In this episode, Carin Slater provides behind the scenes at Litmus as she and her team plan, design, develop, test, and analyze the company's 4 newsletters. She outlines their Agile Marketing process, creative freedom, and focus on engagement and accessibility in each newsletter they produce. Carin also discusses the extensive research and work that went into fully redesigning their flagship newsletter, Litmus News.
Key Timestamp
00:42 - Overview of the 4 newsletters Carin produces at Litmus
01:11 - Carin's role in building Litmus' newsletters
02:08 - Process for planning the Litmus News newsletter
03:08 - How the team collaborates on newsletter copy and content
10:35 - Using Jira for project management and tasks
11:03 - The Litmus team's agile marketing process
16:24 - Process of building the Litmus weekly email
25:04 - Adding UTM codes for tracking
26:23 - Using the Litmus and Marketo tracking pixel
27:53 - Using checklist for auditing
30:35 - Optimizing QA testing for top email clients
35:14 - Tracking and analyzing link click rates
40:17 - Having fun with newsletter production
43:24 - Intermission questions
49:34 - Reason for redesigning the Litmus newsletter
53:18 - Incorporating user feedback into design
57:45 - Challenges with personalization
1:05:28 - What determines if the redesign was a success?
1:13:16 - Where to find Carin and subscribe to her newsletter
Show Notes
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