The email and SMS audit I run on ecommerce brands.134 checks across the customer lifecycle, scored out of 100. Free to use, no email needed.

Business diagnosis

• F1.1

  Email and SMS share of total store revenue, last 30 and 90 days, vs target

  QuickWt 3RA JB
• F1.2

  Flow revenue vs campaign revenue. Red flag: almost all from one side

  QuickWt 2JB
• F1.3

  Chart new customers vs repeat rate over time. Red flag: new customers up while repeat rate falls

  FullWt 2GR
• F1.4

  Chart first-purchase AOV vs 6-month LTV. Red flag: the lines diverge or swing

  FullWt 2GR
• F1.5

  Chart orders per customer at 3 and 6 months. Red flag: both slope down

  FullWt 2GR
• 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

  FullWt 2GR
• F1.7

  Match dated business changes to the pivot points on the charts

  FullWt 1GR
• F1.8

  Check for growth traps: discount-led growth that churns, or repeat revenue hiding a fall in new customers

  FullWt 2GR

Tracking and compliance

• F2.1

  Email platform integrated with the store and syncing

  QuickWt 3JB GR
• F2.2

  Viewed Product, Added to Cart, Started Checkout and Placed Order all fire

  QuickWt 3JB
• F2.3

  Product catalog feeds the email platform

  FullWt 2JB
• F2.4

  Started Checkout count roughly matches store checkouts. A big gap means a broken sync or app conflict

  FullWt 2JB
• F2.5

  Anonymous visitor tracking on

  FullWt 1JB
• F2.6

  UTMs on every link. Revenue attributed at the email level

  FullWt 2JB
• F2.7

  Attribution window documented. Apple Mail privacy opens excluded from reporting

  FullWt 1JB
• F2.8

  Visible unsubscribe link and physical address in the footer (read the template)

  QuickWt 3JB KL
• F2.8b

  One-click unsubscribe header present on a real send

  FullWt 2JB KL
• F2.9

  Confirmed opt-in and GDPR handling where required

  FullWt 1JB
• F2.10

  SMS consent language, opt-out keywords, quiet hours, terms on site

  QuickWt 3JB
• F2.11

  First-party email data feeds ad audiences

  FullWt 1KL
• F2.12

  Email production process mapped (steps, owners, time). Red flag: bottlenecks

  FullWt 1KL

Deliverability and list hygiene

• F3.1

  SPF, DKIM and DMARC published for the sending domain, DMARC at quarantine or reject (check DNS and the platform's domain status)

  QuickWt 3DYD JB
• F3.1b

  SPF, DKIM and DMARC pass and align on a real send (check the headers)

  FullWt 2DYD JB
• F3.2

  DKIM signs as the brand's own domain, not the platform's

  FullWt 2DYD
• F3.3

  Sending from a dedicated, branded subdomain

  QuickWt 2JB
• F3.4

  Sending and root domains clean on domain blocklists (Spamhaus DBL, SURBL)

  QuickWt 3DYD
• F3.4b

  Sending IP clean on Spamhaus and Spamcop. On a shared IP, note the provider

  FullWt 2DYD
• F3.5

  Up to 10 test sends (campaigns, flows, transactional) placed in the six test inboxes. Log Inbox / Promotions / Spam

  FullWt 3DYD
• F3.6

  Content signals: tool scores, text-to-image balance, alt text, link count, click tracking, reply prompts

  FullWt 1DYD
• F3.7

  Bounce, complaint and unsubscribe rates, last 90 days, vs targets

  QuickWt 3JB KL
• F3.8

  Delivery rate, last 90 days, vs target

  FullWt 2JB
• F3.9

  Sending based on engagement. No campaigns to long-unengaged profiles

  QuickWt 3JB
• F3.10

  Bounced and inactive profiles suppressed. Date of last list clean

  FullWt 2JB
• F3.11

  Share of paid-for profiles that are suppressed or dead, and their cost on the plan

  FullWt 1JB
• F3.12

  Warming plan for any new domain or IP. BIMI set up (bonus)

  FullWt 1JB

Segmentation framework

• F4.1

  Engagement tiers exist: 30, 60, 90 days (Active, Warm, Cold, Inactive)

  QuickWt 3JB
• F4.2

  Active (ordered in last 182 days) and Lapsed segments exist

  FullWt 2GR
• F4.3

  Customer types exist: Casual (1 order), Curious (2–4), Loyal (5+), plus Biggest Fans, discount-only buyers, Disengaged

  FullWt 2GR
• F4.4

  Lifecycle segments: prospect, first-time buyer, repeat buyer, VIP, at risk, lapsed

  QuickWt 2JB
• F4.5

  Value-based segments (RFM or similar)

