Analytics tip – Litmus email analytics

If you’re a regular on the Whereoware blog (and we hope you are!), you’ll notice we write about Google Analytics each month to help you make sense of all that important data. Google Analytics is a free tool that measures a zillion things about our website traffic, mobile audience, and engagement levels, but it isn’t the only analytics tool available. is a paid tool that allows you to check how an email will look across desktop and mobile devices and email service providers (ESPs). Today, we dive into Litmus Email Analytics – an awesome feature that measures opened emails’ performance.


Litmus Analytics is extremely visual and uses straight forward, non-technical terminology. A newbie can review their Litmus Analytics dashboard and gain immediate understanding of how recipients interact with their emails. The analytics data is broken up into three groups – Engagement, Email Clients, and Geolocation. The Summary dashboard shows quick stats, like how many people opened, forwarded, or printed your email, and a high level view of the Engagement and Email Clients reports.

Litmus Dashboard Homepage-2
Just like most ESPs, Litmus Analytics tracking code is based on image bug loading – when a person opens your email, the image bug is loaded, which counts as an email open. For this reason, the code cannot track behavior data if your recipients don’t open the email or enable images. Litmus has tested the code across tens of thousands of email recipients and across every major client, and the addition of the tracking code doesn’t negatively impact your email’s deliverability or how it looks across email clients.


The Engagement report measures how recipients interact with your email. The Total Engagement chart provides a visual graph and statistics on how many email openers read, skim/read, or glanced/deleted your email. Read is defined as spending 8+ seconds on your email, skim/read is more than 2, but less than 8 seconds, and glanced/deleted means the recipient spent less than 2 seconds with your email. The same data is broken down further into mobile and desktop engagement and by email client.

Use this information to determine whether your content and subject line is interesting to recipients, or whether you should focus more time on providing customers a better mobile experience.

Litmus Engagement Dashboard

Email Clients

The Email Client report breaks down the clients used to open your email and ranks their popularity. Similarly, the Rendering Engines graph ranks the popularity of the rendering engines (used to power email clients). The Browser Usage report details the browsers recipients use to view your email; and the Reading Environment report provides statistics on the popularity of different environments, such as web-based email clients (Gmail,, etc.), desktop-based clients (Apple Mail, Outlook, etc.) or mobile devices (iPhone, iPad, Android, etc.).

The Email Clients report helps you determine how your customers are viewing your email, so you can make sure your design renders properly in clients that are popular, and spend less time fixing issues in clients your audience doesn’t use.

Litmus Email Clientst Report


The Geolocation report measures the location of email opens. A visual map makes it easy to see the count by country, and you can click on a country to see further breakdown. The information is also shown in a table, including total, desktop, mobile, and webmail opens.

Keep in mind, the geolocation data details where contacts opened your email, not necessarily where they live. This information can still be leveraged in creative ways. For example, geolocation data could help you determine time zones to target, or whether your audience would benefit from content in different languages.

Litmus Geolocation Report

Setting up your code in 30 seconds

Setting up your Litmus Analytics code is easy! We recommend you review and test your email to make sure it is ready to send, and then add the tracking code to your email source code. Otherwise, if you are making changes and switching between the source and design view, the WYSIWYG editor might alter the tracking code.

1. Click New Tracking Code on the Analytics tab within your Litmus account. Give the campaign a name.Litmus Tracking Code

2. Select the ESP you are using to send your email to determine the proper merge tag (a unique identifier that allows Litmus to match data back to an individual subscriber). Litmus associates a default merge tag for each ESP in the drop down list, or you can provide your own by selecting ‘Other’ for your ESP.*

3. A snippet of code auto populates in the box below. Copy this code into your email’s HTML, right before the closing body tag (</body>).

4. Send a test email to the address provided by Litmus to validate your tracking code.

5. If your code is correct, Litmus gives you the go ahead to send your email. If your code isn’t correct, Litmus alerts you that there’s an issue with your code.

