Technique, copywriting, design, growth, record segmentation – loads goes into launching a brand new electronic mail advertising and marketing marketing campaign. Skilled entrepreneurs know that thorough electronic mail testing earlier than you hit ship can save the day.
However typically, the e-mail workforce is in such a rush to maneuver ahead and so excited to see outcomes, folks skip essential steps within the pre-deployment course of. An automatic pre-send guidelines helps your workforce completely check each marketing campaign, making certain pricey errors gained’t slip via the cracks.
It’s simple to think about automation as some kind of inhuman robotic program or synthetic intelligence that’s coming for our jobs. Properly, you by no means know to be trustworthy. But it surely doesn’t must be that approach. Typically automation brings groups collectively, streamlining processes in order that we’re extra environment friendly and efficient. That’s what an automated pre-deployment guidelines like Marketing campaign Precheck does for electronic mail groups.
Electronic mail checklists: Handbook vs. Automated
It’s virtually time to hit ship. The place’s your electronic mail guidelines? What if it’s only a course of doc sitting someplace within the cloud, or a print-out that the e-mail workforce is meant to dangle of their workspaces? Are you certain that your written electronic mail guidelines is truly being used?
After we partnered with Holistic Electronic mail Advertising to learn the way electronic mail groups of various sizes work collectively to ship electronic mail perfection, we found some attention-grabbing issues about pre-deployment practices. You possibly can learn all about It in our white paper, Error Emails: The Definitive Report.
One eye-opening discovering from that survey was the truth that, out of the 52% of groups that have a documented electronic mail guidelines, solely 43% use a state-of-the-art platform like Electronic mail on Acid’s Marketing campaign Precheck, whereas the remaining 57% check emails manually.
What’s your present course of for electronic mail pre-deployment testing?
The overwhelming majority of groups with handbook pre-deployment electronic mail checklists depend on the observe of sending check emails to colleagues who open and evaluation them on totally different purchasers, gadgets, and browsers to verify all the things seems to be okay.
If that sounds a bit missing in effectivity and accuracy to you … you’re not incorrect.
Handbook electronic mail testing depends on human beings to do all the things proper each time. As a lot as it’s possible you’ll belief your colleagues, it’s not real looking to count on perfection. Individuals have dangerous days, are forgetful, get distracted, and make errors.
It additionally appears that the extra folks you add to the equation, the extra probably it’s that electronic mail errors will happen. Our Electronic mail Errors survey discovered that electronic mail workforce measurement is correlated to a better variety of errors. Groups of six to 10 have been a lot much less prone to report a mistake-free 12 months than smaller groups. The numbers weren’t fairly as dangerous for groups of 11 or extra, however these extra-large groups have been additionally those almost certainly to be utilizing state-of-the-art pre-deployment testing instruments.
What number of error emails has your workforce despatched previously 12 months?
It’s not exhausting to know why this occurs. There may very well be too many cooks within the kitchen making too many last-minute changes. Or, workforce members might ignore potential issues, assuming another person will care for it or that it’s another person on the workforce’s accountability.
A giant advantage of an automatic pre-send guidelines is that it creates a constant, repeatable course of that groups of any measurement can use to check each electronic mail marketing campaign. Machines and software program solely make errors when folks program them incorrectly.
An automatic pre-send guidelines doesn’t do all of the work for the e-mail workforce. Reasonably, it retains pre-deployment testing on observe whereas empowering your workforce to do much more. With the pre-deployment course of streamlined, and “ship button nervousness” eradicated, advertising and marketing specialists, designers, and builders can deal with technique, creativity, and innovation.
How electronic mail groups use an automatic pre-send guidelines
In our particular report Electronic mail Advertising and the Subsequent Regular, we coated all of the methods our jobs and lives modified due to the worldwide pandemic in addition to different occasions of 2020. These adjustments embody the best way electronic mail groups work collectively.
Let’s take the imaginary electronic mail advertising and marketing workforce pictured above for example.
They used to collect round a laptop computer throughout pre-deployment testing to take a look at the newest electronic mail earlier than it launched. However now, everyone seems to be working remotely from house workplaces. Since they aren’t in the identical constructing anymore, the method for reviewing and bettering new templates or promotional campaigns is totally different, and typically a bit more difficult.
