Email marketing is one of the most widely used and powerful tools in the marketer’s toolkit. It is the primary source of lead generation for the majority of companies and it has been proven to be a successful and effective method of engaging with an audience. People send a receive emails everyday and the inbox is a source of information for many consumers, which makes it a prime atmosphere for sharing content that can compel potential customers to connect with a company.
However, due to the cost-effectiveness and popularity of this method of marketing, it is becoming increasingly difficult for marketers to make an impact on their target audience. People are overexposed to emails and as a result, it takes more to impress them and inspire action. That being said, there are many resources available online that can be used to help construct great email campaigns, but there is one marketing trick that is often overlooked.
“Before you hit the send button on your emails, it’s not about checking if you’ve included all the information, if your sign-off sounds good, or whether or not your images add enough to the page without making it too busy. Though these things are certainly important, those can always be improved with time,” Says Hana LaRock on Business 2 Community. “Nope, the one thing that you must do before you hit the send button is TEST, TEST, TEST.”
TEST, TEST, TEST in Every Way Possible
Without any testing, there is a very good chance that an entire email campaign could fail for a simple reason that would have been easily avoided with the proper precautions. While many marketers become focused on their design and content of the email, there are many small hiccups that can have a big impact on the quality of the email marketing.
Double Check Design Across All Devices and Platforms
What works well in one place may not work that well in another. It is vital for a marketer to double check that their design will be functional across all devices, platforms, and publishers. If a wonderful email design only works on Gmail, there is a potential loss of connection with a huge amount of a subscriber list.
Ensure That Images Load Properly
There is no point in spending hours on graphic design if no one can see it. Sometimes there can be strange formatting issues in different platforms, so it is important to ensure that all of the embedded images can load properly and quickly.
Test All Embedded Links
A link is a very important aspect of email marketing as it is one of the best methods for engaging with the audience in a way that draws them directly to a company’s website. If a link is not working properly, it can be a huge detriment to the success of an email campaign.
Make Sure Readers Can Reply If Necessary
Depending on the type of campaign, a marketer may want their target audience to be able to reply to the email. If this is the case, then it is absolutely necessary to make sure that it is possible. Test reply buttons every time.
Test All Personalization Options
Personalization of emails is a great way to give a boost to email marketing, but if they do not work, it can actually do more harm than help. Personalization options are generally automated, so make sure that there are no bugs in the system.