It doesn’t matter how much time and effort you spend crafting the most profitable email, only to notice that the email doesn’t look so great for your subscribers. Even if in your inbox it looks clean, this may not be the case for your subscribers.
If you’ve received lots of complaints because your images don’t load or that the text looks funky for Outlook users. It may be the case that the same email in your inbox will look completely different in your friend’s inbox.
The good news is the fact that this is a problem most marketers face. If this happened to you for the first time you may ask yourself questions such as: What happened? How will this affect my subscribers? How can I prevent it from happening in the future? Probably, by now the only strategy you have is to send the email to yourself and a few members of your family. However, what happens if you’re both using your smartphones to read the email? Is it enough? The answer is no.
This is why we’re here to help you make sense of things and most importantly discuss why an email doesn’t look the same across different platforms. In addition to this, we will also explain why sending yourself the email is simply not enough. As well as, hopefully, by the end of the article you will understand why testing will help you to catch the issue before you send the campaign.
Not All Email Platforms Are Created Equal
If you’re thinking ahead, you may have sent the email to a friend that isn’t using the same email platform as yourself. This is a good strategy as you can see below that your subscribers will open the campaign on different devices and using different platforms
Even though in the chart above there are the 10 most popular used, we must highlight that there are about 1,000 different email providers. As well as, each one uses different rendering engines in order to display your campaign so it’s inevitable that the code will look different. Additionally, some do not support features such as GIF, videos, and special text.
Above all, even if you’ve ensured that the code is fault-free, there are certain issues that will come from the subscriber’s end that will affect how the campaign will turn out. Below are 3 issues that will affect how the subscribers will see the email:
Due to the subscriber’s default setting, images in the email will automatically be blocked. Unfortunately, this setting is common and it may be the biggest problem you will face. The reason for this is because as you may know images will result in immediate communication and will make a bigger impact.
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 to not 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 the campaign to will open the email on their phones. The studies say:
• 28% of all subscribers will open the email on 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 special fonts if the subscribers don’t support some or all of these features. Unfortunately, you don’t exactly 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 Junk. This will not only affect your reliability but will also hurt your sender reputation as well.
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. A good 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’s 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’s no way of knowing.
When testing, you need to check to see if the email doesn’t look broken, if the images and GIF’s show, and if the code has any mistakes. As Benjamin Franklin has supposedly once said “If you fail to plan, you are planning to fail”
Email Testing Means Better ROI
The main idea is that email testing will guarantee a better subscriber experience for all. Researched concluded by MailChimp has highlighted that brands that test every email before sending it have generated a Return On Investment up to 16% higher than those that haven’t tested.
If you want a successful business, you want to put in the hard work and the overtime, even if you may spend many hours to check every detail before, during, and after sending the campaign, your hard work will eventually pay off.
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