* If you select ‘Other’ as your ESP instead of the default dropdown options, an additional field pops up requesting your merge tag. The merge tag allows Litmus to identify subscribers to collect individual level data. Litmus recommends you use subscriber email as your merge tag, but you can use any unique identifier, like a client number.

Please note, your Litmus tracking code is only good for 30 days before it expires. You can extend the expiration date for up to 36 months in advance.

Exporting data

If you’re a data geek like us, export your data into Excel to save to your desktop, share with colleagues, and manipulate however you want. You can quickly download your email client data, engagement data, and activity data as CSV files. You can also generate an Individual-Level Data export to see how individual contacts interacted with your email. The Individual-Level Data export includes all individual tracking data for your mailing.

You can export these reports manually or setup an automated file transfer via FTP, FTPS, or SFTP. Automating data exports makes it easier to integrate Litmus data into your current CRM suite or database. You’ll receive a CSV import file once per day in the FTP location you provide that will include all the opens data of your Individual-Level Data report.

Don’t forget to leverage analytics data to segment and target your email list. You could use the Activity report to send easy-print coupons to contacts who printed your last email, or an email announcing your new mobile app specifically to contacts who opened previous emails from a mobile device.

Comparing Campaigns over Time

From your Analytics homepage, you can compare multiple campaigns side by side. By comparing your campaigns, you can see your engagement and email client trends over time. This exercise will help you determine the kinds of content that resonate best with your audience for future topic ideas. You can measure whether your mobile audience is growing, and which email clients to focus your design energy. Comparing successful campaigns to mailings that were less popular is the key to continuously improving your results and increasing audience engagement.

More help?

For additional resources on Litmus Email Analytics, check out their Help Center.

Email tip – 3 Ways To Reduce Unsubscribes

Marketing research firm MarketingSherpa found that most companies spend on average $20-$50 per lead. Yet, according to a study posted on, companies lose an average of 19% of their mailing list due to list churn. At such a high attrition rate, you can’t only focus on getting new email addresses, you must also maintain your hard earned leads. Follow our three tried-and-true techniques to keep your subscribers interested and minimize list churn.


A common email marketing mistake is over sending emails. It’s important to send emails frequently enough to keep subscribers active, but not so frequently that you’re annoying them. It’s a hard balance to reach, because there is no perfect number of emails to send per week – it differs from company to company and customer to customer. We suggest keeping an eye on opt-outs to identify when you may be over sending. If you see a sharp increase in opt-outs after sending an email three days in a row, try scaling back the following week to see if fewer email sends decreases opt-outs.

Another option is to take advantage of your marketing automation platform’s tools to help you balance timing. Many automation platforms feature Send Time Optimization (STO), which automates and spaces out email send time based on the time of day your subscriber is most likely to open an email.

If you fear you are losing subscribers due to over sending, try adding a snooze option. Snooze is added to your unsubscribe form and gives your readers the option to take a hiatus from receiving your emails for a specific amount of time, but does not unsubscribe them entirely. Taking advantage of the tools available in your platform can be a quick and easy way to ensure your subscribers stay happy.

Give subscribers control

Subscriber ControlEmpowering subscribers to customize their email preferences is advantageous to you both. Customers are in control of the types of emails they receive and how frequently they receive them, creating a better brand experience. You get to pinpoint an optimal email balance and target their interests.

A simple form can be used to create an email preferences page. Since this data is very valuable to maintaining your email list, we recommend sending out an email dedicated solely to encouraging your subscribers to fill out their email preferences. Send this email out at least once a year to remind users that they can update their preferences, and that your company cares about their wants. Using this explicit data means you are sending only the information your users are interested in, which means your subscribers will remain engaged.

Relevant with DataBe more relevant with data

Leverage behavior-driven data to engage your subscribers on a more personal level. Track preference-indicative behaviors, like clicking a link, opening an email, visiting a site page, downloading a document, or placing an item in a shopping cart. Identify individual patterns and preferences, and use that data to create targeted personalized emails that are relevant to your subscribers’ interests. By continually delivering relevant emails you will dramatically reduce unsubscribe rates.


