1) Forgotten Links
The most common (and regrettable) occurrence of the forgotten link occurs when an image is used to represent a call-to-action (CTA) button. Double-check to ensure that everything that should be connected is indeed connected. This includes anchor text, call-to-action buttons, social media share/follow icons, and images.
2) Spelling/Grammar Mistakes
Grammar and spelling are critical in marketing, whether you’re writing an e-book, a blog post, or your next email marketing message. Send your test email to the most eloquent grammar geek on your team to alert you to any errors, and always double-check your spelling!
3) Images that are distorted
How do your photographs appear? Are they squished or stretched? Pixelated? Is it excessively large? When they fail to render, did you remember to include alt text? Verify that your images are displaying correctly, and if not, make necessary adjustments.
4) Wonky Formatting
When viewing the email in an inbox, verify that the formatting appears as intended. Is there a line that runs into the next one because you neglected to add an extra space? Are the bullets displaying properly if you used them? If something appears to be wrong with the formatting, correct it before sending the email to your true list.
5) Color Issues
Is the font color you’re using legible and clear, or do you have to strain your eyes to read it because it’s a strange shade? Are the blocks of background color interfering with the readability of the text you’ve layered on top? Likewise, while color blocks can add a nice design element to your email, you should be cautious of the following scenario: Assume you chose a dark gray background for your entire email – or just a section of it. You chose white as the font color to make the text readable.
6) Subject Line/Sender Name
Does your email appear to have been sent by a human, rather than a robot? In other words, what sender name are you using — your company’s name (robot) or the name of an employee at your company? (human). Additionally, keep an eye on the length of your subject line. Maintain as brief a subject line as possible — a good rule of thumb is 50 characters or less.
7) Functioning Dynamic Tags
If you’re using dynamic tags (e.g., [FIRSTNAME], etc. ), double-check that they’re working properly and pulling in the appropriate data. Additionally, if you are using dynamic tags, ensure that the list you are using is clean and that you are only using tags for which everyone on your list has information. For instance, if you’re attempting to incorporate the recipient’s Twitter username into your email but the contacts on the list to which you’re sending the message have never provided you with that information, you’re going to run into a slew of issues.
8) Option to View on the Web
Is there a link in your email to its web-based counterpart? Numerous email service providers (ESPs) allow you to create a web-based version of your email. Include this link in the body of your email. This way, if images or anything else fails to render properly for your recipients, they can easily switch to the web-based version and see exactly what you intended.