Email Marketing Audit: Complete Checklist

Regular email marketing audits identify problems before they become crises and uncover opportunities for improvement. Whether you're evaluating an inherited program, preparing for a major campaign, or conducting routine maintenance, a systematic audit ensures nothing falls through the cracks. This complete checklist covers every aspect of email marketing evaluation.

Why Conduct an Email Marketing Audit

Understanding the value of systematic evaluation.

Audit Benefits

Identify Problems:

• Deliverability issues
• Compliance gaps
• Technical errors
• Strategic misalignment
• Missed opportunities

Improve Performance:

• Benchmark against best practices
• Find optimization opportunities
• Prioritize improvements
• Justify resource requests

Reduce Risk:

• Compliance violations
• Reputation damage
• Revenue loss
• Security vulnerabilities

When to Audit

Regular Schedule:

• Comprehensive audit: Annually
• Quick health check: Quarterly
• Technical review: Monthly

Triggered Audits:

• Performance decline
• Team changes
• Platform migration
• Compliance requirements
• Strategic shifts

Audit Scope Options

Full Audit: Everything covered

• Strategy and goals
• List health and management
• Deliverability
• Content and design
• Automation
• Compliance
• Performance
• Technology

Focused Audit: Specific areas

• Deliverability audit only
• Compliance review
• Content assessment
• Technical evaluation

Strategy and Goals Audit

Evaluating strategic alignment.

Strategy Checklist

Documentation:

• [ ] Written email marketing strategy exists
• [ ] Strategy aligns with overall marketing goals
• [ ] Strategy updated within last 12 months
• [ ] Team understands and follows strategy

Goals and Objectives:

• [ ] SMART goals defined
• [ ] Goals tied to business outcomes
• [ ] Goals tracked regularly
• [ ] Progress reported to stakeholders

Audience Understanding:

• [ ] Customer personas documented
• [ ] Personas based on real data
• [ ] Personas updated regularly
• [ ] Content mapped to personas

Questions to Answer

1. What are the primary objectives of email marketing?
2. How do email goals connect to business goals?
3. What does success look like?
4. How is success measured?
5. Who is responsible for achieving goals?

Red Flags

• No documented strategy
• Goals not tied to business outcomes
• Strategy unchanged for 2+ years
• Team unclear on priorities
• No regular performance reviews

Recommendations Template

Finding: [What you discovered] Impact: [Why it matters] Recommendation: [What to do] Priority: [High/Medium/Low] Effort: [High/Medium/Low]

List Health and Management Audit

Evaluating subscriber list quality.

List Quality Checklist

List Hygiene:

• [ ] Bounce rate under 2%
• [ ] Complaint rate under 0.1%
• [ ] Regular list cleaning performed
• [ ] Invalid emails removed
• [ ] Hard bounces removed immediately

List Growth:

• [ ] List growing (not shrinking)
• [ ] Growth sources documented
• [ ] Quality of new subscribers tracked
• [ ] No purchased lists used

Engagement:

• [ ] Active subscriber percentage known
• [ ] Inactive subscribers identified
• [ ] Re-engagement campaigns run
• [ ] Unengaged subscribers suppressed/removed

List Metrics to Review

Data Quality Assessment

Accuracy:

• [ ] Email addresses validated
• [ ] Names spelled correctly
• [ ] Data fields populated
• [ ] Duplicates removed

Completeness:

• [ ] Required fields captured
• [ ] Segmentation data available
• [ ] Preference data collected
• [ ] Source tracking in place

Recency:

• [ ] Data updated regularly
• [ ] Stale records flagged
• [ ] Last activity tracked
• [ ] Subscription date recorded

Red Flags

• Bounce rate over 2%
• Complaint rate over 0.1%
• No list cleaning in 6+ months
• Large percentage of inactive subscribers
• Unknown list sources
• Purchased or rented lists

Deliverability Audit

Evaluating inbox placement.

