Basic 10-Step Email Marketing Checklist

Email has been a part of life since the ’90s. It may be retro, but it’s far from outdated. It remains one of the most personal and cost-effective marketing strategies, with two key types:

• First-party email: Your own subscriber list — people who opted in and expect valuable content from you.
• Targeted email: Reaching new prospects using lookalike audiences or rented lists based on behaviors and interests.

As a content creator, I’ve spent over a decade writing marketing emails. I’ve seen how email can connect with audiences — and miss the mark. It’s an ongoing experiment in subject lines, design and messaging.

It’s something we understand here at Zoe Marketing & Communications. That’s why we created this 10-step checklist to ensure your emails are structured, effective and get results.

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10 steps to ensure your email marketing is effective

1. Identify your audience

Are you targeting millennial women who golf in Atlanta? Cleveland parents searching for preschools? Hone in.

• Analyze current subscribers: Check open rates, clicks and engagement.
• Use Google Analytics (GA4): See where website visitors go and what interests them.
• Send surveys: Gather direct feedback about needs and preferences.
• Refine over time: Regularly review data to keep content relevant.

2. Set clear goals

Define what success looks like before hitting send.

• Choose objectives: Lead generation, brand awareness or engagement?
• Set measurable KPIs: Open rates typically range 20-30%, click-through rates (2-5%) and conversion rates (1-3%).
• Align with your business strategy: Ensure email supports your broader marketing goals.

3. Build and segment your list

Your goal isn’t just more subscribers — it’s the right ones.

• Grow your list: Use website sign-ups, social media and events. Offer incentives like discounts or guides. Keep it simple: Just ask for an email and name.
• Use double opt-in: Standard on most email platforms, it prevents fake sign-ups and improves deliverability.
• Segment for personalization: Group subscribers by behavior, location or interests.

4. Create engaging content

Emails should offer value — whether tips, promotions or insights.

• Personalize: Address subscribers by name and tailor content to their interests.
• Be helpful: Aim to solve a problem, educate or entertain vs. a “hard sell.”
• Write concisely: A newsletter, for instance, could have 3-5 sections with 50 words each.
• Use visuals wisely: Include 1-3 images, under 100KB each, for readability and fast load times.
• Be conversational: Write in a friendly, engaging tone.

5. Design for mobile

Most emails are read on phones.

• Go simple: Keep fonts simple and readable (Arial, Helvetica).
• Space out content: Avoid cluttered layouts.
• Test it: Preview mobile before sending.

6. Improve deliverability

15% of legitimate emails don’t reach inboxes. Don’t wind up in a spam folder.

• Clean your list regularly: Remove inactive subscribers every 3-6 months.
• Avoid spam triggers: Skip phrases like “Act now!” and excessive punctuation.
• Set up authentication: Most email platforms support DKIM, SPF or DMARC and help you with this.

7. Use strong CTAs

Every email should guide the reader toward an action.

• Be direct: Use phrases like “Get your free guide” or “Book a demo.”
• Make CTAs stand out: Use buttons or bold text in contrasting colors.
• Place them strategically: Include at least one high-visibility CTA per email.

8. Test before sending

Check for issues before hitting “send.”

• A/B test subject lines, images or CTAs.
• Preview emails across devices.
• Check for typos and broken links.

9. Schedule strategically

Send emails when your audience is most likely to engage.

• Find optimal send times: Look at past campaign data or use platform recommendations.
• Automate for consistency: Schedule ahead with your email’s built-in tools.
• Avoid overloading subscribers: Space out frequency to prevent unsubscribes.

10. Track and optimize

Regularly assess your email performance and adjust accordingly.

• Monitor key metrics: Again, a “good” open rate is 20-30%, with 2-5% click-throughs and 1-3% conversions.
• Identify trends: Test your subject line styles, CTA placements or content formats.
• Keep improving: Use insights to refine future campaigns.

Next steps for your email marketing strategy

Email marketing may be retro, but it’s still evolving and effective. Mastering the basics — while staying flexible — keeps you ahead of the curve.

Need help? Talk to us. Zoe Marketing & Communications specializes in targeted email marketing and custom newsletters.

Still exploring? Check out these resources:

• How to keep your email marketing out of spam filters
• What targeted email marketing is and how it works