The eight checks before you send an e-mail campaign

E-mail·· 23 views· 2 min read

The short answer: the E-mail Marketing page has an eight-point checklist to tick before you press send. Here is each point, with the reason and where to fix it.

The eight checks

Check Why Where to fix it
1. The sending domain is verified (SPF, DKIM and DMARC) Without it, the big services distrust everything you send. SPF, DKIM and DMARC
2. The list only has contacts who agreed to receive it People who did not ask complain, and complaints outweigh everything. A legal list
3. The subject is short and says what is inside It decides whether the e-mail gets opened. The subject line
4. There is text before the images Many people read with images off, and filters distrust image-only e-mails. The block editor
5. The main button goes to the right page A click that lands on the home page loses the customer. The test
6. The unsubscribe link is in the footer People who cannot find the way out press «spam». Unsubscribe
7. It passed the spam checker It catches the most common content mistakes. The checker
8. You sent a test to your own e-mail and looked at it on your phone That is where design problems show up. The test

On the page, the checklist stays in your browser only: it helps you keep track and is not sent anywhere.

If check 1 or 2 fails, do not send. The others can be fixed in the next campaign; a burned domain or a wave of complaints takes far longer to recover from.
One more that is not on the list: confirm the target group. It is the one mistake the test cannot catch.

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SEE ALSO

The spam checker before an e-mail campaign: what it is for and how to act on its advice

Sending a test of your e-mail campaign to yourself: what to check on phone and computer

Unsubscribe in every campaign e-mail: the footer link, the header link and what happens next

SPF, DKIM and DMARC: why your e-mail lands in spam

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