Top Tips for Email Campaign Testing

Email Design Brief

1. Always test as an actual email

Your current email service provider will have a number of preview tools available via their email marketing platform that you can take advantage of, however, it’s always worthwhile testing your campaign as an actual email. This is because your browser is good at understanding bad or broken HTML within emails that land in your inbox.

As with all email testing, it should take place in the environment it’s going to be seen in. An email test will show up all sorts of issues you might not see via your platform’s ‘preview’ option – from broken HTML tags and links within the email itself to special characters appearing as a ‘?’ or a square box, as well as other ‘intelligent’ ways the email client will kindly try to destroy your HTML, all in aid of making things easier for recipients.

2. Reviewing your email personalisation

Any personalisation added to your email template should be thoroughly tested. Whether this is simple first name personalisation or complex dynamic content, you should always preview a handful of emails against your actual records.

In Maxemail, our advanced email marketing platform, you can easily preview any record that is pulled into your email template and filter by customer data points or dynamic content versions. This makes life a lot easier as other email service providers require you to create special seed lists. It doesn’t stop there – it’s always worthwhile sending your test email to a desired address or seed list and taking advantage of our Litmus email testing application.

3. Ensure your email data is correct

So your email marketing campaign looks good, all the links work and everybody is happy. But will your email actually be delivered and read by the right people? Sometimes we see that marketers forget this piece of the proofing puzzle.

This is a crucial part to any email marketing campaign and can be as simple as looking at various email list totals, or checking for records that should or should not get the email using the tools available through your email marketing platform, such as in Maxemail.

4. Optimising for email client rendering

I’ve touched on the fact that many email clients don’t like standard HTML emails. This is why it’s essential to test your email campaign across all devices when sending a new template.

Our integration with Litmus makes this easy, allowing you to test your email template via all major email clients in just a few minutes without having to create accounts or have the devices to hand. This is especially important for seeing what your email looks like on mobile devices even if you have used mobile-responsive HTML, as numerous email client applications like Gmail on your mobile can ignore this.

5. Proofing with a fresh pair of eyes

The best person to test an email is someone who hasn’t seen it before, and ideally someone outside of the marketing department. They will see things differently and pick up on things you will never see, especially if you have been working on your email marketing campaign for too long.

It’s a good idea to put an email proofing process in place and is the most important check of all. If you don’t run your email campaign by others then you risk glossing over errors and your email subscribers spotting them after they have received the email.


Our highly-advance email marketing platform, Maxemail, allows businesses to build bespoke emails and thoroughly check HTML in line with all email clients and devices before sending, ensuring successful delivery of your email campaign.

At Emailcenter, we offer businesses a free demonstration of Maxemail so they can see the benefits for themselves and our team are available to provide further information on the platform’s capabilities with our other and email marketing solutions, Maxecommerce and Maxservices.