Checklists

Email Campaign Launch

Launch checklist for deliverability, content, and QA.

Pre-Launch: Technical Setup

Domain & Authentication

  • ☐ Sending domain is NOT your primary domain
  • ☐ SPF record configured and verified
  • ☐ DKIM record configured and verified
  • ☐ DMARC record set up
  • ☐ Domain has been warmed for 2+ weeks
  • ☐ Checked domain is not blacklisted (MXToolbox)

Inbox Setup

  • ☐ Email accounts created and configured
  • ☐ Professional signature set up
  • ☐ Profile photo added to email account
  • ☐ Email warmup tool connected and running
  • ☐ Inbox connected to sequencing tool

Pre-Launch: List Quality

Data Verification

  • ☐ All email addresses verified (NeverBounce, ZeroBounce, etc.)
  • ☐ Expected bounce rate <3%
  • ☐ Role-based emails removed (info@, sales@, support@)
  • ☐ Personal emails removed (gmail, yahoo, etc. unless B2C)
  • ☐ Duplicates removed
  • ☐ Opt-outs and unsubscribes excluded

Targeting Verification

  • ☐ List matches defined ICP
  • ☐ Job titles are accurate and relevant
  • ☐ Company size/industry filters applied correctly
  • ☐ Existing customers/prospects excluded (if needed)
  • ☐ Competitors excluded

Pre-Launch: Content Quality

Email Copy Review

  • ☐ Subject line is under 50 characters
  • ☐ Email body is under 100 words
  • ☐ No spam trigger words (free, guarantee, act now, etc.)
  • ☐ No ALL CAPS or excessive punctuation
  • ☐ Limited to 1-2 links maximum
  • ☐ No images or minimal images
  • ☐ Clear, single CTA
  • ☐ Proofread for typos and grammar

Personalisation

  • ☐ All merge fields have fallback values
  • ☐ First name field is populated for all contacts
  • ☐ Company name field is correct
  • ☐ Custom fields (industry, trigger) verified
  • ☐ Tested merge field rendering

Pre-Launch: Sequence Setup

  • ☐ All emails in sequence loaded and reviewed
  • ☐ Delays between emails set (3-4 days recommended)
  • ☐ Send times configured (business hours in recipient timezone)
  • ☐ Daily send limits set (50-75 per inbox max)
  • ☐ Reply handling configured (auto-stop on reply)
  • ☐ Bounce handling configured
  • ☐ Unsubscribe link included (if required by law)

Pre-Launch: Final QA

  • ☐ Sent test emails to yourself
  • ☐ Checked rendering on desktop and mobile
  • ☐ Verified all links work correctly
  • ☐ Confirmed calendar link is correct
  • ☐ Ran spam score check (mail-tester.com)
  • ☐ Second person reviewed emails

Post-Launch: Monitoring

  • ☐ Check bounce rates within 24 hours (stop if >3%)
  • ☐ Monitor spam complaints
  • ☐ Track open rates by subject line
  • ☐ Track reply rates by email variant
  • ☐ Respond to replies within 2 hours
  • ☐ Process unsubscribe requests immediately

Launch Day Tips

  • Start small: Launch with 50-100 contacts first to test
  • Watch closely: Monitor for the first few hours
  • Be ready to pause: Stop immediately if something looks wrong
  • Check inbox placement: Send to seed accounts to verify delivery
  • Have backup ready: Alternative content if A/B test shows clear loser
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