Leafcut Email Marketing Checklist
Category | Impact Area | Problem | Description | How To Fix |
|---|---|---|---|---|
Technical Setup | Overall Email Performance | CRM / ESP not syncing | “Start Project” form submissions fail to sync to CRM, causing missed or duplicated leads. | Reconnect integration in ESP settings. Re-authenticate CRM. Confirm webhook for “Start Project” form and test with a dummy inquiry. |
Technical Setup | Flow Performance | Tracking pixel disabled | Key events like “Quote Viewed” or “Draft Approved” stop tracking, breaking project flows. | Enable ESP tracking pixel in site settings. Submit a test project brief to confirm event firing. |
Technical Setup | Deliverability | No dedicated sending domain | Shared IP damages sender reputation and violates Gmail/Yahoo 2024 bulk-send rules. | Add and verify leafcut.studio as sending domain. Configure SPF, DKIM, and DMARC records. |
Technical Setup | Flow Performance | Inquiry data not syncing | Leads are not added to the “New Inquiry” list, causing silent lead leakage. | Enable webhook for form submissions. Auto-tag new leads as “New Inquiry” on import. |
Technical Setup | Deliverability | Sender domain not authenticated | Emails bounce or land in spam, eroding client trust. | Add SPF and DKIM records via DNS provider. Validate authentication inside ESP. |
Technical Setup | Deliverability | Missing DMARC record | Inbox placement drops and spoof risk increases after Feb 2024 policy updates. | Add DMARC TXT record (v=DMARC1; p=none). Monitor via Google Postmaster Tools. |
Technical Setup | Overall Performance | ESP on free or basic plan | Sending limits pause flows during launches or promotions. | Upgrade to Business plan and enable auto-upgrade at 80% usage. |
Technical Setup | Flow Performance | Missing key events | Project kickoff flows fail when quote acceptance isn’t tracked. | Create custom event “quote_accepted” via webhook or form submission. |
Technical Setup | Flow Performance | Incorrect package pricing | Mismatched pricing confuses clients and slows conversion. | Audit all email pricing against live Leafcut packages before campaigns. |
Compliance & Deliverability
Category | Impact Area | Problem | Description | How To Fix |
|---|---|---|---|---|
Compliance | Deliverability | Too many bounces | High bounce rates damage sender reputation. | Clean lists quarterly. Auto-suppress hard bounces and pause after two soft bounces. |
Compliance | Legal | Outdated privacy policy | No clause covering client video assets or brand kits. | Update privacy policy and link it in every email footer. |
Compliance | Deliverability | Personal sender address | Gmail or generic senders reduce credibility for invoices and project emails. | Use branded inbox like projects@leafcut.studio via Google Workspace. |
Compliance | Deliverability | Poor domain reputation | Over-sending promotional emails increases spam complaints. | Segment engaged clients only. Maintain 70% operational emails and 30% promotions. |
Compliance | Deliverability | Sender inbox unmonitored | Bounces and replies go unanswered. | Assign a monitored inbox and respond within four hours. |
Popup & Signup Forms
Category | Impact Area | Problem | Description | How To Fix |
|---|---|---|---|---|
Forms | Popup Performance | Targeting too restrictive | Popups miss mobile users or fail on key pages. | Set 5-second delay, enable all devices, trigger on services or packages pages. |
Forms | Popup Performance | Popup not rendering | JavaScript conflicts block the form. | Re-add ESP form snippet to site head and resolve console errors. |
Email Content
Category | Impact Area | Problem | Description | How To Fix |
|---|---|---|---|---|
Content | Specific Performance | Broken personalization | Failed variables make emails feel generic. | Add fallback values and test previews before sending. |
Content | Specific Performance | No visual hierarchy | Text-heavy emails bury CTAs. | Use Hook → 1–2 bullets → single bold CTA. Optimize for mobile. |
Content | Specific Performance | Font fallback missing | Emails break in Outlook or mobile clients. | Set fallback fonts like Arial or sans-serif in CSS. |
Content | Specific Performance | No A/B testing | Subject lines underperform due to guesswork. | Split test two subject lines on every campaign. |
Content | Specific Performance | Weak subject lines | Generic titles lower open rates. | Use pain + solution formulas and always test variations. |
Flow Setup & Strategy
Category | Impact Area | Problem | Description | How To Fix |
|---|---|---|---|---|
Flows | Flow Performance | No post-delivery nurture | Clients don’t reorder after delivery. | Trigger a nurture sequence seven days after delivery. |
Flows | Flow Performance | Missing upsell flow | Starter clients never see Custom tier options. | Trigger upsell email after Starter or Growth project completion. |
Flows | Flow Performance | No abandoned inquiry flow | Partial form submissions are lost. | Trigger reminder flow if form isn’t submitted within 24 hours. |
Flows | Welcome Flow | Delayed first email | Slow responses reduce inquiry intent. | Set first email delay to zero minutes. |
Flows | Specific Performance | Duplicate sends | Overlapping flows annoy clients. | Add suppressions for Active Project segment. |
Flows | Specific Performance | Smart sending enabled | Time-critical emails get delayed. | Disable smart sending for draft and revision emails. |
Flows | Specific Performance | Conflicting automations | Zapier duplicates native ESP flows. | Centralize all email automation inside ESP. |
Segmentation & Targeting
Category | Impact Area | Problem | Description | How To Fix |
|---|---|---|---|---|
Segmentation | Campaign Performance | Segment logic errors | Incorrect AND/OR logic excludes hot leads. | Test segments using sample leads before sending. |
Segmentation | Campaign Performance | No frequency cap | Over-emailing causes unsubscribes. | Limit promos to one per month for engaged users only. |
Segmentation | Campaign Performance | Promoting to recent clients | Sends irrelevant offers to active or recent customers. | Exclude clients with deliveries in last 30 days. |
Other Operational Risks
Impact Area | Problem | Description | How To Fix |
|---|---|---|---|
Welcome Flow | Double opt-in on trial list | Confirmation delay kills momentum (rarely needed outside EU). | ESP > Lists > Settings > Single opt-in. Auto-add on form submit. |
N/A | Missing tax ID in billing | ESP withholds 20-30% for taxes on SAAS invoices. | Billing > Preferences > Add VAT/GST ID. Select type (e.g., US EIN). |
Overall Performance | Sending limits hit | Pauses mid-campaign during viral trial spikes. | Billing > Set auto-upgrade threshold (e.g., 80% usage). |
Specific Performance | Not dark mode ready | White text vanishes on iOS—frustrates mobile trial tips. | ESP preview > Dark mode toggle. Use !important for colors. |
Specific Performance | Non-mobile optimized | 60% opens on phone; squished CTAs kill clicks. | Editor > Mobile view. Stack blocks vertically; test on real device. |
Email Campaigns — Best Practices, Pitfalls, and Optimization Guide
Core Setup Principles
A strong email program starts with compliant infrastructure, clean data, and deliberate planning. Weak setup leads to spam traps, blacklists, and unreliable performance.
