[Infographic] Should you test that email? We made a handy decision tree to help you decide.

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Are you gearing up for your next email campaign and wondering if you should test that email first? Maybe you’re using a pre-tested template but you’ve changed things up since the last send, or you heard some email clients might have pulled support for a feature you use. Or maybe you know how vital it is to test every email before you send, but you’re just looking for a way to convince your boss or other stakeholders that it’s important, too.

Whether you’re sending an automated email or looking to avoid the spam folder, our decision tree will help you tackle every pre-send question you might come across.

Check out the infographic here, or read the transcription below. (Spoiler alert… nearly all paths point to yes.)

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Transcript: Should I Test This Email?

Gearing up for your next send and wondering if you should test that email first? Here’s a decision tree to help you decide.

Question #1: Are you using a pre-tested email template?

Templates are wonderful for streamlining your email marketing workflow and maintaining a consistent style across messages, but they aren’t immune to error.

No, it’s a brand new email we’ve never tested. Yes, you should test that email!

Yes, we’ve tested it before and had no issues. Go to Question #2.

Question #2: When was the last time you tested it?

Pre-send email testing makes your email better—and is proven to drive results. Brands that invest the time in extensive pre-send testing see a 26% increase in ROI.

It’s been a while. Go to Question #4.

I literally just tested it 5 minutes ago. Go to Question #3.

Question #3: How did you test that email?

We’ve calculated that every email has more than 15,000 different potential renderings—and it’s impossible to cover them all by sending a few test emails to yourself and your coworkers.

I manually sent a test to myself and my coworkers. Go to Question #7.

I used an email testing tool like Litmus. You’re good to go, send that email!

Question #4: Have you changed anything in your email since the last time you tested? (Links, copy, images, etc.)

Email clients might make changes to how they render email, causing your emails to look broken. We took a look at the version histories for the 3 most popular email clients and counted 45 email client updates in just 3 months. That’s an update equivalent to every two days!

No, everything’s the same. Go to Question #5.

Yes, actually… Yes, you should test that email!

Question #5: Are you sending an automated email?

A staggering 11% of brands attribute more than 50% of their email revenue to automated emails—but the majority of brands review them only once a year or longer. That can expose your brand to the risk of delivering broken emails to your valuable customer base.

No, it’s a marketing email. Go to Question #6.

Yes, but I don’t need to test those very much anyway. Yes, you should test that email!

Question #6: Does the thought of spelling errors or broken links give you shivers?

Mistakes happen, but don’t underestimate the damage they can do to your brand in the long term. Email testing can help you catch the most common mistakes, including slips like broken links, before you send.

Nope, this doesn’t scare me. Go to Question #10.

This is what nightmares are made of! Yes, you should test that email!

Question #7: A popular email client removed support for something in your email.

Email clients can drop support for features without notice. These changes are often sprung upon email marketers who then scurry to fix broken emails resulting from unannounced changes.

Don’t worry, we have a fallback in place. Go to Question #8.

Wait, how was I supposed to know that? Yes, you should test that email!

Question #8: Do you want your emails to be delivered to the spam folder?

From blacklistings to spammy content to authentication issues—there are many issues that can cause your emails to end up in the spam folder. Pre-send spam testing helps you catch (and fix!) those issues before you hit send.

No! Go to Question #9.

Hell, no! Go to Question #9.

Question #9: Do you know if your email sounds good on a screen reader?

Some people rely on voice assistants due to a temporary or permanent disability, but others use them because of convenience. Either way, pre-send accessibility testing with tools like Litmus Checklist helps you make sure your emails are understandable when read out loud.

I’m not sure. Yes, you should test that email!

Yes, we’ve made sure to make our email accessible. Go to Question #10.

Question #10: Does pressing the “send” or “schedule” button stress you out?

Every. Single. Time. Yes, you should test that email!

Who doesn’t get stressed out by that? Yes, you should test that email!


The Anatomy of a Broken Email

Email mistakes happen to all of us, but it’s important to find a way to get ahead of them and fix them before they get a chance to make it to your subscribers and damage your brand. Take a look at the most common email mistakes and learn what you can do to prevent them.

Get your free copy at litmus.com/ebooks/anatomy-of-a-broken-email

Email Testing Made Easy with Litmus

Litmus makes it easy to build, test, and monitor every email for the best results—and stop those email nightmares in their tracks.

Never send another broken email. Learn more at litmus.com/overview