Step 4: Test Your Emails

Testing is another important facet of improving deliverability. And with Everlytic’s testing tools, you can ensure that your emails meet all the spam requirements before you send them. Further, you can experiment with subject lines, design, and content layout to see what your subscribers respond to best.

Spam Test

Everlytic has a built-in spam test. When you run the spam test, the system will automatically evaluate the different elements in your email that contribute to a high spam score. The lower your spam score, the better.

It’s also good practice to send a test to a real test list before the official send, including at least one web client and one desktop client email address (e.g.: Gmail and Outlook).

A/B Testing

Everlytic’s A/B testing (aka split testing) tool is a powerful way to test and analyse different email design and content strategies. The tool allows you to send two versions of the same email to two sample groups of contacts. Everlytic tracks the engagement statistics on each, sending the winning version to the balance of your email list.

There are many email components you can test with A/B split testing, but for improving deliverability, focus on:

The email subject            The email graphics

• Personalisation vs. no personalisation
• Shorter vs. longer subject lines
• Brand name in subject line
• Larger vs. smaller graphics
• Photographs vs. animations

Everlytic’s A/B testing and analytics tools support your email delivery.

Tip: Test one element at a time to track which changes have an impact on your results.