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:

•	Be concise. 95% of high-performing emails used 200 words per image or less.
•	Context is “queen.” Keep asking questions and testing.
•	Simplicity wins. 48% of high-performing emails used a 1-column template.

We’ll let a picture speak a thousand words (or an acronym):

These tips were just a few of the “aha” moments from Litmus Live 2017. See what else we learned this year:

“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