The email marketing launch checklist: 8 things to double-check before hitting send

There are moments in your professional life when panic overwhelms you—moments when you feel as if someone threw a cold blanket over your shoulder while whispering, “you are in big trouble.

When you open an email you sent to your marketing list and see something that’s glaringly wrong—an important link is broken, the merge fields aren’t working, you’ve misspelled your own company name in the subject line—you know you’re in one of those please-tell-me-this-isn’t-happening moments.

I can speak from experience as I’ve made more embarrassing mistakes than I’d like to recognize, especially when sending automated email campaigns to potential clients or link-building prospects.

One way to avoid going through that pain is to develop a checklist. Throughout history, professionals as distinct as pilots and surgeons have relied on checklists to increase job effectiveness, decrease stress, and streamline work processes. Thanks to the work of Atul Gawande, a surgeon and best-selling author of the book The Checklist Manifesto, the use of checklists to simplify complex processes has surged in popularity in recent years.

In this article, we’ll take a look at a simple email marketing checklist you can use next before you send out your next campaign and avoid any humiliating mistakes.

#1: Do you have an effective subject line?

Your email subject line is one of the most critical factors to increase your open rates, as crucial as headlines are for web copy and online ads. A recent survey done by Litmus and Fluent found 34% of respondents said the subject line was the factor that determined whether they would open an email or not.

Before sending your email, check whether your subject line meets the following criteria:

Length: Keep your subject lines within 50 characters.Relevance: The subject line should connect with the email message. Does the subject line mention anything that relates to the email message?Interest: The subject line should also stir interest in the recipient. Consider asking questions, using open statements (e.g., “You need to read this”), or emojis, which may increase your open rates. #2: Are you sending your email to the right audience?

Your email marketing campaigns most likely target multiple segments and audiences separately. Therefore, before you send an email campaign, you want to check you are sending it to the right audience. 

To start, make sure you are using segments based on all available demographic, behavioral, and psychographic data. You can use this data to personalize your email campaigns (more on this later).

Also, your email copy should match the data used to create each segment. For example, an email campaign targeting existing customers can include brand-focused messages thanks to their familiarity with your brand, while one targeting recently signed subscribers should not do so.

Finally, check whether you are sending an email to a list that’s already in an automated sequence. If so, consider removing them from your message as they may end up receiving multiple emails with mixed messages.

THAT’S PRO Write less email, get more replies.

Are you falling off your prospects’ radars? With Nutshell’s personal email sequences, we’ll remember the follow-up for you.

LEARN MORE #3: Did you choose the right send time?

Even if you use email marketing software that can

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