# Pre-send checklist

> Verify identity, content, audience, and measurement before you hit send. Most incidents are boring misses: wrong segment, broken link, or missing unsubscribe.

## Identity and authentication

- From name and address match the expected brand identity
- Sending domain passes SPF, DKIM, and DMARC alignment
- Reply-to is monitored

## Content and rendering

- Subject and preheader are accurate, not bait
- Primary CTA link works on mobile and desktop
- Images have alt text; email still makes sense image-off
- Dark-mode spot-checked in one major client

## Audience and compliance

- Segment excludes suppressions, role accounts, and recent hard bounces
- One-click unsubscribe present on commercial mail
- Legal footer and physical address requirements met for your regions

## Measurement

- UTM or equivalent conventions applied
- Template or version id recorded
- Success metric named before send

**Canonical:** https://emailmarketing.sh/checklists/pre-send

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