Authentication Checklist

SPF:

• [ ] SPF record published
• [ ] All sending IPs included
• [ ] Record passes validation
• [ ] Not exceeding 10 DNS lookups

DKIM:

• [ ] DKIM configured for all sending domains
• [ ] Keys properly published
• [ ] Signatures passing validation
• [ ] Keys rotated regularly (annually minimum)

DMARC:

• [ ] DMARC record published
• [ ] Policy at p=quarantine or p=reject
• [ ] Reporting configured (rua)
• [ ] Reports reviewed regularly

Infrastructure Checklist

Sending Domain:

• [ ] Domain age appropriate (not brand new)
• [ ] Domain reputation checked
• [ ] Subdomain strategy in place
• [ ] Domain not on blocklists

IP Addresses:

• [ ] IP reputation monitored
• [ ] Dedicated IPs (if applicable) properly warmed
• [ ] IP not on major blocklists
• [ ] Sending volume appropriate for IPs

Deliverability Metrics

Monitor These:

• [ ] Inbox placement rate (use seed testing)
• [ ] Spam folder placement
• [ ] Blocklist status
• [ ] Authentication pass rates
• [ ] Bounce categorization

Tools to Use

• MXToolbox (blocklist, authentication)
• Google Postmaster Tools
• Microsoft SNDS
• Seed list testing tools
• Email verification services

Red Flags

• Missing or broken authentication
• DMARC at p=none for extended period
• IP or domain on blocklists
• Low inbox placement rates
• High spam folder placement
• Sudden metric changes

Content and Design Audit

Evaluating email creative.

Content Quality Checklist

Relevance:

• [ ] Content matches audience needs
• [ ] Subject lines accurate to content
• [ ] Personalization used appropriately
• [ ] Segmentation drives content variation

Value:

• [ ] Emails provide clear value
• [ ] Balance of promotional vs. valuable content
• [ ] Content not overly salesy
• [ ] Educational content included

Quality:

• [ ] Copy professionally written
• [ ] Grammar and spelling correct
• [ ] Tone consistent with brand
• [ ] CTAs clear and compelling

Design Checklist

Brand Consistency:

• [ ] Templates follow brand guidelines
• [ ] Colors, fonts, logo correct
• [ ] Voice and tone consistent
• [ ] Visual style recognizable

Technical:

• [ ] Mobile responsive design
• [ ] Renders across email clients
• [ ] Load time acceptable
• [ ] File sizes optimized

Accessibility:

• [ ] Alt text on images
• [ ] Sufficient color contrast
• [ ] Readable font sizes
• [ ] Logical reading order

Email Elements Review

Subject Lines:

• [ ] Under 50 characters (ideally)
• [ ] Not all caps or excessive punctuation
• [ ] No spam trigger words
• [ ] A/B tested regularly

Preview Text:

• [ ] Custom preview text set
• [ ] Complements subject line
• [ ] Not default "View in browser" text

From Name:

• [ ] Recognizable sender
• [ ] Consistent across campaigns
• [ ] Appropriate for content type

Links:

• [ ] All links working
• [ ] Links properly tracked
• [ ] Landing pages mobile-friendly
• [ ] Unsubscribe link prominent

Red Flags

• Broken images or links
• Poor mobile rendering
• No preview text
• Inconsistent branding
• Missing accessibility features
• Spam-triggering subject lines

Automation Audit

Evaluating automated email programs.

Automation Inventory

Document All Automations:

Automation Health Checklist

Each Automation:

• [ ] Still relevant and needed
• [ ] Trigger working correctly
• [ ] Emails sending successfully
• [ ] Content current and accurate
• [ ] Performance acceptable
• [ ] Exit conditions appropriate

Overall:

• [ ] No conflicting automations
• [ ] Frequency caps in place
• [ ] Suppression lists applied
• [ ] Error handling configured

Performance Review

For Each Automation:

• Open rates vs. benchmark
• Click rates vs. benchmark
• Conversion rates
• Revenue generated
• Unsubscribe rates

Common Automation Issues

Technical:

• Broken triggers
• Incorrect timing
• Missing segments
• Duplicate sends

Content:

• Outdated information
• Broken links
• Old promotions
• Stale personalization

Strategic:

• Conflicting messages
• Over-messaging
• Wrong audience
• Unclear goals

Red Flags

• Automations running without review
• No documentation
• Unknown owners
• Outdated content
• Poor performance unaddressed
• Conflicting sequences

Compliance Audit

Evaluating legal and regulatory compliance.

