Email Campaigns Review Checklist: What to Check Before Publishing
Complete review checklist for email campaigns. Covers every quality dimension your team should check before publishing.
Your Email Campaigns Review Checklist
Review every email campaign against this checklist before sending. One missed spam trigger or broken CTA can tank your deliverability and conversion rates.
Subject Line
- Length between 40-60 characters
- No spam trigger words (FREE, ACT NOW, GUARANTEED)
- Personalisation token included where appropriate
- Creates curiosity or communicates clear value
- Preview text set and complements subject line
Content
- One clear primary message per email
- Brand voice consistent with channel guidelines
- Personalisation merge tags tested and working
- Unsubscribe link present and visible
- Legal compliance (CAN-SPAM / GDPR) met
CTA
- Single primary call-to-action
- Button text uses action verbs
- CTA visible without scrolling on mobile
- Landing page URL correct and live
- UTM parameters set for tracking
Technical
- Images have alt text
- Image-to-text ratio under 40% images
- Links all tested and working
- Plain text version included
- Test email sent and verified across clients
How to Use This Checklist
Run through this checklist before publishing any email campaigns. For teams using AI content review, these checklist items can be converted into weighted evaluation criteria — so every piece is scored automatically against your quality standards.
Start by identifying which checklist items are most critical for your team (these become your highest-weighted criteria), then build a custom reviewer that enforces them on every piece of content.
Frequently Asked Questions
What should I check before publishing email campaigns?
Review every item in this checklist across all dimensions. The most critical items vary by team, but accuracy and brand voice are universally important.
Can I automate this checklist?
Yes — convert the checklist items into AI review criteria. Each section becomes a criterion with a weight based on your priorities. The AI scores every piece against these criteria automatically.