Why are my emails going to spam?

Common causes: missing SPF/DKIM/DMARC authentication, spam trigger words in subject lines, high image-to-text ratio, sending to unverified or old lists, and domain reputation issues. Run mail-tester.com before sending campaigns to diagnose deliverability issues.

How do I improve email click-through rates?

Single, clear CTA (not multiple competing links). CTA button above the fold. Compelling action text on the CTA button ("Get My Free Guide" not "Click Here"). Preview text that continues the subject line promise. Short, focused email body that builds desire without satisfying it — the click is the resolution.

Why are my emails going to spam?

Common causes: missing SPF/DKIM/DMARC authentication, spam trigger words in subject lines, high image-to-text ratio, sending to unverified or old lists, and domain reputation issues. Run mail-tester.com before sending campaigns to diagnose deliverability issues.

How do I improve email click-through rates?

Single, clear CTA (not multiple competing links). CTA button above the fold. Compelling action text on the CTA button ("Get My Free Guide" not "Click Here"). Preview text that continues the subject line promise. Short, focused email body that builds desire without satisfying it — the click is the resolution.

Email Marketing

Email Marketing Campaign Checklist: Send Perfect Campaigns Every Time

A comprehensive pre-send and post-send checklist for email marketing campaigns — covering copy, design, technical setup, deliverability, and performance measurement.

30 checklist itemsEmail MarketingEmail CampaignEmail Checklist

The Complete Checklist

Define campaign objective: awareness, nurture, promotion, or re-engagement

Define target segment: who receives this email and why?

Write at least 3 subject line variations to A/B test

Subject line test: under 50 characters, no spam trigger words, personal or specific

Write preview text (email preview that appears after subject line in inbox)

Draft email body: one core message, one primary CTA

Ensure email begins with value delivery (not just selling)

Add relevant social proof (testimonial, stat, or client result)

Include single, clear CTA button with compelling action text

Check all links work correctly (click every link in the email)

Add UTM parameters to all links: utm_source=email&utm_medium=[campaign_name]

Test email on mobile (70%+ of opens happen on mobile)

Test email in Gmail, Outlook, and Apple Mail (check formatting across clients)

Check images have alt text (for recipients who block images)

Check text-to-image ratio (above 60% text for deliverability)

Remove any spam trigger words from subject line and body

Verify unsubscribe link is present and working

Verify physical address or company information is included (compliance)

Check sender name is consistent with previous emails (avoid "noreply")

Send internal test email and review as if you are the recipient

Verify the sending domain has SPF, DKIM, and DMARC configured

Check sender reputation in Google Postmaster Tools before large sends

Confirm email list is clean (no hard bounces from last campaign)

Set optimal send time (Tuesday–Thursday, 9–11 AM for most audiences)

Set up A/B test if testing subject lines or send time

Schedule email with 30-minute buffer before intended delivery time

Set up post-send monitoring: check open rate at 2 hours, 24 hours, 48 hours

Track: open rate, CTR, conversions from UTM links in GA4, unsubscribe rate

Export performance data to your monthly email marketing report

Archive the email for future reference and repurposing

Pro Tips

Write the CTA button before the email body — it keeps your writing focused on one objective

The "from name" has more impact on open rate than the subject line in most cases — use a real person name

Preview text is free subject line space — never leave it empty

Most email opens happen in the first 2 hours — send when your audience is most likely online

High image emails trigger spam filters — maintain at least 60% text content

Always send a test to yourself and review it as if you are a subscriber receiving it for the first time

Unsubscribes are healthy — they clean your list and improve open rates; do not try to hide the unsubscribe link

Frequently Asked Questions

Industry average: 22–28%. Above 35% is excellent. Below 15% indicates subject line or list quality issues. Compare against your own previous campaigns first — your historical baseline is more meaningful than industry averages.

Related Resources

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