CAN-SPAM Checklist (US)

• [ ] Valid physical postal address in emails
• [ ] Clear identification as advertisement (if applicable)
• [ ] Honest subject lines
• [ ] Working unsubscribe mechanism
• [ ] Unsubscribe requests honored within 10 days
• [ ] No deceptive header information

GDPR Checklist (EU)

• [ ] Lawful basis documented for all processing
• [ ] Consent obtained where required
• [ ] Consent records maintained
• [ ] Privacy notice provided
• [ ] Easy opt-out available
• [ ] Data subject rights honored
• [ ] Data processing agreements with vendors

CASL Checklist (Canada)

• [ ] Express or implied consent obtained
• [ ] Consent records maintained
• [ ] Clear sender identification
• [ ] Unsubscribe mechanism working
• [ ] Contact information included

General Compliance

Consent Management:

• [ ] Subscription source tracked
• [ ] Consent timestamp recorded
• [ ] Consent language documented
• [ ] Double opt-in used (recommended)

Unsubscribe Process:

• [ ] One-click unsubscribe available
• [ ] Unsubscribe works immediately
• [ ] No login required
• [ ] Preference center option

Data Handling:

• [ ] Data stored securely
• [ ] Access restricted appropriately
• [ ] Retention policy followed
• [ ] Deletion process exists

Red Flags

• No consent records
• Difficult unsubscribe process
• Missing physical address
• No privacy notice
• Third-party data without consent
• Outdated compliance practices

Technology Audit

Evaluating your email technology stack.

ESP Evaluation

Capabilities:

• [ ] Meets current needs
• [ ] Supports planned growth
• [ ] Features utilized efficiently
• [ ] Integration capabilities adequate

Performance:

• [ ] Deliverability acceptable
• [ ] Uptime reliable
• [ ] Speed satisfactory
• [ ] Support responsive

Cost:

• [ ] Pricing competitive
• [ ] Value for investment
• [ ] No unused features paying for
• [ ] Growth costs acceptable

Integration Audit

Key Integrations:

Integration Health:

• [ ] Data syncing correctly
• [ ] No delays or errors
• [ ] Field mapping accurate
• [ ] Error handling in place

Security Audit

Access Control:

• [ ] User access appropriate
• [ ] Former employees removed
• [ ] Admin access limited
• [ ] Password policies enforced
• [ ] 2FA enabled

Data Security:

• [ ] Data encrypted
• [ ] Transmission secure
• [ ] Backups in place
• [ ] Audit logs available

Red Flags

• Multiple disconnected tools
• Underutilized features
• Integration errors
• Security gaps
• Excessive access
• No audit trail

Performance Audit

Evaluating email program results.

Metric Benchmarking

Compare Against:

• Industry benchmarks
• Historical performance
• Internal goals
• Best-in-class examples

Performance Metrics Checklist

Engagement:

• [ ] Open rates tracked and benchmarked
• [ ] Click rates tracked and benchmarked
• [ ] Click-to-open rates calculated
• [ ] Engagement trending up/stable

Conversion:

• [ ] Conversion rates tracked
• [ ] Revenue attributed to email
• [ ] ROI calculated
• [ ] Goal completion measured

List Health:

• [ ] Unsubscribe rates acceptable
• [ ] Complaint rates low
• [ ] Bounce rates minimal
• [ ] List growth positive

Trend Analysis

Review Trends Over:

• Last 30 days
• Last 90 days
• Last 12 months
• Year-over-year

Look For:

• Sudden changes
• Gradual declines
• Seasonal patterns
• Campaign-specific impacts

Performance by Segment

Analyze:

• By email type
• By segment
• By automation
• By device
• By email client

Red Flags

• Consistent declines
• Metrics below benchmarks
• No tracking in place
• Unclear attribution
• No regular reporting

Conducting the Audit

Practical guidance for audit execution.

