1) Always look at the layout of your newsletter. Too many images or too much text can lead to your newsletter looking very unprofessional and can result in it being considered as Spam and landing in the junk folder of certain email clients. A good image to text ratio is the 60-40 rule. For more information on that rule you can read our “The importance of image to text ratio” blog.
2) Once you are happy with your email design, send yourself a test in order to check that the colours, fonts, links and call-to-actions among others are displaying and working correctly.
3) If you decide to add personalisation in your newsletters, please ensure that it is also displaying without any issues and the information is being taken from the correct dataset (we don’t want John to be called Lucy).
4) Use our “inbox preview” feature to fully test your newsletter, as this feature allows you to preview it in 14 different email clients.
5) Test your subject line as you need to entice your subscribers enough for them to actually open your email. Our advice is to do an A/B test on two or more different subject lines, by doing this your email will be sent to a small percentage of your mailing list and our system will then calculate which subject line won (depending on the amount of email opens or clicks). By doing this, you can then have your email automatically sent using the most successful subject line which will help you to increase your open rate. In addition, if you are unsure what your subject line should state then you can read our blog “Creating the perfect subject line” and learn some more tips!