The below checklist outlines system & campaign best practices that we recommend reviewing before pressing SEND on your campaign.

Tip
In the eInsight Campaign Management tool, as you proceed through the tabs, please press Save and then Save and Continue before moving to the next tab/step.

Campaign Audience

• The database is segmented, and the message is tailored to the specific audience.
• Will my subscribers want to read this email?
• If you make any changes to the campaign (regardless of the change), you must save the campaign and then re-forecast the audience count.
• If you have cloned a campaign, you must re-forecast the audience count.
• Does my audience include engaged subscribers or am I potentially blasting a large database of engaged subscribers and could risk my sender reputation?
• Did I factor any exclusions into my audience? (i.e., OTAs, FIT generic mails)
• Did I review Campaign Settings?
• Are the appropriate seed lists required for this campaign selected?
• For a daily campaign, does the audience include filters that ensure that it will only send once to a given guest? For example, a daily prearrival campaign should specify Arrival date in exactly X days.

Template

• Is the correct email type selected for this campaign.
  • The email type configuration matches the intended frequency settings (i.e., Contact Interval Rule).
• Does the campaign name match my internal naming convention format.
• The correct “from” address has been selected and is easily identifiable. (REF: https://player.videoken.com/embed/vken-MGDnggMsBA0)
• Is the correct reply email selected?
• The overall design is uncluttered and includes some white space.
• Links are clearly identifiable as links.
• Every single link has been clicked and leads to the correct page.
• Alternate Text has been reviewed for each image. In case the images don’t download, subscribers can still make sense of the email.
• The images support the main message of the email.
• All images are clickable and direct to the appropriate and relevant web page.
• The design incorporates brand guidelines. Is my email a positive reflection of my brand?
• Did I run the eInsight inbox preview? Does the layout look as intended across email clients? Is my email optimized for mobile?
• Check the pre-header for typos.
• Are the social links correctly configured?

Design & Content

• The content has been checked for grammar, spelling and formatting errors.
• All the information in the email is accurate, including hotel address, phone number, contact email, etc.
• The campaign message is clear and can be absorbed within the first three seconds of reading. The copy is written in short and concise sentences or bullet points.
• Do I have an optimal image to text ratio. Is my copy too heavy to absorb.
• The call to action (CTA) is powerful, descriptive, and clear. There is a compelling reason to act now.
• The call to action (CTA) link leads to a landing page that matches the email but expands upon the message.
• If the CTA is a booking website, is the applicable promo code applied? Is the promotion available on the booking engine and has the allocated inventory, etc.?[GR2] 
• The offer and content match the subject line.
• The subject line is descriptive, compelling, and less than 40 characters.
• The subject line is personalized and/or localized, when applicable.
• Is the campaign delivering the right message, to the right subscriber, at the right time?
• Does the unsubscribe / subscription center link work?
• If applicable, ensure you have included tracking tags.

Testing

The below steps are critical before you press send for any campaign in eInsight.

• Complete the Basic Validation under the Testing Tab and review for any campaign edits required.
• The eInsight Inbox Preview is complete and the email renders well across different email clients.
• If you schedule the campaign for any date/time configuration, the eInsight system requires you to execute “send to test emails” from the campaign testing tab, after saving the campaign edits and before sending. 
• You have asked yourself: If I were the recipient, this email would be of value to me.
• Proceed to campaign eInsight approval before sending to approval and scheduling.

Scheduling

• Delivery is scheduled for a time when the email is most likely to be opened.
• If you are scheduling a repeat send campaign, review the frequency of the send.
• When scheduling a Transactional campaign, ensure the correct frequency is selected. As a rule of thumb, this will be Immediate for Confirmation/Change/Cancellation, and Daily for Pre and Post stay campaigns.
• Final step in eInsight – select Schedule and complete.