At least 50% of all emails are opened on mobile devices, and we don’t expect that number to decrease in the coming years.
Think for a second about how many different mobile devices and email clients exist—do your email campaigns look perfect across all of them?
Over 70% of people will delete an email in under three seconds if it doesn’t look right on their device, and 15% could even give up hope in your brand entirely by unsubscribing rather than deleting the single email.
Consistent testing with every campaign is crucial for retaining subscribers and encouraging leads to take action. How can someone trust your brand if you don’t send them an email that takes their needs into consideration?
17 email testing tools + tips to optimize every campaign
In this post, we’ll go over some important factors to monitor while testing. We’ll also provide a list of some excellent email testing tools to make your job a little easier and more efficient.
How to test your design and optimize your email campaigns
Every email campaign involves several variables: coding, copy, email clients, fonts, the list goes on.
While the email testing tools in the next section can help you keep track of all your factors in one place, these are the top aspects you should keep a special eye on.
1. Spam filters and deliverability
Writing and designing an amazing email isn’t worth a thing if it doesn’t get delivered or immediately gets flagged as spam by the email client.
Before anything else, test your emails and double check your deliverability. Remember that spam filters are constantly evolving, and what looks like a genuine email to you may look like spam to the Gmail algorithm.
Stay updated on spam characteristics and keep an eye on your deliverability rates.
2. Subject line length and preview text
You want to make sure your subject line doesn’t get cut off by mobile email clients. Keep your subject lines under 30 characters if you can.
Pay special attention to the preview text as well. Too many marketers repeat themselves in the preview text, subject line, or first sentence of the body copy. When this happens, your subscribers will just see the same copy repeated via their push notification text.
3. Specific email clients
Your campaigns need to look perfect across all operating systems, mobile apps, and desktop browsers. Currently, a vast majority of users still prefer Gmail or Apple iPhone.
This is especially important, as the future of Huawei’s operating system and relationship with Google is unclear. Will Huawei launch its own operating system and email clients or find new ways to integrate with Google and Android?
Whatever comes down the pike, be sure that you test your emails and know how they appear in each email client in order to ensure a great user experience on every device, in every client, every time.
4. Gmail tabs
If you don’t want to settle for the promotions tab and you want that coveted inbox space, you’re going to have to work for it.
Send out some test emails to make sure you’re doing everything you can to get into your subscribers’ inboxes and avoiding the social, promotions, or forums filters.
5. Mobile vs. desktop
Responsive design is the secret behind creating emails that look stunning across both mobile and desktop clients. However, responsive design isn’t foolproof.
Keep in mind that a subscriber may open a single email across multiple devices. Maybe they initially read the email on their desktop browser and need to open it again for a discount code when they get to the store to make their purchase.
Make sure the entire experience is user-friendly.
6. Aim for user-friendly, but not identical
With different email clients and devices, you’ll always notice some kind of variation in fonts, sizes, and other factors. Don’t work yourself to death trying to make your emails look identical across every client and device.
Instead, focus on usability. If everything looks beautiful, links are clickable, and the spacing is good, that’s really what matters.
At the same time, your branding should remain consistent. Failing to maintain certain colors and copy across different email clients can damage customer trust.
7. Test specific users
With Campaign Monitor, you can select specific users to test your email campaigns.
Maybe a certain subscriber has a unique email client. Or maybe you want to see how your email will look for the rest of your subscribers in a specific segment with a certain client.
Simply choose one subscriber and view a test email. You’ll be able to see a live preview of that campaign on their mobile and desktop clients.
8. Don’t forget personalization
Sixty-seven percent of people expect personalized content. Not only that, but 75% of customers are more likely to spend their money with a brand that recognizes them by name and recommends unique content and products based on past behavior.
At the same time, personalization can also go very wrong. Test your emails to make sure your merge tags show up as a real name and not [*FIRST NAME*].
9. Click your links and buttons
Your links and buttons should be easy to click with one hand. If you use hyperlinks, make sure they aren’t too small or too close together.
Also, click through all of your links to ensure they’re all live and that the landing pages look right on every device. Campaign Monitor includes a built-in link tester, so you can preview your links live as you build your campaigns.
10. Pay special attention to font, size, and colors
While many email clients support web fonts, Gmail’s support options are limited. Always run tests and include backup options (which you can do within the Campaign Monitor drag-and-drop builder).
It’s equally important to pay special attention to sizes to make sure your copy doesn’t require scrolling right or left. Likewise, colors should include a decent contrast ratio and be easy on the eyes—especially for those with vision problems.
11. Unsubscribe links and accessibility
While you don’t want to encourage unsubscribes, you should always make it simple and straightforward for anyone to make that decision. Not only is it the law, but including a clear and direct unsubscribe option will save you from getting marked as spam if a user can’t find the link to unsubscribe or if you make it too difficult.
Make sure your unsubscribe link doesn’t blend into the background and that users can actually access the landing page.
6 email testing tools to make your life easier
These email testing tools make it easy to preview your campaigns as you create them, improve deliverability, and avoid common blunders.
Plus, everything integrates seamlessly with Campaign Monitor, so you can take advantage of these tools as you design your campaigns.
1. Campaign Monitor’s drag-and-drop builder
The Campaign Monitor drag-and-drop builder allows you to create custom responsive designs that look stunning on every device and email client.
Every template comes with built-in testing tools to view live previews as you create your campaigns, so there’s absolutely no guesswork as you design.
Optimize for mobile while keeping your branding consistent in one convenient builder.
Source: Campaign Monitor
With 8Seconds, you can test hundreds of different combinations directly within a single campaign.
Just paste a special code into your Campaign Monitor email builder. From there, 8Seconds will automatically optimize your emails as your subscribers open, click, and convert.
Once the algorithm finds a combination that works well, it’ll display that design to all of your recipients who haven’t opened the email yet.
To improve delivery rates, integrate QuickEmailVerification with your Campaign Monitor suite. With QuickEmailVerification, you can check email addresses for validity and role.
Keeping your delivery rates up to snuff is crucial for maintaining a good sending reputation, improving future delivery rates, reducing bounces, and avoiding spam filters.
Just import your list and verify automatically.
4. WinningEmail Email Booster
The Email Booster integration tool is specially designed to help you improve open rates. Email Booster by WinningEmail looks over a variety of factors, including your subject line, hyperlinks, and coding, to ensure that everything is created to optimize open rates and avoid spam filters.
Once it runs an analysis, Email Booster will give you a step-by-step guide for taking action to correct any problems before you send out your email.
BriteVerify helps you avoid hard and soft bounces without ever sending an email to check. After integrating BriteVerify with Campaign Monitor, you can import lists and check address validity.
The cloudHygiene integration provides comprehensive data and analysis to help you identify potential threats like honeypots and phishing attacks. It also helps you identify your “best” email addresses based on data from social media to figure out primary addresses.
CloudHygiene doesn’t just validate email addresses; it tests for threats you may not realize exist, otherwise.
Testing is crucial for ensuring that your emails look great on every device and email client.
- Test your campaigns for the factors mentioned above as you build and design.
- Send test previews to various email clients before sending to your real subscribers.
- Use email testing tools to manage and automate your workflow.
- Continuously test to account for email client updates.
It’s not a great idea to aim for identical campaigns. Instead, focus on accessibility and user-friendliness.
Do you need help designing custom email campaigns that look amazing on every device, every time? Check out the Campaign Monitor drag-and-drop builder and try it out for free.