Preparing For Take Off..

When an email marketing campaign is done correctly, it can show huge positive impact on a business’ bottom line. I like to look at the preparation for them similar to the process of a space shuttle launch, like a ticking countdown clock until you press “send”.

When it comes to sending an email to thousands of customers or subscribers, I think anyone would skip a heartbeat at the process. We had our Email Marketing Manager, Jenna let us know the stress-inducing tasks she experiences daily. There are so many things to review before fully completing your email campaign so I’ve put together a handy email campaign checklist you can use before pressing send on your next campaign.

T-43 Hours and Counting

Email Lists

  • Are you using the right list for your email campaign? Sending to the wrong email list could result in many unhappy customers. Once you’ve got that in check, review your list to ensure that it’s segmented correctly. This way you can focus on personalization to increase engagement. Use the customer data that you already have to dig deep into your customer’s interests as if you were emailing them individually.
  • AVOID Spamming: As of July 1 2017, important CASL changes came into effect. If you aren’t familiar with the CASL changes and deadline, you can review the details here. Aside from that, make sure that your unsubscribe button is clearly visible. Don’t be afraid of unsubscribes, they aren’t all bad.


  •  Subject Lines: Subject lines set the tone and personality of a particular email. Posing a question? Providing valuable or relevant how-to information? Or making a big announcement? Whichever the option, make sure your subject line reflects the intent and tone of the overall email.
  • Email Copy: You want to create email copy that is relevant and to the point. Keep your subscribers curious and eager to read more. Ask yourself, is this email copy aligned with my goal for this specific email campaign?
  • Metrics/Data: How are you going to measure the success of the email campaign? Consider these 2 points:
    1. Deliverability: We know a thing or two about email deliverability. It can be confusing, and we get a lot of questions on the topic. The bottom line is that you need to ensure that not only is your email being sent, but that it is also making it to the inbox. Check out our 10 Steps to Better Email Deliverability guide for more help on this.
    2. Click through rates/open rates: Do you have an effective call-to-action? Is there a sense of urgency to open your email? You should set a goal based on the size of your company, and how many email campaigns you send per month. Check out this benchmark report from HubSpot to see how your emails should be performing.

T-9 Minutes and Counting

You’re time is running out but you still have a couple more things to review. DON’T be tempted by the send button just yet.

Proofread To Perfection

  • Time/Date: I know what you’re thinking, the most obvious thing on the list? Well, it’s important to consider the broad calendar of email blasts, and double check that there’s no overlap in email campaigns. Have you forgotten some important national or world day that is taking place at the same time? Is this showing up in international inboxes at a weird time?
  • Spelling and Grammar: More than anything else, you’ve probably looked at this email for several hours prior to scheduling it. Step away from your computer, and go back and review your spelling and grammar with a fresh set of eyes. It’s not a bad idea to ask a coworker (or two) to review the copy as well.

Booster Ignition and Liftoff (T-0)

And…. you’re ready to go! We have a ton of other tips on how to keep your email campaigns in tip top shape for launch. So don’t be afraid of pressing “send” on that email campaign, just use this checklist as a reference whenever you get stuck.

email campaign checklist

What tips did we miss? Feel free add your own tips to our email campaign checklist in a comment below, or Tweet us.


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