COMP ONENT CHECK FOR... Preheader text Preheader (the short line of text that appears in the recipient's inbox immediately after the subject line) is often overlooked, but it's one of the top three email elements that impact open rates. Has preheader copy been inserted so that the preheader space doesn't display default content or code? Has the preheader display been tested to ensure that the text makes sense and doesn't break awkwardly at the top cut-off points (35, 40, 45, 55, 60, 75, and 90 characters)? Does the preheader text: • briefly summarize the email contents, • explain the importance of the contents, or • identify who the information is relevant to? Banner/ headline Does the banner or headline sum up the email contents or create intrigue? Does the banner or headline connect to the subject line thematically ? If the email has no banner/headline, does the opening sentence connect? If using a banner image, is the text live so that it scales for readability ? Body content Is the body copy approximately 125 words? (Note: a newsletter or formal announcement can be longer—up to 250 words.) Is the copy chunked into new paragraphs every 250 characters or 40 words? Can the text be broken into 3 or 5 bullet points? (Odd numbers are more appealing to readers than even numbers, and more than 5 bullets reduces comprehension.) Are bullets kept to a relatively uniform length? Are bullets parallel in construction? Do they all start with the same part of speech and the same verb tense? Is the copy written for a 10th grade language level or lower? Use the readability checker at Readability Formulas to confirm. Is HTML content set up to be semantic ( / /

) instead of display- focused ( / / ) ? Do elements using color have high contrast and are they easy to see? Does the text version of the email match the HTML version of the email and is it formatted for readability (bullets, line breaks, etc.)? Footer Does the footer include social sharing buttons? Does it include an unsubscribe option? Does it include a one-line company description to remind recipients who you are and what you do? Does it remind the recipient why they're receiving this email ("You're receiving this email because you opted in to our email list")? © 2019 DemandLab. All Rights Reserved. | Page 2

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