While launching an email campaign, email marketers deal with a lot of challenges ranging from the design of messages to the selection of mass email service. Their objective is to find ways to assert their uniqueness and garner the attention of their recipients and potential customers. However, modern design by itself can’t guarantee the success of the further campaign.

It’s crucial to take into account email infrastructure and email deliverability. Indeed, messages with distinctive design risk being unread if there are any problems with the SMTP server or the SPF record. So running an email deliverability test and keeping an eye on infrastructure are key steps before sending out the bulk of emails to your subscribers. This piece of writing is dedicated to the peculiarities of monitoring email infrastructure and keeping high email deliverability.

Run an Email Deliverability Test to Keep an Eye on Deliverability

When we send messages, we want them to be delivered and recipients to read them. However, delivering emails isn’t equal to email engagement. Therefore, it’s essential to care about the possibility of messages being delivered precisely into recipients’ inboxes. So, we deal with email deliverability. Messages which appear in spam or promotion folders are likely not to be read. To ascertain that your messages reach your recipients properly, an email deliverability test is required. It’s a good idea to choose an email tester tool which will assist you in keeping a record of your deliverability and meet your requirements. Checkpoints which should also be screened are spam score and validation.

Keep Track of Spam Score

All email clients leverage various protocols and machine learning algorithms to grade spam and useful content. Apart from using an email deliverability test, email marketers make extensive use of spam checkers before sending a message. They enable to screen a message, its subject line and body, and detect word combinations which may be regarded as red flags by ISPs. Such kinds of checks are useful in determining easy-to-make bugs.

Clues about how to Assess Results of an Email Tester

When you leverage an email spam tester, your email is checked via spam filters and you are supposed to receive a score. Bear in mind that it’s just a statistical rate of risks. Let have a look at the possible result:

• 0-30% is considered to be a low spam score. Your email will appear in the inbox of the recipient without much effort.
• 31-70 % is a medium score. The landing spot of your message depends on the strictness of ISP’s filters. For instance, Outlook applies a self-learning algorithm to categorize messages. On the whole, pros tend not to send messages with the result of more than 50% on spam checkers.
• 71-100 % is regarded as a high spam score. There is a high probability of ISPs assessing your email as spam.

The Importance of Email Verification

Have you heard that more than a half of users deliberately enter non-existent email addresses while filling in sign-up forms? Therefore, a lot of messages bounce when marketers send emails to such irrelevant addresses. You waste your efforts if your customers fool you. Moreover, if there are plenty of such emails on your marketing list, ISPs may consider your campaign as suspicious and your loyal subscribers won’t get a chance to read your messages. It is important to utilize a tester to see whether a mailbox exists.

In order to decrease the quantity of bounces, there exist three ways to validate emails:

1. Provide a dropdown menu which may hinder users from mistyping while filling sign-up forms.
2. Utilize an email tester to verify addresses once users type them in. Emails will appear on your list after email tester software has screened them.
3. Use double opt-in. After the completion of signing up, a user receives a verification email on the address he entered requesting its validation.

Some Words on Sending Capacity

One more obstacle that senders run into is sending too large messages. If you have no idea of the sending limits for major ESPs and overlook capacity testing, you may get into trouble with your deliverability or sender reputation.

Sending capacity has a dual character. On one side, email clients have a peak of the quantity of messages they deliver per sender. On another side, every message is characterized with a size limit. The system is likely not to deliver your messages, when you overcome the threshold.

When you are ready to send out your messages, it’s a good idea to perform two kinds of tests – SMTP server checks and email load testing. In such a way, you will secure email deliverability.

Peculiarities of Email Load Testing and SMTP Server Check

To support deliverability, load testing Infrastructure is essential especially when it concerns large-scale platforms and apps. Load testing helps to take control of:

• The efficacy of mail throttling. Keep an eye on how email infrastructure apportions the overall number of messages into even batches at once.
• The ability of email infrastructure to send messages to a huge number of subscribers simultaneously.
• Reporting. Take into account how the infrastructure notifies developers about going beyond the sending capacity and other obstacles related to load testing.

When you utilize SMTP testing, it increases the chances of reaching target inboxes as you have the opportunity to:

• Resolve issues concerning server connectivity and make certain that SMTP is reachable;
• Keep record of all settings such as IP address or server name;
• Secure accessibility of the inverse DNS record;
• State the transaction time.

The Importance of Email Content Testing

Emails are regarded as a strong marketing tool as it is possible to take control of their different aspects by means of tests and software (e.g. mailbox tester, email validation tools). It is crucial to keep an eye on email content which can boost your brand awareness and engage more customers. Your email content may be checked for spam trigger words for free, just make use of available tools.  

It’s also important to take into account the accessibility of your messages. If you create a message according to Gmail demands, it may be improperly displayed on Outlook. If you are willing to monitor how your messages are displayed via various devices, you can make use of HTML / CSS testing.

Clues about Email Copy Testing

Email marketing is developing rapidly and marketers should watch out for new tendencies and trends. Copy testing is a great way to find out what messages the users resonate with and ISPs approve. Let’s delve deeper into email elements which should be checked and optimized before running a campaign.

• The length of an email. There is an opinion that the length should vary from 50 to 125 words to get high performance. However, if your audience is highly educated and is interested in an in-depth investigation, your emails are supposed to be longer. By using copy testing, you will find out what length is preferable by your readers.  
• Call-to-action buttons. Test the parameters of CTA buttons as it directly affects campaign conversions.
• Offers. Various offers and bonuses help companies entice customers, increase their engagement. You can assess how readers respond to your proposals.
• Formatting and layouts. Bear in mind that your email should be readable, so care about appropriate colors and fonts. It is recommended to try out the size of an image and its placement, types of used fonts, single or multi-column layouts.

Outcome

Email is an effective tool for increasing brand awareness. Do you want to make your campaign successful? You need to provide reliable infrastructure and take control of email deliverability and email protocols, provide SMTP server responsiveness and accessibility on various platforms, monitor your content and design. Of course, you can make use of modern tools and run various tests. Therefore, you will get a chance to earn a perfect sender reputation and engage more customers.

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