The Ultimate Email Marketing Audit Checklist

Digital Marketing / January 15, 2025

We all know that email marketing is a powerful tool, but even the best strategies can get a little rusty over time. That’s why Bloom offers a detailed email marketing audit to help you give your campaigns a serious boost. Our audit checklist covers 50 points across 6 key areas to make sure you’re getting the most out of your email marketing efforts.

So, what exactly do we look at? Let’s break it down!

1. Account Setup: Getting Everything Ready to Go

Before we even send a single email, we make sure your account is set up for success. After all, a strong foundation is key!

Here’s what we look for:

• Domain Identification: We make sure your email domain is set up right so your emails don’t end up in spam folders.
• Facebook Integration: If you’re using Facebook for ads or customer engagement, we check that everything’s linked up for smooth operation.
• Store Integration: We verify that your email platform is connected to your online store so your customer data syncs automatically.
• IP Address Health: We keep an eye on your sending IP to make sure you’re staying on good terms with email providers.

2. Lead Generation: Turning Website Visitors Into Subscribers

Having a great email list is the first step to successful campaigns. We check that your lead generation strategies are working at full speed.

What we check:

• Signup Forms: We make sure you have pop-ups or flyouts set up to capture those valuable new subscribers. We also check that your newsletter sign-up forms are easy to find and fill out.
• Welcome Series: Your welcome email is the first impression new subscribers get, so we ensure your Welcome Series is set up and ready to go.

3. List Health: Keeping Your Audience Engaged and Clean

A clean, engaged list is key to making sure your emails are seen by the right people. We’ll help you make sure your segments are healthy and your messages are targeted.

What we check:

• Unengaged Segments: If you have subscribers who haven’t interacted in a while, we make sure they’re identified and cleaned up from your list.
• Engaged Segments: We look at your engaged subscribers (those who’ve interacted in the past 30 or 60 days) to ensure they’re properly segmented.
• Product Segments: We ensure you’re grouping people based on their past purchases to tailor your emails.
• Demographic Segments: From age and gender to location, we check that your list is segmented by important demographic factors.
• VIP Segments: Loyal customers deserve extra attention, so we make sure you have a VIP segment to target with special deals.
• Language Segmentation: If your audience speaks different languages, we ensure they’re receiving emails in the right language.
• First Purchase Tags: We make sure new customers are tagged correctly for better follow-ups.

4. Flows: Automating Your Email Strategy

Automation is the key to reaching your audience at the right moment without extra effort. We’ll check that your automations are set up to nurture and convert.

Here’s what we look for:

• Automation Setup: We ensure you have all the essential automations like Welcome Series, Abandoned Cart, and Post-Purchase flows set up.
• Flow Content: Every flow should have at least two emails to keep your subscribers engaged. We make sure yours do!
• Segmentation in Flows: We ensure your flows are segmented properly, so first-time and returning customers get tailored messages. Check out our article on the Email Marketing Customer Journey for more info!
• Re-engagement Flows: If you have inactive subscribers, we make sure you’ve got a sunset or win-back flow to bring them back into the fold.

5. Campaigns: Keeping Your Content Fresh and Engaging

Campaigns are your chance to connect with your audience, so we make sure they’re diverse, well-timed, and perfectly executed.

What we check:

• Content Variety: We make sure you’re mixing things up in your campaigns—no one likes seeing the same thing over and over again!
• Sender Name: We check that your sender name is clear and recognizable to your subscribers.
• Segmentation: We evaluate your segmentation to maximize its effectiveness. Are you targeting engaged subscribers? Are you using tools like Klaviyo’s smart sending? Is your strategy aligned with your objectives?
• Alt Text: Adding alt text to your images helps with accessibility and ensures your emails are legible even if images don’t load.
• Split Testing: We make sure you’re testing subject lines, send times, and content to continuously improve your results.
• A/B Testing: We verify that you’re testing subject lines, send times, and content to continuously improve your results.

6. Email Design: Crafting Emails Your Subscribers Will Love

Email design is about more than just looking pretty—it’s about making your emails user-friendly and easy to read, especially on mobile.

What we check:

• Header Links: We ensure your email header links to your website’s homepage (because who wants to search for it?).
• Clear Structure: We make sure your emails have a clear visual hierarchy, with well-defined sections, engaging headlines, and easy-to-scan text.
• Mobile Optimization: We verify that your emails are mobile-friendly—an essential yet often overlooked detail. Since most users read emails on their phones, poor formatting can ruin your message.
• Image Links: We ensure all images have functional links to maximize accessibility and engagement.
• User Experience (UX): We check that your email navigation is seamless and the design looks professional.
• Footer: We ensure your email footer is both visually polished and compliant. This includes adjusting the footer size to fit the email’s width perfectly and verifying it contains essential company details, such as a physical address and a clear unsubscribe link, while avoiding unnecessary logos like Mailchimp’s. Additionally, we ensure the footer meets legal requirements (e.g., GDPR, CAN-SPAM) for a professional and regulation-compliant presentation.
• Repeated Call-to-Action: We check that your main call-to-action is repeated in different sections of the email, especially at the top and bottom, to maximize visibility.
• Compatibility Testing: We test your emails on multiple email clients (Gmail, Outlook, etc.) to ensure they display correctly everywhere.
• Fast Loading: We analyze the size of images and multimedia elements to prevent slow loading times.
• Anti-Spam Compliance: We review text-to-image ratios, sensitive keywords, and other factors to keep your emails out of spam folders.

Why Let Bloom Handle Your Email Marketing Audit?

At Bloom, we know that a strong email strategy can make all the difference for your business. Our audit checklist is designed to help you identify what’s working, fix what’s not, and optimize everything in between. We’ll help you get your email marketing campaigns running smoothly, so you can engage your audience and drive more conversions.

Ready to take your email marketing to the next level? Reach out to us today, and let’s get started!