Things To Check Before Starting Your Email Campaign

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You’ve got your text prepared. You’ve segmented your mailing list. Your e-mail program is open and you’ve cut and pasted all the information into the body of the e-mail. You’re ready to hit the send button.

Are you?

Before you begin your e-mail campaign, you need to look over the following list of items. You want your e-mail marketing campaign to show that you are a professional business and not some fly-by-night company. The last thing you want to do is to send out an e-mail chock full of typos, and missing information. Or – heaven forbid – send it to the wrong group of people.

Here are some things you should check before hitting that send button and sending off your e-mails.


Verify your e-mail list

  • Make sure you are sending the right text to the right people. If you are testing your e-mail to see how it will look, make sure you are sending it to your test list and not your live list.
  • Confirm that every person from your e-mail list has given you permission to send them e-mails.

Look closely at your header

  • Check to see if your brand or company name is in the ‘From’ line.
  • Ensure that your subject line is appealing to the customers and will entice them to open the e-mail within the first 45 characters. Rewrite it if you have to.
  • Make sure you send the e-mail during a time of day when they will be most likely to read your e-mail.

Check the body of your e-mail carefully

  • Didn't you forget to include a link to view the e-mail online?
  • Did you include the title or headline prominently?
  • Make sure you personalize the recipient by ensuring that your e-mail merge fields are working correctly.
  • Confirm that your opening paragraph is interesting and enticing to the reader
  • Read throughly your copy and make sure it sounds conversational and not mechanical
  • Include benefit oriented information that engages the reader
  • Make sure your call to action is clearly defined so the reader knows what you want him to do. Include it in numerous places in the e-mail body.
  • Link all of your call to actions in both text and graphics.
  • Is your e-mail easy to read and can the reader skim it and know what you’re conveying?
  • Ensure that the e-mail isn’t too long and can be read easily online.
  • Don’t include too many topics. If you have a lot, separate it into two e-mails.
  • Check for spelling mistakes.

Make sure your layout is easy to use

  • Do not use a lot of graphics and make sure they load quickly if you do.
  • Verify that all of your links work – both text and graphic – and make sure the pages of all your links lead to work.
  • Look at your e-mail in the different e-mail clients to make sure it displays properly.
  • Is your e-mail template the correct one for the marketing campaign your promoting and did you make a plain-text version as well?

Double check the footer

  • Make sure you include a working unsubscribe link so that customers can stop your e-mails if they wish.
  • Include your physical snail mail address.
  • Don’t forget to protect your content with a copyright notice.

Once you have made sure that you have fixed all of these items, feel free to send your e-mails to the recipients on your list assured that you are presenting your information in the most professional manner if possible.

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