Spelling error in a blog post? No worries. You can easily update it.

Broken link in a tweet? Delete and send another. Problem solved.

The wrong screenshot on a brochure? Costly mistake, but you can recycle and reprint before others see.

A mistake in an email? Uh oh. Most of the time, it’s not fixable.

We’re human. We all make mistakes. Sometimes these mistakes are more fixable than others and won’t negatively impact your brand. Other times, you’re not so lucky.

When it comes to email, most mistakes are permanent. There’s no “un-send” button. And since email has the highest ROI among digital channels, these mistakes can be very costly.

To avoid errors, every email—even pre-tested templates—should be tested before every send. While every brand has their own nitty-gritty checks (like using sentence case for headlines or including a privacy policy), we’ve gathered 24 of the most common—and critical—checks for every campaign.

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