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Proofing, testing, sending and split testing

Saving your work

The drag & drop editor automatically saves your mailing as you work.

You will notice a Save button in the top-right corner of your mailing. This is available to you if you'd like to save your work before you navigate to another browser tab or walk away from your computer.

Proofing your content

The editor proofs your work when you save or before you send (test or mailing). You'll see this screen when the proofer is running:

Here's what the proofer is checking:

  • The validity of your links
  • The use of words of phrases that might cause your email to get filtered to spam or junk
  • The overall size of your mailing

If the proofer catches something that needs another look, you'll see an alert appear at the top of your mailing. 

The mailing size error may be one you encounter often. Surprisingly, text formatting is the most common suspect for heavy emails. If you have a lot of links, colors, fonts or other formatting, that's going to build up in the HTML and weigh it down. If you've pasted in text from another source (like a Microsoft Word document), you could be unknowingly pasting in other hidden formatting.

If you are creating mailings based off of an old mailing, it can also have some hidden formatting that's built up and weighing it down a bit. This proofing alert will let you know when your mailing is over 40 KB. This is a conservative warning. Typically anything under 60 KB won’t have a negative affect on delivery, but lighter is always going to be better in terms of delivery.

You can lighten up the email by either typing text straight into Emma and then formatting it using the editor’s formatting toolbar, or by pasting plaintext (editpad.org is a great resource for converting text to plaintext). You can also highlight text and click on the reformatting icon in the toolbar to remove formatting.

The best way to proof your links and other content is to send a preview to yourself or a test group and review the email in the inbox. Be sure to click the links, too, to check that they go to the right place.

Helpful tip 

Another good thing to proof your mailing for are angled brackets in your link name. These can be interpreted as part of the HTML rather than just the name of your link and can cause an error on send. If you'd like to call attention to your link using brackets, like READ MORE >>, it's a good idea to use them in the body of the email but not in the link name. Or, you can place your link in a button to create a clear call to action!

Sending a test

Ready to send a test? Click the Send Test button. 

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You can send to up to 10 recipients. Start typing an individual's name, email address or group name in the first field. Add a subject line (note that the word TEST will be prepended to all mailings sent using the "Send test" button), preheader text and an optional note for your test recipients (to call out sections you’d like them to proof or pay extra attention to).

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You can also opt to send only the HTML version, only the plaintext version or a copy of both. Be sure to take a moment to review and edit your plaintext if needed.

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Sending to your audience

Step-by-step instructions for sending your mailing

After you've sent a test and proofread your content thoroughly, it's time to send to your contacts.

Click Review & Send in the top-right corner.

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On the page that loads, you'll review the following send settings:

Format*. Choose between HTML (recommended) and Plaintext only.

Signup form. Select which form you want recipients to access.

Choose recipients. You can start typing the name of an individual's name or email address, or type the name of a group or segment. Or, just click the little add icon out to the far right and browse your list of groups and searches there.

Exclude a segment (optional). Sending to groups but want to prevent contacts that match specific criteria from receiving the campaign? Use this tool to do just that.

Enter a subject line. Add your subject line here. It's what recipients will see in their inbox.

Enter preheader text (optional). Control what text appears beyond the subject line in your recipients' inboxes by editing the optional, 75-character preheader text. If you don't edit it, the first text of the mailing will display. Keep in mind the very first text of your mailing may be pulled from the plaintext version. You might want to take a moment to review and edit your plaintext. This preheader text will not display in the email itself, only as the text beyond the subject line in email programs that pull in preheader text as a hint of what's to come. (Outlook.com (Hotmail) and Mac Mail do not automatically support preheader text. However, for Outlook, you can turn on a setting called autopreview to have it work.)

Switch to split test. Click this button to open subject line split testing variations.

Sender name. The name that appears in a recipient's inbox.

Sender email. The email address that appears in a recipient's inbox. You can also select a different reply-to address here.

Once your settings are in place, click Send now or Schedule for later (this will show as Start split test now or Schedule split test to start later if you're creating a subject line split test).

*A note about format: When you create a mailing, you're building an HTML email, but a plaintext version using the text you've entered is built behind it so that any recipients who can't view your HTML version will still get the email and see your message. When you hit Review & Send on a mailing, both the HTML and plaintext versions are sent, and it's left up to the receiving server to decide which version to deliver to the inbox. Most of the time, a recipient will get the HTML version, but that plaintext version is a nice backup plan for those who don't.

To see your plaintext version, click the "HTML view" link on the righthand side, and select "Plaintext." You can make edits to make it read better or fix the formatting. Edits made to your plaintext version won't affect your HTML version, so there's no need to go back and forth once your HTML and plaintext versions are set up to your liking.

Scheduling your mailing to send later

You have the option to schedule the send-off of your mailing. On the Review & Send page, click the Schedule for later link. In the scheduling window that appears, set the date and time of send-off, with options for every 15 minutes. If you'd like to receive a "heads up" email notifying you that the email is about to send, type in your email address (separate multiple addresses by comma) in the notification field.

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If you need to make an edit to a scheduled mailing, head back to your Campaigns page and click on the Scheduled tab. Select to cancel it from the options menu to the right of the email's name. Then, make your edits to the mailing, click Review & Send, and schedule the send again by clicking Schedule for later at the bottom of the screen.

Sending a subject line split test

With any mailing, you have the option to conduct a subject line split test. You'll enter two or three (your choice) subject lines for your email, and we will send those variations to a small subset of your contacts (20%) to see which one gets the best open rate. The remaining 80% will get the best-performing one.

To launch a subject line split test for your email, head to the Review & Send page and click Switch to split test. You'll see three fields for you to type in your subject line variations. The third field, Variation C, is optional.

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The split test will run for four hours. We recommend you let us autosend the best-performing subject line to the remainder of your recipients once the test completes. However, if you wish to end the test early and send manually, you'll have the option to do so once the test is launched.

Click Start split test now or Schedule split test to start later to begin at a designated time in the future. You can watch the results tally on your Response page, on a tab labeled Split test.

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Last modified
09:30, 25 Apr 2017

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