Imagineyou’re a marketer for a project management software company.You send monthly emails to your contacts with relevant content regarding industry news,blogposts,andnew product features.You segment your subscribers based on their industry,jobtitle,and company size.You address your contacts by their first name in the email body and suggest specific content related to their industry.Your CTA of the last email you sent reads, “Download our ebook.”You notice that your open rates are high for both mobile and browser users,but your click-through rates for browser users are significantly higher. Which step might you have forgotten when creating your marketing email?

The correct answer is Previewing your email.While the email appears to have effectively utilized segmentation by tailoring content to subscribers based on industry,jobtitle,and company size,and personalized by addressing them by their first name,the discrepancy in click-through rates between mobile and browser users suggests a potential issue with how the email renders or appears in different environments.Previewing the email allows the marketer to ensure that it displays correctly across various devices and email clients,including browsers and mobile devices.Failure to preview the email may result in formatting errors or rendering issues that could affect the user experience and engagement,leading to lower click-through rates on certain platforms.By thoroughly previewing the email before sending,the marketer can identify and address any formatting or display issues,ensuring a consistent and optimized experience for all recipients regardless of the device or email client they use,ultimately improving the effectiveness of the email campaign.