Cold Email: #LitmusLive Lessons in Email Design

The annual Litmus Live conference is a can’t-miss event for many email marketers — and for good reason. In 2020, virtual attendees from some 70 countries enjoyed 35+ hours of email marketing-focused content. If you missed #LitmusLiveWeek, don’t worry! We’ve rounded up the top 10 email design tips shared at Litmus Live that will keep you in the know.

We’ve rounded up the top 10 email design tips shared at #LitmusLiveWeek that you need to know!
Click To Tweet

Tip #1: Focus on brand personality.

This quote from Ann Handley, head of content at Marketing Profs, provides a lot of food for thought. If your customer was reading one of your emails but couldn’t see who had sent it, would they still think the email was from you?

"If the from line falls off…. would you know it's yours? Could it only come from you, does it sound like you?" @annhandley #LitmusLiveWeek

— Litmus (@litmusapp) September 14, 2020

It’s essential for you to cultivate a brand voice and personality that’s strong enough to be recognized out of context. And Handley followed this up with one more helpful piece of advice: Lose the “marketing voice” and focus on finding your brand’s unique and individual voice instead.

"Lose the marketing voice" — @MarketingProfs

— this is the advice we didn't know we needed #LitmusLiveWeek

— Elliot Ross (@IAmElliot) September 14, 2020

Tip #2: Diversity needs to be specific.

“No more purple people!” tweeted a #LitmusLive attendee. In a session on email design tips for equity and inclusion, one presenter discussed how representation matters in illustration, too. Using people without faces or non-human colors is not enough.

No more purple people! This session on Designing Emails for Equity & Inclusion just keeps on giving at #LitmusLiveWeek. Great choice in presenters here, @litmusapp!! pic.twitter.com/yTdxYrmuVf

— Lauren Meyer (@lauren_kickbox) September 15, 2020

Another takeaway from #LitmusLiveWeek? It’s not enough to just avoid making people mad. Your brand needs to intentionally engage subscribers, whatever that looks like for you.

A few of my coworkers & I have been saying this for years. It's great to hear @litmus support it so loudly. We can't just not make people mad. We have to actually engage with them. #LitmusLiveWeek pic.twitter.com/ycbgfWuYRv

— Daniel Ramirez (@neftalirr) September 18, 2020

Tip #3: Build relationships, not lists.

The next piece of email marketing advice from #LitmusLiveWeek came from Really Good Emails:

"Build relationships, not lists." THIS. @reallygoodemail #LitmusLiveWeek

— Litmus (@litmusapp) September 17, 2020

Email newsletters are a key piece of the relationship-building process. They can help you establish trust with your clients or customers — especially now.

"The email newsletter is key to building trust and affinity. (Especially right now.)" @annhandley #LitmusLiveWeek

— Litmus (@litmusapp) September 14, 2020

Tip #4: Create customer-first abandoned cart emails.

It’s easy for abandoned cart emails to come across as creepy. Get around potential pitfalls with these abandoned cart email best practices shared by presenter Samar Owais:

I got turned into a cartoon! This is the pinnacle of my #LitmusLiveWeek and my second presentation hasn't even gone live yet! https://t.co/fZsDi5bPph

— Samar Owais (@samarowais) September 16, 2020

Use a personalized, customer-first approach for best results.

Tip #5: Be personal, but not too personal.

If you want your prospect to respond when you reach out, personalization is absolutely essential.

#LitmusLiveWeek session: Email and Sales Teams: Best Practices for Success. Harmony Anderson of @outreach_io notes, “Personalize every potential first touchpoint – Have the 1:1 conversation. Personalization is critical in getting your prospect to respond.”

— Direct Associates (@DirectAssoc) September 15, 2020

However, some brands can cross the line into too personal — and consumers aren’t fans.

Marketer's Dilemma, 2020: Make It Personal, Just Not Too Personal #LitmusLiveWeek @mhsargeant @litmusapp pic.twitter.com/QvtaCglKZY

— Cynthia Price (@cynthiahprice) September 14, 2020

How personal is too personal? Make sure all of your email’s personalized elements have a purpose behind them, and don’t personalize things just because you can. You’re not trying to prove how many details you know about your customer’s life. When you’re personal with a goal in mind, your marketing emails should be good to go.

Tip #6: Accessibility is about everyone.

Major email design tip here: Make sure everybody can read your email, no matter what device or technology they’re using.

"Email Accessibility: Email Inclusion, making it so every can easily receive and understand your message, regardless of device." – #Litmusliveweek

— Myrna B (@myrnacreates) September 15, 2020

For actionable tips on accessible email design, check out this list of must-dos:

How to make your design more accessible:

Use color purposefully
Keep layouts simple
Include a logical reading order
Design clear links + click targets
Write accessible link text
Make images accessible
Test for screen readers#LitmusLiveWeek @leslielecroy

— Litmus (@litmusapp) September 15, 2020

Tip #7: Use empathetic humor.

Humor is a fun way to inject a little personality into your marketing emails, but if your joke ends up offending somebody, that idea can backfire fast. This helpful chart shows high- and low-empathy methods of humor. Try laughing at yourself, or laughing with somebody else for best results.

I hope marketers remember this chart from @tomfishburne when April Fools Day rolls back around and strive for high empathy–if they feel like they absolutely have to participate in this minefield of a holiday. #LitmusLiveWeek pic.twitter.com/y7zK2IbxrF

— Chad S. White (@chadswhite) September 17, 2020

Tip #8: Ask your subscribers what they want.

Not sure what your subscribers want? Ask them! This can help you figure out what’s missing, what’s working and what’s annoying.

Theme of #LitmusLiveWeek seems to be "Ask your subscribers what they want". #LitmusLive pic.twitter.com/Bn0Vs5DkgN

— Anne Tomlin (@pompeii79) September 17, 2020

Tip #9: Create accessible and relatable designs.

Inclusion is an action. And when you take action to make all of your customers feel like they’re included, they’ll feel a sense of belonging — which can only do good things for your business.

"If our designs are not being seen or heard because they aren't accessible or relatable then we are failing as marketers."
Possibly one of the strongest quotes so far! @leslielecroy and @KatColohan at #LitmusLiveWeek @litmusapp pic.twitter.com/CBNv2Vhzb3

— Taxi for Email (@TaxiforEmail) September 15, 2020

Tip #10: Don’t nag, nudge.

There’s a fine line between nagging your customers and nudging them. Create marketing emails that nudge, giving readers a gentle push in the direction you want them to go.

Don’t Nag. Nudge. @litmusapp @mevlow @reallygoodemail #LitmusLiveWeek pic.twitter.com/nmNT7pxEyy

— Beyond the Envelope (@Paul_Airy) September 17, 2020

Wrap-up: Email marketing design tips from #LitmusLive

Implement these email newsletter design tips from #LitmusLiveWeek 2020 as you create emails using the BEE editor. And don’t forget to mark your calendar for the next Litmus Live in September 2021!