Read Time: 3 min

How to Interpret Email Analytics to Inform Your Strategy: Webinar Recording + Q&A


Brands use email insights to listen to what their subscribers and inbox providers are telling them. Without analytics, brands are deaf to both their cheers of happiness and their shouts of frustration—and without the right tools, you might not be getting all of the analytics you need to iterate on your strategy.

DEG, a full-service agency, uses Litmus Email Analytics to educate their clients and constantly improve their strategies. In this webinar, we chatted with DEG and they shared how they incorporate Email Analytics into their pre-send process and how they use those insights to improve strategy.

Didn’t have a chance to watch the webinar live? Don’t worry. You can access the full recording and read the Q&A below.


A big thank you to everyone who chimed in during the webinar with a question! Here’s a recap of our answers to the most popular questions. Have any additional questions? Please leave them in the comments.

My email service provider does not integrate directly with Litmus. Can I still use Litmus Email Analytics?

Yes, absolutely! You do not need to use integrations to create a tracking code. Just select your ESP from the drop down menu, copy and paste into your email’s HTML, send it over to your ESP, give it a quick test, and you’re all set. No integration required.

Is there a way to compare my campaigns against each other?

Yes! Check up on campaign performance by comparing campaigns. Learn more about what each section of your report tells you and how to compare with these quick videos.

Look out for more updates and enhancements to reporting in coming months!

How is “read time” defined when it comes to email?

Read time is defined as 8 or more seconds. Skimmed is any time between 2 and 8 seconds and glanced is less than 8 seconds.

Do I need to add a tracking code for every single email?

It’s totally up to you and your process. We track every single email here at Litmus to compare previous campaigns and see how our program is evolving. It also helps us understand how our nurtures and journeys are performing. For example, we can take a look at an onboarding email and learn from engagement rates whether or not that email is resonating with you. If not, it’s likely not doing a good job helping folks get started so we’ll work to improve that email. With transactional emails, it’s really important to know what devices and environments your emails are being accessed on to make sure there are no design or technical issues affecting your readers’ ability to get the information they need.