If You Want Your Email Campaigns to Be Successful, Make Sure You Have a Solid QA Strategy

Working with marketing and other departments, you’ve honed the perfect email message before you can send it to a targeted list of customers. All of your customer preferences and data have been aligned, and you’ve gathered eye-catching imagery, written persuasive copy, segmented your target audience, and more. All of your hard work could be for naught if you don’t have a strategy for email testing in place before you hit “send.”

It’s no longer a guessing game with the right email testing strategy. You are understanding why what, and how you should be testing your email marketing campaigns will help you get the best return on your investment and provide a positive customer experience.

Why practice Email Quality Assurance before sending emails?

When emails don’t go as planned, even the most experienced email marketer has an embarrassing story or two to tell. “Hello [First Name]” greetings have you received many times? The combined field was just not set up correctly, and it could have been discovered by conducting a simple test.

If you view email QA as a way to prevent pain, you can safeguard yourself from situations like this. This means you won’t have to worry about how your email will look when it reaches your customers.

This will help you with a 13 percent increase in click-throughs and thousands of additional guests to the campaign’s content thanks to some simple clustering and custom visual images.

There are 5 components of your email marketing campaign that you must send for quality assurance.

Now that you realize the benefits of testing your email campaigns, let’s take a look at the following five things which you can test in your emails right now to get excellent performance:

  1. Subject lines

Subject lines are likely the component of emails that are tested the most frequently, and the A/B Test feature offered by Campaign Monitor makes it incredibly easy for you to put your subject lines to the test.

In your subject lines, you can play around with some interesting ideas, such as:

  • Length – Compare subject lines that are short to subject long lines. (in the world of marketing, this is a topic that generates a lot of discussions)
  • Topic – Experiment with the subject lines of two emails on entirely different subjects to see which content is of most interest to your subscribers.
  • Personalization – Try adding some personalization to comparable subject lines, such as greeting recipients by their first name, to see if this results in a better response rate.
  • Promotion/Offer – Examine the effectiveness of different types of promotions, such as “Free Shipping” versus “15% Off,” by comparing the results.

 

  1. Pre-header

Do your email marketing campaigns make use of a pre-header? Ensure the correct text is the first line of message in your email and can act as a supporting role to your email subject line by providing your subscribers with additional background information regarding the content of the email. The preview pane of email browsers helpfully benefits from this. As marketers, we frequently miss an opportunity to better or boost our open rate that is presented by the pre-header. This can be frustrating.

  1. Day or time

No one answer is appropriate for all companies because every company has a different list of customers, various engagement levels, and, of course, unique content.

Examining the shift in your open rates and click-through percentages can provide you with invaluable insight into the aspects of your email marketing strategy that are likely to be most successful for the subscribers on your list.

  1. Call to action

In your tests of calls to action, you can try some interesting things, such as the following:

  • Text: A comparison should be made between more general calls to action such as “Buy More” and more specific ones such as “Get the Flare Jean Now.”
  • Color: Your email’s call-to-action should be cohesive with the rest of the message, while simultaneously drawing attention to itself.

 

  1. Content

You can test some fascinating stuff with your content, such as the following:

  • Length– Content in either short form or longer length can be found here. Do you find that your readers are more interested in reading brief excerpts that include a link to more content on your site, or do they want to delve deeper into more in-depth writing?
  • Specific or Generic –Our Dynamic Content feature at Campaign Monitor gives you the ability to tailor the content that is displayed to each user based on the information that you have about them. You can compare the click-through rates of your website with dynamic content to those of your website with generic content.
  • Positive or Negative language – You might be scratching your head as you read this one, but you can also test whether or not you use positive or negative language in the content of your emails.

Additional tips for conducting successful email A/B tests

1. Decide what you want to test and why.

Think about the instance of the subject line of your email; you really ought to test both the length of it and the subject matter that it covers. For the time being, you should just take it one piece of data at a time. Before you decide what information you want to include in the precise subject material, you should first test the length of the subject line and see how much space it takes up in the inbox. If you want to determine the correct length for a subject field, you will need to do this first.

2. The two-point guideline

In our opinion, buttons are more effective than CTA links when it comes to getting more people who click through to your website. It was amazing to see the results we got when we tested two different iterations of our email, one of which had a call to action button.

3. Take action on your results

What’s the likelihood that you’ll do anything with the results after you get them? Don’t allow it to happen to you! Don’t wait until the end of the test to come up with a plan of action; do it now.

4. Repeat the test

Several variables can affect the results of your email testing, including the weather, the time of year, and the makeup of your email list. An email program’s ability to be tested is critical to its success. In either case, if you’re looking to create manually or using built-in tools.

Wrap It Up

It’s time to send with confidence once your email is personalized and clear in its intent, leaves a strong first impression in the inbox, characteristics adequate images, and looks good on mobile devices. Email QA assures you that your recipients will enjoy their interaction with your email and that your efforts will be rewarded.

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