# Email & SMS Audit Template

By Jesse Bern, Red Beard Conversions. Version 3, October 2026. Free to use. For DTC and ecommerce brands.

From https://jessebern.com/free-audit-template

Run it inside a brand's email platform, store and DNS. It merges the audit methods of nine sources into one lifecycle structure. Each check is tagged with the source(s) it came from.

Make a copy for each brand, then fill in the Rating and Notes columns.

---

## How it works

**Structure.** Intake, then Foundation, then five lifecycle stages, then Measurement & testing.

| Section | Points |
|---|---|
| Foundation | 20 |
| Stage 1. Visitor to subscriber | 15 |
| Stage 2. Subscriber to first purchase | 20 |
| Stage 3. First to repeat purchase | 20 |
| Stage 4. Repeat to loyal and advocate | 10 |
| Stage 5. Lapsed to win-back | 5 |
| Measurement & testing | 10 |
| **Total** | **100** |

**Tiers.** Every check is marked **Q** (Quick) or **F** (Full only).
- **Quick audit:** run only the Q checks. About an hour. Good for a sales call or a first look.
- **Full audit:** run every check.

**Ratings.** Rate every check:
- **G** Good: working. Earns the full weight.
- **N** Needs work: working but leaving money on the table. Earns half the weight.
- **E** Emergency: broken, missing, or hurting results. Earns zero.
- **X** Not checked: no access or no data. Left out of the math and listed in the report with what would unlock it [JB].
- **NA** Not applicable: the check doesn't apply to this business (for example, SMS checks when there is no SMS program). Left out of the math like X, but reported as "doesn't apply", not "couldn't check" [NEW].

**Rating rules** [NEW]
- **Paused counts as not live.** A flow, or an email inside a flow, set to draft or manual is not live and rates E. Say in the notes that it's built, because that makes the fix a quick win.
- **A zero prior period can't earn a G.** When a check compares to the prior period and the prior period was zero or broken, rate against the Appendix A targets. With no target set, the best rating is N.
- **Thin data.** A rate check with fewer recipients in the window than the minimum in Appendix A is X, with a note.
- **Cascades.** Where one missing program makes later checks unratable, the gate check carries the failure and the dependent checks are X. Gates:
  - *No campaigns in the window:* rate F5.1 and F5.2 E. Mark F5.4, F5.5, F5.10 and other campaign-performance checks X, and say so in the report.
  - *No SMS program:* rate 1.8 on its own merits. Mark the other SMS checks NA.

**Weights.** Each check has a weight of 1, 2 or 3. A 3 is a check where failure costs the most revenue or puts the sending domain at risk.

**Section score** = section points × (weight earned ÷ weight possible), leaving out X and NA checks. Round to one decimal. Run the Quick tier and the score uses only Q checks.

**Overall bands** (adapted from Jesse Bern's Klaviyo audit scorer)

| Score | Band |
|---|---|
| 75–100 | Optimized |
| 50–74 | Functional |
| 25–49 | Underbuilt |
| 0–24 | Critical |

**Rules while auditing**
- Log what you see before you rate anything [DYD].
- For every N or E, write the finding and give it an impact (High / Medium / Low) and an effort (Quick win / Moderate / Heavy). Those feed the roadmap [JB].
- Targets come from the Targets worksheet (Appendix A), not from memory. The sources disagree on most thresholds, so set your own [JB].
- Use the account's own prior period as the comparison when there's no agreed target [JB].
- Any estimate in the report shows its full calculation and marks which inputs are the account's data and which are outside figures [JB].

**Edge cases** [JB]
- **New account with little history:** skip the trend checks (mark X) and say so.
- **Everything rates G:** say so. Point the report at testing and growth instead of inventing fixes.
- **50+ flows:** audit the flows with the most revenue and recipients first. Mark the rest X.
- **Thin data:** follow the thin-data rating rule above. Mark X rather than guess, and flag low confidence on any finding built on it.

**Source tags**
- **[GR]** Alex Greifeld, Retention Beyond Email
- **[MM]** Magnet Monster
- **[RA]** Rob Allen, "Klaviyo in 5 Days"
- **[CO]** Chris Orzechowski, Orzy Media
- **[IS]** Ian Stanley, 99-Point Marketing Checklist
- **[DYD]** Double Your Deliverability
- **[JB]** Jesse Bern: client audits and audit tools, 2017–2026
- **[KL]** Klaviyo tech stack one-pager, Postscript popup checklist, Digital Marketer newsletter audit, generic checklists
- **[NEW]** Not in any source. Written for this template.

