Many believe that success hinges on a meticulous attention to detail. This is true for both simple and complex tasks, whether we’re constructing something grand or simply updating a blog. It’s crucial to be vigilant and catch even the smallest error. This principle applies universally and is especially pertinent when launching an email marketing campaign.
Ensuring everything is planned to perfection encompasses a myriad of factors. Diligently reviewing and double-checking all elements is the bedrock of this process.
A checklist is an invaluable tool that efficiently highlights our oversights, even when we think everything is in perfect order. It is especially indispensable for tasks that require careful consideration of numerous elements.
Email marketing campaigns are prime examples of such tasks. Today, we will delve into the crucial pre-launch checklists that can rescue your email campaign from potential disaster.
Let’s presume that you have your marketing strategy already mapped out. Fundamentally, the pre-launch phase of an email marketing campaign encompasses three key areas: design, content, and technical aspects. We will examine each of these areas in detail.
Content
Content is the starting point of the process. Prior to delving into the selection of colors, layout, fonts, and other design elements, it is crucial to first decide on the material that will be featured in your upcoming newsletter.
In this step, you must select not only the text but also the images and graphics that will be included in your newsletter. Additionally, it is crucial not to overlook essential details, such as your physical address. You might wonder, “Why do I need to include my physical address in a digital email newsletter that directs recipients to my website or landing page? Aren’t digital contacts sufficient?”
The inclusion of a physical address isn’t merely a preference; it is a legal requirement. Compliance with the rules set forth by the CAN-SPAM Act and the General Data Protection Regulation (GDPR) is mandatory for commercial messages. If this information is news to you, then our comprehensive checklists are exactly what you need. They are designed to ensure that nothing important has been missed.
Subject
Company Name
The company’s name is incorporated.
Subject Line
A compelling and carefully chosen subject line.
Subject Line Length
The subject line does not exceed 70 characters.
Pre-header Message
An enticing message is featured in the pre-header.
Pre-header Length
The pre-header line is kept within 80-90 characters.
Text
Personalization
The email is customized for the recipient.
Headlines
Bold, catchy headlines align with the subject line.
Text Chunks
The text is divided into five or six distinct sections.
Language
The text is clear, jargon-free, and suits the audience.
Spelling and Punctuation
There are no contextual spelling or punctuation errors.
Tautology and Redundancy
The content is free of tautology and redundancy.
Text Length and Quality
Sections are concise, informative, and engaging.
Actionable Language
Clear, actionable language is employed where necessary.
Date Relevance
The date included is accurate and relevant.
Smart Content
Intelligent, dynamic content is added.
Images
Image Quantity
A maximum of one large and four to five small images.
Image Relevance
Images complement and enhance the text.
Image Rights
Images are royalty-free and suitable for commercial use.
Image Credit
Images are credited as required.
Alt Texts
All images include descriptive alt texts.
Links
In-Text Links
Links to relevant articles or products within text.
Buttons
Inclusion of buttons as needed.
Call to Actions (CTAs)
CTAs are actionable and capture attention.
Landing Page Backlink
A backlink to the landing page is provided.
Main Website Link
A link to the main website is included.
Forward Email Link
There is an option to forward the email.
Web Browser Version Link
A link to view the email in a web browser is available.
Plain Text Version Link
A link to a plain text version of the email is offered.
Contact
Subsection Anchors
The newsletter includes anchors for easy navigation to subsections.
Social Media Links
Links to the company’s social media profiles are provided.
Social Share Links
Options to share the newsletter on social media are available.
Digital Contact Links
Links to digital contacts such as Skype, Telegram, Viber, etc., are included.
Legal
Unsubscribe Link
A link for recipients to easily unsubscribe.
Physical Address
The company’s physical address is included.
Copyright Line
A copyright statement with the relevant date.
Legal Links
Links to the Privacy Policy and Disclaimer.
Test
Proofreading
The text is reviewed at least once.
Spam Checking
The text is analyzed for spam content.
Design
Once all content-related problems have been resolved, it’s time to arrange everything in its rightful order.
Design plays a pivotal role in how content is received. This is the stage where blocks of text become manageable snippets, headlines become eye-catching, links become noticeable, and calls-to-action (CTAs) become irresistible. It’s also where psychological tactics can be employed to boost email conversion rates. Essentially, the design phase is where ordinary content transforms into a marketing gem, all within the confines of a small space. There are numerous factors to consider, which we’ll delve into in our checklist.
Font/Coloring
Font Size
Ranges from 12px to 16px for optimal readability.
Letter Spacing
Maintains a standard spacing between characters.
Typeface
Chosen for its readability.
