Email Marketing Checklist: 20 Things to Check for Successful Campaigns

Email marketing checklist

Raise your hand up in the air if you have ever embarked on a trip forgetting some crucial items for the trip in the house, only to remember after miles away from the house. Oh, Jeez, right! That could be really painful. But it’s a simple pointer that a checklist was missing out. Same applies to carrying out an email campaign without an email marketing checklist as a guide.

An email marketing checklist is what every marketer needs to have in their marketing arsenal while employing email marketing as a strategy. It could be the bridge between your efforts and success in your campaigns.

With an increasing number of about 4.2 billion that are still actively using their emails across the world, it will be safe to agree that email marketing should be a strategy for every marketer.

But beyond, what makes this strategy, what are the things to look out for, what should an email checklists look like to approve a campaign as good to go and also be certain of ROI.

These questions are what every marketer needs to be able to answer if he/she will succeed with email marketing.

All these questions and more will be answered as we take a dive together into all that email marketing encompasses and the checklist you are to use as a marketer.

Ready to get started? Then, let’s dive in!

What is an Email Marketing Checklist?

An email marketing checklist is a comprehensive list of items and tasks that marketers use to ensure the success, effectiveness, and compliance of their email marketing campaigns. It serves as a systematic guide to help organize and optimize the various components of an email marketing strategy.

20 Things to Check Before Sending Emails (Your Email Checklists)

Here’s a generalized email marketing checklist that can be used for specific campaign needs:

Define Campaign Objectives: Clearly outline the goals and objectives of your email marketing campaign.

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Identify Target Audience: Define and segment your target audience to tailor messages appropriately.

Build a Quality Email List: Ensure your email list is permission-based, regularly updated, and contains engaged subscribers.

Craft Compelling Subject Lines: Create attention-grabbing and relevant subject lines to increase open rates.

Personalize Content: Use recipient’s names and personalize content to enhance engagement.

Create Engaging Content: Develop clear, concise, and visually appealing content that aligns with your campaign goals.

Responsive Design: Ensure that your emails are mobile-friendly and display well on various devices.

Call-to-Action (CTA): Include a clear and compelling CTA to drive the desired action.

Test Emails: Conduct A/B testing for different elements (subject lines, content, CTA) to optimize performance.

Segmentation and Targeting: Implement segmentation to send targeted emails based on subscriber behavior, preferences, or demographics.

Personalization Tokens: Utilize personalization tokens to dynamically insert subscriber information into the email.

Optimize Sending Time: Schedule emails to be sent at times when your audience is most likely to engage.

Social Sharing Options: Include social sharing buttons to encourage recipients to share your content.

Monitor and Analyze Metrics: Track key metrics such as open rates, click-through rates, conversion rates, and adjust strategies accordingly.

Opt-out Mechanism: Include a clear and easy-to-use unsubscribe option to comply with regulations and respect user preferences.

Update Contact Information: Regularly update and clean your email list to remove inactive or unsubscribed contacts.

Post-Campaign Analysis: Evaluate the success of the campaign and identify areas for improvement in future campaigns.

Why Do You Need an Email Marketing Checklist?

An email marketing checklist is a valuable tool for several reasons:

Organization and Efficiency

A checklist provides a structured and organized approach to the complex task of planning, creating, and executing an email marketing campaign. It ensures that no crucial steps or elements are overlooked.


By following a checklist, marketers can maintain consistency in their email campaigns. Consistent branding, messaging, and formatting contribute to a professional and recognizable brand image.

Reduced Errors

Mistakes can happen, especially in the fast-paced world of email marketing. A checklist serves as a safeguard against errors by prompting marketers to review and confirm each step before moving forward.

Comprehensive Campaigns

An email marketing checklist encourages marketers to consider all aspects of their campaigns, from defining objectives and target audiences to optimizing content and analyzing post-campaign metrics. This ensures a holistic and comprehensive approach.

Improved Deliverability

Following best practices in email marketing, such as maintaining a clean and updated email list, testing for spam compliance, and optimizing for mobile devices, can enhance deliverability. A checklist reminds marketers to address these critical factors.

Time Management

With a checklist, you as a marketer can efficiently manage your time by breaking down the campaign process into manageable steps. This helps prevent last-minute rushes and allows for thorough planning and execution.


An email marketing checklist is adaptable to different types of campaigns and industries. Marketers can customize the checklist based on their specific goals, audience, and content, making it a versatile tool.

A/B Testing and Optimization

A checklist prompts marketers to incorporate A/B testing into their campaigns, enabling them to experiment with different elements (subject lines, content, CTAs) and optimize for better performance.

Analysis and Learning

Post-campaign analysis is a crucial aspect of email marketing. A checklist encourages marketers to review metrics, learn from campaign results, and apply insights to future campaigns, fostering a cycle of continuous improvement.

Regulatory Compliance

Email marketing is subject to various regulations, such as GDPR and CAN-SPAM. A checklist ensures that marketers are mindful of compliance requirements, helping them avoid legal issues and maintain a positive reputation.

