Test Formatting to Increase Deliverability
Testing the format of email campaigns before sending them to customers is a very easy thing to do, yet it is often overlooked by many marketers. Testing a campaign in different email clients will show marketers exactly how the emails will look to their customers. If an email has missing graphics and broken links, customers will know that very little time went into creating the message, and, therefore, they could feel that the message itself is unimportant. However, a well designed, branded, clear, concise email will appear more relevant as it will be obvious that the sender took a lot of time and care in developing the message.
When performing tests in different email clients, be sure to actually send the message, don’t just preview it. Often times the message will look fine in the preview pane but it will be delivered incorrectly.
Marketers may also choose to test different subject lines, graphics, or text to see which campaign generates the more responses and is, therefore, the most relevant message to send to subscribers. To perform an A/B Split test, marketers must first select a small amount of test subjects, typically five to ten percent of the total list size. The marketer than creates two or three separate email campaigns using different subject lines, different headlines, different body text, configuration, call to action, and different graphics.
After sending the emails, marketers must carefully track the results, paying close attention to the number of click through rates and conversions each campaign generated. The marketer will then know without doubt which campaign to send to the rest of the list in order to reach the most subscribers.
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