Lauren Smith
Litmus
Boston, MA, United States
Contact Lauren
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
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Past articles by Lauren:
Which Is The Best Image Format For Email?
Answering the eternal question: PNG, GIF, JPEG, or SVG? We walk through the pros and cons so you can make a decision on which image format for email to use. → Read More
How To Ban Blue Links on iOS Devices In Email
We've all seen blue links in our email--as a designer, you can fix them so it doesn't detract from the message. Here's how to ban blue links on iOS devices. → Read More
The Ultimate Email Marketing Checklist
The Email Marketing Checklist guides you through the steps of creating great emails, and gives you tips for avoiding common email mistakes. → Read More
How to Define the Goal of Your Next Email Marketing Campaign
Goal setting is crucial to email marketing success. Here are four questions to answer to help define your email marketing campaign goals. → Read More
Uncovering the Metrics Behind an Award-Winning Email
Opens & clicks aren't the only email metrics to measure success. Our email campaign was a success because it accomplished its goal of driving awareness. → Read More
A Tribute to Ray Tomlinson, the Inventor of Modern Email
With the passing of Ray Tomlinson, we’d like to thank him for creating our favorite communication medium & reflect on how it’s evolved since its inception. → Read More
We Analyzed 13 Billion Opens to Discover Where Subscribers Read Email [Infographic]
Analysis of 13 billion email opens, including an in-depth look at mobile, webmail, and desktop opens in 2015 . → Read More
A Guide to CSS Inlining in Email
January 19, 2016 A Guide to CSS Inlining in Email By Lauren Smith Email development involves a combination of HTML and CSS, or Cascading Style Sheets. While HTML structures the content and layout of the email, CSS is used to style and format the content—like including link colors and headline fonts. There are three ways to include styles within an email: using external stylesheets, embedded… → Read More
Top 10 Email Developments of 2015
December 17, 2015 Top 10 Email Developments of 2015 By Lauren Smith The past year has brought many changes to the email world. Between the introduction of new email apps, Yahoo (finally!) supporting media queries, and more, the email marketing world is alive and ever-changing. To succeed in this constantly evolving industry, it’s necessary to stay on top of the latest updates—your designs,… → Read More
Top 10 Best Performing Litmus Emails of 2015
December 16, 2015 Top 10 Best Performing Litmus Emails of 2015 By Lauren Smith What were your most successful email campaigns in 2015? And how do you measure that success? Many marketers focus on open and click rates. While those metrics can be a great way to measure overall engagement, they don’t paint the whole picture of a campaign’s performance. Especially when different emails have… → Read More
Top 10 Most Tested Email Clients in 2015
December 10, 2015 Top 10 Most Tested Email Clients in 2015 By Lauren Smith With each passing year, the number of applications and devices that people use to check their email grows. As a result, an email marketer’s job gets a bit more complicated with each passing year, as the areas in which to focus testing efforts reach a tipping point, preventing many email marketers from identifying the most… → Read More
The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing
December 8, 2014 The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing By Lauren Smith Whether it’s reading a blog post with your phone, catching up on Twitter with a tablet, or even previewing emails on your watch, the number and types of devices we use to consume content are growing rapidly. In fact, at least 43% of emails are opened on a tablet or smartphone. How does… → Read More
The Top 10 Email Design + Marketing Blog Posts of 2015
December 7, 2015 The Top 10 Email Design + Marketing Blog Posts of 2015 By Lauren Smith It’s that time of the year, email geeks! It’s time to reflect on the past year (what worked and, errr, what didn’t) and start planning for the year ahead. As we look back on 2015, we’re putting together lists of all the email amazingness that has occurred over the past year. To celebrate, for the next 10 work… → Read More
Introducing Kristen, Webinar & Events Manager
December 3, 2015 Introducing Kristen, Webinar & Events Manager By Lauren Smith We’re thrilled to introduce Kristen, Webinar & Events Manager. While Kristen has been on the team since June, she was heads down planning The Email Design Conference (TEDC) in Boston and London—and then had a beautiful baby boy! We’re excited to have her back in action and look forward to the amazing events she has in… → Read More
How to Recover From Broken Personalization in Email
December 2, 2015 How to Recover From Broken Personalization in Email By Lauren Smith How many times have you received an email that started with a variation of “Hey {First_Name}”? The answer is probably a lot. Since testing personalization requires an extra step in the quality assurance process and varies across email service providers, it’s often forgotten. This results in frequent errors, and… → Read More
How to Turn Prospects Into Lifelong Customers: Webinar Q&A
November 11, 2015 How to Turn Prospects Into Lifelong Customers: Webinar Q&A By Lauren Smith Want to turn prospects into customers, and customers in lifelong customers? You can with email. Through cart abandonment emails, first-time customer welcome series, win-back campaigns, and more, you can trigger marketing communications for maximum impact. We joined forces with Rejoiner’s Mike Arsenault… → Read More
6 Alternatives to Spending Thousands on an Email List
August 24, 20156 Alternatives to Spending Thousands on an Email List [ 0 By Lauren Smith Email has the highest ROI across digital channels—and revenue from email has increased 28% in 2014. It’s no wonder that marketers are on the look out to grow their email lists quickly (and, hopefully, inexpensively). Purchasing a list of email addresses may seem like a great solution, but it’s not. While you… → Read More
The Email Design Conference, London: Memorable Takeaways + Tweets
October 9, 2015The Email Design Conference, London: Memorable Takeaways + Tweets [ 0 By Lauren Smith We wrapped up the final leg of The Email Design Conference 2015 in London—and it was chock-full of email geekery. For two days, hundreds of email lovers (from all around the world) gathered to learn and share how to produce great looking—and performing—emails. Speakers from the UK, Bahrain,… → Read More
The Email Design Conference, London: Memorable Takeaways + Tweets
October 9, 2015The Email Design Conference, London: Memorable Takeaways + Tweets [ 0 By Lauren Smith We wrapped up the final leg of The Email Design Conference 2015 in London—and it was chock-full of email geekery. For two days, hundreds of email lovers (from all around the world) gathered to learn and share how to produce great looking—and performing—emails. Speakers from the UK, Bahrain,… → Read More
Personalization, Segmentation, and Relevancy in Email >
Litmus tests and tracks your email campaigns, so you can always put your best design forward. → Read More