  FullWt 1JB
• F4.6

  Zero-party data collected and used to segment

  FullWt 1MM JB
• F4.7

  Modal first order and best-selling offer path identified, and compared

  FullWt 1GR

Campaign engine

• F5.1

  Last six weeks of sends mapped on a calendar

  QuickWt 2JB
• F5.2

  Cadence consistent, on fixed days, at or near target

  QuickWt 3JB RA IS
• F5.3

  Room to send more to engaged segments, raised gradually

  FullWt 2RA JB
• F5.4

  Campaigns go to segments, not the whole list. Share of whole-list sends

  QuickWt 3RA DYD JB
• F5.5

  Content-to-promo mix. Red flag: every email is a promotion

  QuickWt 2DYD JB
• F5.6

  Non-promo emails in rotation: reviews and customer showcases, comparisons, the hero story, FAQs, education, UGC

  FullWt 1JB
• F5.7

  Sale frequency and distinct offers per quarter

  FullWt 1JB
• F5.8

  Seasonal and launch calendar planned ahead

  FullWt 1JB
• F5.9

  Flow contacts (welcome, post-purchase) excluded from campaigns

  FullWt 2JB
• F5.10

  Campaign opens, clicks and click-to-open, last 90 days, vs prior quarter

  QuickWt 2JB RA
• F5.11

  Emails shoppable: links go to the right pages, CTAs throughout

  FullWt 1JB
• 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

  FullWt 2CO
• 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

  FullWt 1KL
• F5.14

  Renders on desktop, mobile and dark mode. Dynamic content used

  QuickWt 2JB
• F5.15

  Newsletter (if any) graded 1–4 on clarity, readability, value, relevance

  FullWt 1KL
• F5.16

  SMS broadcasts worth receiving, frequency respected, coordinated with email

  FullWt 2MM JB

• 1.1

  Signup forms live, popup shows sitewide

  QuickWt 3RA KL
• 1.2

  Popup submit rate per form vs target, from the signup tool's own dashboard. Flag high-traffic forms that underperform

  QuickWt 3JB
• 1.3

  Clear, specific signup incentive. Discount vs gift or free shipping tested to protect margin

  QuickWt 2JB
• 1.4

  Separate mobile popup. Full-screen vs partial tested

  FullWt 2KL JB
• 1.5

  Trigger timing tested against average time on page. Exit intent used

  FullWt 1KL IS
• 1.6

  Close button visible. Closed popup minimizes to a corner tab

  FullWt 1KL
• 1.7

  Offer copy readable on mobile and desktop

  FullWt 1KL
• 1.8

  SMS captured alongside email. Phone-first vs email-first tested. Onsite opt-in step where SMS is the focus

  QuickWt 2JB KL IS
• 1.9

  Multi-step form collects zero-party data. Preference center exists

  FullWt 1JB
• 1.10

  Header or footer signup form on the site

  QuickWt 1JB
• 1.10b

  Checkout consent for email and SMS, not pre-checked (walk through checkout)

  QuickWt 1JB
• 1.11

  Targeted forms: landing-page-specific, customer and VIP forms

  FullWt 1RA
• 1.12

  Lead magnets beyond a discount: guide, quiz, sample, trial. Two-step opt-in for high intent

  FullWt 1IS
• 1.13

  Partner, referral and affiliate list sources

  FullWt 1IS
• 1.14

  Paid traffic targeted, and ad, landing page and opt-in promise match what's delivered

  FullWt 2DYD GR
• 1.15

  Bot protection on forms (reCAPTCHA or honeypot)

  FullWt 1DYD
• 1.16

  Form A/B tests running

  FullWt 1RA JB
• 1.17

  New subscribers per month outpace unsubscribes and suppressions

  QuickWt 2JB

• 2.1

  Welcome flow live, sending, earning revenue

  QuickWt 3RA JB
• 2.2

  Welcome is a series, not one email: fast first send, origin story, main benefits, social proof, product range, first-order incentive

  QuickWt 3CO JB
• 2.3

  Browse abandon live: asks if they have questions, shows related products

  QuickWt 2RA CO
• 2.4

  Cart abandon live: reminder with checkout link, objection-handling email, last chance, dynamic cart items