---

## Intake (not scored)

| Field | Answer |
|---|---|
| Business name | |
| What they sell, price points, purchase cycle | |
| Email platform, SMS platform, store platform | |
| Annual revenue range (their words) | |
| Main goal for the next 90 days | |
| Biggest frustration with email and SMS today | |
| Who builds and sends emails, and how long one takes | |
| Signup tool (Klaviyo forms, Alia, Privy, Justuno, other) | |
| Review tool (Judge.me, Okendo, Yotpo, other) | |
| Do they run SMS? On which platform? | |
| Is email and SMS share of revenue reported monthly? By whom? (answers M.1) | |
| Are flow and campaign revenue tracked separately, with revenue per recipient per flow? (answers M.2) | |
| Audit tier (Quick or Full) | |
| Audit date and auditor | |

**Access**
- [ ] Email platform (admin or analyst)
- [ ] SMS platform
- [ ] Store (orders and customers, read only)
- [ ] Analytics (GA4 or equivalent)
- [ ] Signup tool dashboard, if signup doesn't run through the email platform
- [ ] One test send of a live flow email to you, for the header checks (F2.8b, F3.1b)
- [ ] DNS host, or someone who can read the records [DYD]
- [ ] List of every platform that sends as their domain, including transactional and help desk tools [DYD]
- [ ] Dated business changes for the last two years: pricing, launches, promos, acquisition angles, retention initiatives, big events [GR] (Full only)

**Prep** (Full only)
- [ ] Six clean test inboxes: Gmail, Outlook, Yahoo, Zoho, Mail.com, iCloud. Never whitelist the brand [DYD].
- [ ] Opt in to email and SMS as a customer a few days before the audit [GR].

---

## Foundation (20 points)

### F1. Business diagnosis

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| F1.1 | Email and SMS share of total store revenue, last 30 and 90 days, vs target | Q | 3 | RA JB | | |
| F1.2 | Flow revenue vs campaign revenue. Red flag: almost all from one side | Q | 2 | JB | | |
| F1.3 | Chart new customers vs repeat rate over time. Red flag: new customers up while repeat rate falls | F | 2 | GR | | |
| F1.4 | Chart first-purchase AOV vs 6-month LTV. Red flag: the lines diverge or swing | F | 2 | GR | | |
| F1.5 | Chart orders per customer at 3 and 6 months. Red flag: both slope down | F | 2 | GR | | |
| F1.6 | Score the five KPIs (new customers, first AOV, new-customer repeat rate, orders per customer at 6 months, repeat AOV) and rank them | F | 2 | GR | | |
| F1.7 | Match dated business changes to the pivot points on the charts | F | 1 | GR | | |
| F1.8 | Check for growth traps: discount-led growth that churns, or repeat revenue hiding a fall in new customers | F | 2 | GR | | |

Output: the top three KPIs to fix. They set the priority order for the rest of the audit [GR].

### F2. Tracking and compliance

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| F2.1 | Email platform integrated with the store and syncing | Q | 3 | JB GR | | |
| F2.2 | Viewed Product, Added to Cart, Started Checkout and Placed Order all fire | Q | 3 | JB | | |
| F2.3 | Product catalog feeds the email platform | F | 2 | JB | | |
| F2.4 | Started Checkout count roughly matches store checkouts. A big gap means a broken sync or app conflict | F | 2 | JB | | |
| F2.5 | Anonymous visitor tracking on | F | 1 | JB | | |
| F2.6 | UTMs on every link. Revenue attributed at the email level | F | 2 | JB | | |
| F2.7 | Attribution window documented. Apple Mail privacy opens excluded from reporting | F | 1 | JB | | |
| F2.8 | Visible unsubscribe link and physical address in the footer (read the template) | Q | 3 | JB KL | | |
| F2.8b | One-click unsubscribe header present on a real send | F | 2 | JB KL | | |
| F2.9 | Confirmed opt-in and GDPR handling where required | F | 1 | JB | | |
| F2.10 | SMS consent language, opt-out keywords, quiet hours, terms on site | Q | 3 | JB | | |
| F2.11 | First-party email data feeds ad audiences | F | 1 | KL | | |
| F2.12 | Email production process mapped (steps, owners, time). Red flag: bottlenecks | F | 1 | KL | | |

### F3. Deliverability and list hygiene

Method from [DYD]: send real emails, collect the evidence, then judge it.

