Email Marketing Audit That Finds What Is Holding Your List Back.
Most email programmes underperform not because the list is bad but because flows are incomplete, segmentation is too broad, deliverability is suffering or the attribution model is hiding the true revenue contribution. This audit identifies all four problem areas and delivers a prioritised fix plan.
What a Proper Email Audit Actually Covers.
An email programme audit is a structured review of every element affecting your email revenue, deliverability and list health. It identifies problems invisible by looking at campaign-level metrics alone, including broken flow triggers, unauthenticated sending domains, deliverability issues suppressing inbox placement and attribution gaps hiding the true contribution of email to your overall revenue.
Flow coverage: are all your revenue opportunities captured?
Most email programmes we audit are missing at least two or three core flows that would produce measurable revenue immediately after setup. A browse abandonment flow, a post-purchase cross-sell sequence, a win-back campaign and a replenishment reminder for consumable products are all flows that run indefinitely once set up. The audit maps your current flow coverage against all relevant opportunities and identifies the gaps with the highest revenue impact.
Deliverability health: the invisible revenue suppressor
Deliverability problems suppress open rates and campaign performance without any obvious warning in your email platform dashboard. The audit checks authentication records, sender reputation, bounce rates, complaint rates and inbox placement across major providers to identify any issues quietly reducing the proportion of your emails that reach the inbox.
Key Services and Approaches We Use.
Flow Architecture Review
We audit all active automation flows against a complete coverage checklist for your business type, identifying missing flows and improvement opportunities in existing flow structure.
Deliverability Health Check
We check SPF, DKIM and DMARC authentication, review sender reputation signals, analyse bounce and complaint rates and test inbox placement across major email providers.
List Health Analysis
We review list size, growth rate, engagement distribution, bounce rate and complaint rate to identify list quality issues suppressing overall programme performance.
Campaign Performance Review
We analyse the last 6 months of campaign performance including open rate trends, click rate, conversion rate and revenue per send to identify patterns and improvements.
Segmentation Assessment
We review your current segmentation against what your platform can support, identifying opportunities to improve targeting relevance and reduce unsubscribe rate.
Revenue Attribution Audit
We verify your email revenue attribution setup, identify tracking gaps and quantify the potential revenue currently misattributed to other channels.
Tactics That Improve Results Faster.
Audit Deliverability First
Deliverability problems are the most commonly overlooked cause of underperformance. Check authentication records, sender reputation and inbox placement before optimising anything else.
Compare Flows Against a Full Coverage Checklist
Map every email trigger in your business lifecycle and check whether each has a corresponding automated flow. Most audits reveal 3 to 5 missing flows with significant revenue potential.
Check Attribution Windows for Double-Counting
Email platforms default to wide attribution windows that can count the same purchase multiple times across flows and campaigns. Review settings and compare against GA4 attribution.
Review the Last 6 Months of Open Rate Trends
A declining open rate trend indicates either deliverability deterioration or increasing list disengagement. The root cause determines the correct fix.
Benchmark Against Industry Standards
Compare your metrics against industry-specific benchmarks to identify whether underperformance is relative to the market or absolute.
Identify Your Most and Least Engaged Segments
Engagement analysis reveals which parts of your list are driving performance and which are dragging it down. This data informs segmentation strategy and list hygiene decisions.
Check for Broken Automation Triggers
Automation flows can break when integrations update or products are deleted. Verify systematically that every flow trigger is firing correctly.
Produce a Prioritised Action Plan
The most valuable audit output is a ranked list of improvements by estimated revenue impact and implementation effort. Prioritise the highest-impact, lowest-effort fixes first.
The Stack Behind Every Campaign.
Klaviyo
Primary ecommerce email platform with deep Shopify integration, predictive analytics and advanced flow logic for behavioural automation.
ActiveCampaign
Best-in-class automation builder for B2B with CRM integration, lead scoring and conditional content personalisation.
MXToolbox
Free tool for checking SPF, DKIM, DMARC and blacklist status. Essential for diagnosing deliverability problems.
Litmus or Email on Acid
Email rendering testing across 90 plus email clients before sending, catching layout breaks in Outlook, Gmail and Apple Mail.
Google Analytics 4
UTM-tagged email links track post-click behaviour in GA4, attributing website sessions and conversions to specific email sends.
WATI for WhatsApp
Connects WhatsApp follow-up automation alongside email sequences for higher-reach multi-channel nurture programmes.
Looker Studio
Live email revenue dashboards combining ESP data, GA4 and CRM data to track revenue per send and automation performance.
HubSpot or Mailchimp
Email platforms for earlier-stage businesses or simpler requirements with solid deliverability, basic automation and broad integration support.
How We Deliver Consistent Results.
Email Programme Audit
We audit flows, deliverability, segmentation and revenue attribution to establish a baseline and identify the highest-impact improvements.
Strategy and Platform Setup
We configure your email platform correctly including list structure, sending domain authentication, flow architecture and segment definitions.
Flow Build and Testing
We build all core automation flows, test every path end to end and verify all triggers, delays and branching logic before going live.
Campaign Calendar Launch
We plan and produce the first 30 days of campaign sends alongside live automation flows, establishing content cadence and creative standard.
Weekly Optimisation
Weekly performance reviews cover all active flows and campaigns with specific data-driven changes to improve open rate, click rate and conversion rate.
Monthly Reporting
Monthly reports cover revenue by flow and campaign, list growth, deliverability health and forward strategy with a live Looker Studio dashboard.
More Across Our Services.
Common Questions Answered.
Find Out What Is Holding Your Email Programme Back.
We audit your email programme for free and deliver a prioritised list of fixes covering flows, deliverability, segmentation and attribution with estimated revenue impact for each.
