Email marketing

1. Email marketing
Pre-broadcast template checklist
Author: Dr Dave Chaffey
Published: February 2011
Plan > Reach > Act > Convert > Engage

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Email Pre-broadcast checklist template
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E-mail Marketing
Pre-broadcast Best Practice Checklist
About this checklist
There’s a lot that can go wrong, or right when sending out an email campaign or enewslet-
ter! This checklist is designed to help you to create more consistent quality checklists which
work better for your subscribers and your brand.
Why use this checklist?
þþ Create more engaging emails which increase response
þþ Avoid embarrassing mistakes if customers receive errors in their email communications
þþ Achieve consistency within your team when different people have different experience
levels
Topics covered on this checklist?
þþ Engaging email headers checklist
þþ Effective lead-ins
þþ Copywriting tone-of-voice
þþ Persuasive offers and messaging
þþ Email legal requirements including privacy
How and when to use this checklist?
þþ When planning a campaign with an agency or colleague
þþ When reviewing a new campaign or email template
þþ As part of quality of assurance when testing a campaign before broadcast
Related checklists and templates:
þþ Enewsletter checklists
þþ Effective email template layouts
Tell-us-what you think!
Dave Chaffey and team have developed these checklists based on working with many
types of companies and in training. But improvements are always possible, so please email:
support@smartinsights.com with your ideas on improving this guide or new guides to help
your work. Thanks!

3. 3 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other other guides.
Email Pre-broadcast checklist template
Pre-send broadcast checklist template
E-mail Marketing
Engaging e-mail header check
rr Subject line: Does the subject line clearly state the offer, reason to open the email in 5-8
words. First word(s) most important. Don’t repeat words already in From. Longer maybe
better!
rr For newsletters: Is the main theme(s) or offer clear to encourage open? Generic can be
better!
rr From Display address: From <Company name or team> or a known named person?
rr From Physical address: Is this the standard address you use (usually automatically set)
Email lead-in (above-the-fold)
rr Salutation – Dynamically inserted salutation and name, degrading through IF statement
to Dear Subscriber if unknown?
rr 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?
rr Headline. Is there one? Is it effective? Sub-headline? Does it flow from subject line? Is it
text-based so visible when images are blocked?
rr Lead copy – Is it text-based so appears when images are blocked? Does it have a
strong lead with in-line call-to-action text-links? Does the first sentence encourage the
customer to read the first paragraph? Does the first paragraph encourage the reader to
read the email? Is there a table of contents for e-newsletter? Does copy in preview pane
encourage open? Does it flow from subject line and headline?
rr 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?
rr Main body copy – list features/benefits BRIEFLY, give INSTRUCTIONS on what to do
next?
rr Visual emphasis of offers and calls-to-action – Do the calls-to-action and offer stand
out when scanning through techniques like background tints, imagery? Not too symmetri-
cal?
rr Close – strong close encouraging immediate response? Is repeated call-to-action clear?
rr Signoff – Is there a named sender if appropriate – a team or real person?
Footers – permission marketing, data protection and privacy check
rr Statement of origination. Explains “why am I receiving this email”? Source of address?
rr Unsubscribe. Is there a URL option to unsubscribe or update profile?
rr Offline contact point (phone number, address). Do you give an offline contact to un-
subscribe?
rr Company details? Are the company details shown (required by Companies Act)?
rr Privacy statement link? Is there a link to a privacy statement?

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Email Pre-broadcast checklist template
rr T&Cs? Are relevant terms and conditions included?
Persuasive offers and messaging
rr 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?
rr Sell/inform/entertain balance. Is the balance right, especially for e-newsletters?
rr Offer consistency. Is the way the offer is communicated consistent and evolving be-
tween subject line, headline, lead copy, main body, close and landing page
rr Brand-messaging. Is the brand positioning correct? Is tone-of-voice “on-brand”
rr CRABS check – Chunking? Relevance? Accuracy? Brevity, Scannability?
Copywriting check
rr Is the tone-of-voice appropriate for the audience? Is it “on-brand”?
rr Is the copy reader-oriented and conversational – ‘you’ versus ‘we’?
rr Is the copy convincing for the audience? Are ‘they understand me’ words used?
rr How well is the balance of features and benefits expressed? Can you prove them
through testimonials and figures?
Dynamic content
rr Images downloading. Is every image downloaded / pulled from server? Alternative text
provided?
rr Links and landing pages availability. Have you tested all links in both HTML and text
version.
rr Conditional content. Is dynamic content inserted correctly for all personalised variants?