Email Testing: A Beginner’s Guide with Best Practices

What Is Email Testing?

Email testing is a process of previewing, validating, and evaluating an email's code, content, formatting, readability, and overall appearance before sending it to the audience. This procedure allows you to view how the email displays correctly to recipients across various devices, operating systems, browsers, and platforms to ensure it appears as designed.

Testing helps verify that images, graphics, and links function properly while also allowing a final review for any spelling or grammar mistakes. It also checks for deliverability issues, ensuring the email doesn’t land in spam folders.

One simple way to test an email is to send it to yourself or a team so that they can view it on different devices.

However, many advanced email tools (such as Litmus, Email on Acid, or Mailtrap) can automate specific testing tasks to check for broken links or subject lines, rendering issues, compatibility issues and more. Complete testing helps improve email performance, engagement, and overall user experience, making it an important step to verify the email elements before launching any campaign.

Why Is Email Testing Important?

Email testing is important because it ensures that emails are effective, professional, and deliver the intended message to recipients without issues.

Here are some key reasons why email testing is important:

Key reasons why email testing is important:

• Ensures that emails appear consistent and function correctly across different devices.
• Optimizes emails by preventing spam triggers caused by formatting issues, broken links, or suspicious content before they reach recipients' inboxes.
• Verifies that all images, CTA links, and multimedia elements load correctly.
• Checks font sizes, contrast, and alternative text for images to ensure readability and accessibility for all users, including those with disabilities.
• Ensures that interactive elements (such as buttons, forms, and dynamic content) work correctly across different platforms and devices.
• Validates the final content and checks for typos, missing personalization, or incorrect information.
• Ensures emails display properly in both light and dark modes.
• Identifies and resolves issues before they reach your audience.

What Email Components Should Be Tested?

To ensure your emails are error-free and are accessible to all users, and deliver the best user experience, there are four key areas that you must test:

• Content Validation: This testing process ensures that all email content elements, including subject lines, preheader text, CTAs, and other elements related to content are optimized.
  • Subject Line: Testing the subject line is important for the success of your email campaign. It's the first thing your audience sees and can determine whether they open or ignore your email. It must be attention-grabbing and valuable to the reader.
    • Test short vs. long subject lines.
    • Personalize with the recipient’s first name.
    • Match the email’s tone (informal vs. corporate).
    • Highlight discounts or value-added benefits.
    • Optimize for mobile vs. desktop readability.
  • Preheader Text: Test the appears next to (or below) the subject line in the inbox. It supports the subject line by providing additional context and helps set expectations for the email, boosting open rates.
    • Test including vs. excluding the preheader text.
    • Highlight different topics, particularly for newsletters.
    • Expand on the subject line, such as using a question to spark curiosity in the reader.
  • The CTA (call to action): It is a central element of most email campaigns and often the main focus of the email, so it’s important to make it stand out. Things you can test in the CTA are:
    • Design (color, font, shape, etc.)
    • Placement (top or bottom)
    • Size of the CTA button
• Campaign Parameters: These are important because they help identify when your audience is most engaged and improve open rates and CTRs. Regular email testing also helps ensure optimal timing for campaign effectiveness.
  • Email Time: Testing your email scheduling time helps you understand when your audience is most responsive to CTAs.
  • Email Date: Test different scheduling days over several weeks to analyze the impact on open rates and CTRs. Timing and days vary based on season, business, and location, so regular testing is essential to find the best schedule.
• Technical Validation: This ensures the email looks and functions as intended correctly across devices and clients:
  • Design: Test the appearance of your email plays a very important role in conversions. Your email's design and layout impact whether subscribers engage and click the CTA. Make sure to keep your design and layout unique and updated to improve user experience and click-through rates.
  • HTML and CSS Validation: The HTML code varies based on the viewing device on how an email renders, including email servers, operating systems, screen sizes, apps, and web-based clients.
  • Font, Link, and Image Validation: Test for the broken links in an email, as it is the most common error that frustrates the audience.
• Email Accessibility: This ensures that your emails can be read and understood by all subscribers, including those with disabilities.
  • Alt Texts: You must add alt text for images as it helps screen readers convey their meaning.
  • Color Contrast: You must use tools like WCAG to analyze color contrast and follow accessibility guidelines.
  • Font Size and Style: Choose readable font sizes, avoid small fonts, provide adequate line spacing, and use easy-to-read fonts.
  • Keyboard Navigation: Test navigation using only the keyboard to ensure all interactive elements are traversable and accessible to all.
  • Accessible Links: Give detailed link text to provide context and ensure links are visually unique and have a focus state for keyboard navigation.

