Email is still one of the most powerful tools in your marketing kit.

But it’s also one of the easiest to screw up—quietly, invisibly, and usually right before you hit send.

In my work managing Mailchimp campaigns for small businesses, I’ve seen the full range of email mishaps: from the almost-charming typo in the subject line to the “wait, we sent the wrong link to 2,000 people” type of crisis.

Most of them are preventable.

So before you launch your next campaign, run through this quick five-point audit:

1. Broken Links or Outdated URLs

Check. Every. Link.

Even if you’re sure it’s the right one. Click it. Test it.

Broken or outdated links are one of the fastest ways to lose trust—not to mention conversions.

Pro tip: If you use Mailchimp, send a test to yourself and view it on desktop and mobile. Broken buttons or placeholder links happen more than you’d think.

2. Blurry or Poorly Exported Images

A great email can be undone by an image that looks like it was exported from a potato.

If you’re designing in Canva or Photoshop, make sure you’re exporting at high enough resolution (ideally 2x for retina screens), and using the right format (PNG for transparency, JPG for photography). Keep file sizes reasonable to avoid slow load times.

Also: always include alt-text. It’s good for accessibility and SEO.

3. Weak Subject Lines That Don’t Connect

You don’t need clickbait—but you do need clarity.

Ask yourself:

• Does this subject line match the tone of the content?
• Would I open this?
• Does it say why this email matters?

If the subject line is vague, generic, or sounds like 400 other emails in someone’s inbox, it’s time to rework it.

4. Walls of Text With No Visual Breathing Room

Even if you have great copy, people won’t read it if it looks overwhelming.

Use short paragraphs.

Add headlines or subheads.

Break up content with dividers, spacing, and images.

You’re not writing a term paper—you’re designing for quick engagement.

5. No Clear Call to Action (or Too Many)

The point of your email should be obvious. Are you:

• Promoting an event?
• Sharing new products?
• Asking for feedback?
• Telling a story with a takeaway?

Pick one primary CTA. Make it obvious. And don’t bury it six paragraphs in.

Bonus: Test It Like You Didn’t Write It

Once you think it’s ready, take off your “I wrote this” hat and put on your “I just opened this” hat.

Does it scan quickly? Does it load fast? Do you know what it’s about by the third second?

You’re not aiming for perfect. You’re aiming for intentional.

That’s what builds trust—and trust is what gets emails opened next time.