User Experience

By following a checklist, marketers can focus on creating a positive user experience. This includes ensuring that emails are visually appealing, mobile-friendly, and provide value to the recipients.

Email Marketing Best Practices 2023

Here are some email marketing best practices to consider. Also, please, keep in mind that the email marketing may evolve, so, it’s essential to stay updated with the latest industry trends and changes:


Continue to leverage personalization techniques to create more targeted and relevant content for your audience. Use recipient names, segment your lists, and personalize based on user behavior.

Mobile Optimization

Ensure your emails are mobile-friendly, as a significant portion of users opens emails on mobile devices. Optimize for smaller screens and test across various devices and email clients.

Interactive Content

Experiment with interactive elements in your emails, such as surveys, quizzes, and clickable elements. Interactive content can increase engagement and provide a more dynamic user experience.

AI and Automation

Embrace artificial intelligence (AI) and automation to personalize content, segment audiences, and send targeted messages based on user behavior. Automation can streamline processes and improve efficiency.

User-Generated Content

Encourage and incorporate user-generated content in your emails. It adds authenticity. Also, ensure to engage your audience by showcasing real experiences and testimonials.

Segmentation and Targeting

Refine your segmentation strategy to send more targeted and personalized emails. Consider factors like user behavior, demographics, and engagement history.

Minimalist Design

Adopt a clean and minimalist design for your emails. Focus on simplicity, clear CTAs, and easy navigation to improve the user experience.


Ensure your emails are accessible to all users, including those with disabilities. Provide descriptive alt text for images and use accessible design principles.

AI-Driven Predictive Analysis

Explore predictive analytics powered by AI to anticipate customer behavior. This can help you send more relevant content and offers based on predicted preferences.


Incorporate storytelling into your email content. Share narratives that resonate with your audience, building a connection and making your brand more memorable.

Video Content

Consider incorporating video content directly into your emails. Video can be a powerful tool for conveying information and engaging your audience.

Social Media Integration

Integrate social media elements into your emails, allowing recipients to easily share your content. This can extend the reach of your campaigns.

Feedback and Surveys

Seek feedback from your audience through surveys or feedback forms. This not only engages users but also provides valuable insights for improvement.

GDPR Compliance

Stay compliant with data protection regulations, such as GDPR. Ensure that you have explicit consent for sending emails and handle user data responsibly.

Real-Time Content Updates

Explore the use of real-time content in emails, delivering dynamic and updated information based on the recipient’s current context.

Progressive Profiling

Implement progressive profiling to gradually gather more information about your subscribers over time. This helps in building more detailed customer profiles.

Email Deliverability

Monitor and maintain good email deliverability by regularly cleaning your email list, using double opt-ins, and following best practices to avoid spam filters.

Diversity and Inclusion

Ensure that your email content and imagery reflect diversity and inclusion. This aligns with evolving societal expectations and resonates with a broader audience.

Ethical Email Marketing

Prioritize ethical practices in your email marketing, respecting user privacy, and being transparent about data usage.

Continuous Testing

Conduct regular A/B testing on various elements of your emails, such as subject lines, content, and CTAs, to optimize for better performance.

Keep in mind that the effectiveness of these practices may vary based on your specific industry, target audience, and campaign goals. Regularly analyze your email metrics and adjust your strategy accordingly to stay ahead.

What are 10 do’s and don’ts for using email?

Here are 10 do’s and don’ts for using email effectively:

Do’s for Using Email

Build Permission-Based Lists: Obtain explicit consent before adding individuals to your email list. Build a permission-based list to ensure that recipients want to receive communications from you.

Personalize Your Emails: Use personalization to address recipients by their names and tailor content based on their preferences and behavior. Personalized emails often result in higher engagement.

Create Compelling Subject Lines: Craft clear, concise, and compelling subject lines that encourage recipients to open your emails. A well-crafted subject line can significantly impact open rates.

Optimize for Mobile: Ensure that your emails are mobile-friendly. With a growing number of users accessing emails on mobile devices, responsive design is crucial for a positive user experience.

Test and Iterate: Regularly conduct A/B testing on various elements of your emails, such as subject lines, content, images, and CTAs. Use the insights to refine and optimize your email campaigns.

Provide Value: Focus on delivering value to your subscribers. Whether it’s informative content, exclusive offers, or relevant updates, make sure your emails provide something valuable to the recipient.

Include Clear Calls-to-Action (CTAs): Include well-defined and compelling CTAs in your emails. Make it easy for recipients to understand what action you want them to take, whether it’s making a purchase, downloading content, or signing up.

Regularly Clean Your Email List: Regularly clean and update your email list to remove inactive or unsubscribed contacts. A clean list improves deliverability and ensures that you’re reaching an engaged audience.

Comply with Regulations: Adhere to data protection regulations such as GDPR and CAN-SPAM. Ensure that you have proper consent, provide opt-out options, and respect users’ privacy.

