Professional Documents
Culture Documents
Email Marketing - Checklist
Email Marketing - Checklist
Email Marketing - Checklist
Enewsletter checklists
Effective email template layouts
Subject line: Does the subject line clearly state the offer, reason to open the
email in 5-8
words. First word(s) most important. Dont repeat words already in From.
Longer maybe
better!
From Physical address: Is this the standard address you use (usually
automatically set)
Banner / logo? Is it efficient for the preview pane, i.e. not too wide (<450
pixels), not too high < 150 pixels. Standard branding on left?
Call-to-action Are there image and text-based calls-to-action above the fold?
Do they highlight primary and secondary offer? Are offline (phone or callback)
responses clear?
Offline contact point (phone number, address). Do you give an offline contact
to unsubscribe?
Primary and secondary offer. Is the primary offer is clear action? Secondary action
gives other reasons to engage, e.g. Find out or Learn More?
Offer consistency. Is the way the offer is communicated consistent and evolving between subject line, headline, lead copy, main body, close and landing page
Copywriting check
Is the copy convincing for the audience? Are they understand me words used?
How well is the balance of features and benefits expressed? Can you prove them
through testimonials and figures?
Dynamic content
Images downloading. Is every image downloaded / pulled from server? Alternative text
provided?
Links and landing pages availability. Have you tested all links in both HTML and text
version.
Conditional content. Is dynamic content inserted correctly for all personalized variants?