Figuring out what it means to run an email delivery test
It is probably surprising for some readers but the knowledge of what running an email delivery test means can define the success of a b2b campaign. A number of users make the same mistake skipping the step on which an email spam test is to be run. Probably, they rely on mere luck or are too self-assured. But their self-assurance is very likely to break against the wall of the recipients’ spam filters and security measures. Therefore, it’s important that marketers get themselves busy with getting the idea of how to run every email delivery test in a proper way. The sooner you master avoiding spam filters, the better it is for campaign performance.
In brief, the agenda of the guide is which email testing tools to use in order to let e-letters have trouble coming through recipients’ spam filters. There is a plenty of various tools and each of them is versatile in its own fashion. Email check services are often divided into categories depending on the approach a trending email client uses.
In the article we are going to review:
-security testing measures;
-deliverability testing measures;
-A/B testing measures;
-why it’s important to give your emails a proper testing;
-which email testing tools are to be paid the closest attention to.
What does an email spam-and-deliverability test stand for?
When does email deliverability requires a test service to be applied to? The answer is: always! How can you learn about issues without using a reliable software? Your intuition only is sure not to be enough.
What issues can those be?
One of the problems (luckily revealed by any test service) which decrease email deliverability is emails failing to get past spam filters. When this happens, it is a major reason for the decreasing of one’s customer base.
Is it possible to describe the structure of an email spam test (or a deliverability one)? It sure is!
If a deliverability service is effective, it includes a number of fields to test. It’s also a common thing that companies apply the preview testing approach: it implies that a special testing tool is used for the purpose of finding out what your email will look like having reached the recipient’s inbox. What’s the point in it?
In fact, messages often may not look the same on both a laptop screen and mobile one. What is convenient to look through using a PC is likely to prove unreadable on your phone’s screen. Make sure that your emails look equally appealing, no matter what device the recipient uses to read them.
Besides, it’s important that senders are aware of potential compatibility issues; are you sure that the recipient’s ESP won’t mark your e-letters as spam?
Another thing to remember is that every link should work as planned. Better safe than sorry, you know.
Running an email spam-and-deliverability test for security’s sake
Folderly (a product of b2b lead generation company – Belkins) has always tried to guide marketer novices in the basics of b2b. We humbly consider ourselves to be able to do so, because we’ve got lots of top specialists on our side.
Earlier we said a couple of words about the importance of putting an email through a deliverability-check software. However, caring about keeping the deliverability level high has to be combined with strong security measures. Being careless about the security of one’s domains rarely does good to marketers. It’s never an unwanted thing to check the spam level with a score test software; don’t forget that lots of phishers and web swindlers out there are waiting for a chance to rob users of their data.
It should be noted that preventing one’s data from being stolen isn’t the only task to accomplish. It only takes starting to be reported to see your sender reputation go down. From this point will be before long that the marketer gets blacklisted here and there.
Thus, to care about one’s security means not only to protect data from being stolen but also to keep the sender reputation clean and untainted.
Why bother running an email deliverability-and-spam test?
It’s understandable if there are still marketers who doubt if investing in a software that would test your email for spam is worth it. Well, it may probably seem surprising but nowadays a lot of services allow users to test their deliverability for free. Still there are few b2b marketers who would prefer saving on a testing software; they would rather pay for first-class testing services. What drives them in the first place? The answer isn’t difficult to guess: when the efforts of a whole b2b team is at stake, there’s no room for error or greediness. Surely, your emails can be brilliantly written and masterfully structured. But what use are they if the message gets bounced? Remembering that and knowing for the sake of what money is paid can be called the marker of a real digital marketing wisdom.
Choosing email delivery test to never be blocked with: why do you get blacklisted at all?
It’s undoubtedly worth putting every email to the test; another deliverability check is never too much! No marketer knows it exactly when he will find himself on someone’s blacklist. Getting blocked can happen due to various reasons. Emails with a lazy design thus reminding spam messages often arouse recipients’ suspicions. Bang! – one push of a button deprived you of a customer. It’s definitely a luxury b2b marketers can’t afford.
Luckily, nowadays it’s easy to always stay on guard with numerous email checking services. The importance of using one of the latter has already been stated not once: the sooner a marketer gets notified about having been blacklisted somewhere the better. One of your messages has been bounced? Those using trustworthy checking software always get aware of spam issues as soon as possible which gives them time to deal with the problems without delay. So be on your guard at all times as all pro b2b marketers should!
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