The checklist before sending a campaign

Ten minutes of checking avoids the apology message nobody enjoys writing.

Sender and subject

These are the only two things everybody sees. Reread them last, when you are no longer looking at the content.

Links

Click them all, including those on images and in the footer. Check they point at the right page and not at a staging site.

Personalisation

Test with a missing first name. And check the right field is used — a first name where a company name belongs is visible instantly.

The list

The right segment, with exclusions applied. Sending a welcome offer to ten-year customers is the most common mistake.

The timing

Not a Friday evening if nobody can respond to replies. And check the time zone if you send abroad.

The exit

The unsubscribe link works and processes the request immediately.