Hey email marketing friend,
This week I’m doing an email audit for a large legal and regulatory intelligence provider. The goal of the audit is to get a very good understanding of what we are inheriting when we take over their email marketing from their current provider in January. It led me to thinking about the value and helpful information you can get from an email audit which I thought will be something interesting to share with you this week.
Here are some important questions that an audit of your email marketing will help you answer:
- How do you measure success?
- What are you doing to keep your lists clean and up to date?
- How are your email automations working?
- What is the overall tone of your email content?
- Is the design of your emails on-brand, and do they look good or is the design outdated?
- Are your emails set up for subscribers that use a screen reader (accessibility), and for dark mode?
- What’s your campaign workflow?
Of course, this is a very simplified list of questions, and you could make it more exhaustive, but the answers will help you establish a baseline.
Share your findings with your team – this format is helpful:
What’s not working?
X How do you know it’s not working?
X Why is it not working?
X How can you fix it?
What’s working well?
✓ How do you know it’s working well?
✓ Why is it doing well?
✓ How can you replicate the result?
An email audit will help you think about how you can move the needle in the next 6 to 12 months. It is in fact the perfect time of year (if you can find the space in your schedule!) to plan for 2025. Hopefully I have got you thinking about it.
If this is something you’d like help with, reach out.
If you don’t measure it, you can’t manage it!
Stay curious,