Fortunately, this isn’t simply any inventory photograph of an electronic mail advertising and marketing workforce. It is a inventory photograph of an electronic mail advertising and marketing workforce that makes use of Marketing campaign Precheck. Right here’s the way it works:
The Electronic mail Advertising Specialist
This formidable electronic mail advertising and marketing specialist got here up with an thrilling idea for a holiday-themed promotional marketing campaign. He’s executed the viewers analysis, labored with copywriters and designers, picked topic traces to separate check, and it’s virtually time to launch.
However first, he’ll use an automatic pre-send guidelines to verify all the things is able to go.
Finish-to-end content material checks within the Electronic mail on Acid testing platform let him optimize inbox show, run a ultimate test for spelling errors and profanities, validate the URLs for each hyperlink, and even catch points with deliverability or accessibility.
As he walks via Marketing campaign Precheck’s automated course of, he’ll be prompted to make adjustments and sees visible cues monitoring his progress via the guidelines.
Whereas utilizing the automated pre-send guidelines, this marketer realized he forgot to benefit from pre-header textual content to assist his topic traces. If there are different points that he’s unable to deal with, he can cross them alongside to the appropriate workforce member.
The Graphic Designer
Let’s say our advertising and marketing specialist additionally notices some issues he wants a graphic designer to deal with.
There are some shade distinction points which are impacting electronic mail accessibility and a few graphics are too massive, which might have an effect on load time and negatively impression subscriber engagement consequently.
So, the electronic mail advertising and marketing specialist pings the designer and requests some compressed or resized graphics. Marketing campaign Precheck additionally referred to as out accessibility changes, which guarantee the e-mail is ADA compliant. The designer shortly makes updates, and the pre-deployment course of retains trucking.
The Electronic mail Developer
After making ultimate tweaks to design, copy, and inbox show, the pre-send course of strikes to the electronic mail developer.
She’s fairly certain her code is rock-solid as common, however you by no means know how some electronic mail purchasers will render HTML. Fortunately, this developer can belief Electronic mail on Acid’s electronic mail previews, which present screenshots revealing how her code renders on greater than 90 totally different purchasers and gadgets.
The developer makes use of the platform’s Electronic mail Editor to make real-time code adjustments with out bouncing backwards and forwards between the ESP and the testing instrument. She will be able to additionally preview the e-mail as many instances as wanted. Electronic mail on Acid affords limitless testing on each one in every of our plans.
The Sr. Electronic mail Advertising Supervisor
Lastly, the e-mail workforce shares previews and check outcomes with the boss. They message the Sr. Electronic mail Marketer with shareable hyperlinks that ship her straight to the particular electronic mail shopper previews they want her to take a look at.
The Sr. Electronic mail Marketer can then evaluation the brand new marketing campaign remotely and go away inline feedback utilizing collaboration features.
If there’s one thing she doesn’t like about how the e-mail seems to be in Outlook, she might supply some recommendation. If there’s an issue with Thunderbird, she might inform her developer to not fear about it, since that’s a tiny phase of the record.
Past the advantages of the automated pre-send guidelines, managers may also benefit from Electronic mail on Acid’s workforce administration options. This offers our Sr. Emai Advertising supervisor the flexibility to create customized consumer roles, management entry to particular folders, and extra!
Ship electronic mail perfection with an automatic pre-send guidelines
An automatic pre-send guidelines has many different key benefits for electronic mail groups. That features saving you time, lowering electronic mail advertising and marketing stress, and taking over most of the challenges of the ever-changing electronic mail advertising and marketing world.
Finally, an important motive to spend money on pre-send electronic mail testing is your subscribers. They’ve given you permission to achieve out to them via a really private channel – their electronic mail inboxes. They deserve the very best electronic mail expertise doable.
In case you’re already an Electronic mail on Acid buyer, log in and begin a Marketing campaign Precheck undertaking in your subsequent electronic mail. Don’t overlook, even templates and automations should be examined regularly!
In case your electronic mail workforce must get within the behavior of testing each electronic mail, each marketing campaign, each time, you possibly can check out Electronic mail on Acid with a free seven-day trial. Take a look at our plans and pricing to be taught extra about our automated pre-send guidelines and all the opposite methods Electronic mail on Acid’s advertising and marketing tech helps you ship electronic mail perfection.