Types of Email Testing

You can manually test specific design and formatting aspects across different platforms, while email testing tools automate various test types.

Some of the email test types are below:

• A/B Test: Sends two versions of the same email with a slight variable change, either in a subject line or media element, to test the email, to identify which variation performs better by providing insights to enhance future email campaigns.
• Categorization Test: This test automatically categorizes emails into tabs like important, promotional, social, and updates. Testing how different providers sort emails can help improve visibility and prevent them from being marked as spam or trash. Optimizing categorization can increase open and click-through rates.
• Time Test: This helps determine when an audience, subscribers, or recipients are most likely to open and interact with emails. By analyzing details and the click-through rates at different times of the day, you can schedule campaigns for maximum engagement.
• Rendering Test: Helps ensure that the email displays correctly across various platforms and devices, helping identify formatting issues or broken elements.
• Spam Test: This test checks whether your email has been flagged as spam due to formatting or authentication issues. It helps improve your inbox placement.
• Link and Image Test: Verifies that all links work correctly and direct users to the intended destinations. It also ensures that images load properly across different email clients.
• Accessibility Test: Validates the readability and navigation of email elements for all users, including those with disabilities.

5 Ways To Test Your Emails

Below are 5 ways to ensure effective email testing: check compatibility across different email clients, use testing tools, gather feedback from colleagues, and verify links, images, and formatting.

• Test Across Different Email Clients: This is especially important if you or a significant part of your audience uses email clients like Gmail, Outlook, Yahoo, Rediff, or others, as each one has its unique formatting challenges.

  Email clients display HTML differently because each has its coding structure, leading to varied interpretations of the HTML. It can cause inconsistencies across different clients while appearing perfectly formatted in Gmail.

  It is always recommended to double-check that your content displays correctly across different email clients as well.

• Cross-Device Testing: With mobile devices now leading in email open rates, it’s essential to test your email design on both mobile and desktop platforms, including tablets. Send a test email to your phone or tablet to ensure the layout looks good on smaller screens. Check for readability of text, the size of buttons, the consistency of the format, and the overall layout’s appearance.
• Test with a Colleague: Email testing doesn’t have to be done alone. A second pair of eyes can help spot any overlooked typos or formatting issues that might arise when the email lands in their inbox.

  If you're testing solo, tools like Grammarly can assist with proofreading and checking spelling, grammar, and punctuation. For added support, there are email testing tools available that can identify issues, check across devices, and run multiple tests across various email clients.

• Use Email Testing Tools/Software: Most email marketing providers offer testing tools, but if you want to test your emails in more detail, there are numerous email testing tools available that can cross-check your emails across all email clients and their latest versions, as well as test on popular mobile devices, tablets, and desktops.
• Test on a Cloud-Based Platform: The most scalable and reliable way to ensure consistent email rendering across different platforms and devices is by using cloud-based email testing platforms. These platforms allow you to preview how your emails appear across various email clients, devices, and screen sizes in real time—without the need to maintain multiple physical devices.

One such platform is LambdaTest, an AI-native test execution platform that enables you to test emails across 5,000+ browser and OS combinations. With this cloud testing platform, you can validate email layouts, formatting, and responsiveness while ensuring proper deliverability and a seamless user experience across different email clients like Gmail, Outlook, and Yahoo, as well as various devices.

Additionally, LambdaTest helps identify rendering issues, broken links, and missing images before you send emails to your audience, ensuring a flawless email experience.

Email Testing Tools

Below are a few email testing tools that will help you enhance your testing experience with email.

• Litmus: This tool helps you send error-free emails confidently and cut down your testing time by half. You can also get automatic alerts when an email client makes changes that could affect your subscriber experience or brand reputation, allowing you to act quickly.
• Email on Acid: This tool offers unlimited email previews across 100+ live email clients and devices. Before sending an email, you can see how it appears to your audience to ensure consistency across various clients and devices.
• Mailtrap: This tool provides space to inspect and debug emails in staging, development, and QA environments before sending them to your recipients.
• Mailgun: This tool offers APIs for sending, receiving, and monitoring emails, enabling faster delivery solutions. It is the best choice for developers because it allows for easy email integration and ensures efficient email handling within applications.

Email Testing Challenges and How to Overcome Them

Email testing is essential, but it also comes with its own set of challenges that make email testing slightly difficult to implement and cause issues in carrying out email testing most efficiently and effectively.

