In the fast-paced realm of digital marketing where innovation is the currency and user experiences reign supreme, Sarah, a dedicated digital marketer, embarked on a journey that uncovers the transformative power of Quality Assurance (QA). In this blog, we delve into Sarah’s experiences wherein she unveils the dimensions of QA that serve as the guiding compass to create outstanding campaigns and unparalleled user experiences.
Sarah’s Exploration of Quality Assurance:
As she delved into the realm of Quality Assurance, she encountered a set of dimensions that define what quality truly means in the context of digital marketing:
- Discoverability: In the vast digital landscape, campaigns should rise above the noise and effortlessly capture the attention of the intended audience. Using digital text rather than embedding text in images, adding accurate alternative text to images, making email text readable by selecting well-contrasted colors, and making clear and meaningful call-to-action buttons are some ways that Sarah used to create accessible emails. She recognized discoverability as a discussion of which the potential customer is a part.
- Attractiveness: Sarah realized that grabbing attention is merely the beginning. Her content not only has to be visually appealing but it also has to evoke an emotional connection with the audience. She noted that a concise and clear subject-line coupled with an eye-catching preheader or preview text can make a great first impression.
- Usefulness: Besides making it attractive, Sarah tailored her content to provide genuine value to customers, addressing their needs and interests. For this purpose, it was essential that the copy be simple, brief as well as convincing and the images relevant to the content. Hence, she focused on making her campaigns provide something valuable – whether it’s information, entertainment, or a solution – to create a lasting impact.
- Usability: In order to smoothen navigation through her campaigns, Sarah ensured that ease of interaction became a cornerstone of her strategy. After all, improved user experience fairly impacts the performance of the overall campaign.
- Technological Responsiveness: With a multitude of devices at users’ fingertips, Sarah recognized the importance of seamless performance across various screens. This includes adjusting the components of an email to optimize and make them mobile-friendly, as the number of users who check their mails on their phones is ever-increasing.
- Speed: Sluggish loading times drive users away. Loading speed is an essential factor in retaining engagement. On conducting some research, Sarah discovered that emails should take less than 2 seconds to load on a desktop connection and optimized her campaigns accordingly. She remembered to compress heavy images and avoided adding animated GIFs to her emails.
- Split or A/B testing: The success of email campaigns is measured by their ability to drive tangible results – be it through sales, leads, or other predefined goals. Thus, it was finally time to test the subject line, images and calls to action of her emails. By splitting recipients into two segments A and B, Sarah could determine which version generated a higher open rate.
Delivering Quality Emails: From her journey of exploring the process of QA, Sarah concluded that delivering quality emails is the result of not merely a technical but a holistic approach. It is important to consult QA experts to ensure that each part of the email shines with quality. To enhance a campaign, embracing user-first experiences becomes a necessity.
By infusing these dimensions in her strategy, Sarah was able to supercharge her campaigns. You can do the same. Build outstanding campaigns by adopting the measures taken by Sarah and quality-driven marketing will be within your reach.
