Email campaign launch checklist
Check your list, mailboxes, copy, sending window and stop rules before an outbound email campaign goes live. A checklist for manufacturers and distributors.
By the PromptLab team6 November 20264 min read
An outbound campaign is easy to start and hard to take back. Once the first step is out, a bad list, a broken link or a mailbox sending too fast cannot be recalled. A few minutes with a checklist before launch saves a damaged sender reputation and a week of apologies.
This checklist is for campaigns to distributors, importers and buyers at manufacturers. For the thinking behind it, read how to run an email campaign to distributors. For the technical set-up of your domain, use the cold email deliverability checklist.
Check the audience
List and targeting
Check the mailboxes
Mailboxes and sending
Check the content
Copy and links
Check the follow-up
Sequence and replies
Check what happens after launch
Day one and week one
The items people skip
- The test send. Merge fields that say "Hi [First name]" are the most common and most avoidable mistake.
- The suppression check. Emailing a current customer as if they were a stranger costs more than a bad open rate.
- Reply ownership. A campaign that gets replies nobody reads is worse than none.
- Ramp-up. A new mailbox that sends 100 emails on day one looks like spam to mail providers.
Run it from your CRM
Frequently asked questions
How many emails should I send on the first day?
Few. On a new mailbox, 10 a day in the first week, then 20, then 30 is a gentle ramp. An established mailbox can send more, but increase gradually.
How many steps should a campaign have?
Three to five is enough for most B2B product campaigns: an introduction, a follow-up with something new, and a short final note. More steps tend to repeat the same message.
Should I turn on open tracking?
Only if you'll use it. Tracking can affect how some providers treat your email, and an open is not the same as interest. Replies are the measure that matters.
What should happen when someone replies?
The sequence should stop at once, so the buyer doesn't get an automated email after replying, and a person should answer the same day.
Do I need an unsubscribe link in a B2B campaign?
Yes, include one. It's good practice, it protects your sender reputation, and the rules in many countries expect it. Ask your legal adviser about the rules where you send.