Ten things to check before you hit send

1. Is everything signed off?
If you are sending on someone else’s behalf, or it’s a team effort, get confirmation of sign off on the email layout, copy, ‘from’ field and subject line. Keep a record of this by having a written confirmation email of approval.

2. Has the email layout been tested?
Since there are a number of popular email software and web-based platforms that people use, it’s a good idea to test your email layout to ensure it renders well. Aside from the actual layout, you’ll also want to make sure that your content reads well with or without the images on.

3. Is there a default personalisation element set up?
If there are any personalisation elements within the email you should check that a default is in place. For example, if you are personalising by first name, have a ‘Dear Customer’ set up too just in case there are any fields missing in your database. You want to get this right, because ‘Dear [insert name]’ really takes away from all the positives that a personalised email can provide.

4. Is the’ from’ address set up?
Set up a working email that will appear in your ‘from’ address. It’s important to provide a working email address to achieve standout amongst the flurry of out-of-office messages, bounces and emails with customer queries and requests. Avoid using a do-not-reply address – it’s important to keep an open channel of communication with your customers.

5. Do all the links work?
Go through each and every URL and email link to make sure they are all working. Check that the contact points, such as a telephone number, are correct.

6. Does the unsubscribe system function correctly?
First, check that the unsubscribe process you have in place really does work. It should be easy to use – one-click to remove is best. Then make sure you have a suppression process in place for your database to handle any unsubscribes that do come in from the mailing.

7. Does the subscribe box work?
If you want people to sign up to your newsletter, and if you are asking people to forward to a friend, make sure you a) have a sign up form and b) that it is easy to use – and actually works.

8. Have you checked grammar and spelling?
If you’re the one that has been working on the copy, get a second set of eyes to scan it. Don’t forget to check the subject line as well.

9. Are all the times, days and dates listed correct?
You don’t want to have an event notification going out that has the wrong day, date or time listed, so take the time to re-confirm that everything listed is correct.

10. Are you sending to the right list?
If you handle several databases in your email marketing efforts, then confirm that you are sending the email campaign to the right mailing list.

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