Your Error-Free Email Campaign Checklist


By implementing this effective email sign off process, you’ll guarantee a factual and error-free finished product.

An email sign off process will help you avoid common email mistakes or miscommunications relating to your campaign. Whether your subscriber list is big or small, you can ensure that the brand message is communicated effectively and accurately.

To achieve the best results, going over messages from start to finish with multiple pairs of eyes can go a long way towards improving the effectiveness of a campaign. Creating a pre-deployment checklist that covers all the bases and strengthens each and every campaign you send out is a sure fire way to impress your subscriber list with well thought out messaging and motivate them to keep coming back for more. Consider these factors when going through your email before pressing send:


Your pre-header checklist will involve four basic elements – the from name, from address, subject line and preview text. Maximising these first impression elements of your email campaigns ensures that the pre-header reads well, and increases the chances of your email being seen and opened. So to improve the odds of getting your message opened, make sure you have a good pre-header that prominently expresses your brand and clearly expresses the content within your email campaign.

  1. The sender name - is the From Name clear and branded appropriately?
  2. The sender address - is the From Email Address relevant to the brand? And have you gotten rid of the noreply@ address?
  3. The subject line - is your subject line easily digestible, engaging, personalised and relevant to the content within this particular email campaign? Be sure to avoid common email mistakes and words that may trigger spam filters.
  4. Preview text – have you tested to see if this is displaying correctly? As an extension of your subject line, this text typically displays the first bit of HTML or text within your email campaign which often gets overlooked. However, this can be optimised to display anything that might catch the reader’s attention - over and above the subject line - prior to opening your mail, so take advantage of it for even better results!

Above the fold content

This typically consists of your logo, title and opening text of your campaign. These elements ensure you’re reaching your subscribers before they’ve read the full message. By taking particular care to grab your audience’s attention with a well thought out opening messaging and providing very clear actionable options early on, you can ensure that you’ve laid the groundwork for effective communication.

  1. Logo – is it displaying prominently and correctly linking to the homepage of your site?
  2. Title and opening text – is your title and opening text clearly getting your message across? Make sure that this is corresponding to your pre-header content, is above the fold and provides clear calls-to-action early on in your email campaign while you still have your readers attention.
  3. Personalization – is this email campaign calling for personalization of any kind? If you have this data, use it. Personalizing your campaigns and taking care to simply mention their name when appropriate definitely adds to your campaign, getting extra recognition from the reader.

Email content

The second most important part of your campaign is simply to ensure its read well and is functioning properly – your product offers, images and links should also be a priority to ensure the best click-through rates (CTR) possible.

Accurately and effectively allowing your subscribers to do what you’ve aimed for them to do easily is key. So, presenting a well-composed and error-free campaign, will ensure that you’re getting the click-through rates, and possibly sales & ROI that you’re aiming for.

  1. Product descriptions or titles - it is easy to miscommunicate the details of a new product or service, so make sure that everything is factual, easy to understand and grammatically correct.
  2. Images – are all your images updated and alt text added and clearly understood for when those beautifully designed images are blocked?
  3. Links - make sure all the key offers of the email campaign are accessible. Things like call-to-action buttons should be prominent and easy to find, and that hyperlinks and landing pages correspond to the appropriate actions described.

Email footer

Probably the most important to maintain your sender reputation – your brand’s important information, how they received the mail and any email options they may have. Especially complying with email best practices and CAN SPAM laws and providing your potential or existing customers with the information and options necessary to connect with your brand appropriately is key to ensuring a long lasting relationship.

  1. Company information – are the subscribers well aware of how they landed up on your email list? And is the company information included for subscribers to find out more about the brand if need be? The footer section should ideally include contact details, possibly social profiles, brand information and any terms and conditions the company may have.
  2. Email list options – are all your footer links available and easily accessible? The unsubscribe link is especially important because of CAN SPAM laws which require unsubscribe links to be legible and clearly displayed within marketing emails. Are your social media links included, as well as any other important options your subscribers might find handy?

Rendering and compatibility

Since email lands up on a variety of devices and platforms, checking all of these (or at least the predominant ones) once you’ve created your email campaign is necessary. Take care not to alienate any customers by not testing across platforms. Make sure everything works in the way it should and customers will thank you.

  1. Hard testing – test to see how your email looks in the inbox of some major mobile devices or desktop email clients that you can get your hands on (like Outlook, Gmail, and iPhone’s or Android phones) and make sure that your HTML design is compatible for those devices and platforms. This will ensure that you expand your reach by giving your audience a best possible reading experience.
  2. Multi platform design test – With TotalSend, you have the ability to test your coding with our design test tool where you are able to view the rendering and compatibility of your emails across more than 40 email clients, guaranteeing the best results across the board – especially on those email clients and devices that you cannot get your hands on.

Final checks

Of course, at this stage you’re probably wondering what more could there possibly be? But getting so involved with the actual content and HTML of your email campaign can actually result in you forgetting about the simplest of things, such as your target list and scheduling options.

  1. Target audiences - are you targeting the desired segment of your subscriber list or simply throwing mud at the wall to see what sticks? Hone in on segments of your subscriber list most likely to respond positively to correspondence and continue targeting as you go along.
  2. Time of day - consider what time of day you are sending out messages and ensure emails have a low spam score by avoiding questionable marketing tactics. Consider A/B split testing to find out if a particular time of day or week suits your audience best.

Overall, successful email marketing is about finding the balance between providing an essential service and reaching an engaged subscriber base. This can be achieved by optimising the content of the email as well as following email marketing best practices. Follow CAN SPAM regulations and make sure that all elements of your messages are double checked for errors and other factors that might decrease user engagement.

It is worth putting together an email campaign checklist for yourself so that each step can be followed precisely for the best results.