Ready to Send? Check this Quick Email Campaign Checklist First

There’s nothing worse than doing all the hard work of putting together an email advertising campaign, sending it to a publishing partner, and then…getting a response asking for a subject line.

You’re left scrambling, putting together the bits of the campaign you forgot, and you end up with less-than-ideal results due to your own forgetfulness.

Not only can mistakes like these keep your campaign from being the best it can be, but they can hurt your open rates, conversion rates, and your ability to track the results of your campaigns.

That’s why we’ve put together a quick email campaign checklist. Just run through this list before sending campaigns to a publisher to ensure your most complete, most effective campaigns ever.

Sponsored Email

While these are our general guidelines, keep in mind that many publishers have rules of their own as far as the email ads that they accept into their newsletter, especially when it comes to sponsored emails.

Sponsored emails are ads that appear alongside normal newsletter content, generally consisting of a headline or some text and an image.

There can be a lot of variation: what size photo do they need? How long can your headline be?

Publishers should send these details along (if not, be sure to ask), so combine their information with this checklist in order to ensure you have everything you need.


Generally, an email sponsorship will be a sidebar or banner ad, so your headline is an important element to a complete, eye-catching advertisement. Don’t forget to get the requirements for the length of your headline from your publishing partner.

Brainstorm a list of headline ideas and pick one that is concise, but still gets the point across. If you have a special offer for readers, be sure to communicate what it is and the benefits it offers.

Once you have a few top ideas, try running them through a tool like Coschedule’s headline analyzer, in order to ensure you have the right length, mix of words, and emotion behind your headline.


When you’re sending an email sponsorship, you don’t have a lot of time to communicate your message, so a great image can go a long way.

Pick an image that aligns with your brand identity and will grab reader attention away from the main newsletter content they’re looking at.

If you can align your image with the offer you’ve created for your audience, all the better.

Of course, be sure to check the image size requirements, including resolution, with the publisher before you share it with them.


Your CTA and link to your site are the most important part of your ad, since they’re the bit that readers can actually take action on.

When you have limited space to get your point across, you have to make every word count.

If you’re deciding on a CTA, be sure to find one that feels active and also makes it clear why a reader should click.

Then, double-check that you’re including the right link (of course!) to a tailor-made landing page that continues with the same message from your ad. If you can match the visuals of your email ad, too, even better—anything to remind readers why they clicked in the first place will help conversions.

Dedicated Email

The other form of email advertising is dedicated email, which is when a publisher sends an email on behalf of a publishing partner. The advertiser never sees the email addresses on the list, which is why it is often called an email list rental.

Dedicated emails are an entire email devoted to your advertising message, meaning there are more elements to keep track of than an email sponsorship. But the extra pieces to manage will also result in a better pay off, since dedicated emails generally have a better ROI than sponsored emails.

So, what elements should you be sure to remember for your next dedicated email blast?

Body Content in HTML

Obviously, the most obvious part of your email blast is the body content—what your email actually says to get people to opt in. Generally, you will send the body content to your publishing partner as HTML code, so that you can ensure all of your formatting is perfect.

When you’re crafting your body content, be sure to consider the audience. Your email content should consist of a killer offer based on the readers who will see it.

Mailing to a foodie newsletter? Acknowledge it by including a sentence that begins with “as a food lover you know…” and then add some information about why your offer is relevant to that audience.

You can also specifically acknowledge the audience you’re mailing to by saying “just for followers of [name of newsletter],” or something similar. That way, the readers know this offer is perfect for them.

Combined with some great images and an eye-catching headline, you’re on your way to a stand-out dedicated email.

Great Subject Line

Body content is the foundation of a killer email ad, but if nobody opens the email, it will all be a waste. That’s why it’s crucially important not to forget to send a subject line to your publishing partner.

Even though it is a smaller element of your email advertising campaign, don’t leave the task of writing your subject line until the last minute.

Subject lines are where users decide whether or not to even engage with your content, so it’s important to make it stand out.

How exactly you do that will depend on your offer and your audience, but we always think it’s a good idea to tease the offer inside, without giving too much away. Whatever you do, be sure to always monitor your open rates so you can test and change subject lines and find what works best for you.


If you’re sending a dedicated email to a publisher as HTML, it will already include your CTA and links to your site within it, but this element of the email campaign checklist is so important that it warrants double checking anyway.

The call to action for your dedicated email is important for motivating the all important click, which means, just like your subject line, that it cannot be neglected.

Don’t forget to fill in your links with UTM parameters so that you can accurately track the customer journey of new site visitors. Then, you’ll be able to easily analyze the results of your campaigns when you go to scale your email advertising.

Double Check and Hit Send

To recap, when it comes to email advertising, your email campaign checklist should always include:

  • An Eye-Catching Headline or Subject Line
  • Imagery That Aligns with Your Offer
  • A Clear Offer
  • Compelling Body Copy
  • A Strong CTA and Link with UTM Parameters That Links to…
  • A Landing Page That Reflects the Email Ad

When you know you’re sending every element you need, you have the ability to create a better campaign from the start. Use this email campaign checklist to send with confidence, knowing you’ve included everything your publishing partner needs.

If you want to see how easy email advertising can be, sign up for a free Paved account. Not only can you browse our list of publishers to find new partners, but you can connect with them, send creative, and even submit payment all in one place. Sign up for Paved to see how simple sponsorships can be.