If you’re sending emails, it’s essential that you test them with email testing tools. No doubt you put a lot of time into writing copy and tweaking your email template. But sending emails without proper testing can leave you open to mistakes, like emails not displaying properly in some email clients, emails landing in spam boxes, and awkward formatting in your email design.
Main elements of your email you should be testing:
The most obvious test is always the subject line test. It’s tried and true and can help you understand which type of subject works best for your list. In my mind, there is two main types of subject, one with a direct call to action, and one with more of a mysterious, intriguing message.
When you’re testing, think about what your goal is. Do you want to test one type against the other? Or do you want to test the wording in one type of the two lines?
Either way is fine but remembers to remind yourself which type of test you’re performing when comparing the results. Subject line testing is usually best measured by opens. However, if comparing a direct subject line to an indirect one, it’s usually good to keep an eye on clicks as well.
Content testing can be done in a multitude of ways, and it’s easy to get carried away. It’s best to constantly test and evolve one’s template as often as possible.
With content testing, try to focus on only one element at a time. Try doing simple things, like removing the navigation from one version of the email, or placing your call to action above versus below your main image.
If you’re pushing a sale, you can also test an offer, like free shipping against 10% off. The biggest pitfall to avoid content testing is to try too much at one time. Two different creatives will muddle your results. Remember, you’re just after one piece of information.
The third quick and easy type of testing is date/time testing. Many email marketers fall into a rut of sending at the same time each day or week. This can be good so that your subscribers fall into a habit of expecting your email, but it’s also good to throw a gut check every once in a while.
If you’re in the habit of sending in the morning, try a small deployment in the afternoon. If you send it every Monday, try a Wednesday for fun. It can be surprising to see the differences between days and times for your send, so don’t hesitate to try 10% of your list out somewhere else to see if your results vary.
