Testing communications before they are sent in mass

Testing a communication by sending it to a small group or to certain staff before distributing it to the entire contact list is a crucial step in any email marketing campaign. You should always test emails before they are sent for the following reasons:

Proofreading and error checking: Even with automated spell checkers, certain errors can slip through. Sending the email to a small group first allows for multiple sets of eyes to review it for typos, grammatical errors, and other inaccuracies which might undermine the professionalism of the communication.
Link and functionality verification: This test ensures that all hyperlinks, buttons, or calls to action function correctly. It is vital that links do not lead to dead ends or wrong pages, which can frustrate recipients and reduce the effectiveness of your email.
Layout and formatting: Emails can display differently across various email clients and devices (like Outlook, Gmail, mobile phones, tablets, etc.). A preliminary send to staff helps confirm that the email’s layout and images appear as intended on different screens and that formatting remains consistent.
Feedback on content: Feedback from colleagues can be invaluable. They might provide insights on how to make the message clearer or more engaging, or point out if something might be misunderstood by the audience.
Subject line and header effectiveness: The subject line is crucial as it influences whether the email is opened or ignored. Testing different subject lines with a small group can help determine the most effective one.
Evaluate load times: High-resolution images or other content may slow down email load times, which could lead to a poor user experience or lead recipients to delete the email before it fully loads. A test helps ensure the email content loads appropriately.

Testing communications

Use the following articles to help you understand how to test communications before they are sent in mass: