Deliverability audit workbook
[AUDIT COMPLETION DATE]
Travis Hazlewood
Head of Email Deliverability at Ortto
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Account audit & analysis
Breakdown of your current sending practices
[Write out findings here]
Item description
Deliverability dashboard
Create a dashboard using our ‘Deliverability dashboard’ template to quickly see trending performance data for your account.
Last 90 days traffic trend
Build a report showing volume over time using our ‘Email summary by week report’ template.
LOWEST PERFORMING
Campaign name
Stats:�Subject line:
High and low performing single campaigns�30 days
(***+ Volume)
HIGHEST PERFORMING
Campaign name
Stats:�Subject line:
LOWEST PERFORMING
Campaign name
Stats:�Subject line:
High and low performing automations�30 days
(***+ Volume)
HIGHEST PERFORMING
Campaign name
Stats:�Subject line:
| | | |
| | | |
| | | |
Opens
Bounces
Unsubscribes
Complaints
Last 30 days
Prev 30 days
Trend up/down
30 day�metrics
Compare overall trending engagement data comparing last 30 days vs previous 30 days.
[number] | [number] | [number] | [number] |
[% of list] | [% of list] | [% of list] | [% of list] |
>35% | <50% | <10% | <5% |
Opened in �last 30 days
Opened in �30 - 90 days
Opened in
90 - 365 days
Not a�single open
Total number
% of list
Goal %
Subscriber engagement
Breakdown of list-health by recipients’ last engagement.
You can get this data via our ‘Audience breakdown by engagement age’ template.
Email engagement funnel
Build a report showing the engagement proportions from the last 30 days via our ‘Email engagement funnel’ template.
Audit evaluation
Answer the following questions to understand likely causes of strong vs poor metrics.
What are the key differences between the strong vs poorer performing campaigns/playbooks/journeys?
Think “focused vs general” and look at subject line, content, audience segmentation, triggering activities, timing, etc.
[Write out findings here]
Audit evaluation
Answer the following questions to understand likely causes of strong vs poor metrics.
What activities see the largest drop off in the engagement funnel and can use improvement focus?
Think opens vs clicks vs purchases and what affecting elements as advised in the previous slide need updating to encourage a stronger proportionality here.
[Write out findings here]
Audit evaluation
Answer the following questions to understand likely causes of strong vs poor metrics.
What proportion of your audience is weighing your reputation down with engagement and how can you work strategically to mitigate this?
Think about retargeting-strategies, like the removal of older, unengaged subscribers from regular sends for win-back campaigns only or a review of what age subscriber interest starts to fade, etc.
[Write out findings here]
Extra advice�
Trust the process
One thing leads to another... trust the process.
Closing
Time for questions.