It does not matter how much time and effort you spend crafting the most profitable email marketing strategy, only to notice that your email does not look so good for your subscribers. Even if in your inbox it seems acceptable, this may not be the case for your subscribers.

Maybe your images are not loading for some users and the text does not look right for Outlook users. It may well be the case that an email in your inbox looks entirely different to the same one in your friend’s inbox. The matter of the fact is that: if your email looks good, then your email marketing strategy certainly will be onto a good start.

It is not an uncommon problem to have. Luckily, we are here to help you out with this one!

How to improve your Email Marketing Strategy

Let us discuss why an email does not look the same across different platforms. In addition to this, we will also explain why sending yourself the email is simply not enough. Also, we hope that by the end of the article, you will understand why testing will help you to discover the issue before you send the campaign.

Email Testing: your emails can appear different on different platforms

If you are thinking ahead, you may have sent your email to a friend that is not using the same email platform as you. This is a good strategy as you can see below that your subscribers will open the campaign on different devices and using different platforms.

email testing
Source: Litmus

Even though the figure above illustrates only the 10 most popular service providers used, there are about 1,000 different ones. Moreover, each one uses different rendering engines to view your email campaign, so the code will inevitably look different. Additionally, some do not support features such as GIFs, videos, and special text.

Above all, even if you have ensured that the code is fault-free, certain issues might come up from the subscriber’s end, which will affect how the email looks to them. Below are three such issues:

Image Blocking

Due to the subscriber’s default settings, images in the email will automatically be blocked. Unfortunately, this setting is typical and is quite problematic; since images will usually make a more significant impact on the reader.

Even if some don’t have images blocked, the pictures may appear broken and annoying to some. Additionally, the biggest mistake you could do is not to include ALT text set up for the images. In this case, the email will appear blank.

Studies show that the majority of people that you send an email campaign will open the email on their phones. Studies show that:

• 28% of all subscribers will open the email on an iPhone

• 11% of subscribers will open the email on a Tablet

• 26% of subscribers will open the email through Gmail

As you can see, you must take into consideration mobile responsiveness when designing a campaign. Otherwise, it will be difficult for your subscribers to interact and be engaged with the campaign. Even though it’s true that the market is saturated with devices with multiple screen sizes, it’s not impossible for you to optimize the campaign.

Validation of HTML Elements

It doesn’t matter if the email has GIFs, background images, and unique fonts if the subscribers do not support some or all of these features. Unfortunately, you don’t precisely know which client supports what features so it’s inevitable that some campaigns will look different for some. Therefore, if you don’t have a backup for unsupported design elements in the code, you risk your campaign being sent to the Junk folder. This will not only affect your reliability but will also hurt your sender reputation.

How Email Testing Will Help

Without a doubt, you will go wrong if you’ve ever said these phrases:

• “We’ve already sent this email around, we’re good to go”

• “We’ve used this template already so you don’t need to test it”

• “There haven’t been any errors before so, we’re good to go”

• “It’s expensive and time consuming to check”

There isn’t such a thing as too much testing and checking. An excellent place to start would be to check your email list. TheChecker is not only cost-effective but also one of the fastest email verification service that you can find to improve your ROI.

It is a common misconception that if the email has looked good before, it will look good again. The truth is that email platforms will remove HTML attributes and change how a template will look without notifying you. Hence, the template that looked good last month, will no longer be the same today. Without testing it beforehand, there is no way of knowing.

When testing, you need to check to see if the email doesn’t look broken, if the images and GIFs appear as they are meant to, and if the code has any mistakes. As Benjamin Franklin has once said “If you fail to plan, you are planning to fail”

Email Testing as part of your Email Marketing Strategy Means Better ROI

The main idea is that email testing will guarantee a better subscriber experience for all. Research by MailChimp highlights that brands that test emails before sending it have generated a Return On Investment of up to 16% higher than those that haven’t.

If you want a successful business, you should work hard to create the perfect Email Marketing Strategy. You might have to spend many hours to check every detail before, during, and after sending an email campaign, but your hard work will eventually pay off.