Email Marketing Checklist: 7 Things to Check Before Hitting Send

Email Marketing Checklist

Have you ever sent an email where you misspelled your company’s name, forgot to add essential links, or the merge fields simply weren’t working as expected? At times, such mistakes can put you in inconvenient situations, if not downright embarrassing ones. However, any easy way to remedy them is by turning to an email marketing checklist. 
Various email marketing pros rely on checklists to decrease stress, increase job effectiveness, and streamline their work process. To save you the hassle, we’ve prepared this 7-point checklist. Sticking to this will help you launch high-performing email marketing campaigns and stay on top of them with ease.

1. Set Up an Effective Subject Line:

Your email’s subject lines are essential to boost your open rate just like headlines are important for digital ads and web copy. You should find a balance between creating a curiosity gap while avoiding click-bait. 

According to Convince and Convert almost 35% of email recipients open an email purely based on its subject line. Thus before sending your email, you should evaluate your subject line based on its length, interest, and relevance. 

  • Your subject line should be under 50 characters.
  • The subject line should be relevant to your email message. Does your subject line state anything that is directly connected to your email message? 
  • It should also stir interest in your recipient. For instance, using emojis or open statements like “you need to read this” can increase your open-rate. 

Additionally, never mislead your recipient by click-baiting since many people can identify click-bait subject lines.

2. Create an Email List:

An effective email marketing campaign has a huge emphasis on audience segmentation. Every marketer knows that targeting everyone is an awful advertising strategy. Careful segmentation of your target audience will ensure that you generate a higher ROI. 

You can filter your recipient based on their age, gender, geolocation, subscription date, contacts’ engagement, position, interest level, and so on. Further, you can also segment your email recipient list based on existing customers and customer acquisition. 

Current customers are already familiar with your firm and are interested in your service or product while acquiring new clients can be done through providing value such as free content guides, an easy subscription process, free trials for your products, and an appealing CTA (call-to-action). You can use this data to personalize your email. 

Furthermore, your email copy should match the data used for each segmentation. For example, an email campaign targeting existing clients may include brand-focused information since they are familiar with your brand. Conversely, this will not be useful while targeting new customers. 

3. Specify your Email Campaign’s Targets:

Having a clear objective is key to the success of every marketing strategy and email marketing campaigns are no exception. Your email campaign objective may include lead generation, building a sales pitch, user onboarding, increasing free to paid conversion, improving user experience (UX), cross-selling, and much more. 

However, you must limit your email campaign to a single objective. This will ensure that you instantly decide your email KPIs based on your lead generation strategy and track their progress. Some of the email marketing KPIs may include:  

  • Open-rate: This is the percentage of recipients that opened your email out of total recipients. Open-rate analyzes the effectiveness of your subject line. 
  • Click-to-open rate: It is the percentage of recipients that clicked on your link in your email out of all people that opened your email. This determines the effectiveness of your email content.  
  • Cost of leads per drip campaign
  • End-to-end conversion rate 
  • Conversion rate 
  • Contact generation
  • Unsubscription rate
  • Contact’s engagement level

4. Personalize your Email:

Where traditional promotional ads fail to grab the user’s attention, personalization wins. Your email should feel personal to every recipient. 

Research has shown that 75% of recipients are more likely to purchase from a brand that recognized them by their name, is aware of their purchase history, and thus recommends various options based on the recipient’s past purchase. 

Personalization is dependent on using the correct dynamic field and essential data. Dynamic field refers to digital content that changes based on preferences, user behavior, and data. It may be text, audio, or video format content. In this scenario, your sign-up forms should ask for the recipient’s first name, last name, and company name. This will ensure easy personalization for future email marketing campaigns. 

Personalization will not only make your client feel cared for but will also increase your open-rate. It can be as simple as using the prospect’s name such as: 

Hi _____, this is your social media trends report”. 

If you need help in incorporating email marketing into your marketing strategy or in lead generation strategy, schedule a FREE Consultation with AdRush today.

We are a full-service digital marketing agency excelling in Social Media Marketing, Email Marketing, Content Marketing, Search Engine Marketing, and Search Engine Optimization (SEO).


John Doe

AdRush Digital

5. Choose the Right Send Time:

An effective and successful marketing campaign targets the right people using the right platforms and at the right time. The same is the case with email marketing campaigns. 

You should find the best days and hours for email campaigns that can result in high open-rates. CoSchedule suggests that the best days for email campaigns are between Tuesdays and Thursdays. Similarly, the most effective times for sending an email are: 

  • 10 a.m.
  • 8 p.m.
  • 2 p.m.
  • 6 p.m.

6. Check Your Email Copy’s Tone and Grammar:

Your email’s copy is the heart of your email campaign. It is just like an ad. Not only should it be relatable and personal but must be equally persuasive. You should examine your copy based on usefulness, persuasiveness, and clarity. 

Segmenting and targeting the right audience isn’t enough. Your email copy should be useful to your prospect since no one likes receiving irrelevant and sales-focused emails. Moreover, it should entice the desired action through relevant CTA. Further, unnecessary sentences and words should be avoided at all costs. 

Additionally, check for grammatical errors. This may include punctuation, clarity, spelling, tone, and grammar usage. Furthermore, grammar tools like Grammarly, ProWritingAid, and WhiteSmoke can be useful. Either you can re-read your email from scratch or ask someone from your team to proofread it.

7. Avoid Sales-focused Content:

Certain words are unavoidable but you can try to avoid sounding too sales-y. Some of the words to avoid are below.

Words to Avoid - Email Marketing


While writing an email for your campaign, you should always focus on crafting a reader-friendly and value-driven message. Using this seven-point email marketing checklist will save you from drafting mediocre emails that your recipients don’t even bother opening. Your open and response rates will drastically improve, and you’ll be generating leads in no time.