Ever hear of a litmus test? Believe it or not, 'litmus test' is actually in the dictionary as a noun! Although the term was initially coined in the chemistry field, to test whether or not a solution was acidic or basic., litmus testing is now heard across industries. Politics is one example but a better example (e.g. experts say the next presidential election is litmus test for democracy in the region). But a more prevalent example is litmus testing being used in marketing and email marketing to be specific.
We have all seen emails that render funky in our inbox. The fact of the matter is, a lot of time and effort goes into building that email. It becomes super frustrating for marketers to think they have the perfect email, only to find out there is a broken link or image, a missing button or something similar. There's a lot of variables to take into consideration. The sender of the email must make sure that:
A. The email looks good in desktop, mobile and tablet views
B. The email looks good whether the user is on a MAC versus a PC
C. The email looks good on different mobile operating systems (iOS versus Android)
D. The email has no broken links, no missing images, no styling issues and no erroneous text
Litmus Software is the go to tool for this type of email marketing testing. Marketers are the furthest from perfect but doing their due diligence and running a Litmus Test is going to save them a few headaches. So the next time you get an email that has a clear issue with it, you can do the following:
A. Cut the marketing department some slack
B. Reply back 'Litmus test please!'