If you’re handling email marketing for a B2B company, you know the pressure: every campaign needs to pull its weight. Getting decent ROI isn’t about flooding inboxes or chasing every shiny new tool. It’s about sending emails that actually work, to people who care, and knowing for sure what’s landing (and what’s not).
That’s where Litmus comes in. It’s a toolkit for email marketers that promises to boost your results, but not every feature is a gamechanger—and some are just noise. Here’s a no-nonsense look at the Litmus features that genuinely help B2B teams get more from their email marketing, and a few you can skip.
Why B2B Email Marketing Needs More Than Just a Mail Merge
Before we get into features, let’s get real: B2B email marketing is a different beast. Your audience is busy, skeptical, and usually making decisions as part of a team. One broken link or wonky render, and you’re toast. “Spray and pray” doesn’t cut it.
You need to: - Make sure emails look right everywhere (especially on Outlook, the bane of every B2B marketer's existence). - Land in the inbox, not spam. - Prove to your boss or client that what you’re doing is actually working.
Litmus is built for this. But not every button in the dashboard is worth your time. Let’s break down what matters.
1. Email Previews: The Real ROI Saver
What It Does
Litmus lets you preview your email on dozens of email clients and devices before you hit send. That includes the usual suspects: Outlook (all the weird versions), Gmail, Apple Mail, and mobile devices.
Why It Matters for B2B
- Corporate IT is unpredictable. B2B recipients use a mess of outdated Outlook and security settings. What looks perfect in Gmail can break in Outlook 2016.
- One bad render = lost trust. If your email looks busted, you look sloppy. That gets you ignored—or worse, flagged as spam.
What Works
- You catch dumb mistakes before they become expensive ones.
- The side-by-side previews save you from endless “test sends.”
What Doesn’t
- Some previews can be slow to load, especially during crunch time.
- You still have to know how to fix rendering bugs. Litmus shows you problems, but it doesn’t magically code for you.
Pro tip: Focus on the platforms your audience actually uses. If 90% of your list is on Outlook and Gmail, don’t stress about perfecting for Yahoo Mail.
2. Spam Testing: Not Sexy, but Crucial
What It Does
Litmus runs your emails through spam filters (think Outlook, Gmail, Barracuda, and so on) and scores your likelihood of ending up in the junk folder.
Why It Matters for B2B
- B2B firewalls and filters are way tougher than consumer inboxes.
- A single trigger word or missing authentication can tank your deliverability.
What Works
- You get clear warnings about missing DKIM, SPF, or blacklisted links.
- It catches little stuff—like a sketchy subject line—before you send.
What Doesn’t
- It won’t fix your sender reputation. If your domain is already burned, Litmus can’t save you.
- Spam filters update constantly, so you’re never 100% safe.
Ignore: Litmus’s “Spam Score” is helpful, but don’t obsess. Use it to catch obvious issues, then move on.
3. Analytics That Actually Tell You Something
What It Does
Litmus Analytics tracks opens, clicks, device usage, and even how long people looked at your email. You get a dashboard of who engaged and on what.
Why It Matters for B2B
- You want proof your emails are being read by decision makers, not just landing in a black hole.
- “Opens” are less reliable now (thanks, Apple Mail Privacy), but device and engagement data still matter.
What Works
- See which clients your audience actually uses. That tells you where to focus your testing.
- Engagement stats (like “read time”) show if people just skim or actually read.
What Doesn’t
- Open rates are becoming less useful. Apple’s privacy updates inflate numbers.
- If your emails get forwarded internally (common in B2B), the analytics can get messy.
Pro tip: Use Litmus data to argue for (or against) design changes. If 80% of your audience is reading on desktop, you don’t need to stress about mobile-first every time.
4. Proofing and Approvals: Save Time, Save Sanity
What It Does
Litmus lets you collect feedback, edits, and approvals in one place. No more endless email chains or “final_v7_reallyfinal.html” attachments.
Why It Matters for B2B
- B2B emails often need signoff from legal, product, or compliance teams.
- Centralizing feedback saves hours (and your nerves).
What Works
- You can highlight sections and leave comments—like Google Docs, but for email.
- Approvals are tracked, so you have a paper trail.
What Doesn’t
- If your team refuses to use new tools, this is a tough sell.
- Not a replacement for real project management if your process is chaos.
Ignore: If you’re a one-person shop, skip this. It shines in teams with lots of cooks in the kitchen.
5. Personalization and Dynamic Content Previews
What It Does
Litmus can show you how your email will look with different personalization fields—names, companies, custom offers—before you send.
Why It Matters for B2B
- Sending “Dear [First Name]” to a major client is a quick way to look amateur.
- B2B emails often use account-based or segment-specific messaging.
What Works
- Quickly spot broken merge tags.
- See how dynamic content blocks display for different segments.
What Doesn’t
- This won’t fix your CRM data. Garbage in, garbage out.
- If your ESP (like HubSpot or Marketo) handles dynamic content differently, Litmus’s previews might not match the final send 100%.
Pro tip: Always spot-check real data, not just test values. Use Litmus to catch placeholders that slipped through.
6. Building and Testing with Litmus Builder
What It Does
Litmus Builder is a code editor built for email. It does live previews, error checking, and integrates with your workflow.
Why It Matters for B2B
- If you build custom emails or tweak templates, Builder saves time and headaches.
- Instant previews mean fewer “whoops” moments.
What Works
- Real-time feedback on code changes.
- Built-in support for email-specific quirks (like inline CSS).
What Doesn’t
- It’s not for total beginners. If you’re not comfortable with HTML/CSS, Builder can be overwhelming.
- If you only use drag-and-drop editors in your ESP, you may never need this.
Ignore: If you outsource all your email builds, this isn’t for you.
Features That Sound Cool, But You’ll Probably Never Use
Every SaaS tool has bloat—Litmus is no exception. Here’s what you can skip:
- Advanced integrations with obscure ESPs: Stick to what your team actually uses.
- Branding/Color Consistency tools: Nice in theory, but most B2B emails stick to templates anyway.
- Template Library: Handy, but don’t expect magic. You’ll still need to customize.
Getting Real ROI from Litmus: What’s Worth Paying For?
If you’re on a budget or justifying spend to the boss, here’s the honest take:
- Must-have: Previews, spam tests, and analytics. These features actually save time and prevent costly mistakes.
- Nice to have: Team proofing and Builder—if you have a bigger team or do a lot of custom emails.
- Skip: Extras you’ll never use. Don’t let a flashy feature list distract you from what moves the needle.
Takeaway: Keep It Simple, Test, and Iterate
Litmus can absolutely help B2B marketers get more out of email—if you focus on the features that matter. Don’t try to use every bell and whistle. Get your emails looking right, make sure they land in the inbox, and measure what’s actually working. Save your time (and sanity) for the stuff that makes a difference. Test, tweak, repeat. That’s how you drive real ROI—no magic, just smart, simple process.