Attention to detail is often said to be the key to success. Whether it’s a simple or complex task, creating something new or updating a blog, we need to be vigilant in catching even the smallest errors. This applies to launching an email marketing campaign as well.
A successful email marketing campaign requires meticulous planning and attention to detail. This is where a pre-launch checklist comes in handy. It helps us quickly identify and correct any mistakes that we might have missed during the planning process.
The pre-launch checklist is especially useful for tasks that involve a lot of variables. For an email marketing campaign, there are three main areas to focus on: design, content, and technical aspects.
Assuming you already have a marketing strategy in place, let’s examine each of these parts in detail to ensure a successful email campaign launch.
Content
When it comes to launching an email marketing campaign, the content of the newsletter is where everything begins. The content you include in your newsletter will determine the success of your campaign, as it is what will grab the attention of your subscribers and keep them engaged.
Here you need to choose not only the text but also images and graphics. Also, it is vital to not overlook some other crucial details like, for example, your physical address. You may ask: “Why do I need my physical address in the digital email newsletter? It leads to my website or landing page. My email newsletter has nothing to do with it, and digital contacts are more than enough”.Online HTML Email Template Builder
Postcards is an online tool that allows you to create and customize email templates without requiring any coding skills. With over 100 components, it simplifies the process of creating custom email templates and speeds up the process significantly. If you’re looking to comply with legal requirements for commercial messages, such as those imposed by CAN-SPAM and GDPR, then it’s essential to follow the established rules. If this is news to you, don’t worry. Our comprehensive checklists ensure that you haven’t missed any critical details and help prevent any potential issues.
Subject
- Make sure the company name is mentioned.
- Choose a strong and relevant subject line.
- Keep the subject line under 70 characters.
- Craft an enticing pre-header message.
- Limit the pre-header length to 80-90 characters.
Text
- Personalization is evident in the email.
- The headlines are attention-grabbing and aligned with the subject line.
- The text is broken down into no more than five or six sections.
- The language used is suitable for the intended audience and free of jargon.
- There are no spelling or punctuation errors.
- There is no unnecessary repetition or redundancy.
- The text is informative, engaging, and succinct.
- Calls to action are used effectively.
- The date included in the email is current and relevant.
- The email contains smart, dynamic content.
Images
- The email contains one main image and no more than four or five smaller ones.
- The images are relevant and complement the text.
- The images are legally acquired and licensed for commercial use.
- Image credits are provided when necessary.
- All images include alternative text descriptions.
Links
- Chunks of text include links to corresponding articles or products.
- If necessary, buttons are used to make CTAs actionable and attention-grabbing.
- The email includes a backlink to the landing page and a link to the main website.
- A forward email link is included.
- The email also includes a link to the web browser version and a plain text version.
Contact
- The email newsletter includes anchors to subsections for easy navigation.
- The social media accounts of the company are linked in the newsletter.
- The newsletter includes social media sharing buttons to encourage readers to share it with their friends.
- The newsletter includes links to the company’s digital contact information, such as Skype, Telegram, Viber, and others.
Legal
- The email includes an Unsubscribe link that is easy to find.
- A physical address is included, as required by law.
- The copyright line includes the current year.
- Links to the Privacy Policy and Disclaimer are provided.
Test
- The text is reviewed at least once for errors or typos.
- The text is scanned for spam and adjusted if necessary.
Design
After addressing all the content issues, it’s now time to organize everything accordingly.
The design plays a crucial role in transforming the text into easily digestible chunks, catching the eye with headlines, making links stand out, and creating clickable CTAs. This is the stage where you can apply psychological tricks to improve email conversion rates, turning regular content into a marketing masterpiece within a small container. There are several factors to consider during the design stage, which are outlined in our checklist.
Font/Coloring
- The font size ranges from 12px to 16px.
- Letter-spacing follows the standard.
- The typeface is easy to read.
- Text color contrasts with the background.
- Color scheme matches the newsletter’s mission and elicits the intended emotions.
- Clean background that does not distract.
- Graphics blend in well.
- Social media icons are relevant and consistent with the theme.
Layout
- The email layout is limited to 600px wide.
- The layout is thoughtfully segmented into horizontal and vertical sections.
- The design is optimized for mobile devices.
- Whitespace is strategically used for a balanced composition.
- Columns and rows have adequate spacing.
- Headlines and excerpts have noticeable yet unobtrusive gaps.
Text
- All placeholder content has been removed.
- Actual data is present throughout.
- Text is correctly placed and easily scannable.
- Important content is highlighted.
- Offers are emphasized.
- Links are easily recognizable and distinguishable from the text.
- CTAs are attention-grabbing.
- Headlines fit neatly within cells.
Images
- The images align with text blocks and remain within the layout.
Structure
- The content has a clear format.
- The hero image is appropriately sized.
- The header is centered and includes brand identity, navigation, lead message, promo image, and CTA.
- The footer includes essential business information such as copyrights, contacts, and address.
- The email newsletter design matches the web version and main website.
Technical Part
Finally, the technical aspect is just as crucial as the previous stages. Its checklist serves as a bouncer, ensuring that only those who meet the requirements are allowed in. In our case, it ensures that the email newsletter template has a mobile-friendly layout to prevent any issues.
The technical part encompasses various aspects, from removing unsubscribed readers to sending a test email to your inbox. Let’s shed light on the critical points.
Sender details
- The sender information is accurate and consistent, including the company’s name and email address, and a reply-to address is included.
List of subscribers
- The list was updated by removing unsubscribed and inactive subscribers, ensuring that the target audience is accurately selected.
Content
- Personalization tokens are included.
- Dynamic content is properly configured.
- Tracking codes have been added.
- All links have been manually verified.
- External links are anchor-specific for precise navigation.
- Relevant promo codes have been added.
- Relevant sponsor codes have been added.
Images
- All images are optimized and linked to relevant articles, with provided credits and live links.
Code and Design
- The email newsletter and web version align.
- The landing page matches the email newsletter.
- The layout is compatible with various browsers.
- All tags are closed properly.
- The CTAs are correctly coded.
- The code is validated and tested.
- The email appears well in different email providers.
- The email has an appropriate size.
- The server, including the website and landing page, is functional.
Test
- The products are available.
- All additional features such as sign up and ordering function properly.
- The email was manually inspected across various screen sizes, from large monitors to 320px wide cell phones.
- The plain text version is legible.
- The email is still readable with images disabled.
- The email was reviewed twice and a test email was sent to your inbox.
- A/B testing was conducted.
Conclusion
The email marketing campaign checklist can prevent catastrophes and ensure flawless campaigns. Take a moment to review these carefully assembled pieces of information, as they cover important details that are often overlooked. By doing so, you can avoid those “I forgot” moments and fix any issues in a timely manner.