4 Reasons to Test E-Mail Effectiveness


For far too long have businesses focused on building an email list. And many have successfully created large lists. But, the open rates of emails sent to these lists are dismal often in single digits. Should this be the case? No! Which is why you should routinely test your emails and even tweaking it to understand what works and what does not.

There are four primary reasons why you should test your emails.

  1. Better deliverability
  2. Higher conversion and more sales
  3. Greater return on investment (ROI)
  4. Stronger relationships with customers

Better Deliverability

More often than not, your prospective customer is subscribed to multiple email lists. Which means, your email could easily be lost in the sea of emails flooding their inbox.

Also, email reading softwares like Gmail are getting smarter. If they deem your email to be spam, it will directly deliver it to Junk, Spam or Promotions or Updates. In other words, your email might never be seen by the customer.

Hence, testing often to ensure better deliverability is a smart thing to do.

Higher Conversion and More Sales

Say your email subject line is very appetizing and your customer clicks on the email but then, nothing happens. They read it or scroll through it and take no action. Now what? It’s a lost opportunity. You spent time, money and energy on sending email and no sales result from it. What do you do now?

One of the best things you can do is hire a copywriter who has experience in writing sales copy. This will ensure higher conversion and more sales for you.

Most likely, your email software has a spam checker. Make sure to run every email through it so it doesn’t get stuck in your customers’ spam folder.

Greater return on investment (ROI)

This is obvious. When your emails are opened, clicked and sales go through, you make more money.

Stronger Relationships with Customers

Research shows that you need to have multiple touch points with a customer before they make a purchase – usually about 6 or 7. Writing email copy that entices customers to open your emails and read through counts as a touch point. The customer who is unfamiliar with your brand might not make the purchase right away. But, if he or she connects with your story and your content in subsequent emails, a purchase is very likely. Until the purchase happens, you’re building relationships with your customer.

In conclusion, run tests to optimize subject lines, copy and calls to actions. This allows you to deliver your emails effectively and more consistently.