Error-Free Marketing: E-mail Campaign Checklist

This article is sponsored by VerticalResponse, a proud supporter of OfficeArrow and a self-service direct marketing provider.

You've worked for hours to set up the perfect e-newsletter, and you're just about ready to send it out to your entire client base when fear suddenly paralyzes you. Your mind begins running through a series of terrifying scenarios where you hit "send" just as you notice a potentially business-collapsing error and, within minutes, your boss is screaming as he realizes the entire company is crumbling around him all because of a silly e-mail marketing mistake.

Ok, take a deep breath and relax.

This is a totally natural concern but, let's be realistic here: You're probably not going to break the business if a mistake slips by. That said, a poorly constructed e-mail can cause confusion on the part of your client and can make the company look amateurish. Some more serious errors and omissions can also have severe business implications.

While the copy (the actual words being used in the message) is obviously a critical component that must be carefully proofed, the technical aspects are usually where people have the most trouble. Since most e-mail campaigns are set up using an e-mail marketing service, such as VerticalResponse, it can be hard to catch every potential error, especially if you're new to doing it or just filling in for someone else.

To address this issue, VerticalResponse decided to share the checklist they use internally. Since they're the e-mail marketing experts, who better to guide us to success? Below, you'll find the bullet points of the checklist. You can also download the pdf here.

1. "From" Label

• Make sure that the "From" label is correct for the e-mail you're sending.

2. Subject Line Review

• If you copy a previously sent campaign, make sure you change your subject line.
• Be sure the subject line relates to the content in the e-mail.
• Put your most-important information at the beginning so it won't get cut off in the e-mail reader.

3. Newsletter Dates

• If you copy a campaign and include a date in your content, make sure the date has changed.

4. Image Text

• Make sure all images have alternative text so that when images are turned off, your recipients have some context of what should be shown.

5. Test Links

• Be sure all links go where you want them to - click on each and every one.

6. Images Linked

• Make sure all images are linked that need to be.

7. Forward to a Friend

• Make sure this feature is turned on; it can't hurt to get a few more subscribers.

8. Postal Address

• Ensure the correct postal address for the sender is at the bottom.

9. Preview for Images Turned Off

• View what the e-mail looks like with images on AND off (you can do this using VerticalResponse)
• Send yourself a test and view it with images turned off in your e-mail client as well.

10. Preview in Multiple E-mail Readers

• View in e-mail clients like Yahoo! Mail, Gmail, Outlook, Hotmail and AOL. Many offer free accounts.

Watch your business grow with VerticalResponse, where you can create e-mails in minutes - no technical experience required. Sign up for a free trial and send 250 emails absolutely free!