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The Anatomy of a Modern Marketing Org

Is your marketing organization ready for what’s next? As marketing leaders, we often ponder this question during our annual planning season when we’re forecasting our goals, themes, campaigns, and budgets for the coming year. If this sounds familiar, in the spirit of Adam Grant, I invite you to: “Think Again.” Marketing has never been more complex. Sweeping advances in digital marketing, AI, ML, and privacy have...

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The best way to calculate the ROI of an ESP migration

For the last month or so, we’ve been diving into ESP migrations. We’ve covered everything from the top questions to ask to determine if you need to move and how to do an email audit, to how to assess ESPs and to how to actually migrate. So, once you’ve gone through all of that, how do you know if it was worth it? How do you actually calculate ROI? While email marketing is important, measurement in our world can be weak....

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How to migrate ESPs—easily

If you’ve been keeping up with our blog series on ESP migrations, you know we’ve covered the following: The top 7 questions you need to ask when considering an ESP migration How to do an email audit How to assess ESPs and get buy-in for a new one The next stop in our journey? Starting the migration process. Here are some tips to help make that migration process as smooth and headache-free as possible. Don’t forget about...

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This is not a drill: The loss of third-party cookies is bigger than GDPR and CCPA

If developing a strategy to wean your media plans and martech stack off third-party (3P) cookies hasn’t been top priority, it should be now. Let’s start with the basics: 3P cookies are text files that store data about web experiences across different websites, and help inform companies about the people who visit their own websites. In March 2021, Google announced that its ad tools would no longer support individual tracking of...

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How to assess ESPs and get buy-in for a new one

Approaching your leadership team with a well-researched business case to make the switch can help illustrate gains from changing technologies, but getting that all-important green light might not be an easy process. In a recent Litmus Live Day session with Jordie van Rijn, we discussed 3 things to help set your team up for success: Plan based on your team and business goals. Create (and narrow) lists of considerations. Audit more...

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How to do an email audit

You may have seen our recent posts in our ESP Migration blog series: New CMO. New MarTech stack. What now? and Considering a new ESP? Top 7 questions you need to ask first. This is the next one in the series. Once you’ve decided to make the move, the next step we recommend is to do an email audit. Doing an audit of your program before you take the steps to actually migrate ESPs will help you: Gain a clear picture of exactly...

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3 Successful Tales from the Year of Email for All

This decade—oops, sorry—year, has been a long and challenging one. But even in the darkness, email marketers always seem to find the (spot)light. With tighter schedules, less budget, and screaming children, you did it. We want to keep that flame alive as we wrap up the year with three stories from Litmus customers who found a way to make things happen faster and better, despite this year’s events. A Tale of Time Saving...