The ATTA marketing team saves up to five hours a day on their email campaigns with Litmus.
About The Adventure Travel Trade Association (ATTA)
The Adventure Travel Trade Association (ATTA), established in 1990, is the largest global network of adventure travel leaders. It is comprised of approximately 32,000 individuals who are passionate about and committed to sustainable tourism. This spirited community collaborates virtually and in person to develop solutions that promote responsible and profitable business practices, benefiting both businesses and communities.
Jason Reckers is the Chief Operating Officer at ATTA, overseeing all of the organization’s day-to-day global operations. This includes the organization’s global marketing, which involves regional marketing teams worldwide who help manage email campaigns around global and regional events.
The Challenge
Recently, the marketing team moved to a regional approach, and multiple managers are now involved in the email strategy at ATTA. The marketing teams are responsible for sending roughly 100 emails a month to various audiences within their 32,000+ community subscriber base. With a high volume of emails spread across multiple teams, many partners and reviewers are also needed to communicate their feedback and provide approvals. Managing all of that feedback and sidestepping confusion or mistakes was turning into an overwhelming task without a centralized system.
Before moving to Litmus, the team exchanged a lot of back-and-forth, sending test emails, Slack messages, and creating tasks in their project management tools. Tracking down feedback and looping in all collaborators was necessary to ensure email accuracy, but it significantly slowed down their review and approval process.
Jason’s team was using Salesforce Marketing Cloud to build their emails when they discovered the integration with Litmus which not only would allow them to test faster and with more accuracy directly inside of Salesforce Marketing Cloud, but also gave them one-click access to their collaboration game-changer, Litmus Proof.
Photo – © ATTA
“I need to ensure the team has the necessary tools to achieve our goals as efficiently and effectively as possible. I knew Litmus would help us improve our email accuracy, streamline our processes, and get better results.”
How Litmus Solved the Challenge
Initially, Jason’s team was on a Litmus Plus plan and primarily used their account for testing emails. But when introduced to Litmus Proof, they knew this Enterprise solution would alleviate frustration during the approval process, allowing them to easily leave feedback and communicate with all necessary partners across every regional marketing unit.
The team was able to start testing all of their emails—including those with dynamic content—with the Litmus integration within Salesforce Marketing Cloud and the Litmus Chrome extension, which boosted efficiency and gave them complete confidence with every send.
Photo – © ATTA / Hassen Salum
“Using Litmus saves me hours of time and alleviates the challenges that come from managing responses across multiple teams from around the world who are working in different time zones.”
The Results
“Thanks to Litmus, I am able to track who has provided feedback on the email. This gives me insight to which teams are most concerned with what aspects, who is most engaged, and what their reviewing strengths are. That information has inspired the development of a formal review process for our assets even beyond email production.”
Amy Clerget Brown,
Director of Brand at ATTA
Upgrading to an Enterprise plan unlocked access to Litmus Proof, which Jason says has already proven its value to his team. Not only do they now save almost 100 hours a month on approving emails, but they have also been able to increase their number of events from six last year to 10 this year–with ease.
The team runs every email through a Litmus Previews & QA test. This allows them to quickly and easily visualize how each email appears on different devices, such as desktop versus mobile, ensuring accessibility and readability. Additionally, with the Salesforce Marketing Cloud integration, they can confidently test dynamic content to allow for robust and accurate segmentation, something they couldn’t do before.
The team now has time to explore other ways to improve their email strategy and has begun incorporating personalization elements into their event emails. The use of Litmus Personalize Countdown Timers has proven to be highly effective in their event marketing emails, leading to high engagement rates of 32.5%. These countdown timers enable the team to prominently display the remaining time for potential attendees to register before registration closes, making it easier for them to take action.
“With Litmus we are now able to easily test and incorporate personalization elements, which helps us create more engaging marketing campaigns that are well received by our email subscribers.”
Ciara Turner-Ewert,
Regional Marketing Lead, North America at ATTA
Plus, they appreciate the ongoing support, education, and thought leadership resources that they receive from Litmus, including the Litmus newsletters, customer support, and access to one-on-one sessions with a customer success manager.
Now with Litmus as a trusted asset in their toolkit and with even more functionality to take advantage of within the platform, Jason plans to keep the momentum going with their email program by exploring Email Guardian and more personalization templates within Litmus Personalize.
“I’ve been most impressed with the proactive support, guidance and follow-up from the Litmus Customer Success and Support team. The Litmus team have always been exceptional strategic advisors, helping us utilize the product better and see more value.”
