40 checkpoints across 6 categories. Run through this before every email send to catch the mistakes that kill open rates and conversions.
A single broken link, a missing preview text, or a personalization token that renders as "Hi " — any one of these kills credibility and conversions. Run through these 40 checkpoints before every send. It takes five minutes and saves you from the apology email.
Covers subject lines, content, design, links, mobile rendering, deliverability, and compliance.
The subject line is your open rate. Get it wrong and the rest of the email never gets seen.
Every word either moves the reader toward the CTA or gives them a reason to stop reading.
Email clients are not browsers. What looks great in Figma can break in Outlook.
A broken link or missing UTM turns a high-performing email into a dead end with no data.
Over 60% of emails are opened on mobile. If it does not work on a phone, it does not work.
None of the above matters if your email lands in spam or violates privacy regulations.
Your email QA score
Check off each item as you review your email. Your score updates in real time.
Five to ten minutes per email. It feels slow the first few times, but once you build the habit you will move through it quickly. The time you save by not sending a broken email — and not writing an apology follow-up — pays for itself immediately.
Test in the clients your audience actually uses. Check your email analytics for the top 3-4 clients. For most ecommerce brands, that means Apple Mail, Gmail, and Outlook. Tools like Litmus or Email on Acid let you preview across clients without sending manually.
Broken personalization tokens — "Hi {{first_name}}" showing up in the actual email. The second most common is missing or incorrect UTM parameters, which means you cannot attribute revenue to the email in analytics. Both are easy to catch with a test send.
Yes. Automated emails (welcome series, abandoned cart, post-purchase) are often set up once and forgotten. Run this checklist when you first build the flow, and then re-audit every quarter. Links break, products change, and compliance rules update.
Aim for 9/10 or higher on Mail Tester. If you score below 7, check for missing authentication (SPF, DKIM, DMARC), spammy language in your subject line, or a sending domain with a poor reputation.
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