What is a Send Check in Email Marketing?
A send check in
email marketing refers to the process of verifying various aspects of an email campaign before it is sent out to recipients. This procedure ensures that the email is free from errors, aligns with the marketing goals, and meets
compliance requirements. By doing a thorough send check, marketers can improve the chances of their emails landing in the inbox and engaging the audience effectively.
Accuracy: It helps in identifying and correcting errors such as broken links, spelling mistakes, and incorrect personalization.
Deliverability: Ensures the email complies with
spam regulations and
best practices to improve deliverability rates.
Brand Reputation: A well-executed email reflects positively on the brand, while errors can harm its reputation.
Performance: Optimizes the email for better open rates, click-through rates, and overall engagement.
Subject Line: Ensure it is compelling, relevant, and free of spam triggers.
Preheader: Verify that it supports the subject line and gives a reason to open the email.
Content: Check for typos, grammar errors, and alignment with the campaign's
message.
Links: Test all
hyperlinks to ensure they are working correctly and lead to the intended destination.
Images: Confirm that all images are loading correctly and have appropriate
alt text.
Personalization: Make sure any personalized elements are correctly configured and displaying as intended.
Proofreading: Carefully review the text for any errors or inconsistencies.
Link Testing: Click through each link to ensure it directs to the correct page.
Image Verification: Check that all images are loading correctly and have proper alt text for accessibility.
Spam Check: Use tools to scan the email for elements that may trigger spam filters.
Test Send: Send a test email to yourself and a few colleagues to see how it appears in different email clients and devices.
Feedback: Gather feedback from the test recipients and make necessary adjustments.
Common Mistakes to Avoid During Send Checks
Even with a thorough send check, some common mistakes can slip through: Ignoring Mobile Optimization: Ensure that the email is
responsive and looks good on mobile devices.
Skipping the Preheader: The preheader text is crucial for enticing recipients to open the email.
Overlooking Alt Text: Alt text is essential for accessibility and helps in cases where images do not load.
Forgetting Unsubscribe Links: Ensure that all emails include an easy way for recipients to
unsubscribe.
Not Testing for Different Email Clients: Emails can appear differently across various clients; always test on multiple platforms.
Tools for Send Checks
Several tools can assist in performing thorough send checks: Litmus: Offers comprehensive email testing across various clients and devices.
Email on Acid: Provides tools to test content, design, and deliverability.
Mail Tester: Helps in identifying elements that may trigger spam filters.
Grammarly: An excellent tool for proofreading and grammar checks.
Conclusion
A send check is an essential step in the email marketing process. It ensures that your email campaigns are free from errors, comply with regulations, and are optimized for maximum engagement. By using the right tools and following best practices, marketers can significantly improve the effectiveness of their email campaigns.