How Zapier Uses Litmus to Empower Their Entire Marketing Team to Send Great Email
When your email team is small, it’s nearly impossible to manage your entire email program without looping in outside help. As a result, many email marketers rely on colleagues from other departments to help execute their campaigns.
But no matter if an email expert or a newbie is hitting the send button, the goal is to always send high-quality emails and guarantee consistent brand experiences across campaigns. However, understanding the nitty-gritty details that make or break the success of an email—like making sure the links lead to the right landing pages, checking on image ALT attributes and preview text, and testing the email for rendering quirks in specific clients—is hard, especially for marketers that aren’t regularly involved in sending email. So how do you ensure email quality by experts and non-experts alike, while at the same time allowing your email program to scale?
Zapier’s email team of three knows this challenge well.
We have great marketers on our team—but not everyone is an email expert. Our goal was to introduce a process that gives clear guidance on what to do and what to check for before hitting send.
-Sean Kennedy, Product Marketer at Zapier
Zapier leveraged Litmus to introduce a formalized email creation and testing process across the team that allowed the team to scale their email program across the entire marketing organization. Zapier’s team now relies on Litmus Checklist to walk step-by-step through the most critical elements that can affect email performance, guiding every team member—no matter how much email experience they have—through the process of optimizing their emails with the subscriber experience in mind.
They trust that with Litmus, more of their team—even those who aren’t email experts—can build and send high-quality, error-free emails.
Sean Kennedy, Product Marketer at Zapier, shares how his team uses Litmus to empower the entire marketing team to send email, while at the same time reducing errors and improving the overall quality of their email campaigns.