Email platforms like Klaviyo, ActiveCampaign, or Twilio SendGrid are preferred due to built-in authentication, analytics, and scalability for AI-driven features such as predictive send times.
Email authentication is mandatory for bulk sending and protects your domain from spoofing while improving inbox placement.
Email Authentication Overview
Protocol | Purpose | Setup Notes |
|---|---|---|
SPF | Authorizes sending servers | Add TXT record: v=spf1 include:your-esp.com ~all. Verify with MX Toolbox. |
DKIM | Ensures message integrity | Generate keys in ESP and add CNAME or TXT pointing to ESP public key. |
DMARC | Handles SPF/DKIM failures | Start with p=none, then move to quarantine. Add rua reporting address. |
Implementation typically takes one to two hours. Always test using a deliverability tester before sending live campaigns.
List Building and Hygiene
Permission-based lists protect sender reputation and improve engagement.
Best Practice | Why It Works | Cadence |
|---|---|---|
Double opt-in | Confirms intent and reduces spam complaints by ~50% | Every signup |
Real-time validation | Blocks bots and typos at entry | Continuous |
Inactive cleanup | Prevents engagement drag from cold subscribers | Quarterly |
Bounce & trap removal | Avoids blacklists and rep damage | Monthly |
Sunset policy | Automatically removes long-term inactive users | Automated |
Target spam complaint rates below 0.1%. Engagement-based segments routinely see 25% higher open rates.
Content and Campaign Strategy
More than half of all opens happen on mobile. Emails should prioritize scannability, value delivery, and clarity.
Value-first emails outperform promotional blasts. Educational or proof-driven messages convert better than direct sales language.
Personalization using dynamic fields improves open and click rates, but should be context-aware and sparingly applied.
Triggered automations consistently outperform one-off campaigns. Welcome, re-engagement, and abandoned flows drive the majority of email revenue.
Design and Accessibility Guidelines
Principle | Recommendation |
|---|---|
Layout | Mobile-first, single column under 600px |
Visuals | One or two images maximum |
Accessibility | Alt text, readable contrast, WCAG-aligned |
Length | 100–200 words for promos, longer for educational emails |
Dark mode | Test contrast and backgrounds explicitly |
Subject Line Optimization
Subject lines account for nearly half of open decisions. Performance depends on clarity, relevance, and restraint.
Practice | Impact | Example |
|---|---|---|
6–10 words | Better mobile visibility | Your trial ends soon |
Curiosity + benefit | Increases intrigue | The 7-minute fix most teams miss |
Personalization | Higher relevance | Hey Alex, quick win for onboarding |
Emojis (max one) | Small lift when tested | Boost results this week |
Real urgency | Higher opens when credible | Last chance before pricing changes |
Spam avoidance | Protects deliverability | Avoid caps, excessive symbols |
Preheaders add context and can lift opens by up to 8%.
Common Pitfalls That Kill Performance
Issue | Outcome | Fix |
|---|---|---|
Generic subject lines | Low opens and unsubscribes | Use curiosity hooks |
No segmentation | Irrelevant sends | Behavior-based targeting |
Over-sending | Fatigue and complaints | Balance value vs promo |
Poor hygiene | High bounces | Scheduled cleaning |
Mobile neglect | Broken layouts | Responsive testing |
No analytics | Stagnant ROI | Measure clicks and conversions |
Purchased lists | Reputation damage | Organic growth only |
Weak CTAs | Low conversions | One clear action per email |
Poor hygiene alone can reduce deliverability by 15–20%.
Deliverability Fundamentals
Inbox placement above 95% is the baseline in 2025. Privacy updates make open rates unreliable, so clicks and conversions are better success indicators.
Factor | Best Practice |
|---|---|
Sender reputation | Monitor via Google Postmaster |
Complaint rate | Keep below 0.3% |
Bounce rate | Below 2% |
Content balance | 60% text / 40% images |
Volume consistency | Avoid spikes |
Testing | Use inbox placement tools |
B2B senders with good hygiene typically outperform consumer averages.
Metrics That Matter
Metric | Benchmark | Optimization Lever |
|---|---|---|
Click-through rate | 2–5% | CTA clarity, relevance |
Conversion rate | 1–3% | Offer alignment |
Bounce rate | <2% | Hygiene and validation |
Unsub / spam | <0.5% | Frequency control |
Revenue per email | $0.01–$0.05 | Automation and segmentation |
Focus reporting on downstream actions rather than inflated open rates.
