Landing pages and mailers have quickly become a staple of internet marketing. They are used for driving sales, producing leads and thereby, generating revenue. There are many marketing automation platforms used for creating these assets such as Marketo, Hubspot, Eloqua etc. with each having its share of pros and cons. Out of these, Marketo is the most popular marketing automation platform as it provides a unique blend of solutions like email marketing, landing pages, campaign management, marketing analytics etc.
Irrespective of the platform, there are a number of things that can and do go wrong when creating assets. I have observed numerous times while testing marketing assets that an email newsletter that looks terrific in Outlook can look awful when squished into a small screen. Take a look at the following two layouts of the same newsletter on Outlook and on an iPhone.
Emails, when not optimized appropriately for mobile devices can look cluttered and eventually provide a less than optimal reading experience to your customers. This is a problem that a number of users experience every day, which is why we work meticulously to write mobile specific CSS which ensures that your emails render flawlessly on all devices.
Let’s take a look at the key points that should be considered while testing different Marketo assets.
The best part about email marketing is that it can be used at every stage of the funnel. Marketo has recently launched Email Editor 2.0, which is used for creating guided templates for emails.
Following are some of the key points that you need to consider while testing your mailers in order to provide a seamless end user experience:
- Testing emails through Litmus ensures that they render correctly on all popular email clients and devices. More than 56% of emails are opened on mobile devices, so it’s vital to verify that the email renders correctly on various devices.
- It’s also crucial to verify the text version as some email clients do not support or display the HTML version correctly.
- Buttons should have a minimum target area so that a user can seamlessly click on it without any hassle.
Most clients prefer guided landing pages over free form landing pages. The former provides a great deal of flexibility for removing or adding elements and uploading different images. It also has a responsive feature, which enables a user to add a structured editing experience.
Here are some of the key points to remember when testing Marketo landing pages:
- The main headline needs to be tested thoroughly as that usually contains a product’s proposition
- The Call-to-Action (CTA), which is typically a text that represents your conversion goal, should be in title case
- Testing should be carried out on all browsers and devices for maximum coverage
- Footer address should be appropriate and as per the branding guidelines
For companies selling their products or services on a global scale, translating campaigns in different languages can pose a special challenge.
A recent campaign I was managing was especially challenging as it had to be translated into 22 different languages. The assets in the campaign included an email and a landing page. While all the values were translated through a tool, it became increasingly important to verify that each localized token had the correct set of value as per its segmentation. This certainly required quite a bit of effort and focus in order to be successful.
Lastly, small changes can have a big impact on your conversion rate. So, ensure that your assets are thoroughly tested. It’s well worth the time and effort!
Having Trouble Testing your Marketo Assets?
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