Most marketers are busy people, and with the number of elements involved in email marketing, it’s far too easy to overlook something. That’s why a client requested a checklist to run through before you hit send.
Ask and ye shall receive! Below, find the steps I consider necessary before sending your campaign and additional best practices for optimal results:
THE MUSTS:
☐ Spell-check.
☐ Re-read to check grammar, re-write anything unclear and shorten copy.
☐ Place alt text behind any important images.
☐ Make sure you have a text version of your email that has been tweaked accordingly.
☐ Check for a working unsub link and physical address: CAN-SPAM musts.
☐ Use a recognizable from name.
☐ Rethink your subject line: is it compelling and non-misleading with most important words mentioned first?
☐ Make any offer deadlines clear and visible.
☐ Run a spam test. Tweak if needed.
☐ Do an inbox preview test if possible/appropriate to make sure the email renders well.
☐ Send test versions (both HTML and text) to yourself and others.
☐ Click on every link in your email – do you go to the right place?
☐ Test the entire call-to-action process (can you actually register, buy, etc smoothly with the desired outcome)?
☐ Identify and make sure you’ll be sending to the right list. Make sure those contacts are opt-in only.
THE BEST PRACTICES:
☐ Make sure your from address is that of a real person/department and not a do-not-reply.
☐ Include a call-to-action preheader and a link to your online version.
☐ Highlight an appropriate link in the nav bar to stand out.
☐ Optimize your preview pane.
☐ Make sure calls-to-action are as high up in the email as possible.
☐ Is the call-to-action mentioned more than once? It should be.
☐ Consider placing whitelisting instructions in your header or footer if appropriate.
☐ Offer subscribers the option to manage their preferences.
☐ Set up an A/B split – test subject line, time of day, day of week, from name, offer, CTA – whatever makes sense.
☐ Segment your list for more targeted messaging if possible.
What do you check before you send an email? Let me know and I’ll happily update and add to this list!
Also, if you have any requests for additional checklists you’d like to see, just drop me a line.
Happy Sending!
Kristen Gregory
Email Marketing Strategist at Bronto
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