Before a campaign goes out, a small review can prevent a much bigger cleanup later.
Here is the practical checklist.
List quality
- Has the list been cleaned recently?
- Were clear hard-bounce candidates removed?
- Are new imports reviewed before first send?
- Are stale or unengaged segments being sent only intentionally?
Hygiene
- Are duplicates handled?
- Are obviously bad or low-value addresses suppressed?
- Are risky addresses reviewed before a high-stakes campaign?
Technical basics
- Is the sending domain authenticated?
- Is the ESP account healthy?
- If this is a newer or colder sending environment, is the send size appropriate?
Final pre-send sanity
- Is the unsubscribe flow working?
- Is the from-address correct?
- Was the message tested?
The short version
If you only do three things:
- clean the list
- confirm your sending setup is healthy
- test the campaign before launch
That alone prevents a large share of avoidable send problems.