A practical pre-send checklist for email campaigns
Review the message, links and recipient journey before your next campaign goes out.
Make the message easy to follow
Choose the main purpose of the email and give it a clear subject line. Check that the opening explains why the message is relevant. Keep the main action easy to find, and make sure the linked page delivers what the email describes. Remove competing messages that make the next step unclear.
Check the complete experience
Send a test to the people responsible for approval. Review it on a phone as well as a desktop screen. Test every link, read the plain wording of buttons and check any personalization with missing information. Confirm that images support the message and that the email still makes sense when images do not load.
Confirm the audience and follow-up
Review which audience the campaign is intended for and whether the content fits that group. Check the sender details and available preference or unsubscribe options. Confirm who will handle replies. After sending, review the actions people took and any feedback before deciding what to repeat in the next campaign.