Monday, March 21, 2011

Test! Test! Test Again!

There are so many variables that affect the success of an email marketing campaign. If you rely on an ESP, like KobeMail, you can be assured that your emails will be tested thoroughly before they are deployed. However, for those of you out there who are using your own in-house mailing system, it is imperative that you spend more than enough time testing your emails.

Optimizing your email efforts relies solely on testing. First, you must make sure the HTML email renders well across all ISP’s. You should have a test account set up for all of the major ISP’s, including, but not limited to: Gmail, Yahoo, and Hotmail. If the HTML email does not render properly, there is little to no chance that it will be effective.

Using a third party application like Litmusapp will help test your emails if you are not using a trusted ESP. Another important aspect you should test is the ‘from name.’ Make sure the name is recognizable to the recipient. Also, make sure to check the subject line. Is it relevant? Is it personalized to the recipient list? Test, track results, then make appropriate changes.

We encourage everyone who handles email marketing to test and optimize frequently, small changes can make a big impact in your campaigns if implemented correctly.

Happy Mailing!

Author: Courtney Dillsworth

Editor: Peter Schirripa

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