{"id":53101,"date":"2022-09-20T08:00:00","date_gmt":"2022-09-20T12:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=53101"},"modified":"2026-01-08T11:27:32","modified_gmt":"2026-01-08T16:27:32","slug":"ultimate-email-checklist","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/ultimate-email-checklist","title":{"rendered":"The Ultimate Email Checklist: 29 Things to Check Before You Send"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_34f2f5adedac7f14d96d3b102d43257a\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">Email marketing is complex, and with over 300,000 potential renderings for an email, there\u2019s no shortage of factors that can impact how your emails will <\/span><i><span style=\"font-weight: 400;\">actually<\/span><\/i><span style=\"font-weight: 400;\"> look once they\u2019ve hit your subscriber\u2019s inbox.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So: what should email marketers have on their pre-send email checklists?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this blog post, we dive into the what and whys of email campaign checklists, the six phases to sending the perfect email, and 29 of the most common (and critical) checkpoints\u2014all in one place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on to learn:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#what\"><span style=\"font-weight: 400;\">What is an email checklist?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#why\"><span style=\"font-weight: 400;\">Why you should check your emails before you send them<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#phases\"><span style=\"font-weight: 400;\">Six phases to sending the perfect email<\/span><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Hitting \u201csend\u201d doesn\u2019t have to be stressful<\/p>\n\t\t\t\t<p>See what your emails look like in 100+ email clients and shave hours off your QA process, with Litmus email testing. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/test.svg\" width=\"210\" height=\"130\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n\n\n\t<div id=\"simple-text-block-block_094b837d1a566dcf7de25f659747e522\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<p><span style=\"font-size: 46px; background-color: var(--bs-body-bg); text-align: var(--bs-body-text-align);\">What is an email checklist?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An email checklist is a list of items to review before hitting send, used as a reminder and aid to help reduce errors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose of an email campaign checklist is simple: to help marketers avoid common mistakes. An effective checklist contains a list of crucial components to check. They cover\u2014and consider\u2014the most essential parts of an email.<\/span><\/p>\n<h2 id=\"why\"><span style=\"font-weight: 400;\">Why you should check your emails before you send them<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Have you ever opened an email to find that \u2026<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0A link isn\u2019t working?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0Images aren\u2019t loading?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0Personalization is wrong?\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These email mistakes are just skimming the surface of all the potential mishaps that can happen. With email client updates happening an average of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-often-do-email-apps-change-more-often-than-you-might-think\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">every 1.2 days<\/span><\/a><span style=\"font-weight: 400;\">, there are a lot of factors that can impact your email displaying exactly as you had planned.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Broken emails lead to a poor subscriber experience; they have the potential to damage your brand and significantly drive down the performance of your emails. That\u2019s why it\u2019s important to find a way to get ahead of them. If you&#8217;re going through an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-migrate-esps-easily\" target=\"_blank\" rel=\"noopener\">ESP migration<\/a>, make sure your emails and email workflow look the same before and after the swap! By taking the time to review your email campaigns against a checklist (and performing <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-testing-and-qa\" target=\"_blank\" rel=\"noopener\">email QA<\/a>), you\u2019ll reduce the risk of common errors and mistakes. Follow these <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/top-email-marketing-tips\" target=\"_blank\" rel=\"noopener\">email marketing tips<\/a> to avoid those mistakes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at the six phases to review before deploying your email marketing campaigns.<\/span><\/p>\n<h2 id=\"phases\"><span style=\"font-weight: 400;\">Phase #1: Planning and strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">First thing\u2019s first: long before your email goes into production you need to define your goals and audience. This includes determining:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is the goal of your campaign?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How will you measure success?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is your audience\/segment?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s dive into each of these.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Determine the goal of your campaign<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Step one is\u2014and should always be\u2014to determine the goal of your campaign. At the start of your planning phase, ask: what is the goal? Is it to educate your audience, encourage sign ups, or <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/reengagement-winback-emails\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">winback your subscribers<\/span><\/a><span style=\"font-weight: 400;\">?