Email Marketing Hacks: Read This Checklist Before Hitting Send

Sending a bulk email is an irreversible process. You cannot undo it, edit it, or pull it back from the subscriber’s inbox. As there is no second chance, the wisdom is in ensuring that you send the right email the first time. Period. Mailchimp outrightly suggests to “recruit someone to proof the campaign for you.” In this post, we have identified some of the common, yet not so obvious mistakes, which email marketers make when setting up their email marketing campaigns.

Let’s take a look…

  1. Ambiguous subject line

The subject line is critical to your open rate so it’s understandable why marketers advise using mystery, questions, offers or their combination in the subject line.

Now before I make my point, two quick pointers:

68% of emails are opened on mobile devices

An average mobile user receives 60 notifications a day

Now think back again, users get your email notifications on mobile and they are overwhelmed already. The number of notifications they receive has surpassed their ability to view them all. Therefore, your subject line should be an extension of your email body and not a decoy.

  1. “View in browser” pre-header

For folks not acquainted with this term, this is called the pre-header. As evident, the pre-header is a critical space that adds context to your email and helps users decide whether or not to open it, yet many companies don’t take advantage of this space…

  1. Sending image-only email

Drop it. Ditch the email campaign. Now. Gmail doesn’t render the images if it thinks the email or sender is suspicious. Also, image-based emails are not searchable.

  1. Having a single click unsubscribe

Having a single click unsubscribe is ethical practice but it has a critical downside. On a small mobile screen, we are prone to unintentionally clicking on links. If a user accidentally clicks on the ‘unsubscribe’ link and there is no second step in the flow which allows them to reverse their decision, then a hard-earned subscriber has just been lost.

  1. Using or worse

Sending an email from one such address is like telling the user; “hey, I’ve got neither interest nor time to listen to you so don’t bother writing back and quietly read my spammy email because you know what my favorite tee says? ”

  1. Scheduling for later

Ability to schedule a tweet, blog post and email is a huge relief for marketers especially those targeting audiences in various time-zones. However, scheduling can create an issue if something inadvertently happens at the scheduled time of your email. Avoid keeping a time-span of more than 24 hours.

  1. Hyperlink blunder

The wrong hyperlink can solely destruct the virtue of your entire newsletter. Consciously scrutinize your test email to ensure that you don’t commit this blunder, in fact, get your email proofed by a colleague.

  1. Sending to the entire database

Seems like ‘Segmentation’ is like a classic book. Everyone likes it, talks about it, quotes it on Twitter, yet nobody reads it.

There are plenty of other mistakes that we make but I only included the most lethal ones.

By Ajit Singh — first published March 1, 2017 on