1. How many email sign-up forms (or links to a sign-up page) are on your Web site?
Home page only
Site registration only
Resources/publications section only
Other, but very few pages
All pages, or nearly every page of the Web site

2. Do you include a short benefit explanation with your subscription solicitations?
Yes
No

3. Do you use a single registration page to list email choices, collect information and set preferences?
Yes
No

4. How many clicks does it take to complete your opt-in process (from start to finish including initial link through confirmation)?
1 click (no confirmation)
2 clicks
3 clicks
4+ clicks

5. Do you allow users to set their own preferences for one or more of the following: frequency, format (text vs. HTML), content/product personalization?
Yes
No

6. Do you test all elements of an email message before you send it to your list?
Yes
No

7. Do you promote your email program offline (catalogs, point-of-purchase, call center, registration cards, collateral, invoices, etc.)?
Yes
No
No offline channels

8. Do your registration page(s) include pre-checked checkboxes for email signups or preferences?
Yes
No

9. Does your company, newsletter or brand name appear in the "from/sender" line in recipients' inboxes (as opposed to an email address)?
Yes, we use our company, newsletter or similar brand name
No, we just use an email address

10. Do subject lines include a brand or newsletter name (e.g., {EmailLabs}, {Intevation Report}, Company X News...)?
Yes
No

11. Do you offer a text version (in addition to HTML) of your newsletter?
Yes
No
Only offer/send text version

12. If you send multipart messages, do you produce a text version that is included along with your HTML message?
Yes
No
Do not send multipart, or only offer/send a text version

13. Does the text version include all the content and calls to action as its HTML equivalent?
Yes
No
Only offer/send text version

14. Do you use alt tags and text to support images and graphics in your HTML messages?
Yes
No
No HTML version offered

15. Do you include multiple access points to your Web site in your email messages? (These include back issues, subscribe, articles, search, contact us, resources, store locator, coupons, overstock specials, etc.)
Yes, many
No, only 1 or 2 such as "Home"

16. Do you label submit buttons with the actions you want readers to take ("Order now!")?
Yes
No

17. Do you send unexpected promotional messages to subscribers on your newsletter and announcement lists?
Yes
No

18. Which of the following do you include in your emails? (check all that apply)
Forward-to-a-friend link
Link to printer version
Link to a Web version of the email
"Mailto" email contact link

19. Do you provide a subscriber administration text box (email address used, update address, contact info., forward to a friend, Web version, etc.) in each message?
Yes
No

20. Do you link directly to your reader-preference or "update email address" page from the email message?
Yes
No

21. How many clicks does it take to change a preference? (From the email message through completion, but not including the number of preferences changed)
2 clicks
3 clicks
4+

22. Does the unsubscribe link appear on a line by itself in the email message (e.g., not hidden or surrounded by other text)?
Yes
No

23. How many clicks does it take to complete the unsubscribe process?
1 click
2 clicks
3+ clicks

Rating:

25+ points: Excellent! 18-24 points: Needs work but you're doing many things right. 17-below: Yikes! You need to do a usability audit pronto!

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