An e-mail campaign by marketing analytics vendor Litmus provides lessons on how to market a product to professional marketers, David Kirkpatrick writes. The campaign incorporated testimonials, a GIF to demo the new product and a clever subject line, he writes. "One of our biggest challenges is there is always a feeling that we need to be demonstrating the best techniques, or the most creative uses of e-mail, since we are selling an e-mail product to marketers," said Litmus Marketing Director Justine Jordan.

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