Best Practices for Building Your Own Test Invitations

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At a Glance

Build-Your-Own test invitations for My Panel give you the ability to choose between inviting your participants to take a test using the default UserTesting email or a new email written by you. Consider the following best practices and tips from UserTesting’s marketing team to write an engaging email invitation.


Table of Contents

Email Subject Line

Email Body 

Button Copy 

Tips

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Email Subject Line

Email subject lines are arguably the most important component of your emails. After all, the subject line is what recipients see in their inbox, and this is what determines if they even open your email or not. Consider the following: 

Email Body

When composing the body of your invitation email, consider the following:

  • Add some context about the product, service, website, etc., and kinds of tests participants can expect—participants that are frequent users of your service or product will be more inclined to respond and take part.
  • Consider adding the amount the test contributor will be paid if you created a paid panel. Earn $10 for an unmoderated test, $30 for 30 minute Live Conversation, and $60 for a 60 minute Live Conversation.
  • Add some detail about how their feedback will be used. Engage people by letting them know that their feedback is important, that it helps your team make informed decisions, and that their opinions are being heard.
  • Consider writing the email content in a conversational way, rather than using a formal or overly professional tone.
  • Remember to write your emails to your panelists in the same language that your tests will be written in.
  • Add some style, emphasis, or direction to your email by using bold text, italics, and bulleted lists. Check out this article for more information on Shortcuts for Formatting Text

Button copy

  • Keep button text within 40 characters and, ideally, four words for maximum effect.
  • Lead with an action—give users a clear, short instruction which they can carry out by clicking the button. For example: “Take the test”, “Start now”, or “Give feedback”.
  • Try to avoid wordplay or anything which might be confusing to some audiences. It’s always best to err on the side of being overly clear when writing good button copy.

Tips

As you prepare to send out your email invitation to participants, keep a few things in mind: 

  • Once you have launched your test, the custom invitation can no longer be edited.
  • Double-check the content of the email. Try to avoid including any specific references to time or date unless you’re certain that you will send the invitation on time. 
  • Be sure to remind your participants whether the test requires them to use a PC, Mac, or mobile device.
  • Keep in mind that if you mention payment for a paid panel, participants who opted out of receiving payment will still see payment details in the email invitation
  • The email invitations are sent in batches. For example, if you are looking for 5 participants to complete your test, we will send out 5 emails every hour to participants who match your audience criteria. This process will continue until the test sessions are completed or the list of participants who match your criteria has been exhausted.

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Need more information? Read these related articles.

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