Email Marketing Pre-Flight Checklist
By Megan Ouellet, Director of Marketing for Listrak
Feb. 21, 2007
For a successful company to grow, it needs well-defined business processes that are properly tested, highly integrated, and clearly documented. That way, new employees may be brought up to speed quickly while having the peace of mind that they are following the correct workflow, and, therefore, they are doing the job accurately.
Over time, as technology improves the processes must evolve to accommodate the changes. However, these changes must also be documented and incorporated into the business processes in order to ensure that the appropriate steps are being taken and tasks are being completed efficiently.
It is important for companies to refine and document tasks at all levels. Any job that is repeated daily, weekly, monthly, or annually should have its best practices identified and its workflow verified and recorded so organizations know they are working economically and proficiently.
One critical business process that is easily overlooked by many organizations is the pre-flight checklist for email marketing. By spending a few minutes reviewing a pre-flight checklist prior to sending out email campaigns, email marketers can ensure that their messages will be opened, read, and responded to favorably by their subscribers and target audiences. However, if this step is skipped, it could lead to disastrous results, including low deliverability, missing links and graphics, and high unsubscribe or reported spam rates.
Listrak, an award winning provider of email marketing, has put together the following pre-flight checklist that organizations may use as a guide before sending out email campaigns. However, like every other business process, organizations must test each step and decide what works best for their company.