From tricks like using STO to marketing strategies like behavior driven personalization, there are many techniques to limit turnover in your mailing list. By delivering the most relevant content to the right person at the right time, you’ll keep your customers interested, minimize list churn, and maintain a healthy, well-managed database.

Behind the Glasses – Jim Rothey

Jim Rothey, Whereoware CTOEach month, we interview one of our fab employees here at Whereoware. For August, we get to know Jim Rothey, Whereoware Partner + CTO, a little better.


What’s your name? Jim Rothey
Job title: Partner + CTO


One item you would bring with you to a desert island and why: A sailboat. I like sailing, and I could get off the %*@%ing island

In a zombie apocalypse, my weapon of choice would be: A small army of drones, an underground control bunker (pretty sure zombies can’t dig), and some serious game attitude.


Facebook or Twitter: Twitter
iOS or Android: iOS
‘Nerd’ or ‘Geek’: Both
Star Wars or Star Trek? Star Trek

What’s the best part about working at Whereoware?

The chili cook-off. We make a day of it. I love to eat chili. Even chili without tomatoes or beef, which of course isn’t really chili (even though one of those non-beef, non-tomato, chili wannabes won last year).

NetProspex case study – increase ROI with relevant data

NetProspex, the leading provider of B2B sales and marketing data services, challenged Whereoware with updating their website to better capture high quality, sales ready leads.

By combining marketing automation, dynamic content, and
progressive profiling, we developed a new website and lead generation
strategy, placing the right content in front of the right customer to create a more relevant, personalized experience for each user.

The results:

  • 171% increase in marketing revenue
  • 111% increase in email open rate
  • 10x increase in visit duration
  • 2x increase in pages visited

Read the case study to see how you can leverage data to increase customer engagement and ROI.

Silverpop How To: setting up + using automated behavior updates

Silverpop’s Largest Digital Agency Brings You…

A Silverpop How-To

This week, we welcome a guest post from one of our Senior Online Marketing Managers, Aaron Lemley. Aaron is Silverpop Certified and takes a creative approach to implementing high-performing email campaigns. Here, he discusses: how to setup automated behavior updates, and why these Silverpop system fields can make your next campaign more successful. Let’s take a closer look.

At Whereoware, we’re always looking for new ways to leverage customer behavior in our email campaigns. If you’re new to Silverpop, or looking to use more behavior-based criteria in your next mailing, we recommend you setup automated behavior updates.

Once setup, these system fields allow you to target customers based on the last time they opened an email, clicked a link in an email, or were sent an email. You can imagine the various applications of automated behavior updates – as a safeguard to reduce message fatigue (ex. contact has not been sent an email in the past two days); to target inactive customers with reengagement campaigns (ex. We miss you!); and to better score your leads (ex. contact has clicked in the past week).

You can setup this Silverpop feature in just five minutes. Download our Silverpop How To: setting up + using automated behavior updates to take your email campaigns to the next level.

For more information on this topic please consult the Silverpop Knowledge base. Have any questions for Aaron? Let us hear them!

Whereoware wins EPiServer’s 2014 Best Digital Marketing Site

Whereoware won Best Digital Marketing Site at the EPiServer 2014 North American Summit on July 30.

Whereoware designed and executed a new website and integrated email marketing campaign for client Nutricia Metabolics, a global health food manufacturing company. By leveraging both EPiServer 7 CMS and Silverpop Engage, Whereoware helps Nutricia deliver personalized website and email content, targeted to customer’s age and health condition.

Get the case study to see how Nutricia delivers a cohesive personalized customer experience for huge results.   

Warm congratulations to the other winners – Adage Technologies,  Partner of the Year; Nansen, Best e-commerce Site;  and iMedia Inc., Partner to Watch. Read more about the EPiServer North American Summit.


Email automation tip: subject lines that don’t suck

Do you start each day reading every personal, business, and promotional email you receive? You sure don’t – and your customers don’t either. Your email recipients scan their inbox and read a few emails that pique their interest. How do you grab your customers’ attention? Write an awesome subject line.

