> ## Documentation Index
> Fetch the complete documentation index at: https://docs.snowdoughnut.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Email pre-send checklist

> The last pass before an email goes out: segment and suppressions correct, authentication passing, every link working and tagged, rendering checked in light and dark mode, unsubscribe present.

Run this before sending a broadcast or activating a sequence. Email is the one channel here with no pause button: once a send goes out it cannot be recalled, corrected, or paused mid-flight.

<Info>
  This checklist assumes the [email campaign process](/email-campaign-process) has been followed and the [email campaign brief](/email-campaign-brief) is complete.
</Info>

## Brief and inputs

* The [email campaign brief](/email-campaign-brief) is complete and every linked document resolves.
* The parent [marketing campaign brief](/marketing-campaign-brief) lists email in its channels table.
* Copy is approved and came from the [copy brief](/ad-copy-standards), not written in the platform.
* Design meets the [email creative specs](/email-creative-specs).

## Audience

* The segment matches the definition written in the brief.
* **The contact count matches the estimate in the brief.** A sharp difference means the query doesn't say what you think it says.
* Every suppression in the brief is applied: customers, unsubscribes, hard bounces, and anyone in a competing send this week.
* Every contact has a recorded consent basis.
* The test recipients are excluded from the live send.

<Warning>
  Check the count before sending, every time. A segment that returns ten times the expected contacts is the single most expensive error in email, and it is visible in one number before anything goes out.
</Warning>

## Authentication and deliverability

* SPF, DKIM, and DMARC pass on the sending domain.
* The List-Unsubscribe header is present, one-click where supported.
* An unsubscribe link is in the body and it works.
* A physical postal address is in the footer.
* Send volume is within the normal range for this domain, or the domain has been warmed for it.
* An inbox placement or seed test has been run.

## Content

* Subject line matches the brief.
* **Preview text is set**, not falling back to the first line of the email.
* From name, from address, and reply-to match the brief.
* **The reply-to address is monitored by someone.**
* No placeholder text remains anywhere in the email.
* Personalization tokens resolve, and empty-field fallbacks read correctly.
* The offer and call-to-action wording match the landing page exactly.

## Links and tracking

* **Every link has been clicked in a test email**, including links inside images and buttons.
* Every link carries [UTMs](/utm-standards) built to the standard.
* `utm_content` distinguishes this send from the others in its sequence.
* The conversion action matches a row in the [event tracking plan](/event-tracking-plan) by name.
* No link points to a staging or preview URL.

## Rendering

* Tested in at least one webmail client, one mobile app, and one desktop client.
* **Checked in both light and dark mode.** Logos and text remain legible against an inverted background.
* The email is not clipped. Total HTML size is under the threshold in the [email creative specs](/email-creative-specs).
* Images have alt text that reads sensibly when images are blocked.
* The email is readable with images off entirely.

## Naming

* Campaign or flow name matches the [campaign naming conventions](/campaign-naming-conventions).
* Segment name matches the [ad set / ad group / variant conventions](/ad-set-group-naming-conventions).
* Send name matches the [ad naming conventions](/ad-name-conventions).

## Send settings

* Send time and timezone match the brief.
* For a sequence: the trigger, the timing between sends, and the **exit condition** are all set.
* Scheduled date and time are correct, including year.

## Sign-off

* Approvals recorded, per the [approval process](/approval-process), including any [legal](/legal-review-process) or [brand](/brand-approval-process) review the work needed.
* The owner has confirmed the build against the brief.
* For a sequence, a review date is recorded in the brief.

## Related resources

* [**Launching an email campaign**](/email-campaign-process) The process this checklist closes out.
* [**Email campaign brief**](/email-campaign-brief) What the build is checked against.
* [**Email creative specs**](/email-creative-specs) Size thresholds, dark mode, and image handling.