The Ultimate Email Checklist: 29 Things to Check

E-mail internet marketing is complex, and with more than 300,000 prospective renderings for an e mail, there’s no scarcity of things that can impression how your emails will in fact appear the moment they’ve hit your subscriber’s inbox.

So: what ought to e mail marketers have on their pre-deliver e mail checklists?

In this site article, we dive into the what and whys of email campaign checklists, the 6 phases to sending the excellent e mail, and 29 of the most popular (and vital) checkpoints—all in just one position.

Go through on to learn:

What is an e-mail checklist?

An e mail checklist is a list of merchandise to evaluation before hitting send out, used as a reminder and help to enable decrease errors.

The goal of an email campaign checklist is basic: to assistance marketers stay away from frequent problems. An successful checklist includes a checklist of crucial factors to examine. They cover—and consider—the most essential parts of an email.

Why you should really check your e-mails right before you ship them

Have you ever opened an electronic mail to discover that …

  •  A connection is not performing?
  •  Images are not loading?
  •  Personalization is wrong? 

These e-mail faults are just skimming the surface area of all the likely mishaps that can occur. With e mail consumer updates occurring an normal of each 1.2 days, there are a ton of variables that can effects your e-mail exhibiting specifically as you had prepared.

Damaged e-mail guide to a poor subscriber encounter they have the possible to injury your manufacturer and appreciably travel down the overall performance of your e-mail. Which is why it’s important to locate a way to get ahead of them. By having the time to assessment your email strategies against a checklist, you will cut down the risk of widespread mistakes and issues.

Let’s acquire a glance at the six phases to assessment prior to deploying your email marketing campaigns.

Section #1: Planning and approach

To start with thing’s first: lengthy in advance of your e mail goes into output you need to have to define your ambitions and viewers. This involves identifying:

  • What is the aim of your marketing campaign?
  • How will you evaluate accomplishment?
  • What is your viewers/phase?

Let us dive into each individual of these.

Establish the aim of your campaign

Step one particular is—and should often be—to establish the intention of your marketing campaign. At the commence of your scheduling phase, inquire: what is the goal? Is it to educate your audience, stimulate signal ups, or winback your subscribers

Some thoughts involve:

  • Schooling
  • Indicator ups
  • Referrals
  • Purchases
  • Registrations
  • Shopper re-engagement

Determine how you will evaluate your results

Upcoming, identify how you are going to measure success—aka, your KPIs. For example:

  • Simply click-via rate (CTR)
  • Unsubscribe charge
  • Bounce rate
  • Deliverability level or inbox placement charge
  • Subscriber life time price (LTV)
  • Return on investment decision (ROI)
  • Email listing dimension or expansion level
  • Conversion fee (CVR)
  • E-mail study amount/read time
  • Spam grievance amount
  • Revenue for every e-mail (RPE)
  • Earnings for every subscriber (RPS)
  • Churn fee
  • Subscriber acquisition price tag
  • Email production time

💡 If you’ve established your KPI to be open amount, you should really contemplate the impacts of Mail Privacy Safety (MPP) inflating opens on Apple equipment for these who’ve opted in. Our Email Analytics Survival Tutorial addresses all the alternate KPIs you can use to evaluate achievement, apart from the open up premiums.

Segment your viewers to increase final results

Then, you are going to have to have to specify your focus on audience. These can be centered on potential clients vs. prospects, geolocation, engagement action, etc. Ensure all suppression or exclusion electronic mail lists have been used.

Stage #2: Craft your information

Soon after you have determined your strategy and email system, you are going to need to have to develop the material of your electronic mail. This upcoming phase demands you to imagine about e-mail duplicate, e-mail design, and electronic mail development—and what the scope of function appears to be like. Take into consideration:

  • Personalization. How will you be delivering written content suitable to your subscribers?
  • Your calls-to-action (CTAs). Are they potent and compelling?
  • Your subject matter line, sender identify, and preview textual content. Do they do the job together to stimulate subscribers to open up?

Here’s a suggestion from Jaina Mistry, Litmus’ Director of Electronic mail Marketing and advertising:

Jaina Mistry “Your issue line, sender name, and preview textual content all function hand-in-hand. Imagine of your preview text as an extension to your subject matter line. Craft issue strains and preview textual content that do the job together and make perception when study with each other. And stay away from repeating your sender title in your subject matter line or preview textual content.”

—Jaina Mistry, Director of E-mail Advertising at Litmus


Section #3: Boost your inbox check out

Your inbox see is what subscribers see from your brand name or enterprise in their inbox. It will appear a little a thing like this:

And features your:

It’s a single of the 1st items your subscribers see, so you will want to make a fantastic impression. Here are some certain things to examine:

  • Use a recognizable and constant “from” name and address. 
  • Validate that your reply-to address is welcoming and energetic (i.e., not [email protected]).
  • Enhance your preview text: Use our preview text hack in cases exactly where copy is too extended or brief.

Section #4: Enhance your email design and style

Effectively-designed e-mails are critical for engaging your audience and driving results. Take into account double-checking these details to make certain your e-mail are attractive, actionable—and optimized.

  • Test that your email renders the right way across mobile, desktop, and webmail environments. 
  • Make guaranteed your plain-text model is visually interesting and has doing work backlinks.
  • Use retina visuals to guarantee visuals load and are not blurry. 
  • Exam dynamic information and personalization—and be certain you have fallbacks in position.
  • Validate that no photos are damaged and ALT textual content is in location.
  • Check in Dim Manner to make guaranteed your colors aren’t inverted.
  • Affirm merge tags function as supposed and have fallbacks.
  • Check your load time: try out to keep below two or a few seconds.
  • Assure your electronic mail file size is significantly less than 102KB (the size at which Gmail will clip your e mail).
  • Make sure your e mail is available to display visitors and all those with visible impairments. 

Stage #5: Get ready your insights

In order to assess your insights, you will need to have to make absolutely sure they’re set up properly, and that you’ve confirmed the pursuing:

  • Examine your links to assure they are working and becoming tracked properly (e.g. UTM parameters, if applicable)
  • Insert an analytics code to your campaign and make sure it is activated.

Period #6: E-mail deliverability

Email deliverability is all about getting your electronic mail into your subscriber’s inbox (and not spam). Here are some checkpoints to take into consideration:

  • Verify your subscribers have express opt-in.
  • Follow all applicable spam rules for the nations the place your subscribers reside (this varies by region and area).
  • Include things like organization speak to information and facts, like a bodily mailing tackle, to stay clear of spam filters. 
  • Verify for spelling and grammar glitches.
  • Contain a doing the job unsubscribe backlink.
  • Get a popularity check of your IP addresses and domain names.
  • Run a Spam Filter Examination to guarantee e mail authentication information are in area.

Dive deeper into e mail deliverability in our Supreme Manual to Email Deliverability. →

Obtain Litmus’ Electronic mail Advertising and marketing Checklist! 

There’s much more to deploying an e mail than hitting send out. A lot needs to come about ahead of hitting “send” and as depth oriented you may well be, blunders come about.

Having a pre-send checklist on hand is your essential to cutting down glitches and mistakes—and finally, creating a unforgettable subscriber experience.

Want all of these checkpoints in one place? Download your no cost checklist these days.