With every email campaign, you want to maximize deliverability, opens and click-through rates. Testing a small batch of emails before you hit send can help you to avoid simple mistakes that could derail your marketing efforts. Simple errors such as spelling mistakes in the subject line or sending an email out without a relevant CTA could cost you a small fortune if you’re counting on those emails to convert.
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Here are six email elements to pay attention to before hitting send:
1. Appearance on different screens
If you’re not using a responsive email template that looks and functions well on both desktop and mobile devices, you may miss the opportunity to convert some of your recipients. Make sure to check if the formatting is displayed correctly across different devices and screens and the email is easy to scroll through and read.
2. CTA buttons and links
You want to include at least two or three links within your email so that your recipient knows exactly what to do next. Make sure these are included and that none of your links are broken. Broken links can trigger an immediate deletion of your email and result in a severe drop in your CTR even though the recipient intended to click.
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3. Image load times
Some images will appear instantly in the browser while others may take a while to download. If your images are too large, some of the people who open the email on a smaller screen may not be able to see the image at all or have to wait a minute or two for the full email to load. Be selective about the type and size of your images so that you can count on a fast load time.
4. Types of images
Also keep in mind that some email applications may not open images at all unless the recipient requests it. If you are counting on an image to deliver the substance of your message or you’ve created an entire image ad as the body of your email, a percentage of your email recipients may never see it. Make sure you have just the right balance of text and images so that anybody who chooses to load a text-only version or doesn’t want to open an image file still gets the intended message — and continues to click on the CTA.
5. Unsubscribe option
No matter what type of email you send, you need to give the recipient the option to unsubscribe if they no longer wish to receive the emails. The opt-out message doesn’t have to be very large and can sit at the very bottom of the email. You just need to make sure the message is there and that the link to opt out is working.
6. Impactful subject line
You won’t get any clicks to your landing page or a shopping cart if the email is never opened. The subject line needs to get the recipient’s attention among the dozens of emails they may receive in a given day and also deliver your core message in a persuasive way. Consider testing a couple of subject lines to determine which one has the most impact and review your subject lines one last time before hitting send so you don’t make any blatant errors.
Your email marketing campaigns will be much more effective if the email messages are free of errors and cater to the largest possible audience. Make sure to test these six email elements before you send the next batch of emails to your subscriber list.
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