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12 Essential Technical Checks for Your Next Marketing Campaign

Creating an effective email marketing strategy involves several key elements that can significantly improve the performance of your campaigns. Here are expanded insights on the first five tips:

1. Write Clear and Clickable Subject Lines

A compelling subject line is crucial for email marketing success. It's the first thing recipients see and can determine whether they open the email. Effective subject lines are clear, concise, and convey the email's value. Personalization, such as using the recipient's name, can increase open rates. Avoid misleading or clickbait titles that might disappoint or mislead readers, as this can harm your brand's credibility and lead to higher unsubscribe rates.

2. Pre-Set The Preview Text

The preview text is the short summary text that follows the subject line in many email clients. This text plays a significant role in complementing the subject line and influencing the recipient's decision to open the email. It should give a sneak peek into the email's content, maintaining the reader's interest. Avoid repeating the subject line; instead, use this space to provide additional context or highlight a key message from the email.

Do This: Complement your subject line with intriguing details.

Instead of: Repeating the subject line or leaving this field blank.

Example: "Don't miss out on exclusive deals just for you."

preview email marketing text

3. Add Alt Text to Your CTA Image

If your call-to-action (CTA) is an image, it's essential to include alt text. Alt text ensures that if the image doesn’t load, your message is still conveyed. It's also a critical accessibility feature for users who rely on screen readers. The alt text should describe the action you want the user to take and, if possible, the benefit they will receive. It should be descriptive yet concise.

4.  Hyperlink Your Emails' Images

Images in emails are not only visually engaging but can also be used to direct readers to your website, product pages, or other relevant content. Ensure that your images are hyperlinked appropriately. This means that clicking on an image should take the user to a page that is directly related to the content of the image. This practice enhances the user experience by making navigation more intuitive and can lead to increased engagement and conversions.

5.  Include Noticeable Text Links

While images can be a powerful tool in email marketing, it's crucial to include text links as well. Not all email clients load images by default, and some users may have images turned off. Ensure that key messages and calls to action are also available as text links. These links should be clearly distinguishable from the rest of the text, possibly through a different color or underlining. This practice ensures that your message is accessible to all recipients, regardless of how they view your email.

These tips are tailored to help you create more engaging and effective email campaigns. Remember, the goal is to provide value to your recipients while also achieving your marketing objectives. By focusing on these aspects, you can enhance the overall effectiveness of your email marketing efforts.

6.  Place at Least One Clickable Item Above the Fold

Ensure that a key call-to-action (CTA) or clickable element is visible without scrolling ("above the fold"). This strategic placement captures immediate attention and encourages early engagement. This could be a CTA button for a special offer or a link to a new blog post.

Above the fold emails

7. Avoid Background Images

Background images can be problematic in emails due to inconsistent support across different email clients, potentially leading to a broken or unintended layout. Instead, use a solid background color to ensure your email looks consistent and professional on all platforms.

8. Simplify Sharing with Ready-Made Tweets

Create pre-formulated tweets or social messages embedded within your email. This makes it effortless for your readers to share your content on platforms like Twitter, enhancing your content’s reach and engagement.

9. Clean Up the Plain Text Version of Your Emails

Ensure your email's plain text version is clean and readable. Some recipients might prefer or only be able to view this version. It should contain all the essential information and links present in the HTML version.

10. Optimize Your Emails for Mobile Users

With a significant portion of emails being read on mobile devices, it’s crucial to ensure your emails are mobile-friendly. This includes using a responsive design, ensuring images and text scale correctly, and making links and buttons easy to click on a smaller screen.

11. Preview and Test Your Emails Before Sending Them

Use tools to preview your emails across different email clients and devices. This step is vital to ensure that your email looks and functions as intended, regardless of how recipients access it.

email champs marketing preview tests

4. Bounce Rates

Bounce Rates in email marketing refer to the percentage of sent emails that are not delivered to the recipient's inbox. A high bounce rate can indicate issues with email list quality or sending practices.

Understanding Bounce Rates:

  • Differentiate between soft bounces (temporary issues like a full inbox) and hard bounces (permanent issues like an invalid email address).
  • Monitor bounce rates regularly to identify and rectify delivery issues.

Reducing Bounce Rates:

  • Email List Hygiene: Regular cleaning of your email list is essential. This involves removing non-existent or invalid email addresses. Keeping your list up-to-date ensures that your emails reach real, active users.
  • Use Double Opt-in: Implementing a double opt-in process for new subscribers helps maintain a high-quality email list. This means users confirm their subscription through an initial email, ensuring their email address is valid and they are genuinely interested in receiving your emails.
  • Engagement Tracking: Monitor how subscribers interact with your emails. If they are consistently unopened, consider removing these subscribers or re-engaging them with different content.

5. Unsubscribe Rate

Unsubscribe rates in email marketing provide insights into how many subscribers opt out of your email list. While a certain level of unsubscribes is normal, a high rate can signal issues with your content or frequency.

Measuring Unsubscribe Rates:

  • Regularly monitor unsubscribe rates for each campaign.
  • Compare rates across different types of emails to identify patterns.

Incorporating a preference page:

Can significantly impact your unsubscribe rates. A preference page allows subscribers to choose what types of emails they want to continue receiving, instead of unsubscribing altogether. This option provides flexibility for subscribers who might be overwhelmed by the frequency of emails or only interested in specific content. By giving them control over their email interactions, you can reduce unsubscribe rates while maintaining a more engaged and tailored audience. Implementing a preference page can be a strategic move to understand your audience's interests better and adjust your email marketing strategy accordingly.

Using Unsubscribe Rates Smartly:

  • Analyze the content of emails with high unsubscribe rates to identify potential issues.
  • Consider feedback from unsubscribing users if available.

Strategies for Lowering Unsubscribe Rates:

  • Ensure content relevance and value.
  • Segment your list to tailor content to different subscriber groups.
  • Avoid overwhelming subscribers with too many emails.

Understanding and managing unsubscribe rates is crucial for maintaining a healthy, engaged email list and ensuring the long-term success of your email marketing efforts.

6. List Growth Rate

List Growth Rate is a vital metric in email marketing, reflecting how quickly your email list is expanding. Growing your list is essential for reaching more potential customers and expanding your audience.

Tracking List Growth:

Monitor the rate at which new subscribers are added and compare it with the rate of unsubscribes to get a clear picture of your list's growth.

Strategies for Enhancing List Growth:

  • Optimize your website and social media platforms to encourage email sign-ups.
  • Offer incentives, like exclusive content or discounts, to new subscribers.
  • Leverage partnerships and collaborations to reach wider audiences.

By implementing these strategies and closely monitoring your list growth rate, you can effectively expand your reach and continually rejuvenate your audience base, which is crucial for sustaining the effectiveness of your email marketing campaigns.

email laptop

12. Don't Be Afraid to 'Clean Up' Your Contact List

Regularly review and clean your email list. Remove inactive subscribers to improve engagement rates. A smaller, more engaged email list is more valuable than a larger, disengaged one.


Track and analyze the performance of each email. Metrics such as open rates, click-through rates, and conversion rates are crucial for understanding what resonates with your audience and what can be improved.

By implementing these strategies, direct-to-consumer e-commerce brands can significantly enhance the effectiveness of their email marketing campaigns, especially when using platforms like Klaviyo.

These tips focus on creating a more engaging, accessible, and user-friendly email experience that drives results.

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