What are the top priorities for your email team for the year ahead? What email marketing tactic do you think will lead the needle to success?
Do you strive to create quality content that will drive traffic to your website and convert email contacts into customers?
Do you focus on having a great email design that stands out from the competition and gives your subscribers an amazing experience?
Does your team implement advanced personalization into their email strategy, including features like product recommendations, parcel tracking, and other real-time data?
All three of these email marketing tactics are important. Even so, the hard work (and budget) put into developing and launching your campaigns can easily stall. All it takes is an unfortunate mistake.
Our report on Top Notch Email Marketing Programs, Inbox Success, highlights what world class marketers make their top priorities. One of the questions in the survey asked email marketers what tactics they think will improve the effectiveness of their programs.
More than two-thirds choose “better content” and “more personalization” as key tactics for email marketing, while 40% believe that improving design will lead to success.
As you can see, 12% is “more tests” at the bottom of the graph.
Okay, let’s address the elephant in the room. Email on Acid is an email readiness platform that focuses on pre-deployment testing. Seeing this result only hurt our feelings a little. But we understand.
Tell us how you really feel about testing emails …
Testing isn’t exactly noticeable or fun. In fact, it can be a little frustrating. They work hard to create an amazing email. Then when you see the email preview, your stomach will sink. Maybe it looks like hot junk in Outlook, you made a number of typos, or your code didn’t translate well in dark mode.
It’s not a great feeling. It may even appear your fault if the rendering is simply inconsistent between different email clients. Even if you’re grateful that the testing caught up on your mistakes, it’s like your friend is pointing out that you have spinach in your teeth. You’re glad she did, but it’s still a little embarrassing.
For other email marketers, testing before deployment is a chore. You’ve invested a lot of time and absolutely want to hit the submit button for results. Why add another step? People will only go into small details. Finally, you tested this template six months ago. So everything should be fine, right? Not always.
Don’t let overconsciousness and busyness lead to costly missteps. It would be great if every email provider kindly informed us that they were changing something about the way their platform renders emails, but they weren’t.
We’re here to change your mind about email testing! Change your point of view and you’ll shift your priorities too.
Put testing at the top of email marketing priorities in 2021
You cannot have a successful email campaign without quality content. That’s true.
Cutting edge email design can help you make a name for yourself, build your brand, and create a memorable inbox experience. This is also true.
With email personalization, you can create meaningful connection with customers, increase loyalty, and take your email marketing to the next level. More truth!
However, none of this matters if your emails don’t render correctly. Nobody will see your beautifully crafted email if it ends up in the spam folder. If your content is illegible due to email accessibility issues, your message will not be forwarded to everyone. And if you send out emails with broken links, you lose potential revenue. In addition, you decrease the trustworthiness of your brand. People don’t open emails wasting their time.
Pre-Deployment Tests with Email on Acid can resolve these (and many more) problems before you hit the Send button. It also means that you are protecting your investment in other important email marketing tactics.
The tools you use to develop successful email campaigns are a significant part of your budget. You are also investing your team’s time and other resources in email marketing. Don’t waste it!
Testing with a tool like Campaign Precheck, our automated pre-deployment checklist, is exactly the same as the pre-launch checks NASA goes through. It is absolutely necessary if you want to avoid disaster. Testing email is not a chore, nor is it intended to point out your mistakes. Think of email testing as a way to increase your confidence in hitting that submit button.
Email strategy over tactics and technology
One major caveat with all of this is that third-party tactics and tools are no substitute for a solid email marketing plan. This also applies to emails about Acid’s tools. Before you start working on how to deliver email perfection, decide what you want to deliver to your audience and why.
Strategy must come first. Our report found that a documented strategy is one of the five main criteria for a top-notch marketing program. Check out our infographic on the habits of successful email marketers to learn about the other four factors.
Want to learn more about how email marketers like you succeed? What is it really like? How do you measure it? What are your greatest challenges and most important goals?
Download our free Inbox Success: Keys to Effective Email Marketing Report. Learn how to take your email team’s efforts to the next level.
Fill out the form below to receive your free copy!
Author: Betsy Grondy
With a decade of email marketing experience, Betsy has conducted email strategies and executions for more than 36 countries (for local brands as well as Fortune 500 companies) from the comfort of her home in North Carolina. As an email at Acids Senior Email Marketing Manager, she enjoys being meta in email marketing and striving for email perfection every time it is sent. If she doesn’t push the envelope as #emailgeek, you’ll find that she and her husband scour flea markets for cool vintage toys and modern mid-century furniture.
Author: Betsy Grondy
With a decade of email marketing experience, Betsy has conducted email strategies and executions for more than 36 countries (for local brands as well as Fortune 500 companies) from the comfort of her home in North Carolina. As an email at Acids Senior Email Marketing Manager, she enjoys being meta in email marketing and striving for email perfection every time it is sent. If she doesn’t push the envelope as #emailgeek, you’ll find that she and her husband scour flea markets for cool vintage toys and mid-century modern furniture.