In addition to making a test shipment, it is necessary to review many other aspects.

Anyone can make a mistake, especially in this increasingly demanding world where everyone is racing to get there and sell before the competition.

This pressure means that sometimes things do not go as planned and, even worse, leads us to make mistakes that cannot be corrected, especially when it comes to email marketing.

Once the message has been sent, it can no longer be corrected. To avoid embarrassment, having to ask for forgiveness and the bad results that this entails, take note of this list that summarizes 10 aspects to review before each sending.

1.    Missing or broken links

Make sure your links are working. If they go where they are supposed to go. If it is clear to people that they should click and even why they should do it at that moment. Check the links on your social media profiles.

Avoid the classic "error 404 page not found". There is nothing worse than clicking and seeing the operation frustrated.

2.    Spelling errors

Spelling mistakes do matter in marketing, especially in email, which is a direct and personal medium.

The damage goes to the reputation of your brand, the bad impression you leave among your prospects and customers. Not to mention that such an error can alter the meaning and intent of what was written.

3.    Distorted images

How do your images look? This is a great question, since there are different types of email readers (Gmail, Yahoo, Notes, Outlook), which can distort your images: are they shrunk, widened, pixelated, too long or just not visible?

Remember that there are image filters or image blockers, and that if you bet on too many images, your message may simply fail to convey anything.

Make sure the images look good, as they were intended to be displayed, if not, correct before submitting.

Also make sure that, if the image does not load, there is a text behind it that describes it (alternative text).

4.    Colors

Are the color of the letters and the background color appropriate? And by adequate we mean that they read smoothly, without disturbing the eye or altering concentration and fulfilling the purpose for which they were designed: to communicate.

Sometimes, in order to highlight a message, hard background colors are used (black, red, green), which, although it attracts the eye and distinguishes it from other emails, makes it very difficult to read. Be careful.

Sometimes, some mail readers do not show the background color, but a white one, and if the letters were equally white, your message will have been lost. Make sure that the visibility of your messages does not depend on the background color.

5.    Ordered format

Check the spacing between sentences, as well as that the photos have enough air in relation to the text and that the call to action button has not overlapped other elements of the content.

Check that everything is where it should be.

6.    Subject / Sender

The sender, i.e. who sends the message, should be the name of your company or the name that is most recognized by your audience.

Regarding the subject line, sometimes when you upload an email to the system, the subject line remains as a description. Be careful! The subject is not a description; it is a call to action that motivates to open the message. Check that it complies with this premise.

7.    Customization

Basic personalization incorporates a salutation and the name of the person to whom the message is addressed.

Make sure they are correct. Also check that your contact list is up to date and spelled correctly.

8.    Complies with AntiSpam standards

If you don't want to get into trouble, comply with the law. Make sure that your email includes a physical address of your company and that it states that it was sent by you (company name) through a sender (e.g. MasterBase).

Make your subject line clear, aligned with your message.

Finally, make sure you not only include the unsubscribe option, but that it works. And always honor the commitment not to resend messages to those who unsubscribed.

9.    Option to view on the Web

Always include the option "view this message on the web" / "view online". Since there is no absolute guarantee that the message will display in every mail reader exactly as designed, be sure to give the recipient the safest option of a standard format: view it on the web.

10.  Various devices

There are not only different email readers, but also different devices where users check their inbox: desktop PCs or mobiles (smartphones or tablets). The recommendation is to always think first on mobile devices, because if the message looks good on mobile, it will look good on desktop PCs.

But ideally, you should test for each of the different devices before sending your messages.

Is there anything else you think is important to review before sending your message?