Email Marketing Checklist for UK Businesses
A practical pre-send and post-send checklist — consent, compliance, deliverability, content and measurement.
A disciplined checklist stops small errors from becoming big problems. Use this before and after every campaign you send in the UK.
Before you send
Pre-send checklist
- Everyone on the list has consent to receive marketing emails from you.
- Your unsubscribe link is visible and works — it must a real, functioning opt-out.
- Your sender name and address make it clear who the email is from.
- Your physical or registered business address is present where required.
- You've included a clear subject line and honest preheader.
- Links are tested and lead where they say they do.
- The email renders on both desktop and mobile.
- Your sending domain is authenticated (SPF, DKIM, DMARC).
- You've set up tracking for opens, clicks and conversions.
Compliance check
In the UK, marketing emails to individuals are opt-in under PECR, and every email must have a working unsubscribe. You must also be able to evidence consent if asked. This is general information, not legal advice — keep records of how and when each subscriber consented.
Important
Never add purchased or scraped addresses to your list. Email data must be collected with consent, and a bought list is both unlawful in most cases and a fast route to being blacklisted.
After you send
Post-send review
- Check your delivered rate — was anything bounced or blocked?
- Review open, click and any conversion data at 24 and 72 hours.
- Watch for a spike in spam complaints or unsubscribes.
- Note what worked and what didn't for your next send.
- Remove hard-bounced addresses from your list.
Periodic housekeeping
Do this every few months
- Re-confirm long-inactive subscribers or remove them.
- Review your signup forms and consent wording.
- Audit your automation and welcome sequences.
- Refresh stale content and check your list growth.
Adapt a ready-made template or compare the tools that make checklists painless.
Frequently asked questions
Do I need unsubscribe on every email?
Yes. Every marketing email in the UK must include a clear, working way to opt out.
Must I show my address?
Usually, depending on the message type — check current guidance on including a valid postal or registered address.
Can I email people who once bought from me?
Business-to-consumer marketing email is opt-in in the UK, so past custom alone generally isn't consent — rely on a clear sign-up or re-permission.