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06 Ju‍ne, 2024

Guide

The Email Personalization Handbook

At Litmus, we want our subscribers to take things personally. Hear us out: if “Hello, %%first_name%%” is the norm, then you’ve got to think outside the box to make a lasting impression with your subscribers.

In a time when consumers question if content is AI or real, adding a human touch will be key to building brand trust. That's why we advocate going beyond the MERGETAG with elements like live polls, interest signals, and scratch-offs.

Keep this handbook in your back pocket and dive in whenever you need inspiration, examples, and learn how to get started.

ROI in a circle with question marks around it

True of false:
72% of marketers aren’t sure what their email ROI is.

True
False

Scroll to the bottom for the answer.

Keep tabs on top email clients like Apple, Gmail, and Outlook by adding this to your bookmarks.
Email marketers' favorite design tool? It’s Adobe Photoshop! Figma is closely behind, rising from 4th to 2nd place in popularity since we last checked.
It ain’t all fun and games, but you can gamify your emails with scratch-offs so subscribers can reveal discounts and promo codes.
Social and email: enemies or besties? We think the latter. Finding that sweet spot of cross-channel integration is what marketers should aim for.

On team Litmus’ mind

A recent study from the Email Markup Consortium found that 99.97% of HTML emails have serious or critical accessibility issues.
Gemini in Gmail will soon be able to summarize recent emails sent by a contact.
Brb, checking spam to see if we won the lottery.

The answer is a. true. Our research found that a surprising 72% of marketers don’t know their email ROI, despite their ESP being a hefty expense in their tech stack.

Personalization in your back pocket, email designers favorite tools, top 10 email clients, and more

The Email Personalization Handbook

On team Litmus’ mind

Older messages

How the past is shaping the future of email, top those pesky white lines in Outlook, and more

Email and social media 🌟UNITED🌟, creative new email strategies, and more!

Steal these personalization tactics 👀, the top tools used by marketers, and more

Fresh templates for your email program, email vs. web development, and our Dark Mode greatest hits

A closer look at lesser-known holiday email strategies, SEO for email, and campaign planning for summer and beyond

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