Most email programs do not fail because of one big mistake. They underperform because several basics are missing or set up wrongly. This checklist shows what to look at, and in what order to fix it.
1. Deliverability and sending setup
If emails do not reach the inbox, nothing else matters. This is always the first check.
- Your sending domain is authenticated (SPF, DKIM and DMARC are set up correctly).
- You send from a consistent, recognisable sender name and address.
- Bounce and spam complaint rates are monitored, and kept low.
- Contacts who have not opened or clicked for a long time are suppressed or sunset instead of mailed forever.
A weak sender reputation makes every flow and campaign perform worse, so fixing copy or design first only hides the real problem.
2. Core automation flows
Automated flows earn revenue every day without extra sending effort. Check that the essentials exist and actually work.
- Welcome series: live, with more than one email.
- Abandoned cart: live, sent quickly, with more than one reminder.
- Browse abandonment and abandoned checkout, if your platform and tracking support them.
- Post-purchase: thank-you, usage tips, review request and cross-sell.
- Winback: a path for customers who have gone quiet.
- Every flow is tested on mobile, and every link and discount code works.
3. Signup forms and list growth
A bigger list only helps if the right people join it.
- A popup or embedded form clearly offers a reason to subscribe.
- Forms work well on mobile and do not block the page.
- Consent is collected properly, and the form tags the source of each subscriber.
- There is a signup point beyond the popup: footer, checkout or a landing page.
4. Segmentation and targeting
Sending the same email to everyone is the most common campaign mistake.
- You can separate engaged from unengaged subscribers.
- Buyers and non-buyers receive different messages.
- Recent purchasers are excluded from discount campaigns for the same product.
- Your best customers are identified and treated differently.
5. Campaigns
Campaigns work best on top of a solid flow system, not instead of one.
- There is a campaign calendar planned ahead, aligned with launches and sales.
- Each email has one clear goal and one main call to action.
- Offers are varied, so you do not train customers to wait for discounts.
- Subject lines and previews are tested over time.
6. Tracking and reporting
You cannot improve what you cannot measure correctly.
- Your store is connected, and orders are tracked and attributed to email.
- You can see flow revenue and campaign revenue separately.
- You look at revenue per recipient and conversions, not only open rates.
How to prioritise what you find
Do not try to fix everything at once. Work in this order: deliverability first, then core flows, then signup forms, then segmentation, then campaigns and testing. Each step makes the next one more effective.
If a core flow is missing, building it usually returns more than sending another campaign.
Final takeaway
Run through the six areas above, note what is missing, and fix the foundations in order. If you want a second pair of eyes, our free 30 minute audit follows the same checklist and ends with a prioritised fix list.