Your subject line must speak your customers’ language – the particular words and phrases that incite action for your audience base. A targeted and relevant subject line increases the likelihood that recipients will open your email. Unfortunately, there isn’t a foolproof equation to follow or any magical words to automatically improve your open rates. By analyzing your mailings and comparing subject lines with a high open rate to those with low rates, you can better understand the overall tone, phrases, and words that stand out to your audience.

Speak your customers’ language

Every audience is different, so there are no “silver bullet” words that equate to higher open rates. For example, customers might expect more formal language from an organization like a dentist or realtor, than they would an e-commerce store selling gag gifts.

Below, we showcase emails from “geeky” apparel and gadgets company ThinkGeek and the Reston Animal Hospital. Notice how their tones are different, yet appropriate for their customer base. (ThinkGeek extends their playful tone to their “from” name – the ThinkGeek Overlords).
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Personalize customers’ online experience for huge results – a Nutricia case study

Nutricia, who sells products for people requiring a specialized diet, leveraged the power of personalization with their new website and automated email campaigns. Both their website and emails dynamically change messaging + imagery based on age and health condition, so that customers with specific conditions see content + products relevant to their unique needs.

See the details of this case study and how creating a truly personalized customer experience creates impressive returns.

SEO tip: PPC + SEO drives better quality leads to your website

B-KoThis week, we welcome a guest post from our Online Marketing Manager and PPC/SEO specialist, Brian Ko. Certified in both Google AdWords and Silverpop, Brian works with clients to develop strategies leveraging search engine marketing and email marketing automation.

Congratulations – you invested in a brand new website equipped with the latest features and gadgets to provide customers a fantastic user experience. What’s the plan for driving visitors to your new site?

A great website is useless without traffic, and more importantly, qualified traffic that converts visitors into customers. This is where search engine optimization (SEO) and pay-per-click (PPC) come into play. As a SEO/PPC specialist, I have three favorite recommendations for incorporating SEO and PPC into your marketing strategy to drive quality traffic to your website.

The Case for SEO + PPC:

At its most basic, SEO drives organic traffic to your website. Organic traffic consists of visitors who land on your website by searching for keywords relevant to your business in a search engine like Google. SEO uses a combination of website optimization, content strategy, and a variety of other methods to make sure your business is at the top of search listings.

Why is being at the top important? According a study by online ad network Chitika, Google results on the first page get 92% of traffic for the average search, and organic listings with the first rank have a click-through rate of 33%. Staying atop of the herd pays off, when it comes to organic search.

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Behind the glasses: Teddy Pekalski

TeddyEach month, we interview one of our fab employees here at Whereoware. For July, we get to know Teddy Pekalski, our Sales + Marketing Associate, a little better.


What’s your name? Teddy Pekalski
Job title: Sales + Marketing Associate


Favorite food: Chipotle Bowl, all day, every day!
Hidden talents: Falling asleep in movie theaters. (Yes, I’ve been woken up by movie attendants.) I won’t see a movie past 8 p.m., because I’ll only waste my money.
If there were a movie of my life, I’d be played by: Mark Wahlberg… man crush.
One item you would bring with you to a desert island and why: A beach chair… I’m not leaving!
My earliest memory: My first time fishing – I was holding the tub of worms, when a dog came running down the hill barking and scared me. I took off running, but unfortunately, I ran towards the water. Before I knew it, I was waist deep in water and the tub of worms was empty. Our fishing trip resulted in wet clothes and watching the fish eat the worms I graciously spilled.
In a zombie apocalypse, my weapon of choice would be: a Ray Gun from Call of Duty.


Facebook or Twitter: Twitter – to read all the sports insiders
iOS or Android: iOS
‘Nerd’ or ‘Geek’: I don’t think I’ve been called either (unless it dealt with baseball stats)
Star Wars or Star Trek? I don’t really do the sci-fi thing.

What’s the best part about working at Whereoware?

Every day is different. I’m constantly learning and facing new challenges. Luckily, I work with a group of incredibly bright co-workers, who are always willing to lend a hand. Whereoware allows me to push myself and continue to grow, not only as an employee, but as a person.