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some ideas include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Education<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sign ups<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Referrals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Purchases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Registrations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer re-engagement<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Determine how you\u2019ll measure your success<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Next, determine how you\u2019ll measure success\u2014aka, your KPIs. For example:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click-through rate (CTR)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unsubscribe rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bounce rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Deliverability rate or inbox placement rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Subscriber lifetime value (LTV)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Return on investment (ROI)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email list size or growth rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion rate (CVR)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-read-rates\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">read rate\/read time<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Spam complaint rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue per email (RPE)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue per subscriber (RPS)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Churn rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Subscriber acquisition cost<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email production time<\/span><\/li>\n<\/ul>\n<p style=\"padding-left: 15px; border-left: 10px solid #0d5477;\"><span style=\"font-weight: 400;\">\ud83d\udca1 <strong>If you\u2019ve determined your KPI to be open rate, you should consider the impacts of <\/strong><\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\">Mail Privacy Protection<\/a> (MPP) inflating opens on Apple devices for those who\u2019ve opted in. <\/strong>Our <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\">Email Analytics Survival Guide<\/a> covers all the alternate KPIs you can use to measure success, aside from the open rates.<\/p>\n<h3><span style=\"font-weight: 400;\">Segment your audience to maximize results<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Then, you\u2019ll need to specify your target audience. These can be based on prospects vs. customers, geolocation, engagement activity, etc. Ensure all suppression or exclusion email lists have been applied.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Phase #2: Craft your content<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">After you\u2019ve determined your plan and email strategy, you\u2019ll need to create the content of your email. This next phase requires you to think about email copy, email design, and email development\u2014and what the scope of work looks like. Consider:<\/span><\/p>\n<ul>\n<li><strong>Personalization<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> How will you be delivering content relevant to your subscribers?<\/span><\/li>\n<li aria-level=\"1\"><strong>Your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\/\" target=\"_blank\" rel=\"noopener\">calls-to-action<\/a> (CTAs).<\/strong> <span style=\"font-weight: 400;\">Are they strong and compelling?<\/span><\/li>\n<li aria-level=\"1\"><strong>Your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-write-the-perfect-subject-line-infographic\/\" target=\"_blank\" rel=\"noopener\">subject line<\/a>, sender name, and preview text<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> Do they<\/span> <span style=\"font-weight: 400;\">work together to encourage subscribers to open?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Here\u2019s a tip from Jaina Mistry, Litmus\u2019 Director of Email Marketing:<\/span><\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone wp-image-30856 size-medium\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/Jaina-Mistry-300x300.png\" alt=\"Jaina Mistry\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/Jaina-Mistry-300x300.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/Jaina-Mistry-1024x1024.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/Jaina-Mistry-150x150.png 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/Jaina-Mistry-768x768.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/Jaina-Mistry-545x545.png 545w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/06\/Jaina-Mistry.png 1500w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\"><span style=\"font-weight: 400;\">\u201cYour subject line, sender name, and preview text all work hand-in-hand. Think of your preview text as an extension to your subject line. Craft subject lines and preview text that work together and make sense when read together. And avoid repeating your sender name in your subject line or preview text.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2014Jaina Mistry, Director of Email Marketing at Litmus<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<\/div>\n<h2><span style=\"font-weight: 400;\">Phase #3: Enhance your inbox view<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your inbox view is what subscribers see from your brand or business in their inbox. It will look a little something like this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And includes your:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your subject line<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cFrom\u201d name and address\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Preview text<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reply-to address (i.e., not donotreply@brand.com)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Verified sender logo via <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care\/?utm_campaign=wc-2022-09-the_ultimate_email_marketing_checklist-work_smarter&amp;utm_medium=offline&amp;utm_source=marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Brand Indicators for Message Identification<\/span><\/a><span style=\"font-weight: 400;\"> (BIMI), if set up\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s one of the first things your subscribers see, so you\u2019ll want to make a good impression. Here are some specific things to check:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use a recognizable and consistent <\/span><strong>\u201cfrom\u201d name and address.\u00a0<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Verify that your <\/span><strong>reply-to address<\/strong><span style=\"font-weight: 400;\"> is friendly and active (i.e., not <\/span><a rel=\"noopener\" target=\"_blank\" href=\"mailto:donotreply@brand.com\"><span style=\"font-weight: 400;\">donotreply@brand.com<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimize your <\/span><strong>preview text<\/strong><span style=\"font-weight: 400;\">: Use our <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-little-known-preview-text-hack-you-may-want-to-use-in-every-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">preview text hack<\/span><\/a><span style=\"font-weight: 400;\"> in cases where copy is too long or short.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Phase #4: Optimize your email design<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Well-designed emails are essential for engaging your audience and driving results. Consider double-checking these points to ensure your emails are beautiful, actionable\u2014and optimized.