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| F3.1 | SPF, DKIM and DMARC published for the sending domain, DMARC at quarantine or reject (check DNS and the platform's domain status) | Q | 3 | DYD JB | | |
| F3.1b | SPF, DKIM and DMARC pass and align on a real send (check the headers) | F | 2 | DYD JB | | |
| F3.2 | DKIM signs as the brand's own domain, not the platform's | F | 2 | DYD | | |
| F3.3 | Sending from a dedicated, branded subdomain | Q | 2 | JB | | |
| F3.4 | Sending and root domains clean on domain blocklists (Spamhaus DBL, SURBL) | Q | 3 | DYD | | |
| F3.4b | Sending IP clean on Spamhaus and Spamcop. On a shared IP, note the provider | F | 2 | DYD | | |
| F3.5 | Up to 10 test sends (campaigns, flows, transactional) placed in the six test inboxes. Log Inbox / Promotions / Spam | F | 3 | DYD | | |
| F3.6 | Content signals: tool scores, text-to-image balance, alt text, link count, click tracking, reply prompts | F | 1 | DYD | | |
| F3.7 | Bounce, complaint and unsubscribe rates, last 90 days, vs targets | Q | 3 | JB KL | | |
| F3.8 | Delivery rate, last 90 days, vs target | F | 2 | JB | | |
| F3.9 | Sending based on engagement. No campaigns to long-unengaged profiles | Q | 3 | JB | | |
| F3.10 | Bounced and inactive profiles suppressed. Date of last list clean | F | 2 | JB | | |
| F3.11 | Share of paid-for profiles that are suppressed or dead, and their cost on the plan | F | 1 | JB | | |
| F3.12 | Warming plan for any new domain or IP. BIMI set up (bonus) | F | 1 | JB | | |

### F4. Segmentation framework

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| F4.1 | Engagement tiers exist: 30, 60, 90 days (Active, Warm, Cold, Inactive) | Q | 3 | JB | | |
| F4.2 | Active (ordered in last 182 days) and Lapsed segments exist | F | 2 | GR | | |
| F4.3 | Customer types exist: Casual (1 order), Curious (2–4), Loyal (5+), plus Biggest Fans, discount-only buyers, Disengaged | F | 2 | GR | | |
| F4.4 | Lifecycle segments: prospect, first-time buyer, repeat buyer, VIP, at risk, lapsed | Q | 2 | JB | | |
| F4.5 | Value-based segments (RFM or similar) | F | 1 | JB | | |
| F4.6 | Zero-party data collected and used to segment | F | 1 | MM JB | | |
| F4.7 | Modal first order and best-selling offer path identified, and compared | F | 1 | GR | | |

### F5. Campaign engine

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| F5.1 | Last six weeks of sends mapped on a calendar | Q | 2 | JB | | |
| F5.2 | Cadence consistent, on fixed days, at or near target | Q | 3 | JB RA IS | | |
| F5.3 | Room to send more to engaged segments, raised gradually | F | 2 | RA JB | | |
| F5.4 | Campaigns go to segments, not the whole list. Share of whole-list sends | Q | 3 | RA DYD JB | | |
| F5.5 | Content-to-promo mix. Red flag: every email is a promotion | Q | 2 | DYD JB | | |
| F5.6 | Non-promo emails in rotation: reviews and customer showcases, comparisons, the hero story, FAQs, education, UGC | F | 1 | JB | | |
| F5.7 | Sale frequency and distinct offers per quarter | F | 1 | JB | | |
| F5.8 | Seasonal and launch calendar planned ahead | F | 1 | JB | | |
| F5.9 | Flow contacts (welcome, post-purchase) excluded from campaigns | F | 2 | JB | | |
| F5.10 | Campaign opens, clicks and click-to-open, last 90 days, vs prior quarter | Q | 2 | JB RA | | |
| F5.11 | Emails shoppable: links go to the right pages, CTAs throughout | F | 1 | JB | | |
| F5.12 | Copy QA on three emails (best, middle, worst) with Orzechowski's checks: curiosity subject, hook, story, show don't tell, one-to-one, offer spelled out, one strong CTA, reads aloud well, active voice, has action or feeling, could lose 10% of words | F | 2 | CO | | |
| F5.13 | Build QA on the same three: from name, subject and preheader, headline, short benefit-led body, button CTA, compressed images with alt text, branding, complete footer | F | 1 | KL | | |
| F5.14 | Renders on desktop, mobile and dark mode. Dynamic content used | Q | 2 | JB | | |
| F5.15 | Newsletter (if any) graded 1–4 on clarity, readability, value, relevance | F | 1 | KL | | |
| F5.16 | SMS broadcasts worth receiving, frequency respected, coordinated with email | F | 2 | MM JB | | |

