Marketing and Sales – Email Campaign Setup and Deployment Checklist
Email marketing remains one of the highest ROI channels in digital marketing, delivering an average return of $42 for every $1 spent.
However, successful email campaigns require meticulous planning, technical precision, and strategic execution to cut through inbox noise and drive meaningful engagement.
This comprehensive checklist guides you through every critical phase of email campaign development—from initial strategy and audience segmentation to technical deployment and performance optimization.
Whether you’re launching your first campaign or refining an existing program, this step-by-step framework ensures nothing falls through the cracks.
Designed for marketing teams, agencies, and business owners, this checklist eliminates guesswork and provides a proven roadmap for creating email campaigns that not only reach inboxes but convert subscribers into customers.
Download ChecklistPhase 1: Campaign Planning and Strategy
☐ Define campaign objectives and key performance indicators (KPIs) – open rates, click-through rates, conversion rates, revenue targets
☐ Identify target audience segments using customer data, demographics, purchase history, and engagement patterns
☐ Research competitor email campaigns for inspiration and differentiation opportunities
☐ Establish campaign timeline with specific dates for content creation, review cycles, testing, and deployment
☐ Allocate budget for email platform costs, design resources, copywriting, and potential paid promotions
☐ Determine email frequency and sending schedule based on audience preferences and industry benchmarks
☐ Select primary and secondary calls-to-action (CTAs) that align with campaign goals
☐ Choose email campaign type (promotional, educational, nurture sequence, re-engagement, or transactional)
☐ Verify compliance requirements for your industry and regions (GDPR, CAN-SPAM, CCPA, etc.)
Phase 2: Technical Setup and Platform Configuration
☐ Choose email service provider (ESP) platform – Mailchimp, Constant Contact, HubSpot, Klaviyo, or enterprise solutions
☐ Set up domain authentication (SPF, DKIM, DMARC records) with your IT team or hosting provider
☐ Configure sender reputation by warming up IP addresses if using dedicated IPs
☐ Create or verify email lists and segments within your ESP platform
☐ Set up tracking pixels and UTM parameters for campaign analytics
☐ Install and test integration with CRM system (Salesforce, HubSpot, etc.) for lead scoring
☐ Configure automated workflows and trigger conditions if using drip campaigns
☐ Set up A/B testing parameters for subject lines, send times, or content variations
☐ Verify email deliverability by testing with inbox placement tools (GlockApps, Mail Tester)
☐ Create unsubscribe landing pages and preference center for compliance
Phase 3: Content Creation and Design
☐ Write compelling subject lines that are 30-50 characters and avoid spam trigger words
☐ Create pre-header text that complements subject line and provides additional context
☐ Design email template with mobile-responsive layout (60%+ of emails opened on mobile)
☐ Include clear sender name and “from” address that recipients will recognize
☐ Write email copy using conversational tone, clear value proposition, and benefit-focused language
☐ Design prominent CTA buttons with action-oriented text and contrasting colors
☐ Add social proof elements like testimonials, reviews, or customer logos where relevant
☐ Include footer with company address, unsubscribe link, and social media links
☐ Optimize images for fast loading (under 100KB total) and include alt text for accessibility
☐ Create plain-text version of email for clients that don’t support HTML
☐ Ensure brand consistency with company colors, fonts, and messaging guidelines
☐ Write backup copy for dynamic content blocks in case personalization fails
Phase 4: Quality Assurance and Testing
☐ Proofread all email content for grammar, spelling, and factual accuracy
☐ Test email rendering across major email clients (Gmail, Outlook, Apple Mail, Yahoo)
☐ Verify all links are working and direct to correct landing pages
☐ Test email on multiple devices (desktop, tablet, smartphone) and screen sizes
☐ Check image loading and fallback text for blocked images
☐ Verify personalization tokens display correctly and have fallback options
☐ Test unsubscribe process to ensure it works properly and updates preferences
☐ Send test emails to internal team members for final review and approval
☐ Use email testing tools like Litmus or Email on Acid for comprehensive client testing
☐ Verify CTA buttons are large enough for mobile tapping (minimum 44×44 pixels)
☐ Check email accessibility with screen readers and color contrast ratios
☐ Test automated workflows and trigger conditions in staging environment
Phase 5: List Management and Segmentation
☐ Clean email list by removing invalid addresses, hard bounces, and inactive subscribers
☐ Segment audience based on demographics, behavior, purchase history, or engagement levels
☐ Verify all subscribers have opted in and maintain double opt-in records for compliance
☐ Create suppression lists for unsubscribes, complaints, and bounced addresses
☐ Set up re-engagement campaigns for inactive subscribers before removing them
☐ Implement list hygiene practices to maintain sender reputation
☐ Create custom fields in ESP for advanced personalization and segmentation
☐ Set up dynamic content blocks for different audience segments
☐ Verify GDPR compliance with proper consent records and data processing agreements
☐ Create backup lists and export subscriber data for platform migration capabilities
Phase 6: Deployment and Monitoring
☐ Schedule email send time based on audience time zones and engagement analytics
☐ Set up real-time monitoring dashboard for delivery rates, open rates, and click rates
☐ Deploy A/B tests to small percentage of list first, then send winning version to remainder
☐ Monitor spam complaints and bounce rates immediately after deployment
☐ Track email delivery progress and troubleshoot any delivery issues
☐ Watch for technical issues like broken links or formatting problems reported by recipients
☐ Monitor social media and customer service channels for campaign-related inquiries
☐ Set up alerts for unusual activity like high bounce rates or spam complaints
☐ Track conversion rates and revenue attribution in real-time
☐ Document any issues encountered during deployment for future reference
Phase 7: Performance Analysis and Optimization
☐ Pull performance metrics 24-48 hours after deployment for initial analysis
☐ Calculate key metrics: delivery rate, open rate, click-through rate, conversion rate, ROI
☐ Analyze subscriber engagement patterns and identify high-performing segments
☐ Review heat maps and click tracking data to understand recipient behavior
☐ Compare performance against industry benchmarks and previous campaigns
☐ Identify top-performing content elements and CTAs for future campaigns
☐ Analyze unsubscribe rates and feedback to identify improvement opportunities
☐ Document lessons learned and successful strategies for team knowledge sharing
☐ Create performance report with recommendations for stakeholders
☐ Set up automated follow-up sequences based on recipient engagement levels
Post-Completion Review
☐ Archive campaign assets and templates for future reuse and brand consistency
☐ Update email marketing best practices documentation with new insights
☐ Schedule follow-up campaigns or nurture sequences based on engagement data
☐ Review and update email marketing calendar with upcoming campaigns
☐ Conduct team retrospective to discuss what worked well and areas for improvement
☐ Update subscriber personas and segmentation strategies based on campaign performance
☐ Plan next campaign iteration with performance improvements and new testing variables
☐ Ensure all compliance documentation is filed and accessible for audits
☐ Update ESP platform settings and automations based on campaign learnings
Download Checklist
Ready to Launch Your Next Email Campaign?
This checklist has equipped you with a battle-tested framework for email campaign success. From strategic planning to performance optimization, you now have the tools to create campaigns that engage, convert, and drive measurable business results.
Take Action Today:
- Download this checklist and share it with your marketing team
- Bookmark this resource for your next campaign launch
- Start implementing these proven strategies to boost your email marketing ROI
Transform your email marketing from guesswork to systematic success. Your subscribers….and your bottom line….will thank you.