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Check that your email <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-testing-the-rendering-of-every-email-you-send-increases-your-roi\/\" target=\"_blank\" rel=\"noopener\">renders correctly<\/a><\/strong><span style=\"font-weight: 400;\"> across mobile, desktop, and webmail environments.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make sure your <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/best-practices-for-plain-text-emails-a-look-at-why-theyre-important\/\" target=\"_blank\" rel=\"noopener\">plain-text version<\/a><\/strong><span style=\"font-weight: 400;\"> is visually attractive and has working links.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/understanding-retina-images-in-html-email\/\" target=\"_blank\" rel=\"noopener\">retina images<\/a><\/strong><span style=\"font-weight: 400;\"> to ensure images load and are not blurry.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/dynamic-email-content-to-increase-engagement\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a><\/strong> <span style=\"font-weight: 400;\">and personalization\u2014and ensure you have fallbacks in place.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confirm that no images are broken and <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-email-image-blocking\/\" target=\"_blank\" rel=\"noopener\">ALT text<\/a><\/strong><span style=\"font-weight: 400;\"> is in place.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test in <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-dark-mode-for-email-marketers\/\" target=\"_blank\" rel=\"noopener\">Dark Mode<\/a><\/strong><span style=\"font-weight: 400;\"> to make sure your colors aren\u2019t inverted.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confirm <\/span><strong>merge tags<\/strong><span style=\"font-weight: 400;\"> work as intended and have fallbacks.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Check your <\/span><strong>load time<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> try to keep under two or three seconds.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your email file size is <\/span><strong>less than 102KB<\/strong> <span style=\"font-weight: 400;\">(the size at which Gmail will clip your email).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\/\" target=\"_blank\" rel=\"noopener\">email is accessible<\/a><\/strong><span style=\"font-weight: 400;\"> to screen readers and those with visual impairments.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Phase #5: Prepare your insights<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In order to analyze your insights, you\u2019ll need to make sure they\u2019re set up properly, and that you\u2019ve confirmed the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Check your links<\/strong> <span style=\"font-weight: 400;\">to ensure they\u2019re working and being tracked appropriately (e.g. UTM parameters, if applicable)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add an <\/span><strong>analytics code<\/strong><span style=\"font-weight: 400;\"> to your campaign and ensure it\u2019s activated.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Phase #6: Email deliverability<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email deliverability is all about getting your email into your subscriber\u2019s inbox (and not spam). Here are some checkpoints to consider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Verify your subscribers have <\/span><strong>explicit opt-in.<\/strong> Deciding between a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/single-opt-in-vs-double-opt-in-case-for-soi\" target=\"_blank\" rel=\"noopener\">single vs double opt-in<\/a> process is crucial here.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Follow all <\/span><strong>applicable spam laws<\/strong> <span style=\"font-weight: 400;\">for the countries where your subscribers reside (this varies by country and region).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include <\/span><strong>company contact information<\/strong><span style=\"font-weight: 400;\">, including a physical mailing address, to avoid spam filters.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Check for <\/span><strong>spelling and grammar errors.<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include a working <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-dos-and-donts-of-unsubscribes\/\" target=\"_blank\" rel=\"noopener\">unsubscribe link<\/a>.<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get a <\/span><strong>reputation check<\/strong><span style=\"font-weight: 400;\"> of your IP addresses and domain names.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Run a <\/span><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/spam-filter-tests\/\" target=\"_blank\" rel=\"noopener\">Spam Filter<\/a> Test<\/strong><span style=\"font-weight: 400;\"> to ensure email authentication records are in place.<\/span><\/li>\n<\/ul>\n<p style=\"padding-left: 15px; border-left: 10px solid #0d5477;\"><strong>Dive deeper into email deliverability in our <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-deliverability-guide\/\" target=\"_blank\" rel=\"noopener\">Ultimate Guide to Email Deliverability<\/a>. \u2192<\/strong><\/p>\n<h2 id=\"checklist\"><span style=\"font-weight: 400;\">Follow Litmus\u2019 Email Marketing Checklist\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s more to deploying an email than hitting send. A lot needs to happen before hitting \u201csend\u201d and as detail oriented you may be, mistakes happen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having a pre-send checklist on hand is your key to reducing errors and mistakes\u2014and ultimately, creating a memorable subscriber experience. You can also follow these <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/trends-in-email-marketing\" target=\"_blank\" rel=\"noopener\">email marketing trends<\/a>.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Drive engagement with dynamic content<\/p>\n\t\t\t\t<p>Personalize emails with live polls, personalized images, scratch-offs, and more. No coding experience required. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/hero_example_email.png\" width=\"210\" height=\"151\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This email checklist has 29 most common and critical pre-send checks for every email campaign. Read now and avoid making these common mistakes!<\/p>\n","protected":false},"author":25,"featured_media":53294,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10268,9363,10246],"blog_category":[10308],"class_list":["post-53101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-campaign-planning","tag-email-marketing-strategy","tag-testing","blog_category-email-testing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Ultimate Email Checklist: 29 Things to Check - Litmus<\/title>\n<meta name=\"description\" content=\"This email checklist has 29 common and critical pre-send checks for every email campaign. 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