Test Email

Continuous testing (and re-testing) is the only way to maximize your email marketing investment.

Sending test deliveries of your message helps ensure it is ready to be sent to your contacts. Test messages can be useful for checking client rendering and proofing copy/content. Another important reason to send test messages is that they are not included in aggregate reports. This means that if you send three or four test messages, you won't have to worry about the metrics from the test deliveries appearing on the report for the actual messages you send to contacts.

Here are a few thoughts about setting up a basic testing program.

  • List Selection: First, you need to find a test group. We recommend picking a list that you send messages to on a regular basis. An established list will already have a baseline of tracking information that you can use to compare results from testing.
  • Establish A Baseline: Compare the tracking metrics for recent deliveries sent to your chosen list. Note the time each message was sent, the day, content, and subject line. These are items that you will want to test.
  • Build Test Segments: Use A/B splits to set up your test segments. The application can randomly deliver 2 (or more) versions of the same delivery to random contacts on the list.
  • Compose And Send The Message: Take special care to change only one element at a time so that you are able to isolate cause and effect.
  • Evaluate Results: Access tracking reports for each message and compare. Hopefully you'll notice variation in your results right away. If so, great! Start looking for a trend. Take the best performing version and keep testing.

If you don't see any changes, don't get discouraged. Perhaps the variation in the 2 versions was not significant enough to yield different results. Perhaps you need to continue to run a similar test over a course of a few deliveries to assess the outcome. Whatever the case may be, the beauty of email marketing is the ability to track progress. With a little time and creativity, you should be able to find what works best for you.