Email Testing: What It Is, How It Works and Why It’s Important

Email testing allows you to view your email before sending it out to your subscriber list to verify links, design, spelling errors, and more. Many platforms like Campaign Monitor offer a way to preview the email in a web app or send a test email to yourself (see how Campaign Monitor helps you do that here).

Email testing is an important part of any digital marketing strategy. It’s an important tool to ensure that your emails are delivering the results you expect while providing your customers with an optimal user experience. With email testing, you can test the effectiveness of your subject lines, design and content, as well as ensure that your message is reaching its intended target audience. In this blog post, we’ll take a look at what email testing is, why it’s important and the different types of tests you can perform to get the most out of your email marketing. Whether you’re a digital marketer who’s just getting started with email or a more experienced marketer looking to refine your existing strategy, learning more about email testing can be a valuable part of your digital marketing toolkit.

Email Testing Basics: Getting Started

How does email testing work?

Before sending an email to others, email testing gives you a preview of the message. You can make adjustments to successfully render your email content and format for accessibility for other users by using email testing processes and tools. Your email list subscribers and other users make use of numerous email services and programs with various coding restrictions that can alter link structures, fonts, and other features. Test emails show what emails might appear like when a user’s email viewing preferences, such as system default fonts, black-and-white application themes, or disabled image loading, are in place.

What is email testing?

Before launching a campaign for a sizable number of users, email testing involves previewing, validating, and assessing an email’s coding, content, formatting, readability, and visual appeal. To ensure that an email is delivered as you intended, this process enables you to view it on various devices, operating systems, browsers, and other software in the recipient’s shoes. It’s crucial to test your email before sending it to a large number of recipients to ensure that any attached images, graphics, and links work as intended. It also enables you to check your writing once more for any spelling or grammar mistakes.

Sending the email to yourself or a colleague to access on a different device is an easy way to test an email. Additionally, there are email service providers and goods with sophisticated testing capabilities. To automate particular testing tasks, you can use email testing tools or services. Some services may identify various elements, such as broken links and subject lines, that may have an impact on the effectiveness of your email campaigns.

Why is email testing important?

It’s crucial to make sure your email stays true to its original intent and target audience. Email testing enables you to ensure that recipients can view the design elements of your emails and click on the links to make a purchase. Several elements can influence the success of your email campaigns. The following are some of the factors that make email testing crucial for marketing purposes:

Call to action

It’s crucial to include a call to action in email campaigns that promote a business’s goods or services by persuading readers to make a purchase. using appealing visuals and interactive links to draw attention to this call to action When you test your email, you can be certain that your call to action features are still discernible and operational when recipients receive the message.

Click through

Emails with high click-through rates that highlight the allure of the email preview and subject line are indicative of a successful campaign. Email providers support various font styles and display previews and subject lines of varying lengths. You can make sure that your subject line is clear and intriguing to entice users to view the email by checking your email previews across various providers.

Maintained message

The content of your email may experience formatting errors that result in missing text depending on the coding language used by the email service provider for your subscribers. Testing your email makes sure the content is still there when it is delivered. For readers to click on your email links and stay on your mailing list, your written content is necessary.

Proper rendering

Emails can be rendered to ensure delivery while maintaining font, color, and image settings. There may be some changes, such as fonts defaulting to Times New Roman or broken images, depending on the email platform used. You can check to see if your email is rendered with backup fonts or images by running an email test.

Sender reputation

Errors may come across as unprofessional, and incorrect links may prevent a sale or cause subscribers to unsubscribe. These discrepancies may harm a brand’s reputation or send your emails to the spam folder of recipients. Testing your email enables you to edit and complete it before sending.

Types of email tests

While email test tools may offer particular types of tests for you automatically, you can conduct a series of manual email tests to target particular design and formatting aspects across different platforms, including:

A/B test

Sending the same email to a test group while including two different variables is known as an A/B email test. To determine which modified variable works better within the test group, send the same email with a different subject line or with different media images. By using the more successful variable in future marketing campaigns, these tests show you how to improve them.

Categorization test

Automated sorting for important, promotional, social, forum, and update emails is available from some email providers. By experimenting with how various providers sort their emails, you can use this feature to increase the visibility of your emails and prevent them from being flagged as spam or trash. You might try to have your emails classified as important or promotional depending on your clientele to get a higher click-through rate.

Time test

To determine the ideal time of day to send your email campaigns, you can run an email test. You can determine when users are most likely to view emails as well as when they are most likely to click on embedded links by tracking click-through rates for emails sent at various times. By allowing you to schedule emails at times when your subscriber base is most responsive, insights from time tests can help you optimize your email campaigns.


What are email testing tools?

How to test emails
  1. First create a test suite.
  2. Use MailSlurp API to create a new email address.
  3. Trigger an action in your application with unique test email.
  4. Use MailSlurp API to receive inbound emails.
  5. Verify the results.

What is litmus email testing?

What is Litmus email testing and how does it work? Litmus is the name of a web service that allows you to instantly test your template across more than 70 email clients and devices. In short, an automated email testing. With such a service, you can easily spot broken images, links, or other bugs.

What are two types of testing undertaken on emails?

Length – Test short subject lines vs. Topic – Test two completely different topics as the subject line to determine which content subscribers are most interested in. Longer subject lines (this is a hotly debated topic in the marketing world)

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