---

## Stage 1. Visitor to subscriber (15 points)

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| 1.1 | Signup forms live, popup shows sitewide | Q | 3 | RA KL | | |
| 1.2 | Popup submit rate per form vs target, from the signup tool's own dashboard. Flag high-traffic forms that underperform | Q | 3 | JB | | |
| 1.3 | Clear, specific signup incentive. Discount vs gift or free shipping tested to protect margin | Q | 2 | JB | | |
| 1.4 | Separate mobile popup. Full-screen vs partial tested | F | 2 | KL JB | | |
| 1.5 | Trigger timing tested against average time on page. Exit intent used | F | 1 | KL IS | | |
| 1.6 | Close button visible. Closed popup minimizes to a corner tab | F | 1 | KL | | |
| 1.7 | Offer copy readable on mobile and desktop | F | 1 | KL | | |
| 1.8 | SMS captured alongside email. Phone-first vs email-first tested. Onsite opt-in step where SMS is the focus | Q | 2 | JB KL IS | | |
| 1.9 | Multi-step form collects zero-party data. Preference center exists | F | 1 | JB | | |
| 1.10 | Header or footer signup form on the site | Q | 1 | JB | | |
| 1.10b | Checkout consent for email and SMS, not pre-checked (walk through checkout) | Q | 1 | JB | | |
| 1.11 | Targeted forms: landing-page-specific, customer and VIP forms | F | 1 | RA | | |
| 1.12 | Lead magnets beyond a discount: guide, quiz, sample, trial. Two-step opt-in for high intent | F | 1 | IS | | |
| 1.13 | Partner, referral and affiliate list sources | F | 1 | IS | | |
| 1.14 | Paid traffic targeted, and ad, landing page and opt-in promise match what's delivered | F | 2 | DYD GR | | |
| 1.15 | Bot protection on forms (reCAPTCHA or honeypot) | F | 1 | DYD | | |
| 1.16 | Form A/B tests running | F | 1 | RA JB | | |
| 1.17 | New subscribers per month outpace unsubscribes and suppressions | Q | 2 | JB | | |

---

## Stage 2. Subscriber to first purchase (20 points)

**Flow inventory for this stage.** Fill one row per flow, then rate the checks below.

| Flow | Live? | Emails sending / built | SMS | Timing | Smart sending | Revenue per recipient | Open / click vs prior period |
|---|---|---|---|---|---|---|---|
| Welcome | | | | | | | |
| Browse abandon | | | | | | | |
| Cart abandon | | | | | | | |
| Checkout abandon | | | | | | | |
| Non-purchaser activation | | | | | | | |

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| 2.1 | Welcome flow live, sending, earning revenue | Q | 3 | RA JB | | |
| 2.2 | Welcome is a series, not one email: fast first send, origin story, main benefits, social proof, product range, first-order incentive | Q | 3 | CO JB | | |
| 2.3 | Browse abandon live: asks if they have questions, shows related products | Q | 2 | RA CO | | |
| 2.4 | Cart abandon live: reminder with checkout link, objection-handling email, last chance, dynamic cart items | Q | 3 | RA CO JB | | |
| 2.5 | Checkout abandon runs as its own flow | Q | 3 | JB | | |
| 2.6 | Smart sending off for cart and checkout abandon, on for browse | F | 2 | RA JB | | |
| 2.7 | Non-purchaser activation for subscribers who never bought | F | 2 | JB | | |
| 2.8 | No flow stuck in draft or manual. Triggers and filters correct | Q | 3 | JB DYD | | |
| 2.9 | Flows long enough. Red flag: one or two emails where a series belongs | F | 2 | RA JB | | |
| 2.10 | Revenue per recipient for each flow vs platform benchmark and prior period | F | 2 | JB | | |
| 2.11 | Buyers and non-buyers take different paths in these flows | F | 1 | JB | | |
| 2.12 | SMS welcome and abandon messages exist and are tuned | F | 2 | JB MM | | |
| 2.13 | First-purchase offer clear in the welcome. Codes apply easily or automatically | Q | 2 | GR | | |
| 2.13b | Same offer in ads and on landing pages | F | 2 | GR | | |
| 2.14 | Common objections known and answered in the welcome and abandon flows | F | 1 | MM CO | | |
| 2.15 | Mystery shop, ad to checkout, on a phone, vs one competitor: ad focus and offer, landing page match and speed, product page essentials, checkout steps and surprise costs | F | 2 | GR | | |
| 2.16 | Underperforming emails in these flows are split-tested | F | 1 | RA | | |

