Email Marketing Checklist: 10 Things to Check Before Hitting 'Send' on Your Next Marketing Email

Feeling anxious every time you hit that 'Send' button for your marketing emails?

Worried about missing crucial elements that could make or break your email campaign?

We've got you covered!

In this blog post, we'll provide a comprehensive checklist of 10 things to check before hitting 'Send' on your following marketing email.

Raise your hand if you've ever experienced the frustration of sending out a marketing email only to realize afterward that your main call-to-action had a broken link.

It's a total waste, not to mention embarrassing.

Now, how many of you raised your hand? ;)

Mistakes like these happen more often than you might think. Even the most savvy marketers are still human, after all.

So, how can you prevent these silly mistakes from impacting your email campaigns?

The easiest solution is to use test sends! Most email providers offer the option to test your email before mailing it to your contacts. If you're not taking advantage of this feature to proofread your email messages, you're setting yourself up for the exact scenario we just mentioned.

To avoid the embarrassment and poor results of email marketing blunders, we suggest printing out this checklist, pinning it to your cubicle, and referring to it every time you review a test send.

10 Things to Check Before Hitting 'Send' on Your Next Marketing Email

Here's a checklist of 10 things to review before sending out your next marketing email:

1. Broken Links

Checking for broken links is fundamental in ensuring your marketing email's overall functionality and user experience. Broken links can direct frustration among recipients and hinder the success of your email campaign. Manually verifying each link is crucial because automated systems may not catch every issue. You can confirm whether they direct recipients to the intended pages by clicking on every link in your email. This meticulous approach minimizes the risk of sending out an email with non-functional links, preserving the professionalism of your communication and preventing potential customer dissatisfaction.

In addition to safeguarding user satisfaction, ensuring that links are functional is particularly critical when the primary goal of your email is lead generation. If the call-to-action (CTA) contains a broken link, it could result in missed opportunities and negatively impact your conversion rates. By prioritizing the verification of links as the first item on your checklist, you establish a robust foundation for a successful email campaign and mitigate the risk of embarrassment or wasted efforts associated with broken links.

2. Forgotten Links

The second point in the checklist, addressing forgotten links, underscores the importance of a comprehensive review of all elements to be linked within your marketing email. This goes beyond the typical text-based links, encompassing images, call-to-action (CTA) buttons, and social media icons. It's not uncommon for marketers to use images as clickable elements, such as CTAs, and overlooking these links can be a regrettable oversight. Therefore, meticulous scrutiny is necessary to guarantee that every element meant to be linked is appropriately connected.

One common scenario is relying on an image as a CTA button. In such cases, it becomes paramount to double-check that every visual element intended to drive user engagement is linked appropriately. This extends to social media buttons frequently included in emails for easy sharing. Ensuring all these elements are linked prevents potential navigational issues for recipients and contributes to your email's overall professionalism and functionality. By making a dedicated effort to review and confirm the linkage of these various elements, you significantly reduce the likelihood of missed opportunities and enhance the overall user experience.

3. Broken Social Media Sharing Buttons

The third point in the checklist highlights the need to confirm the proper functionality of social media sharing buttons within your marketing email. Social media plays an influential role in expanding the reach of your content, and incorporating sharing buttons allows recipients to disseminate your message across their networks quickly. However, the potential for these buttons to malfunction exists, and overlooking their functionality can diminish the effectiveness of your email campaign.

Social media buttons allow recipients to share your content on platforms like Facebook, LinkedIn, and Twitter. Ensuring their proper operation is essential to capitalize on the viral potential of your email content. The checklist emphasizes the fragility of these buttons and suggests a proactive approach, advising marketers to test them during the email's review phase. This precautionary step helps avoid scenarios where recipients encounter non-functional sharing buttons, preserving the seamless user experience and maximizing the likelihood of your content being shared organically across social networks.

By addressing potential issues with social media buttons, marketers can enhance the overall engagement and impact of their email campaigns.

 4. Spelling/Grammatical Errors

The fourth point in the checklist underscores the importance of a meticulous proofreading process to identify and rectify any spelling or grammatical errors in your marketing email. While seemingly straightforward, errors in language can significantly impact the professionalism and credibility of your communication. A well-crafted, error-free message enhances the brand image and ensures recipients understand your content clearly and easily.

Spelling and grammatical mistakes can erode recipients' trust in your brand. Whether you are advertising products, services, or worthwhile content, the quality of your written communication reflects your attention to detail. The checklist advises sending the email to an individual with a keen eye for grammar, leveraging the collective expertise within your team to catch any slip-ups that might be overlooked. By making this step a standard part of your email review process, you contribute to a polished and professional final product that resonates positively with your audience. A commitment to impeccable language is a foundational element of effective communication and sets the tone for a successful email campaign.

5. Distorted Images

The fifth point in the checklist emphasizes the need to ensure that images in your marketing email display correctly and are visually appealing. Images are crucial in capturing the audience's attention and conveying your message effectively. However, distortion, pixelation, or improper rendering can detract from your email's overall aesthetic and impact.

Assessing how images appear in various email clients and devices is essential in the review process. Checking for distortion, stretching, or pixelation ensures that the visual elements align with your intended design. Additionally, the checklist prompts marketers to associate alternative text (alt text) with images, enhancing accessibility for recipients whose email clients may not display images by default.

