars — pre-send, post-send, and performance — to bring an updated approach to marketing personalisation,” said Erik Nierenberg, CEO of Litmus. “The new Litmus Integrated Insights Report allows marketers to more easily personalise experiences and deliver creative touchpoints while raising awareness and increasing engagement — all while increasing ROI and validating an email-first marketing strategy.”
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In addition to additional analytics transparency, email marketers can easily share a weekly digest from the Litmus Integrated Insights Report with other marketing stakeholders. This is accomplished without any development resources, expensive business intelligence tools, or additional user licenses. By enhancing the post-perform email pillar, Litmus makes it easier to share what’s resonating with recipients generating first-party engagement insights that are applicable to other channels, improving overall marketing performance.
“Understanding subscriber behaviour is critical to our email program effectiveness. The new Litmus Integrated Insights Report revolutionises our ability to gain these insights, giving us a holistic view of email performance and engagement in a single environment,” said Brandon Lawson at Ferguson Enterprises. “Not only do we save time not having to deal with siloed data, it’s also easy to share findings with other marketing stakeholders who can leverage the information in their channels.”
The Litmus Integrated Insights Report is an enterprise-only feature requiring a connection to the user’s ESP, via ESP Syncing. It’s available at no additional cost for any Litmus enterprise customer using one or more of the following ESPs: Salesforce Marketing Cloud or Oracle Eloqua.