---

## Stage 3. First to repeat purchase (20 points)

**Flow inventory for this stage**

| Flow | Live? | Emails sending / built | SMS | Timing | Revenue per recipient | Open / click vs prior period |
|---|---|---|---|---|---|---|
| Order confirmation | | | | | | |
| Before it ships (upsell) | | | | | | |
| Shipping updates | | | | | | |
| Post-purchase, first-time buyer | | | | | | |
| Post-purchase, repeat buyer | | | | | | |
| Review request / NPS | | | | | | |
| Cross-sell and upsell | | | | | | |
| Replenishment | | | | | | |

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| 3.1 | Post-purchase series live, separate from shipping updates | Q | 3 | GR RA JB | | |
| 3.2 | Post-purchase teaches how to use the product and what to expect, and builds a habit | F | 2 | GR MM JB | | |
| 3.3 | First-time and repeat buyers get different post-purchase paths. Gift vs personal use where relevant | F | 2 | JB | | |
| 3.4 | Order confirmation is memorable: story, excitement, an extra offer | F | 1 | CO | | |
| 3.5 | Before-it-ships email offers a bigger version or a matching accessory | F | 2 | CO | | |
| 3.6 | Shipping updates for each fulfillment stage, each with some marketing content | F | 1 | GR | | |
| 3.7 | Review request after enough time to use the product. Incentive considered | Q | 2 | CO JB | | |
| 3.8 | Cross-sell flow, including a "have you seen our other products?" email | Q | 2 | IS JB | | |
| 3.9 | Replenishment timed to the predicted next order date | Q | 3 | CO RA | | |
| 3.10 | Order bump at checkout and one-click upsells after purchase | F | 2 | IS | | |
| 3.11 | Thank-you page offer | F | 1 | IS | | |
| 3.12 | Bundles, kits, line extensions, downsells, faster shipping, warranties | F | 1 | IS | | |
| 3.13 | Campaigns to customers differ from campaigns to prospects | F | 2 | JB | | |
| 3.14 | Recent buyers excluded from acquisition offers | Q | 2 | JB | | |
| 3.15 | Post-purchase leg of the mystery shop: shipping updates, separate series, relevant content, delivery speed | F | 1 | GR | | |
| 3.16 | Why customers buy again is known, and the flows use it | F | 1 | MM | | |
| 3.17 | LTV by first product or category checked, to see if a product brings in worse customers | F | 1 | GR | | |

---

## Stage 4. Repeat to loyal and advocate (10 points)

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| 4.1 | VIP criteria defined and used | Q | 3 | MM JB | | |
| 4.2 | VIP flow thanks top spenders, asks how to serve them better, gives an exclusive reward | Q | 2 | CO | | |
| 4.3 | Loyalty program (points, rewards or tiers) | F | 2 | KL IS JB | | |
| 4.4 | Referral program | F | 2 | KL JB | | |
| 4.5 | Subscription or membership offer for products bought on a cycle | Q | 2 | IS KL | | |
| 4.6 | Appreciation sales, gift cards, early access for loyal customers | F | 1 | IS | | |
| 4.7 | Reviews and UGC collected and used in email | F | 1 | KL JB | | |
| 4.8 | Word of mouth and advocates are created on purpose | F | 1 | MM | | |
| 4.9 | Customer satisfaction measured (NPS or similar) | F | 1 | MM JB | | |

