Marketing Email Clarity and Click Path Audit
Audit a marketing email for clarity and click path: one clear purpose, an easy next step and no confusing links.
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[VERIFY] is an editorial flag, not a blank to fill. Wherever the prompt shows [VERIFY], check that item against a reliable source before you use it.
Audit these marketing emails. Email texts with subject lines and preview text: [EMAILS]. Audience: [AUDIENCE]. Goal of each email: [EMAIL_GOALS]. Check subject line honesty and length, preview text, the opening lines, one main message, scannability on a phone, button wording, link count, personalisation accuracy, tone, unsubscribe link and sender name. Count the links and calls to action in each email. Return a table scoring each email from 1 to 5 on clarity, relevance and ease of action with reasons, a rewritten subject line and first paragraph for the weakest, and a checklist. Consent and marketing rules are [VERIFY] for [REGION]. Add a worked scoring of an invented email: subject, Big news inside! (vague, 2 of 5); preview text repeats the subject (1); opening paragraph is 90 words about the company (2); three offers and six links compete (1); button text Click here (1); unsubscribe link tiny grey text (2). Total 9 of 30. Rewrite: subject, 20 percent off boiler servicing until Friday; preview, Book online in two minutes; opening, Your boiler works hardest in winter. A service now costs 20 percent less until Friday 14 June; first paragraph under 40 words; one button, Book my service; one secondary link only. Count: links reduced from six to two. Check mobile: the button should be at least the platform's touch size and the text at least 16 pixels. Add accessibility: real text rather than image text, alt text for the logo, and descriptive links. Add a pre-send checklist: names merged correctly, dates and prices checked, links tested on a phone, plain-text version, test to two addresses. Remind me that consent and unsubscribe rules apply [VERIFY] for [REGION]. Close with a record of the changes made and the result of the next send, calculated as clicks divided by delivered, compared with the previous send.
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Invented email scored 1 to 5: subject "Big news inside!" 2; preview repeats the subject 1; opening 90 words about the company 2; three offers and six links 1; button "Click here" 1; unsubscribe link hard to read 2. Total 9 out of 30 = 30 percent. Rewrite: subject "20 percent off boiler servicing until Friday"; one button "Book my service"; links cut from six to two; opening under 40 words. Pre-send: test on a phone; names merged correctly. Follow-up: test the rewritten subject line against the old one on a split of the list.
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