Email evaluation checklist

November 26, 2018 By 0 Comments

We are regularly asked to design and produce engaging email campaigns for our clients and we are often asked ‘what makes a compelling and effective email campaign’?

So in an attempt to answer that question we have put together a comprehensive email evaluation checklist.

1. Instant audience reaction

Ask yourself how positive will the audience’s reaction be to your email message? Might it be considered as Spam? And only if they are sufficiently encouraged to open it do they ask ‘What’s in it for me’?

2. Simplicity

How simple is the message? Does it get to the point immediately? (Both with the subject line and the body copy).


  • Do not have multiple messages and do not go into great detail (your linked landing page/microsite can do all this)
  • Keep the information bite-sized.  Use bullet points (people don’t read an email so much as visually absorb it)
  • Keep the offer upfront. Don’t hide it.  Grab like a JCB
  • Ensure the information is relevant, straightforward and easy to absorb

3. Meaningful

How instantly meaningful is the message to the reader?


  • Your reader is viewing your message as an instantly disposable item, finger poised over the delete button.
  • If it isn’t immediately relevant/meaningful to your audience, they won’t care enough to read on – and are likely to press delete or unsubscribe from your mailings.

4. Personality

Will the audience engage with the Brand’s personality that runs throughout the visual and written elements of the message?


  • If you can entertain your audience they’ll appreciate it

5. Compelling

How compelling is the message?


  • Ensuring your message is simple and meaningful isn’t usually enough to deliver the click-throughs and subscriber growth that you are after. It needs to be compelling as well

6. Curiosity

Once you’ve got their attention, make them curious enough to find out more via the link to the landing page.

7. Immediacy

Is immediacy built into the message?


  • Over 70% of customer action takes place on the day the email is sent.  If people open it, and put it aside to deal with another time, you’ve probably lost them.
  • The offer must be of immediate importance, so give it a deadline.  Put the idea in the customer’s mind that if they don’t take advantage now, while the email is open, they are going to loose out.

8. Action

Have we explicitly told them how to act?


  • Make sure your call-to-action (CTA) is at the top of the email – and repeat it a couple of time throughout the message.
  • A single call-to-action works best