Monitor Metrics: Track key email marketing metrics, including open rates, click-through rates, conversion rates, and unsubscribe rates. Use these metrics to assess the performance of your campaigns and make data-driven decisions.

Don’ts for Using Email

Purchase Email Lists: Do not purchase email lists or use contacts without proper consent. Building an organic, permission-based list is essential for maintaining a positive sender reputation.

Overwhelm with Content: Never overwhelm recipients with lengthy or irrelevant content. Keep your emails concise, focused, and aligned with the recipient’s expectations.

Use Misleading Subject Lines: Never use misleading or clickbait subject lines. Be honest and accurate to build trust with your audience and avoid high unsubscribe rates.

Ignore Unsubscribes: Do not ignore unsubscribe requests. Provide a clear and easy-to-find unsubscribe option, and promptly honor unsubscribe requests to maintain a positive sender reputation.

Neglect Testing: Never neglect A/B testing. Testing helps you understand what resonates with your audience and allows you to continuously improve your email campaigns.

Send Without Segmentation: Do not send generic emails to your entire list without segmentation. Segmentation allows you to tailor your messages to specific groups, improving relevance and engagement.

Overlook Data Privacy: Never overlook data privacy regulations. Ensure that you have the proper consents and mechanisms in place to protect user data.

Neglect Analytics: Do not neglect analyzing email marketing metrics. Regularly review performance metrics to identify areas for improvement and adjust your strategy accordingly.

To learn more on the execution of these checklists, be a sought-after email marketer, and better drive results, you need to register for our 90% practical digital marketing course. It has all you need to become a successful marketer.


An email marketing checklist is a tool that promotes efficiency, consistency, and effectiveness in email campaigns. It helps marketers navigate the complexities of email marketing, reduce errors, and deliver impactful and well-organized campaigns to their audience.

Frequently Asked Questions

What are the 7 email marketing strategies?

Email marketing strategies can vary based on goals, target audience, and industry, but here are seven fundamental strategies that are often employed to achieve success:


Divide your email list into segments based on specific criteria such as demographics, behavior, or purchase history. By sending targeted and relevant content to each segment, you can improve engagement and conversion rates.


Tailor your emails to individual recipients by incorporating personalization elements. Use the recipient’s name, recommend products based on their past purchases, or customize content based on their preferences and behavior.


Implement email automation workflows to streamline your communication processes. This includes welcome series, drip campaigns, and triggered emails based on user actions. Automation helps nurture leads, welcome new subscribers, and re-engage inactive users.

Responsive Design

Ensure that your emails are designed to be visually appealing and functional across various devices, especially mobile devices. A responsive design improves user experience and can positively impact open and click-through rates.

Content Relevance

Deliver valuable and relevant content to your audience. Understand your subscribers’ interests and needs, and tailor your content to provide solutions, information, or entertainment that resonates with them.

Testing and Optimization

Regularly test different elements of your emails, such as subject lines, content, images, and calls-to-action (CTAs). Analyze the results to optimize your campaigns for better performance over time.

Metrics Analysis

Continuously monitor and analyze key email marketing metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates. Use these insights to refine your strategies and improve the effectiveness of your campaigns.

These strategies work together to create a comprehensive and effective email marketing approach. 

What are the 5 Ts of email marketing?

The “5 Ts” of email marketing are often used to highlight key aspects and principles for successful email marketing campaigns. While variations may exist, the commonly recognized 5 Ts are:

Target: Identifying and segmenting your target audience. Sending relevant and targeted content increases engagement and improves the chances of conversion.

Timing: Choosing the right time to send your emails. The time you decide to send out your email can significantly impact open and click-through rates. Consider the time zone and habits of your target audience.

Testing: Conducting A/B testing to optimize various elements of your emails. Testing subject lines, content, visuals, and calls-to-action helps refine your strategy for better performance.

Tracking: Monitoring and analyzing key metrics to assess campaign performance. This involves tracking metrics such as open rates, click-through rates, and conversions provides valuable insights for refining future campaigns.

Technology: Utilizing the right technology and tools for email marketing. This can be achieved by employing the right email marketing platform and tools that ensures efficient campaign execution, automation, and analytics.

These 5 Ts serve as a framework for planning, executing, and optimizing email marketing campaigns. Paying attention to them can help you as a marketer to enhance the effectiveness of your email strategies.

To learn more on the execution of these checklists, be a sought-after email marketer, and better drive results, you need to register for our 90% practical digital marketing course. It has all you need to become a successful marketer.

More Resources:

What is Email Marketing: 10 Effective Steps You Need to Start

13 Best Email Marketing Tools (Software) to Boost Conversion and Sales

17 Benefits Of Email Marketing For Small Businesses

SendPulse Review: Grow Your Business With Email Marketing

9 Tested and Proven Ways to Make $500/Day with Digital Marketing Skills working from home or anywhere.

*By signing up, you agree to our privacy policy and terms of service.