With all of the issues that email development presents, we sometimes ignore an important component of the process: quality assurance (QA) and testing. After all of our troubles with coding and designing the email, many of us just want to get it out the door and forget about it until the next campaign comes across our desk.
Email QA, on the other hand, is a critical stage in email development—it may save your reputation, save you time, save you money, and enhance your email marketing ROI.
What exactly is an email QA platform?
An email QA platform, unlike an email service provider (ESP) or customer relationship management (CRM) platform, does not deploy email. Its objective is to assist you in identifying and correcting email coding errors or rendering issues before sending the campaign.
Most email testing tools provide email previews on many email clients and devices. Other QA tools, such as image optimizers, link checkers, and spam testing, are often included in these systems.
Why should I test and QA my email?
- Defending your brand’s reputation
It’s impossible to place a monetary value on your brand’s reputation, but we can all agree that it’s significant.
Before you send your email, test it and see how it renders to ensure that your subscribers and consumers continue to see your brand as professional and trustworthy. A careless, distant, or out-of-touch brand may be portrayed by a faulty email. As a consequence, fewer subscribers will trust your organization’s capacity to create a quality product, perhaps resulting in lost income.
- Increasing ROI
How much may a faulty email cost a company? With so many sectors and goods on the market today, it’s hard to provide an estimate that works for every company. But we tried the equation to see what we could discover.
The potential income lost due to a faulty email will vary depending on your subscriber list, product pricing, ROI on a purchase, and other factors.
Assume you have a product that costs $500. For the sake of this exercise, we’ll discuss the gross profit from a sale of that product ($500), not the net profit.
Assume you launch an email campaign offering this $500 product to a list of 20,000 individuals. If that email has a 25% open rate, you have 5,000 subscribers who are now prospective clients.
- Increasing the number of subscribers
According to the World Health Organization, roughly 1.3 billion individuals worldwide have a visual impairment (October 2018). When you think about it, that’s a lot of potential email subscribers.
Many subscribers are also dealing with temporary limitations, such as a hospital stay or a broken hand.
Have you ever thought about how effectively your email translates for these users? It’s a potential subscriber base that may not be interacting with your message.
- You (and your team) will save time.
Aside testing saving you money, email QA may also help you concentrate on the email clients that are most important to your users. Email analytics and customer service
Data solutions integrated into your ESP, CRM, or QA platform may provide information on which clients and devices are most popular among your subscribers.
Client share statistics, whether for Gmail, iOS, Outlook, or Yahoo!, can help you concentrate your QA efforts. When you’re simply concerned with the email clients your customers use, troubleshooting an email design issue becomes considerably less overwhelming.
You will also save time by not having to recover after sending a faulty email. In certain circumstances, this may need launching a make-up campaign or sending a supplementary apologetic email.
Is it necessary for me to test my email every time?
Absolutely. Even if you’re using a tried-and-true template that you’ve used on numerous campaigns, the email QA process is essential every time you send an email.
A little code update or content swap on an email template, for example, has the ability to throw off a whole design. Furthermore, email clients and devices are continually evolving, making it difficult to keep track of which approaches work and which do not.
Email marketing is a difficult industry, but the potential ROI from one email may be enormous. That is why it is worthwhile to go the additional mile and QA and test your emails before launching a campaign. Email testing can help you:
Keep your brand’s reputation safe.
Improve email ROI and subscriber engagement
Save your team’s time and energy.