Email Checklist

On the information panel

• Is the internal name correct (using the correct abbreviations etc.)
• Correct sender – use a real person!
• Assigned to the correct campaign?
• Correct email type and email footer (this is important for legal reasons)
• For TY emails, use a template with a CTA sidebar to generate a follow-up action
• Add preview text
• Add social sharing buttons
• Check the link for the sharing. For TY emails it should point to the original LP otherwise use page URL
• Subject and body
• Double-check for ‘Smart content’ variants of the email body and review all of them!
• If possible include some kind of personalization in the subject line (but only if you’re sure the database has the right data)
• Subject line < 50 characters
• If necessary, include a blank line at the top of the email for spacing
• Personalize email with first name, company name etc. where appropriate
• For TY emails, use a PDF download icon as well as the link text to the downloadable asset
• Ensure that images are also clickable
• Keep the text concise, scannable, objective and focused on the reader’s needs
• Use links, CTAs and bullets where appropriate to add value
• Add a signature line, ideally with an actual signature plus contact information for a real person

Testing

• Review HubSpot’s Suggestions (bottom right hand button) and act on any highlighted problems
• Proofread. Proofread again. Send it to someone else to proofread
• Send a test email to yourself and test all the links
• Review test email on a mobile device and in a desktop email client
• Preview the email in all formats using the preview tool
• Test again using the ‘View preview as…’ to select a recipient to test customization
• Once finalized, run the ‘Preview in other inboxes’ test for the default selected apps and devices and check the results

Sending

• Double-check the recipient lists. Don’t send to everyone unless you absolutely definitely want to.
• Consider sending on a specific time of day – typically first thing in the morning works best.