What is Previewing in Email Marketing?
In
email marketing, previewing refers to the process of checking how your email will look in the recipient's inbox before you send it out to your entire list. This step is crucial to ensure that your email is visually appealing, free of errors, and functions correctly across various devices and email clients. It helps to catch mistakes early, thus saving you from potential embarrassment and ensuring your message is conveyed effectively.
Why is Previewing Important?
Previewing is essential for several reasons. First, it ensures
email deliverability, meaning your email reaches the recipient's inbox and not the spam folder. Second, it helps maintain your
brand consistency by ensuring that all elements, such as logos and fonts, appear correctly. Lastly, it enhances the
user experience, ensuring your email is readable and navigable on different devices and email clients.
Layout and Design: Ensure that the layout is consistent and that images and text are aligned properly.
Responsiveness: Check how your email looks on different devices, such as mobile phones, tablets, and desktops.
Broken Links: Verify that all hyperlinks direct the recipient to the intended destination.
Spelling and Grammar: Proofread your email to avoid typos and grammatical errors.
Load Time: Check the email's load time, especially if it contains large images or embedded media.
Compose your email using your chosen email marketing platform.
Use the preview function to see how it looks on different devices and in different email clients.
Send a
test email to yourself and some colleagues to get feedback.
Make any necessary adjustments based on the feedback you receive.
Common Tools for Previewing Emails
Several tools can help you preview your emails effectively: Litmus: Allows you to test your emails across 90+ apps and devices.
Email on Acid: Offers comprehensive testing and analytics for your email campaigns.
Mailchimp: Provides a built-in preview feature and allows you to send test emails.
Constant Contact: Offers an easy-to-use preview tool within its platform.
Best Practices for Previewing Emails
To make the most out of the previewing process, consider these best practices: Always send a test email to yourself and a small group of colleagues.
Check your email on different devices and email clients.
Use tools like Litmus or Email on Acid for comprehensive testing.
Ensure that your email is accessible, including alt text for images and a plain text version.
Test your
call-to-action (CTA) buttons to ensure they are functioning correctly.
Conclusion
Previewing your emails before sending them out is a critical step in the email marketing process. It helps you catch errors, ensure compatibility across devices, and ultimately deliver a better experience to your recipients. By following the best practices and utilizing the right tools, you can significantly improve the effectiveness of your email campaigns.