How to test before sending emails in a marketing automation platform
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The document provides guidelines for testing emails and workflows in a marketing automation platform. It recommends testing the content, design, and functionality of emails on different devices and email clients. For email workflows, it suggests carefully defining enrollment criteria, estimating contact volumes, testing actions and logic with test contacts, and reviewing settings and suppression lists. The overall guidance is to thoroughly test emails and workflows at multiple stages before sending them to recipients.
How to test before sending emails in a marketing automation platform
- 1. 12/07/2017 How to test before sending emails in a marketing automation platform
- 2. Agenda 1. General Testing Guidelines: Test Criteria 2. Testing Scenario for an Email Tool 3. Testing Scenario for an Email Workflow
- 3. 3 Content of the email • From name and email • Subject line and preview text • Text and version • Layout, visuals & ALT text • Smart/dynamic content • Hyperlinks, CTA buttons & web version link • Personalization tokens • Email type Data • Recipients & excluded contacts • Data quality (e.g.: first name field) • Contacts with low engagement Delivery • Responsiveness (desktop & mobile) • Test in different email clients How to test before sending emails in a marketing automation platform What are the different criteria that you should test in an Email?
- 4. Agenda 1. General Testing Guidelines: Test Criteria 2. Testing Scenario for an Email Tool 3. Testing Scenario for an Email Workflow
- 5. 5 Check all 5 steps when sending an email via an email tool How to test before sending emails in a marketing automation platform EMAIL • Check the content of your email • Preview the email on different device types (as specific contact) • Send yourself a test mail (as specific contact) • Test your email in different email clients 1 SETTINGS • Check the campaign associated with your email • Check the email type (important for unsubscribes!) • Check your web version URL & page title 2 RECIPIENTS • Check your “Send to” and “Don’t send to” lists • Determine if you want to send to contacts with low engagement 3 REVIEW • Check all aspects suggested by your marketing automation tool. 4 SEND OR SCHEDULE • Pay attention to AM/PM when scheduling your email • Also pay attention to the time zone associated with your account 5
- 6. Agenda 1. General Testing Guidelines: Test Criteria 2. Testing Scenario for an Email Tool 3. Testing Scenario for an Email Workflow
- 7. 7 Always estimate the number of contacts before activating an email workflow How to test before Email Sending ENROLLMENT CRITERIA • Check that your criteria are as narrowly defined as possible. • Determine if contacts can go through the workflow more than once (re-enrollment). • Determine if contacts who already meet the criteria, should be enrolled or not. • Always estimate the number of contacts before activating a workflow 1 ACTIONS • Only add an action (e.g.: send an email) to your workflow after activating it (first check how many contacts enroll). • If possible, set a goal for your workflow (e.g.: a form submission). People who already meet this goal should be excluded. 2 SETTINGS 3 4 TEST • Enroll a test contact in the workflow, to check your actions and branching logic. • Make sure to test with yourself or a test contact, not a real contact! • Determine if you have to remove contacts from other workflows when they enroll in this one. • Check your suppression lists, the lists of contacts who should be excluded from the workflow
- 8. Get in touch! info@thom.eu Want to discuss marketing automation?