Addressing image-related concerns before sending out your email safeguards against potential misunderstandings or a loss of visual appeal. A well-optimized visual presentation contributes to the overall professionalism of your email, creating a positive impression on recipients and reinforcing the effectiveness of your marketing message. Therefore, reviewing and adjusting images meticulously is crucial in delivering a visually compelling and impactful email campaign.

6. Wonky Formatting

The sixth point in the checklist highlights the importance of reviewing and correcting formatting issues within your marketing email. Proper formatting is instrumental in presenting your content in a visually appealing and readily digestible manner. Inconsistent spacing, unintended line breaks, or formatting errors can negatively impact your message's aesthetics and readability.

When recipients open your email, they should encounter a well-organized layout that seamlessly guides them through the content. The checklist explicitly mentions issues like lines bleeding onto the next, a common problem that can disrupt the flow of your message. Additionally, it raises awareness about potential challenges with using HTML bullets in specific email clients, advising marketers to opt for asterisks instead for better compatibility.

Addressing formatting concerns during the review phase ensures your email looks polished and professional across various devices and email clients. A visually cohesive and well-structured email not only enhances the user experience but also reinforces the credibility of your brand. Thus, taking the time to rectify wonky formatting issues contributes to the overall success of your email campaign.

7. Color Issues

The seventh point in the checklist directs attention to evaluating color choices within your marketing email. Font and background colors are crucial in determining your content's visual appeal and readability. Ensuring a harmonious and easily readable color scheme is vital for completing a positive impression and facilitating effective communication.

The checklist prompts a careful examination of the font color, emphasizing the importance of clarity and readability. Choosing a font color that contrasts nicely with the background enhances the visibility of your text, preventing strain on the recipient's eyes. It also cautions against scenarios where blocks of background color might compromise the legibility of overlaid text, emphasizing the need for a balanced design approach.

By scrutinizing color issues, marketers can guarantee that their emails are aesthetically pleasing and practical in conveying the intended message. The visual aspect of an email is a critical component of engagement, and an email that is visually appealing and easy to read is likely to capture and retain the potential audience's attention. Thus, conscientiously addressing color-related considerations contributes to the overall success of your email marketing efforts.

8. Subject Line/Sender Name

The eighth point in the checklist underscores the importance of carefully reviewing and optimizing the subject line and sender name in your marketing email. These elements are the first things recipients see, significantly influencing whether they open the email. Crafting an engaging subject line and using an appropriate sender name contribute to the overall success of your email campaign.

The checklist recommends assessing the subject line's length to prevent truncation, especially on mobile devices where space is limited. A concise and compelling subject line will more likely capture the recipient's attention and encourage them to open the email. The sender's name should also convey a sense of human connection, whether a personal name or a recognizable figure within the company.

Ensuring that the subject line and sender name are well-crafted and resonant with the audience contributes to the overall victory of your email campaign. These elements set the initial tone for the communication and play a pivotal role in driving open rates and engagement. Thus, meticulous attention to these details during the review process enhances the effectiveness of your marketing email.

9. Functioning Dynamic Tags

The checklist's ninth point is verifying that your marketing email contains functioning dynamic tags. Dynamic tags, such as [FIRSTNAME], are essential for personalization, letting you tailor your message to individual recipients. Ensuring the proper operation of these tags is crucial to maintaining high engagement and relevance in your email campaigns.

The checklist advises marketers to check whether dynamic tags pull the correct information. For instance, confirming that the dynamic tag accurately displays the individual's name is essential if you use a recipient's name in the email. Additionally, it emphasizes the importance of using dynamic tags for which everyone on your email list has information, preventing potential issues when certain tags lack information.

By addressing functioning dynamic tags during the review process, marketers can avoid embarrassing errors and ensure a personalized experience for each recipient. Personalization improves the connection between the brand and the audience, making the content more meaningful and increasing the likelihood of positive responses. Therefore, paying attention to dynamic tags is crucial for effective email marketing.

10. Fulfilled CAN-SPAM Requirements

The tenth point in the checklist centers on compliance with the CAN-SPAM Act, ensuring that your marketing email meets legal requirements and ethical standards. The CAN-SPAM Act sets out guidelines for commercial emails to avoid legal issues and maintain a positive sender reputation.

The checklist specifies vital requirements, including a valid physical mailing address in every email. The Act mandates this transparency and adds a layer of trust by providing recipients with a tangible way to contact the sender. It also emphasizes the importance of avoiding misleading or falsified information in the "From," "To," "Reply-To," subject line, and routing information.

Furthermore, the checklist highlights the necessity of providing recipients with a clear way to unsubscribe from all email communications. This respects the recipient's autonomy and aligns with the Act's provision of an opt-out mechanism. Email marketers should comply with the CAN-SPAM Act to avoid notable penalties.

Marketers mitigate legal risks by ensuring CAN-SPAM compliance during the review process and demonstrate a commitment to ethical email practices. Building trust with recipients is fundamental to the success of any email marketing strategy, and compliance with regulations contributes to a positive sender reputation and sustained engagement with the audience.

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Wrap Up

In conclusion, following a checklist before hitting 'send' on your following marketing email can significantly improve the effectiveness of your email marketing campaigns. To improve email engagement, optimize the subject line, proofread for errors, personalize the message, test across devices, and include clear call-to-action buttons. Incorporating these essential steps into your email marketing strategy will assist you in achieving better results and enhancing your brand reputation and customer relationships. So, before you send out your next email campaign, consult this checklist and make the necessary adjustments for a successful and impactful email marketing effort.