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Our commentary: Mark Brownlow's review of Litmus - an inbox preview tool shows the benefits of knowing how your emails appear in different inboxes. It's always been difficult to get emails to render correctly for the main readers. You're very dependent on the skills of your email designer in tailoring their HTML and CSS for Email since it's so different to web design.
Marketing implications: It's particularly you ask your agency to test a new design against all the main email reading platforms listed here.
Increasingly, email service providers like the SmartFOCUS tool we use incorporates email platform preview within the system and make it part of the process of editing and reviewing and email, so make sure you ask the question when you switch providers too.
Recommended link: Email Tool review - review of Litmus
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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