  QuickWt 3RA CO JB
• 2.5

  Checkout abandon runs as its own flow

  QuickWt 3JB
• 2.6

  Smart sending off for cart and checkout abandon, on for browse

  FullWt 2RA JB
• 2.7

  Non-purchaser activation for subscribers who never bought

  FullWt 2JB
• 2.8

  No flow stuck in draft or manual. Triggers and filters correct

  QuickWt 3JB DYD
• 2.9

  Flows long enough. Red flag: one or two emails where a series belongs

  FullWt 2RA JB
• 2.10

  Revenue per recipient for each flow vs platform benchmark and prior period

  FullWt 2JB
• 2.11

  Buyers and non-buyers take different paths in these flows

  FullWt 1JB
• 2.12

  SMS welcome and abandon messages exist and are tuned

  FullWt 2JB MM
• 2.13

  First-purchase offer clear in the welcome. Codes apply easily or automatically

  QuickWt 2GR
• 2.13b

  Same offer in ads and on landing pages

  FullWt 2GR
• 2.14

  Common objections known and answered in the welcome and abandon flows

  FullWt 1MM 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

  FullWt 2GR
• 2.16

  Underperforming emails in these flows are split-tested

  FullWt 1RA

• 3.1

  Post-purchase series live, separate from shipping updates

  QuickWt 3GR RA JB
• 3.2

  Post-purchase teaches how to use the product and what to expect, and builds a habit

  FullWt 2GR MM JB
• 3.3

  First-time and repeat buyers get different post-purchase paths. Gift vs personal use where relevant

  FullWt 2JB
• 3.4

  Order confirmation is memorable: story, excitement, an extra offer

  FullWt 1CO
• 3.5

  Before-it-ships email offers a bigger version or a matching accessory

  FullWt 2CO
• 3.6

  Shipping updates for each fulfillment stage, each with some marketing content

  FullWt 1GR
• 3.7

  Review request after enough time to use the product. Incentive considered

  QuickWt 2CO JB
• 3.8

  Cross-sell flow, including a "have you seen our other products?" email

  QuickWt 2IS JB
• 3.9

  Replenishment timed to the predicted next order date

  QuickWt 3CO RA
• 3.10

  Order bump at checkout and one-click upsells after purchase

  FullWt 2IS
• 3.11

  Thank-you page offer

  FullWt 1IS
• 3.12

  Bundles, kits, line extensions, downsells, faster shipping, warranties

  FullWt 1IS
• 3.13

  Campaigns to customers differ from campaigns to prospects

  FullWt 2JB
• 3.14

  Recent buyers excluded from acquisition offers

  QuickWt 2JB
• 3.15

  Post-purchase leg of the mystery shop: shipping updates, separate series, relevant content, delivery speed

  FullWt 1GR
• 3.16

  Why customers buy again is known, and the flows use it

  FullWt 1MM
• 3.17

  LTV by first product or category checked, to see if a product brings in worse customers

  FullWt 1GR

• 4.1

  VIP criteria defined and used

  QuickWt 3MM JB
• 4.2

  VIP flow thanks top spenders, asks how to serve them better, gives an exclusive reward

  QuickWt 2CO
• 4.3

  Loyalty program (points, rewards or tiers)

  FullWt 2KL IS JB
• 4.4

  Referral program

  FullWt 2KL JB
• 4.5

  Subscription or membership offer for products bought on a cycle

  QuickWt 2IS KL
• 4.6

  Appreciation sales, gift cards, early access for loyal customers

  FullWt 1IS
• 4.7

  Reviews and UGC collected and used in email

  FullWt 1KL JB
• 4.8

  Word of mouth and advocates are created on purpose

  FullWt 1MM
• 4.9

  Customer satisfaction measured (NPS or similar)

  FullWt 1MM JB

• 5.1

  Win-back flow at about 30, 60 and 90 days since last order, offer growing each step

  QuickWt 3CO RA
• 5.2

  Reactivation sequence for long-inactive subscribers

  FullWt 2IS JB
• 5.3

  Sunset flow gives one last chance, then suppresses

  QuickWt 2JB
• 5.4

  Reasons customers stop buying are known, and something is done to prevent it

  FullWt 1MM
• 5.5

  Lost customers still leave with a good experience

  FullWt 1MM
• 5.6

  Discount-only buyers and Disengaged customers handled differently from lapsed loyal customers

  FullWt 1GR

• M.1

  Email and SMS share of revenue reported monthly (from Intake)

  FullWt 2RA JB
• M.2

  Flow and campaign revenue tracked separately, with revenue per recipient per flow (from Intake)

  FullWt 2JB
• M.3

  Click rate and placed-order rate are the main metrics, not opens

  FullWt 2JB
• M.4

  LTV tracked at 30, 60 and 90 days, month over month

  FullWt 2JB
• M.5

  Store and email-platform revenue reconciled: store order total vs the platform's Placed Order total for the same window

  QuickWt 2JB
• M.6

  Monthly or quarterly review where flows are revisited and rebuilt

  FullWt 1MM
• M.7

  Tests running on forms, flow emails, subject lines and send times

  QuickWt 2RA JB
• M.8

  Tests kept on a calendar, ranked by the top KPIs from F1

  FullWt 2IS GR
• M.9

  Each test has a hypothesis and a decision rule before it starts

  FullWt 1NEW