Audit Preparation

Gather Materials:

1. Access to ESP and analytics
2. Strategy documents
3. Campaign history
4. List information
5. Technical documentation
6. Previous audit reports

Define Scope:

• What areas to cover
• How deep to go
• Timeline for completion
• Stakeholders involved

Audit Process

Phase 1: Data Collection (Week 1)

• Pull reports and metrics
• Document current state
• Gather samples
• Interview stakeholders

Phase 2: Analysis (Week 2)

• Compare to benchmarks
• Identify gaps
• Note opportunities
• Prioritize findings

Phase 3: Reporting (Week 3)

• Write findings
• Develop recommendations
• Create action plan
• Prepare presentation

Audit Documentation

For Each Area:

AREA: [Name]

CURRENT STATE
- What exists today
- Key metrics
- Evidence gathered

FINDINGS
- What's working
- What needs improvement
- Critical issues

RECOMMENDATIONS
- Specific actions
- Priority level
- Effort required
- Expected impact

ACTION ITEMS
- What to do
- Who's responsible
- Timeline

Post-Audit Actions

Immediate (Week 1 post-audit):

• Fix critical issues
• Assign owners
• Set timelines

Short-Term (1-3 months):

• Address high-priority items
• Implement quick wins
• Start larger projects

Long-Term (3-12 months):

• Complete major initiatives
• Establish ongoing practices
• Schedule next audit

Quick Health Check

For routine quarterly reviews.

15-Minute Health Check

List Health (5 minutes):

• [ ] Bounce rate under 2%?
• [ ] Complaint rate under 0.1%?
• [ ] List growing?

Deliverability (5 minutes):

• [ ] Authentication passing?
• [ ] Not on major blocklists?
• [ ] Inbox placement acceptable?

Performance (5 minutes):

• [ ] Open rates stable/improving?
• [ ] Click rates stable/improving?
• [ ] No sudden changes?

Monthly Technical Check

• [ ] All automations running
• [ ] No errors in logs
• [ ] Links working
• [ ] Images loading
• [ ] Integrations syncing

Audit Report Template

Executive Summary

Overall Health: [Good/Fair/Needs Attention]

Key Findings:

1. [Top finding 1]
2. [Top finding 2]
3. [Top finding 3]

Priority Recommendations:

1. [Top recommendation 1]
2. [Top recommendation 2]
3. [Top recommendation 3]

Detailed Findings

[Area Name]

Action Plan

Appendix

• Raw data and reports
• Detailed metrics
• Tool outputs
• Supporting documentation

Data Quality in Audits

Why email verification is part of every audit.

List Quality Assessment

Verification Questions:

• When was list last verified?
• What percentage of emails are valid?
• How are new emails validated with real-time verification?
• What's the bounce rate trend?

Verification Action Items:

• Verify entire list with email list cleaning if never done
• Implement real-time verification
• Establish regular verification schedule
• Monitor bounce rates continuously

Impact of Invalid Emails

On Audit Findings:

• Engagement metrics skewed
• Deliverability impacted
• List health appears worse
• ROI calculations inaccurate

Verification First: Consider verifying list before auditing performance to get accurate baseline.

Conclusion

Regular email marketing audits prevent problems, identify opportunities, and ensure continuous improvement. A systematic approach covers all aspects of your program from strategy to execution to compliance.

Key audit principles:

1. Be systematic: Use checklists, don't rely on memory
2. Be thorough: Check everything, even what seems fine
3. Document findings: Create actionable reports
4. Prioritize actions: Focus on highest-impact items first
5. Make it routine: Schedule regular reviews

List health underlies every audit area. Invalid emails affect deliverability, engagement metrics, and program performance.

Ready to start your audit with a clean list? Start with BillionVerify to verify your email list and establish accurate baselines for your audit.