Avari Blog

One Direction Fans or the Email Community?

[fa icon="calendar"] May 22, 2018 / by Jake Stott

Last night, Litmus and #TEDC15 made it hard to tell the difference.


The date is Thursday, the 21st of May, 2018. For most people, it maybe seemed a fairly insignificant day on the calendar. In Berlin, the weather was pleasant at best; it was early evening, and this tweet appeared. What happened next will blow your mind….


#TEDC15 Tweet


Litmus, everyone’s favorite tool for testing and tracking email, launched “The Email Design Conference 2018” — which in itself is a cool announcement! However, the folks over at Litmus didn’t rest there. “What’s the coolest thing we could do with this?" they thought. "How about adding a Live Twitter Feed to the email we send out?”

What happened next led the world’s email community to behave no less hysterically than a horde of One Direction fans...

Kevin Mandeville (@KevinMandeville) and Kevin Thompson (@kevinthompson) were the individuals responsible for making this happen, and in turn, got everyone tweeting to #TEDC15 to see their name in lights.

They obviously knew this was cool, but I’m sure they couldn’t have predicted the reaction would be quite like this! At AVARI, we are super happy to see Dynamic Email Content taking center stage, because that’s our thing too! And with AVARI, not only can you use Twitter, but you can get live feeds from Facebook and Instagram as well.

We definitely think most people understood the concept, with many choosing to keep the default tweet from Litmus:


Dynamic Twitter Feed



AVARI even got in on a little bit of the action and shared some examples of Twitter and Instagram social feeds from campaigns with our customers (we were so excited!):

Live Instagram Feeds

Overall, it was an absolute humdinger of a success! As of the following day, at 9am EST, there have been 741 tweets or retweets featuring #TEDC15. That many in less than 20 hours! Although... a few people may have gotten a little lost:


Confused #TEDC15 Tweet


Here are my 10 personal favorite reactions:

#TEDC15 Tweet 1


#TEDC15 Tweet 2


#TEDC15 Tweet 3


#TEDC15 Tweet 4


#TEDC15 Tweet 5


#TEDC15 Tweet 6


#TEDC15 Tweet 7


#TEDC15 Tweet 8


#TEDC15 Tweet 9


#TEDC15 Tweet 10


Now if that’s not awesome engagement, I don’t know what is! If you want to see the commotion for yourselves, check it out here. Once again, a huge congrats and big thanks to Litmus for putting Dynamic Social Email Content center stage.



Topics: Dynamic Content, Social Media

Jake Stott

Written by Jake Stott

Jake is the Brand Relationship Manager at AVARI, where he specializes in helping brands boost their email marketing efforts. He’s British, loves marketing strategy and travel, has a pet ostrich, and is a sponsored Club Mate Athlete.