The pre-launch principle
Every element of a marketing automation system must be tested from the subscriber's perspective before going live. Sign up as a test subscriber. Walk through every email in every workflow. Click every link. Check personalisation variables. Read on mobile. If it works for you, it works for your subscribers.
The 14-step pre-launch checklist
Section 1: Deliverability (non-negotiable before any send)
- [ ] SPF record configured and verified (check with MXToolbox)
- [ ] DKIM configured and verified
- [ ] DMARC record set (at minimum p=none monitoring mode)
- [ ] Sending domain warmed for at least 2 weeks if new
- [ ] Test email confirmed in inbox (Gmail, Outlook, Yahoo) not spam
Section 2: List health
- [ ] Hard bounces and role addresses removed
- [ ] Unsubscribe mechanism tested clicking unsubscribe works
- [ ] Opt-in source documented for all contacts
- [ ] List segmented: at minimum buyers vs non-buyers
Section 3: Workflow logic
- [ ] Each workflow trigger tested (signed up as test subscriber)
- [ ] All time delays verified (Day 2 email arrives Day 2)
- [ ] Both paths of every if/else condition tested
- [ ] Exit conditions tested contacts exit when they should (on purchase or reply)
- [ ] No workflow sends to wrong segment
Section 4: Email content
- [ ] All personalisation variables tested {{first_name}} renders correctly
- [ ] All links clicked and verified on desktop and mobile
- [ ] All images load correctly
- [ ] Every email read on mobile legible, layout intact
- [ ] Subject lines checked for spam trigger words
- [ ] Unsubscribe link present in every email
- [ ] Sender name and reply-to address correct
Section 5: Integrations
- [ ] CRM sync tested new contact triggers welcome sequence
- [ ] E-commerce sync tested test purchase triggers post-purchase sequence
- [ ] Form connection tested form submission creates correct subscriber
Section 6: Post-launch monitoring
- [ ] Open rate monitoring enabled: alert if drops below 15%
- [ ] Spam complaint monitoring enabled
- [ ] Day 3 and Day 7 review scheduled in calendar
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Book a Free Strategy Session ?Frequently asked questions
How long does a proper pre-launch review take? For a 3-workflow system, 4 6 hours including all sections. Do not compress finding a broken link in testing is significantly cheaper than finding it post-send.
What is the most common pre-launch miss? Personalisation variables. Teams test email design but forget to test with real subscriber data. {{first_name}} renders literally because the field was named differently in the platform.
What if we find a problem after going live? Pause the workflow immediately. Fix the issue. Test the fix with a personal email. Re-enable. Send a correction only if the error is significant (wrong link, wrong price).