The Importance of Copy Testing: 7 Effective Methods

TL;DR

This article explores why copy testing is crucial for marketing success, especially when using AI writing assistants. It covers the benefits of testing, such as improved conversion rates and reduced marketing spend, and details seven effective copy testing methods. From A/B testing to usability testing, this guide equips marketers with the tools to optimize their copy for maximum impact.

Introduction: The Importance of Email Deliverability for SaaS

Email deliverability, huh? It's not just about sending emails, it's about them actually arriving. Did you know that a chunk of marketing emails never reach their intended inbox? (The 2025 Marketer's Guide to Email Deliverability - Litmus)

Email's still kinda king for SaaS communication. (Does email marketing still rule as a king for customer acquisition?) Think onboarding, feature announcements, password resets... all that jazz. Email is king for these because it's direct, asynchronous, and provides a persistent record. Onboarding emails guide new users through initial setup, feature announcements keep them informed of value additions, and password resets are a critical, secure communication channel.
Bad deliverability kills lead nurturing and makes customer retention a nightmare - imagine folks missing crucial updates or important invoices.
Undelivered emails? That's money down the drain, plain and simple and it can hurt your sender reputation.

Think of it this way: deliverability is the foundation and without it, your strategy crumbles.

Tip 1: Validate Your Email Domain - SPF, DKIM, and DMARC

Validating your email domain? Sounds like a techy thing, right? But trust me, it's like putting a security badge on your emails, so they don't get mistaken for spam.

Sender Policy Framework (SPF): Think of it as a guest list for your domain. It tells email servers which IP addresses are actually allowed to send emails from your domain. For instance, a healthcare provider can use SPF to ensure appointment reminders are genuinely from them.
DomainKeys Identified Mail (DKIM): This is like a digital signature on your emails. It uses cryptography to verify the sender's identity. Retailers use this to confirm order confirmations are legit and not phishing attempts.
Domain-based Message Authentication, Reporting & Conformance (DMARC): It's the boss that tells email servers what to do with emails that fail SPF and DKIM checks. Financial institutions use DMARC to instruct servers to reject unauthenticated emails, preventing fraud. DMARC also provides reporting, giving you insights into who is trying to send emails using your domain and whether they're passing or failing authentication. This helps you identify potential spoofing attempts and monitor your domain's reputation.

These protocols might seem like alphabet soup, but they work together to verify your email's authenticity. SPF says who can send, DKIM adds a verified signature, and DMARC dictates the consequences for failures. Implementing these protocols is crucial.

And as Klaviyo notes, DMARC has gone from "best practice" to pretty much mandatory for bulk senders.

Tip 2: Implement Double Opt-In for New Subscribers

Double opt-in? Is that even worth it? It's an extra step, but hear me out, it seriously boosts your email game.

Genuine Subscribers Only: It's like a bouncer at a club, making sure only real people get in. For example, a healthcare provider using double opt-in can be way more confident that appointment reminders are going to actual patients, not some random typo.
Bounce Rate Killer: Less bad emails mean fewer bounces, which means better deliverability.
List Quality: A cleaner list is a more engaged list. Think of a retailer who only sends promotions to subscribers who confirmed they wanna hear about deals – way better engagement, right?

So, double opt-in isn't just a nice-to-have; it's a must in today's email world.

Tip 3: Maintain a Consistent Sender Name and Identity

Did you ever wonder why your emails are ignored? It could be as simple as your sender name.

Consistency is key: Use the same sender name, always! Whether it's your company's name or a person's name, sticking with one will help recipients identify it and trust you. For example, if your company is "Acme SaaS," stick with that. Don't switch to "Acme Solutions" or a generic "Support Team" one day and then a person's name the next.
Brand recognition: A consistent sender name helps build brand recognition and familiarity with your audience.
Personal touch: Using a real person's name (like, say, "John from Acme") can create a personal connection. But, make sure it's always John, not Jonathan, or it'll backfire.

Think of it like this: your sender name is your digital handshake. Make it count, and make it consistent.

Tip 4: Avoid Purchasing or Renting Email Lists

Okay, so, buying email lists? Yeah, no. Just don't do it – seriously. It's like inviting trouble to your inbox.

High bounce rates? Guaranteed. A list full of uninterested or invalid emails is a recipe for bounces, which hurts your sender reputation.
Spam complaints galore: People who didn't ask for your emails will mark them as spam. It's like knocking on doors and yelling about your SaaS product – nobody appreciates that.
Legal headaches: GDPR, CAN-SPAM... they aren't suggestions, they're laws. For example, sending unsolicited emails to EU residents? Big no-no.

It's way better to grow your list organically. Trust me; you'll be much happier with the results in the long run.

Tip 5: Craft Non-Spammy Subject Lines and Email Content

So, you wanna avoid the spam folder, huh? It's like trying to dodge that one annoying sales guy at a conference – gotta be slick!

Avoid spam trigger words like "free," "guaranteed," or anything that sounds too good to be true. Think like a normal person, not a late-night infomercial.
Lay off the ALL CAPS and excessive exclamation points!!! It comes across as shouty and desperate, which is not the vibe you want.
Short, sweet, and clear subject lines are your friend. "Urgent: Claim Your Discount Now!" screams spam. "Quick Question About Your SaaS Trial" is way more chill.
Personalize where you can, but don't be creepy. A simple "[customer name], check out these new features" can go a long way.

Think about it like this: if you saw the email in your inbox, would you open it? If not, tweak it 'til you would!

Next up, we'll dive into keeping your email lists clean.

Tip 6: Effectively Segment Your Email List for Targeted Messaging

Segmenting your email list? It's not just a "nice to have"--it's table stakes for good deliverability; think of it as sending the right message to only the people who care.

Boost engagement and conversion: Tailored emails means higher open rates and click-throughs. For instance, a SaaS company can segment users based on their feature usage and send tips only about the features they aren't using.
Cut unsubscribe rates: People unsubscribe when they get irrelevant content so deliver value to those who want it.
Personalization is key: Generic emails are… well, generic. A retail SaaS platform could segment based on purchase history and send personalized product recommendations.

Segmentation isn't just about blasting emails, it's about building relationships. It also helps with compliance.

Conclusion: Implementing a Holistic Approach to Email Deliverability

Deliverability, huh? It's like making sure your party invitations actually reach your friends and don't get lost in the mail - or worse, marked as spam! So, how do we make sure those emails arrive?

First, validate your email domain. Think of it like getting a verified checkmark on social media. It proves you are who you say you are.
Then, implement double opt-in for new subscribers. It's like asking, "Hey, are you sure you wanna hang out with us?" This makes sure people actually want your emails, and it keeps your list squeaky clean.
Maintain a consistent sender name and identity. It's like always introducing yourself the same way at a networking event. People recognize you, and they're more likely to trust you.
Avoid purchasing or renting email lists. Seriously, don't do it. It's like inviting random strangers to your party - they're probably not gonna be a good fit.
Craft non-spammy subject lines and email content. Don't yell at people with ALL CAPS and excessive exclamation points!!! Be cool, be clear, and be concise.
Finally, effectively segment your email list. It's like inviting different groups of friends to different parts of the party. Some people wanna dance, some wanna chill, and some wanna play board games.

Email deliverability isn't a one-time fix, it's is an ongoing thing. It's like tending a garden; you gotta keep weeding and watering. "Weeding" refers to regularly cleaning out inactive or unengaged subscribers from your list, and "watering" means consistently nurturing your engaged subscribers with valuable content and maintaining a good sending cadence.

And remember, good deliverability leads to happy subscribers, better engagement, and a healthier bottom line. So, get out there and make those emails count!