Checklist6 min read•Audience: All, Marketers, Developers
Before You Send: 12-Point Checklist
The definitive pre-flight quality assurance checklist to review before dispatching any campaign to production inboxes.
Key Takeaways
- 1. Subject Line & Preheader: Clear, compelling, and free of typos.
- 2. Physical Address & Unsubscribe Link: Present and configured with valid ESP tags.
- 3. All Links Verified: Click every link in a live test send.
- 4. Image Alt Text & HTTPS URLs: All images load over HTTPS with descriptive alt tags.
- 5. File Size < 102 KB: Verified to prevent Gmail clipping.
- 6. Mobile & Desktop Tested: Verified in real inboxes (iOS Mail, Gmail, Outlook).
The 12-Point Pre-Flight QA Checklist#
Never send a campaign without checking off these 12 items:
- Subject Line & Preheader: Both are filled out; preheader complements the subject without duplicating it.
- Personalization Tags Verified: Ensure all variables (
{{firstName}}) are mapped to your ESP's syntax or have working fallbacks. - Unsubscribe Link Functional: Test that the unsubscribe link routes to a working preference center.
- Physical Mailing Address: Verified CAN-SPAM / GDPR footer details.
- No Broken Links: Every CTA button and inline text link points to an active, secure HTTPS page.
- UTM Parameters: Campaign tags correctly appended to all outbound links.
- Image Alt Text: Added to all graphics in case images are blocked by default.
- Image Sizing: 2x Retina graphics have explicit pixel display widths set to prevent Outlook explosion.
- HTML Size Under 102 KB: Minification enabled to avoid Gmail message clipping.
- Plain Text Version Generated: Created in your ESP for accessibility and spam filter compliance.
- Mobile Stacking Checked: Tested on a real phone screen (no horizontal overflow).
- Live Test Send Received: Dispatched to internal test addresses before triggering full list delivery.
Recommended Test Send Protocol#
Before blasting to 100,000 subscribers, send proofs to at least three distinct inbox environments:
- An iOS device using Apple Mail (checks web fonts and Retina resolution)
- An Android device running the Gmail App (checks mobile stacking and inline styles)
- A Windows computer running Outlook desktop (checks table alignment and VML buttons)
Frequently Asked Questions
What is the fastest way to verify all links in an email?
Send a test email to your inbox and click through every single button and inline link. Ensure you land on the intended live HTTPS page with active UTM tags.
Why is a plain-text version necessary if everyone views HTML?
Spam filters penalize emails that lack an alternative plain-text part (multipart/alternative). In addition, Apple Watch and accessibility screen readers rely on plain text.