With an average ROI of 42:1, email marketing continues to be one of the most effective channels available to marketers. It allows you to build long-term relationships with your audience and delivers measurable results that outperform other channels like radio (ROI 6:1) and TV ads (ROI 1.3:1) by a long shot.
When done right, email marketing drives business results like no other channel does. But a world of high returns also means that mistakes have a more immediate impact on your bottom-line. Brands that aren’t optimizing the channel are leaving money on the table with every send.
Testing every email you send reduces costly mistakes and ensures that you’re leveraging this valuable marketing channel to its fullest capabilities. Here’s how.
1. The email client landscape shifts a little every day. Testing your emails ensures they don’t break on the way.
Email rendering is complex—and changes without warning. Unlike web development, where testing in a handful of browsers is sufficient to guarantee results, the heavily fragmented email landscape causes every email to have more than 15,000 different potential renderings. Ensuring that your emails look great, no matter where subscribers read them, is one of the biggest challenges for email developers and designers. To make matters worse, any one of these clients can change the way they render emails at a moment’s notice. As a result, an email that worked yesterday might look completely broken today.
Email clients update or change support more than once a month, on average—and each update can break your emails.
Litmus allows you to preview your emails in 90+ popular email clients and devices in just seconds, making email testing fast and easy. With Litmus Email Previews, you can ensure that every email you send looks great, no matter where your subscribers open—and guarantee a great brand experience that drives returns.
Brands that use Litmus Email Previews to test every email before sending generate an email marketing ROI of 44:1 on average. That’s 16% higher than those that don’t.
2. One broken link can hurt your ROI. Email testing lets you catch and fix errors before you send.
All it takes is one broken link or bad image to impact your customer experience, damage your brand, and significantly drive down the performance of your emails. Without testing, by the time you find out you have an issue, it will be too late. Even worse, subpar subscriber experiences trigger unsubscribes—which is your acquisition or retention money down the drain.
51% of subscribers say they’ve unsubscribed from email because they didn’t display or work well.
3. Email testing helps you stay out of the Spam folder.
Spam filter algorithms are in a state of constant flux, and while they’re designed to catch spammers, emails from legitimate senders frequently get caught in the spam folder as well. If you’re one of them, you’re leaving revenue on the table.
16% of permissions-based emails never make it to the inbox.
Every email that doesn’t make it to the inbox means you wasted time and resources and won’t see results—another way that your email program is losing out on valuable ROI.
Litmus helps your team reach the inbox, not the spam folder. With Litmus Spam Testing, you can scan your emails against the most popular spam filters so your team can identify and fix potential deliverability issues before they send. Your emails will reach more subscribers—and increasing reach means higher returns.
Best-in-class brands that use Litmus Spam Testing see a 22% lift in email marketing ROI.
The Bottom line: The return on email testing is worth the investment
Best-in-class email programs that use Litmus for pre-send testing see tangible results and capture more revenue for their business. Testing every email you send has never been easier or more worth it. So what are you waiting for?
Anatomy of a Broken Email
Email issues that make marketers shudder—and how email testing helps you catch and fix them before you send.
- February 5, 2021
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