Help! My Email Is Broken: Common Errors + Fixes

The world of email is full of potential pitfalls. Support for techniques can vanish without warning, and sudden changes to email clients’ rendering engines make it tricky for email marketers to understand what’s going to work where. Read on to learn common ways emails can break and how to fix it.

page testing

Why We’re Saying Goodbye to Page Testing

Today, we’re saying goodbye to one of Litmus’ very first features—Page Testing.

This wasn’t an easy decision. Interestingly, Page Testing is actually where Litmus first started. Years ago, it was all that we offered—and we didn’t want to let it go without a proper goodbye.

Use Testing to Continuously Learn More About Your Audience

Through testing, you can gain insights into your subscribers and their preferences that help you send strategic, optimized, and better-performing campaigns. The team over at Emerson, a manufacturing and technology company, wanted to generate interest in their product by offering a free trial via email. While they knew their B2B audience consisted mostly of conservative, middle-aged engineers, they were unsure which type of offer would resonate best—and ultimately produce the most leads. So, they set out to test…and test…and test again!

Where Should You Focus Your Testing Efforts?

Between buggy support for HTML and CSS, spelling errors, bad links, missing images, and other potential blunders, it’s crucial to test your email campaigns before every single send. But, where should you focus your testing efforts? With so many email apps available (not to mention the different versions of each), it’s easy to feel overwhelmed trying to test every possible combination. Looking at open data for your audience is the key to narrowing down where you should be focusing your testing efforts.

A/B testing to send better email campaigns

How to Use A/B Testing to Send Better Email Campaigns

One way to gain insight into your subscribers and their preferences is through A/B testing. At the conference, Mike Heimowitz, Atlassian’s online marketing manager, presented on using A/B testing to learn what resonates with your audience so you can continuously optimize your emails. With this data in hand, you’ll be able to produce better-performing campaigns (and, hey, maybe even make more money!).