Blog article
- 8 minutes read
- Kiara Saloojee
- DMARC Enthusiast
How to test email campaigns before sending for optimal engagement
Testing is the difference between an email campaign that quietly disappears into the Spam folder and one that lands in the inbox, gets opened, and drives clicks. When you understand how to test email campaigns properly, you improve deliverability, reinforce brand awareness, and increase engagement.
Email testing is the process of checking your campaigns before they go to your full list. It covers technical checks (like authentication and spam scores), design and rendering (how the email looks on different devices), and performance optimization (for example, A/B testing different subject lines).
When you run a thorough email test, you validate if:
- Mailbox providers can trust this message
- Subscribers will see it correctly, wherever they read it
- Content, links, and calls to action (CTAs) are easy to understand and act on
Done well, testing reduces spam filtering, improves user experience, and increases return on every campaign.
Why you should test email campaigns
Untested emails often fail in ways that are easy to miss until it’s too late. Common issues include:
- Broken images that make your brand look unprofessional
- Formatting that collapses on mobile devices
- Links or CTA buttons that don’t work
- Authentication failures that push messages into Spam or cause them to be rejected entirely
Those problems hurt more than just a single campaign. They reduce trust over time. If subscribers can’t read your email properly or your messages consistently land in Junk, they stop engaging. That means lower click-through rates and fewer conversions.
Testing your email campaigns protects marketing ROI by catching issues before they reach thousands of inboxes. It also protects subscriber trust by ensuring each email is secure, easy to read, and simple to act on.
How to test email content
Before you focus on technical checks, run a basic content-focused email test. This is where you make sure the message is clear, accessible, and free from basic mistakes.
Key checks include:
Subject line and preview text
- Check the length so the full message appears in common inbox views.
- Avoid obvious spam trigger phrases like “100% free” or “act now!!!”.
- Make sure the preview text supports the subject and doesn’t just repeat it.
Links, buttons, and tracking
- Click every CTA button and text link to confirm they’re working.
- Verify that tracking parameters (for example, UTM tags) are present.
- Check buttons on both desktop and mobile to confirm they’re shown as expected.
Images and accessibility
- Add descriptive alt text for every image.
- Confirm that the email still makes sense without images.
This content verification step is a simple but powerful email test that prevents many common mistakes from ever reaching your audience.
Essential email tests to conduct before sending
A strong pre-send process combines technical verification, rendering checks, and performance testing.
1. Authentication and deliverability tests
If you want your email campaigns to avoid the Spam folder, authentication isn’t optional. Before each send, you should be confident that:
- Sender Policy Framework (SPF) records include the right sources and don’t exceed the DNS lookup limit.
- DomainKeys Identified Mail (DKIM) is correctly configured and signing messages properly.
- Domain-based Message Authentication, Reporting, and Conformance (DMARC) is in place to guide mailbox providers on how to deal with suspicious messages from your domain.
- Brand Indicators for Message Identification (BIMI) is correctly set up if you want your verified logo to appear in supported inboxes.
As part of your email test, use a domain analyzer to validate SPF, DKIM, DMARC, and BIMI. This tool can help you identify misconfigurations that could push your campaign into the Spam folder or block it entirely.
Need help validating SPF, DKIM, DMARC, or BIMI?
Use Sendmarc’s domain analyzer to check your authentication setup before you send your next campaign. It is a quick way to ensure your domain is correctly configured.
Beyond authentication, run checks for:
- Spam score: Use a spam testing tool to scan your email content, headers, and links. Adjust wording and remove unnecessary links if your score is too high.
- Domain and IP reputation: If your sending domain or IP address has a poor reputation, even a well-designed campaign can struggle. Regularly review reputation data.
A disciplined approach to authentication and deliverability tests ensures your emails are technically trustworthy before you think about creative performance.
2. Cross-device and client rendering tests
Subscribers read emails in many different places: Gmail, Outlook, Yahoo Mail, webmail clients, and mobile apps. A message that looks perfect in one client might break in another.
Before a major send, run an email test that previews your campaign in:
- Popular mailbox providers such as Gmail, Outlook, and Yahoo Mail
- Both desktop and mobile views
- Light and dark mode, wherever possible
As you review these previews, check:
- Layout and spacing
- Alignment of images and text
- How buttons appear in different modes
If you find issues, adjust your HTML and CSS or simplify the design. Sometimes, a slightly less complex layout that renders consistently is better than a highly styled email that only looks correct for a portion of your audience.
3. A/B testing for email campaigns
Once you know your email can deliver and render correctly, you can use A/B testing for email campaigns to improve performance. A/B testing is the process of sending two versions of an email to different segments and comparing results.
You might run an email test on:
- Subject lines and preview text
- Different CTA copy or button placement
- Short-form versus long-form content
- Different hero images or layouts
To run effective A/B tests:
- Test one variable at a time. If you change several things between versions A and B, it’s hard to know what actually moved the needle.
- Choose an appropriate sample size. Send the test to 10–20% of your total list, split evenly between versions A and B.
- Pick clear metrics. For example, subject line tests focus on open rate, while CTA tests focus on click-through rate or conversion.
- Allow enough time. Give the test window time to collect data before declaring a winner.
- Look for statistically significant differences. Do not overreact to very small variations that might be random.
The real value of A/B testing for email campaigns comes from iteration. Document what you learn and apply those insights to future sends so your email campaigns steadily improve rather than starting from scratch each time.
Common mistakes to avoid when testing email campaigns
Even experienced teams fall into predictable traps. Watching for these issues can save time and prevent avoidable problems:
Sending to the wrong segment
Always confirm your audience selection. Accidentally sending a test or a niche campaign to your full list can create confusion or damage trust.
Overlooking alt text and accessibility
Missing alt text and poor contrast don’t just hurt usability; they can also affect engagement.
Only testing in one email client
Sending a single test to your own inbox isn’t enough. Rendering issues in other clients or devices can still break your layout for a large portion of your list.
Not checking for spam triggers
Overly promotional language, excessive punctuation, or too many images relative to text can trigger spam filters.
Enhance your email testing process
If you want to strengthen your testing process, start by validating your email authentication setup with a domain analysis. This gives you clear visibility into whether SPF, DKIM, DMARC, and BIMI are configured correctly.
If you want expert guidance on improving your authentication without disrupting legitimate email, book a demo with Sendmarc.