What’s one of the essential parts of effective email marketing? Testing emails. You’ve probably heard of A/B testing subject lines and content, but it’s just as important to double check these five common issues.
1. Is the email responsive or mobile friendly?
Mobile devices are a large part of people’s lives and viewing emails on them is very common. Around 60% of emails are opened on mobile devices. With these kinds of numbers, you have to make sure that your email will be viewable on any size screen. Even if the email isn’t viewed on a mobile device, there is a good chance that a user will not have the window full width. Testing your email on a service like Litmus.com or emailonacid.com will allow you to test the different screen sizes and devices.
2. Are there special characters?
The special characters like ©, ™, and even quotation marks and apostrophes in your email can be interpreted differently; based on what content-type your email service provider and the email client uses. The two most common content-types are UTF-8 and ISO-8859-1. However, some web-based clients convert the Content-type to UTF-8. To prevent your special characters from rendering incorrectly, use HTML entities, and all clients will correctly render the characters. For example, the HTML entity for © is “©”. There are many resources online that will list the HTML entities or automatically convert your text.
3. Are features supported in all email clients?
The largest advantage of testing your email with a litmus test is that it quickly allows you to see what your email looks like in multiple clients. You will be able to see whether or not a client supports a feature or one of the new email trends. If you know what type of user will be viewing the email you can create graceful fallbacks. So all users can still read the email, even if it isn’t as impactful.
Campaign Monitor has a nice CSS guide that shows the support of some of the most popular email clients. You can scroll through and select an element and it will list out what clients support the element.
4. Is your code valid?
Sometimes an issue with an email can be a simple syntax error, Forgetting to close a <td> tag or accidentally deleting a line of code. There is usually a simple fix but in a complex email layout, they can be hard to track down. Running your code through an HTML Validator will help you track down those forgotten problems and make your code correct and consistent.
Validators will also let you know if something in your code has been deprecated and make suggestions on what to replace it with.
5. Are your content and links correct?
The final item on the list is checking over the content of the email. Even if the email is coded perfectly and works in every browser. It is no good if the wrong content is included. Along with the content is the links make sure that they work correctly and have any analytics code applied.
You don’t have to do email marketing alone! Contact us for help today.