Tip of the week 88 - How to effectively test your campaign with an email seed list? (Part - Two)

Tip of the week 88 - How to effectively test your campaign with an email seed list? (Part - Two)




Hey again!


We hope our previous tip on Email Seed Lists—The Whats, Whys, and Hows helped you get introduced to Email Seed Lists.


Now, here's a checklist to effectively send a test campaign with an email seed list so that you can optimize the overall performance of your email campaign.

1)  Well diversified email seed list

 

Every Inbox Service Provider (ISP) will have its unique set of criteria to receive, display, and place your email campaigns. So, to successfully meet such a diverse set of criteria, build an effective email seed list by adding test email addresses from multiple inbox service providers.

For example, you can prepare a well-diversified email seed list with multiple test email addresses, like below. 



2) Campaign placement testing

 

The ISPs have different levels of filtering process to determine the placement of an email campaign. Hence, sending your campaign to an email seed list can help you to break down and understand the placement of your campaign in multiple ISPs.

 

So, before sending your carefully crafted email campaign, send a test campaign to your email seed list to understand the placement of your campaign in multiple ISPs. Also, you can create an email list by adding your targeted audience along with your email seed list and send an email campaign to it. This can additionally help you to accurately analyze how your campaign is placed in your receiver's inbox.


3) Sender name, subject line and, preheader testing

 

As we all know, the first three elements of an email campaign that's displayed in the inbox by any ISPs are the sender name, subject line and, preheader. Therefore, these three elements play an important role in summarizing your entire email campaign and improving your campaigns' open rate. 

 

Hence it becomes essential for an email marketer to ensure that these three elements fit in perfectly in the Inbox of any ISPs. Here are a few ways to achieve the same.


1) Add authentic sender name that can be easily recognized by the email campaign receiver

 

2) Write a short and catchy subject line that is readable and visible from any ISPs, devices or browsers. Here's a tip to know how to craft effective subject line?

3) Craft a pre-header which summarizes your subject line and encourages the reader to open your email campaign.

 

Example,


Gmail



Zoho Mail




4) Email campaign content testing

There are multiple browsers, devices, and email providers through which your email campaign receiver may read the email.   

So, the next step is to analyze and ensure that your campaign is easy to read across multiple devices and user interfaces. 


Testing your campaign readability can help you to prevent sending a campaign with an incorrect format and unpolished content. It can further help you plan and craft a uniformly aligned text, images and CTA for your email campaign. 


Example, 

 

Mobile view with dark mode



Desktop view




5) Email links testing

The Call-to-Action button and hyperlinks embedded in an email campaign plays an important role in directing the receiver to take a particular action. 

 

Placement of the wrong link in the campaign can misguide the receiver of the campaign and this, in turn, can reduce your campaign's conversion rate.

So, by testing the links present in your campaign you can avoid sending incorrect links or a CTA without any link. This ensures that your campaign receivers are navigated to the right page easily.





We hope this tip was informative. Do try it out and share your experience in the comment section below :) 

Thanks & Regards,
Vinaya.M


    Zoho Marketing Automation
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