Text and Background Contrast
Ensures text stands out against the background.
Coloring
Aligns with the email’s mission and evokes the intended emotions.
Background
Clean and non-distracting.
Graphics
Harmoniously blends with the overall design.
Social Media Icons
Relevant to the content and consistent with the theme.
Layout
Layout Width
Does not exceed 600px for optimal viewing.
Section Division
Includes both horizontal and vertical sections.
Mobile Compatibility
Ensures the layout is mobile-friendly.
Whitespace
Utilizes a balanced amount of whitespace.
Column & Row Gaps
Incorporates gaps between columns and rows.
Headline & Excerpt Gaps
Features clear, yet non-irritating gaps between headlines and excerpts.
Text
Dummy Text & Default Content
All placeholder text and default content have been removed.
Placeholders vs Actual Data
Only real and relevant data is included, with no placeholders.
Text Placement
Text is organized and in its proper location.
Scannability
Text is formatted for easy scanning.
Prominent Content
Key content is immediately noticeable.
Offer Highlighting
Promotions and offers are emphasized.
Link Visibility
Links are clear, distinct, and integrated smoothly.
CTA Appeal
Calls-to-action are visually appealing and grab attention.
Headline Fitting
Headlines are appropriately sized to fit within each cell.
Images
Image-Text Alignment
Images are relevant to adjacent text blocks.
Image Alignment
Images are aligned precisely.
Image Containment
All images fit within the layout boundaries.
Structure
Content Format
The content is formatted effectively.
Hero Image Size
The hero image does not monopolize the screen space.
Header Message
The main message is strategically placed in the header.
Brand Identity
The header contains a logo or other brand identifier.
Header Components
Includes brand logo, navigation, lead message, promo image, and CTA.
Footer Components
Features copyrights, contact information, address, and other business details.
Design Consistency
The email’s design matches its web version and main website.
Technical Part
The technical aspect, while often overlooked, holds almost as much weight as the previous stages. It acts as the gatekeeper, similar to a nightclub bouncer, filtering out elements that don’t meet the criteria. For instance, it ensures that an email newsletter template lacking a mobile-friendly layout doesn’t compromise the entire campaign.
The technical side encompasses a range of tasks, from purging unsubscribed readers from your mailing list to sending a test email to your own inbox. Let’s delve into these essential steps.
Sender details
Sender Information
The sender details are accurate.
Consistency
The name and email address consistently represent the company.
Reply-to Address
A reply-to address is included for recipient responses.
List of subscribers
Unsubscribed Removal
Individuals who opted out are removed from the list.
Inactive Removal
Inactive subscribers are deleted, and the list is refreshed.
Audience Targeting
The appropriate audience is accurately identified and selected.
Content
Personalization Tokens
Personalization elements are incorporated.
Dynamic Content
Dynamic content is accurately configured.
Tracking Codes
Necessary tracking codes have been implemented.
Link Verification
All links have been checked manually for accuracy.
External Link Anchors
External links direct readers to the precise location on a page.
Promo Code Relevance
Promo codes are applicable and current.
Sponsor Code Relevance
Sponsor codes are pertinent and valid.
Images
Image Optimization
Every image has been optimized for best performance.
Image Linking
Images link to relevant articles with active links.
Image Credits
Necessary credits are given with active and pertinent links.
Code and Design
Web Version Alignment
Matches the email newsletter in content and design.
Landing Page Alignment
Corresponds seamlessly with the email newsletter.
Browser Compatibility
The layout is compatible with various web browsers.
Closed Tags
All HTML tags are properly closed.
CTA Coding
Calls-to-action are correctly coded.
Code Validation
The code is valid and has been thoroughly tested.
Email Provider Compatibility
Displays well across different email services.
Email Size
The email is not excessively large in file size.
Server Functionality
The server and associated web pages are fully operational.
Test
Stock Availability
The products are readily available.
Functionality Verification
Additional features like sign up and ordering function as expected.
Device Compatibility
The email displays correctly on various screens, from large monitors to 320px-wide cell phones.
Plain Text Version
The text-only version is presentable and well-formatted.
Image-disabled View
Appears satisfactory even when images are disabled.
Review Rounds
The email underwent at least two review iterations.
Inbox Testing
A test email was successfully sent to your inbox.
A/B Testing
A/B tests have been conducted to ensure optimal results.
The email marketing campaign checklist is our savior, guarding against disasters and aiding in the creation of impeccable campaigns. No matter your endeavor, always remember to peruse these crucial, meticulously compiled tidbits of wisdom. They’re the backbone supporting all those “Ah, I knew I forgot something!” moments, offering us the chance to make things right before it’s too late.