---

## Stage 5. Lapsed to win-back (5 points)

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| 5.1 | Win-back flow at about 30, 60 and 90 days since last order, offer growing each step | Q | 3 | CO RA | | |
| 5.2 | Reactivation sequence for long-inactive subscribers | F | 2 | IS JB | | |
| 5.3 | Sunset flow gives one last chance, then suppresses | Q | 2 | JB | | |
| 5.4 | Reasons customers stop buying are known, and something is done to prevent it | F | 1 | MM | | |
| 5.5 | Lost customers still leave with a good experience | F | 1 | MM | | |
| 5.6 | Discount-only buyers and Disengaged customers handled differently from lapsed loyal customers | F | 1 | GR | | |

---

## Measurement & testing (10 points)

| # | Check | Tier | Wt | Source | Rating | Notes |
|---|---|---|---|---|---|---|
| M.1 | Email and SMS share of revenue reported monthly (from Intake) | F | 2 | RA JB | | |
| M.2 | Flow and campaign revenue tracked separately, with revenue per recipient per flow (from Intake) | F | 2 | JB | | |
| M.3 | Click rate and placed-order rate are the main metrics, not opens | F | 2 | JB | | |
| M.4 | LTV tracked at 30, 60 and 90 days, month over month | F | 2 | JB | | |
| M.5 | Store and email-platform revenue reconciled: store order total vs the platform's Placed Order total for the same window | Q | 2 | JB | | |
| M.6 | Monthly or quarterly review where flows are revisited and rebuilt | F | 1 | MM | | |
| M.7 | Tests running on forms, flow emails, subject lines and send times | Q | 2 | RA JB | | |
| M.8 | Tests kept on a calendar, ranked by the top KPIs from F1 | F | 2 | IS GR | | |
| M.9 | Each test has a hypothesis and a decision rule before it starts | F | 1 | NEW | | |

---

## Score sheet

| Section | Points | Weight earned | Weight possible (excl. X) | Score |
|---|---|---|---|---|
| Foundation | 20 | | | |
| Stage 1. Visitor to subscriber | 15 | | | |
| Stage 2. Subscriber to first purchase | 20 | | | |
| Stage 3. First to repeat purchase | 20 | | | |
| Stage 4. Repeat to loyal and advocate | 10 | | | |
| Stage 5. Lapsed to win-back | 5 | | | |
| Measurement & testing | 10 | | | |
| **Total** | **100** | | | |

Score = points × (weight earned ÷ weight possible). G earns the full weight, N half, E zero, X and NA are left out.

**Findings log.** Every N and E goes here. The top three by impact, then effort, lead the report.

| # | Check | Rating | Finding (what you saw, where) | Impact | Effort | Fix |
|---|---|---|---|---|---|---|
| | | | | | | |

**Not checked or not applicable.** Every X and NA goes here, typed so the client knows what to act on.

| # | Check | Type (needs access / needs an answer / doesn't apply) | What would unlock it |
|---|---|---|---|
| | | | |

---

## Appendix A. Targets worksheet

Set these before scoring. Default to the account's prior period when nothing better is available, subject to the zero-prior-period rule.

| Metric | Target for this business | Where the target came from |
|---|---|---|
| Email and SMS share of total revenue | | |
| Spam complaint rate | | |
| Bounce rate | | |
| Unsubscribe rate | | |
| Delivery rate | | |
| Flow open and click rates | | |
| Campaign sends per month | | |
| Content-to-promo ratio | | |
| Popup submit rate | | |
| SMS sends per month | | |
| Minimum recipients in the window before a rate check is rated | | |

## Appendix B. Check counts

| Section | Quick checks | Full checks (incl. Quick) |
|---|---|---|
| Foundation | 19 | 58 |
| Stage 1 | 7 | 18 |
| Stage 2 | 7 | 17 |
| Stage 3 | 5 | 17 |
| Stage 4 | 3 | 9 |
| Stage 5 | 2 | 6 |
| Measurement & testing | 2 | 9 |
| **Total** | **45** | **134** |

---

Credits: Alex Greifeld (Retention Beyond Email), Magnet Monster, Rob Allen ("Klaviyo in 5 Days"), Chris Orzechowski (Orzy Media), Ian Stanley (99-Point Marketing Checklist), Double Your Deliverability, Klaviyo, Postscript and Digital Marketer. Their methods shaped this template; the wording and the scoring are Jesse Bern's. Questions or a done-for-you audit: jessebern.com.