Email Campaign Checklist
An email sent with a typo, broken link, or wrong audience feels terrible. Run through this checklist before every send to avoid common mistakes.
Subject line is under 50 characters
Shorter subject lines get higher open rates. Test on mobile - most emails are read on phones.
Preview text is set (not defaulting to header text)
The preview text appears next to the subject line. Use it as a second hook.
From name is recognizable
"[Your Name] from [Product]" works better than just the company name.
Reply-to email is monitored
Use a real email, not no-reply@. Some of your best conversations start from email replies.
Email renders correctly on mobile
Send a test to yourself and check on your phone. 60%+ of emails are read on mobile.
All links are working
Click every link in the email. Broken links waste your audience's attention.
UTM parameters are added to links
Track which email campaigns drive the most traffic and signups.
One clear CTA (not three)
Every email should have one primary action you want the reader to take.
Unsubscribe link is present and visible
Legally required and improves deliverability. Don't hide it in tiny gray text.
Audience segment is correct
Double-check you're sending to the right list. Sending to the wrong segment is embarrassing and damaging.
Content is proofread (read aloud)
Reading aloud catches awkward phrasing and typos that eyes skip over.
Personalization tokens work
Send a test email to check that [First Name] and other tokens render correctly. Have fallback values.
Send time is optimized
Tuesday-Thursday, 9-11am in your audience's time zone typically performs best.
You've sent a test email to yourself
Always send a test. Check formatting, links, images, and overall feel.
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