Email Audit System

Email Audit

by James Blessing

Account Setup

Basic info that carries through the entire audit and appears on the PDF cover.

Client / Brand Name

Platform (ESP)

Industry

Audit Date

Audit Period

Context Notes

Revenue

Enter figures for the audit period. Email's share of online revenue is the most important metric in any audit.

Total Revenue ($)

Online Revenue ($)

Attributed Revenue ($)

Email + SMS attributed revenue as reported by your ESP for the period

Total Orders

Average Order Value ($)

Revenue Per Month ($) avg

List Acquisition

How big is the list, who is explicitly subscribed, and how fast is it growing?

Total Active Profiles

All marketable contacts in the ESP

Total Email Subscribers

Explicitly opted-in email contacts only

New Email Subscribers (for audit period)

Campaign Performance

Averages across all campaigns for the audit period. Enter as percentages (e.g. 42 for 42%).

Open Rate (%)

Benchmark: ≥40%

Click Rate (%)

Benchmark: ≥1%

Click-Through Rate / CTR (%)

Clicks ÷ opens · Benchmark: ≥5%

Order Rate (%)

Benchmark: ≥0.1%

Campaign-Attributed Revenue ($) for period

Flow Performance

Averages across all automations for the audit period.

Open Rate (%)

Benchmark: ≥40%

Click Rate (%)

Benchmark: ≥1%

Click-Through Rate / CTR (%)

Benchmark: ≥5%

Order Rate (%)

Benchmark: ≥0.1%

Flow-Attributed Revenue ($) for period

Revenue Per Recipient ($)

Flow rev ÷ total recipients in period

Deliverability

Across all sends — campaigns and flows combined — for the period.

Bounce Rate (%)

Benchmark: ≤0.2%

Unsubscribe Rate (%)

Benchmark: ≤0.1%

Spam Rate (%)

Benchmark: ≤0.08%. Above 0.2% is urgent.

Deliverability Score

No ESP Score

Notes

Foundation Checklist

Click to toggle Yes / No / Unknown. "Active" means live, tested, and generating results — not just built.

Acquisition

—

Opt-in strategy in place

Popup, landing page, widget, or paid opt-in (not just checkout email capture)

Core 5 Flows

—

Welcome Series

Active, multi-email, triggers on opt-in

—

Abandoned Checkout

Live, 2+ emails, cart contents in email

—

Abandoned Cart

Separate from checkout, catches earlier funnel drop-off

—

Browse Abandonment

Triggers on product page view without cart add

—

Customer Thank You

Beyond order confirmation — brand story, cross-sell, review ask

Campaigns

Send cadence

—

Engagement-based segmentation

Campaigns target engaged audiences, not the full list

List Health

—

Suppression strategy in place

Process to identify and remove invalid emails and unengaged contacts

Optimization

—

A/B testing active

Running tests on subject lines, flows, or content

Flow Checklist

Check every automation that is live and performing. This maps the full automation architecture and drives recommendations.

Generate Sales

—

Abandoned Checkout

—

Abandoned Cart

—

Browse Abandonment

—

Site Abandonment

—

Search Abandonment

—

Collection Abandonment

Nurture & Build Loyalty

—

Welcome Series

—

Customer Thank You

—

Happy Birthday

—

First Purchase Anniversary

—

VIP / Loyalty Flow

—

Review Request

—

Loyalty Program Flow

—

Referral Request

Retain Customers

—

Customer Winback

—

Replenishment Reminder

—

Post-Purchase by Order Count

Different messaging for 1st, 2nd, 3rd+ purchase

Inventory Notifications

—

Back in Stock

—

Price Drop

—

Low Inventory Reminder

Transactional Flows

—

Order Confirmed

—

Shipment Confirmed

—

Shipment Delivered

—

Order Cancelled

—

Order Refunded

Other Flows

—

Survey / Feedback Flow

—

Sunset Flow

Re-engagement or suppression of unengaged contacts

Scorecard

Auto-scored against benchmarks. Green = on track · Yellow = watch · Red = below.

Executive Summary

Appears on page 1 of the PDF. Edit freely — re-run analysis above to regenerate.

Recommendations

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Ready to Generate

6-page PDF: cover, executive summary, scorecard, recommendations table, email performance, and account health.

Summary