Your Pre-Send Lifesaver Checklist
Hey there,
Let’s face it—email mistakes happen. A broken link, a cringeworthy typo, or the wrong audience segment can tank a campaign (and your credibility). But they’re almost always preventable.
So, before you fire off that next email, take a breath and run through this 8-step checklist. It’s a simple way to ensure your message is polished, targeted, and actually gets the results you want.
The 8 Essential Checks
1. Segmentation
Make sure your email is going to the right people. Check your segments, and then check again. Don’t just check if the right segments were added, look into the segment definitions too periodically. If these are segments you use regularly, without ever changing them, you don’t need to do this on every occasion. But try to do it frequently enough.
2. Subject Line & Preview Text
This is your first impression—make it count. Is your subject line compelling? The three things to focus on are:
Length
Copy
Personalization
Also ensure that the preview supports it. Test different versions if you’re unsure.
3. Copy & Design
Proof your copy for grammar, tone, and clarity. Then check the design—does everything render properly across devices? Are your fonts and colors consistent with your brand?
One tip would be to read it on a new device and try to read it from the eyes of your readers. This will help you gain some distance and perspective.
4. Links
Click every link. Yes, every single one. Make sure CTAs go to the right page and that UTM parameters or tracking codes are in place. This is important because links are essentially leads. It would be a pity to put in all the work and not have any conversions.
5. Discounts
If your campaign includes a discount, make sure the offer is communicated clearly:
Mention whether a discount code is needed—or if it’s applied automatically.
If you’re using a promo code, ensure all links in the email include it so it’s auto-applied at checkout. This removes friction and improves the chances of conversion.
6. Desktop & Mobile Optimization
While it is important to check on a desktop, remember most people open emails on their phones. Preview your email on multiple devices and screen sizes. It should look good and function seamlessly on all of them.
7. Dark Mode Optimization
Over 81% of users prefer dark mode, and most inbox providers now support it. But here’s the catch: dark mode can automatically reverse your email’s colors—sometimes in unpredictable ways.
Each ISP handles dark mode differently, which means your carefully crafted design might not look the same everywhere.
Pro tip: Use tools like Email On Acid to preview your emails across providers and ensure they shine in both light and dark mode.
8. Date & Time
Marketing is all about delivering the right message to the right person at the right time. So here’s a small but critical detail: always double-check the date, time, and timezone before scheduling your email campaign.
Pro Tip: Use a Checklist
To download the checklist, click here.
In Conclusion
A flawless send isn’t luck—it's a process. By building these eight checks into your workflow, you can prevent costly mistakes, boost your performance metrics, and protect your brand’s reputation.
So next time you’re about to hit “Send,” pause for just five more minutes—and give this checklist a once-over. Your future self (and your subscribers) will thank you.
Need a second pair of eyes on your next campaign? We’re happy to help.