Litmus Live  
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Litmus  
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The Perfect Email Design Doesn’t Exist  
Alex Kelly, Mail Chimp  
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At Litmus Live San Francisco, Alex Kelly from Mail Chimp used data collected from over 15 million  
Mail Chimp users to demonstrate why the perfect email design doesn’t exist.  
Armed with real world examples, her analysis confirmed that yes, it always depends with email and  
there’s no silver bullet to creating the perfect email.  
Instead of striving for someone else’s idea  
of perfection, Alex offered these tips:  
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Be concise. 95 percent  of high performing emails used 200 words per image or less.  
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Context is  queen.  Keep asking questions and testing.  
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Simplicity wins. 48 percent  of high performing emails used a 1 column template.  
We’ll let a picture speak a thousand words (or an acronym):  
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Keep it Super Simple and Straightford, Silly  
These tips were just a few of the  aha  moments from Litmus Live 2017.  
See what else we learned  
this year:  
BOS  
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Litmus Live Boston 2017: A Recap in Tweets  right arrow  
LON  
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3 Things We Learned at Litmus Live London That You Should Put Into Action Today  right arrow  
SF  
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Email Marketing Myths, Busted: What We Learned at Litmus Live San Francisco  right arrow  
Working in the non profit sector, Litmus Live gives me the knowledge and insights to do my job  
better, raise more money, and change more lives!  
Armando Freitas, Email Marketing Manager at Joni and Friends  
Litmus Live 2017 attendee  
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