• Challenge 1: Handling Various Email Clients: One significant mail test challenge is ensuring compatibility across a diverse range of email clients and devices.

  Solution: To overcome this challenge, you must make use of cross-client testing tools that help you simulate how your email appears across multiple clients to help you identify inconsistencies.

• Challenge 2: Maintaining a Collection of Devices and Accounts: Keeping an up-to-date collection of all the different device types and email accounts for testing purposes can be difficult.

  Solution: You must utilize email testing tools like Mailtrap or Litmus, which help you perform tests on multiple devices and clients without manually managing devices.

• Challenge 3: Managing Multiple Logins: Remembering login details for numerous email accounts, such as Gmail, Yahoo, Outlook, etc., adds to the complexity.

  Solution: To overcome this challenge, you must use a password manager tool to securely log in and manage credentials. This allows testers to log in while performing email testing without needing to remember each password.

• Challenge 4: Minimizing the Time-Consuming Process: Testing in different email clients, making adjustments, and re-testing can be extremely time-consuming.

  Solution: To overcome this challenge, you must automate the email testing process using various email tools like MailSlurp or Email on Acid, which helps streamline testing and provide faster feedback

• Challenge 5: Ensuring Responsive Design: Responsive design is important for emails because it ensures they render correctly on any device, such as a desktop, tablet, or smartphone.

  Solution: To overcome this challenge, you must make use of responsive email design tools and preview software that automatically adjusts for different screen sizes.

• Challenge 6: Testing Across Different Email Service Providers: Different email service providers (ESPs) have their own set of rules and algorithms for handling emails, which can affect deliverability and presentation.

  Solution: You must use platforms like Litmus or Mailgun to test across multiple ESPs and check how your emails perform in each environment.

• Challenge 7: Dealing with Spam Filters: Navigating through spam filters is another critical aspect of email testing.

  Solution: You must perform spam testing using tools like SpamAssassin or Mailgun to analyze your emails and ensure they meet best practices to avoid your email being flagged as spam.

• Challenge 8: Monitoring Email Reputation: It is important to determine the percentage of outbound emails that recipients mark as spam or flag as viruses.

  Solution: You must use various email monitoring tools like MailSlurp to help you track delivery rates and insights, ensuring your emails reach customers' inboxes successfully.

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Best Practices for Email Testing

Below are some of the best practices that every email creator and tester must follow in order to deliver high-quality emails to drive engagement and conversion rates.

• Test Across Multiple Email Clients and Devices: You must ensure that your emails are displayed correctly on various email clients (Gmail, Outlook, Yahoo, etc.) and devices (desktop, mobile, tablets) and ensure to use various email testing tools to maintain the formatting and compatibility issues.
• Validate Email Rendering: You must make use of email preview tools to check how your email appears across different inboxes, ensuring proper formatting, images, and CTA alignment.
• Check Spam Score and Deliverability: You must perform spam tests to help identify potential issues that could send your email to the spam folder. Keep the spam score low to improve inbox placement.
• Verify Links and CTA Functionality: You must ensure to test all links, buttons, and interactive elements within the email to confirm they work correctly and lead to the intended destination.
• Ensure Responsive Design: You need to use a mobile-first approach. Emails are readable, well-structured, easy to navigate on smaller screens and accessible to all users, including those with impairments.
• Run A/B Tests: You must test subject lines, preheaders, email content, and CTA placements to determine what drives higher engagement.
• Check Load Time and Image Rendering: You must ensure that your images load properly, that alt text is in place, and that your emails don’t take too long to display.
• Test Email Accessibility: You must ensure all your emails are accessible to all users by using proper color contrast, readable fonts, and alt text for images.
• Monitor Email Deliverability Metrics: You must make sure to keep track of bounce rates, which must be less than 2%, open rates, and engagement metrics to identify issues and optimize performance.
• Stay Updated with Email Provider Requirements: You must stay updated with the latest sender authentication protocols (SPF, DKIM, DMARC) and comply with regulations from Gmail, Yahoo, and other providers.

Conclusion

Email testing has to be performed to ensure that your emails are rendered correctly, functioning as expected across various devices and email clients and reaching your audience as intended.

Addressing issues such as formatting, element placement, fixing broken links, deliverability challenges, cross-device compatibility, and more email testing can enhance user experience, help boost engagement and strengthen brand credibility. It is also important to consistently test your emails to help maintain high-quality communication and maximize campaign success.

Citations

• A Model for Testing Email Newsletter Design: https://www.researchgate.net/publication/305517097
• Email Spam: https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=10693429