7 Steps to Audit Your Existing Email Workflows
You’ve signed up for an email list, expecting valuable insights or exclusive offers. Instead, you get hit with three emails in one afternoon, or maybe a random message that doesn’t even match the reason you subscribed in the first place.
It’s the kind of experience that makes you instantly reconsider sticking around.
For anyone who sends emails — whether it’s for a personal brand, e-commerce shop, or service-based business — this disconnect can be a huge deal-breaker for new subscribers.
Conducting an email marketing audit is an essential regular process to help you catch these exact issues, bringing a fresh perspective to your workflows.
Why Run an Email Marketing Audit?
Auditing doesn’t just mean poring over endless data and trying to make the numbers reveal their story. It’s about making sure each email aligns with what your readers want, and is actively helping your business achieve its goals.
Regular email marketing audits help you pinpoint what’s connecting with your readers (or pushing them away), allowing you to adjust as needed and keep things running smoothly.
How Often Should You Audit Your Workflows?
For most, twice a year works. But if you’re running a fast-paced campaign or if your audience’s needs shift frequently, quarterly audits can make a big difference.
Each audit is a chance to make sure every workflow still serves its purpose, keeps readers engaged, and aligns with your current business strategies.
Your 7-Step Workflow Audit Checklist
- Check Your KPIs (Open Rates, CTR, Engagement)
- Evaluate Email Frequency
- Review Subject Lines & Sender Name
- Assess Design & Accessibility
- Examine Your Content Quality
- Review Your Segmentation & Targeting
- Optimize CTAs for Clarity
Now Let’s Break It Down Even Further ⤵
1. Check Your KPIs (Open Rates, CTR, Engagement)
Open rates, click-through rates, and engagement metrics act like a health checkup for your emails.
Low open rates might mean your subject lines aren’t hitting the mark, while a low click-through rate suggests your CTA might need to be stronger or clearer (or, could potentially show a disinterest from your readers).
Reviewing these metrics gives you insight into how well your emails are performing and where small tweaks could get things back on track.
To improve, experiment with changing up one element at a time to see which part is not vibing with your subscribers.
2. Evaluate Email Frequency
Are you emailing too much, too little, or just right? You need to Goldilocks the situation.
When you send too many or too little emails, both routes lead to the same undesired result: high unsubscribe or spam rates (which can hurt your sender reputation in the long run).
On the one end, your subscribers may feel like you’re invading their inbox and bombarding them with too many communications.
On the other, they’ll wonder how you even got their email because they’ll have forgotten the reason they signed up in the first place.
Find a cadence that keeps you in front of your audience but doesn’t make you feel like you’re spamming them.
Ideally, test different frequencies over a few months to see what resonates best with your readers and what aligns with your content schedule.
3. Review Subject Lines & Sender Name
Your subject lines and sender name are your first chance to make an impression and stand out in the inbox.
The variety and tone of your subject lines matter — are they consistent with your brand voice while bringing something fresh to each email?
If they’re starting to sound repetitive or too vague, it’s time to add a bit of intrigue or value upfront.
Consider how each subject line can give readers a reason to open, whether by offering a clear benefit, creating a small “aha” moment, or adding a touch of playfulness.
Your sender name matters too. Are you presenting yourself in a way that’s familiar and recognizable to your readers?
If you’re known as a personal brand, keep it personal, and if you’re using a business name, make sure it’s clear and on-brand. Consistency here helps readers immediately recognize your emails, building trust and familiarity over time.
4. Assess Design & Accessibility
How do your emails look on mobile versus desktop? What about in dark mode?
Accessible, easy-to-read design makes sure everyone in your audience has a smooth experience.
Email design isn’t just about looking good. You also want to make sure it’s readable and accessible for everyone. So don’t overlook ALT text on your images, either!
Mobile-friendly designs, clear fonts, and concise copy help your message come through, no matter where or how your reader is viewing it.
For accessibility, make sure your font is large enough and has a good contrast against the background. And always preview your emails on both desktop and mobile before hitting send.
5. Examine Your Content Quality
Is your content still serving your readers? If they signed up for helpful insights but keep getting bombarded with sales pitches, that’s a quick way to lose their trust.
Every email should offer real value that aligns with why they subscribed in the first place.
Take a look at your workflow emails — are they providing a good mix of educational or insightful content along with the sales-focused content?
If you’re seeing that people aren’t interested in the main goal or purpose of the workflow, this could be a sign your content isn’t doing its job.
6. Review Your Segmentation & Targeting
Automated emails are only effective when they reach the right people at the right time.
Review your workflows to make sure they’re targeting the right segments and filtering out those who don’t need the message.
Are your abandoned cart emails skipping customers who already bought since the flow started? Are engagement emails only reaching those who need a gentle nudge to stay connected?
You’ll also want to check that all your branches are split strategically that still makes sense (like link click actions, engagement metrics, and more.)
Adjust your targeting, so each email reaches readers based on their specific actions and interests, helping your messages feel relevant and timely every time.
7. Optimize CTAs for Clarity
Your CTAs are the bridge between curiosity and action. If they’re vague or overly pushy, readers might skip them altogether.
A strong CTA is inviting, clear, and gives readers an easy path forward. Test different styles — like “Find Out More” or “Grab Yours Now” — to see what works best, but keep them short and impactful.
Your CTA should feel like a natural, helpful suggestion rather than a hard, forced sell.
Summarizing The 7 Steps To Auditing Your Emails
Conducting a regular email workflow audit can prevent disconnects that push your readers away. From frequency to content quality, reviewing each component keeps your emails aligned with what your audience actually wants.
When your emails are relevant and thoughtful, readers are more likely to stick around and engage.
Taking time to refine your subject lines, design, and segmentation makes sure every email stands out, is easy to read, and reaches the right people.
With these seven steps, you’re set to audit your workflows with confidence, knowing each email has a purpose and connects authentically.
By making your email strategy intentional and effective, you’re setting the stage for meaningful engagement that grows with your business.
Don’t Have Room In Your Schedule?
If your email workflows could use a deeper dive, but you don’t have time to handle it all, an Audit & 90-Day Email Strategy and Content Plan offers a customized approach that lets you get right to the good stuff.
I’ll examine how your emails are currently landing, spot areas for improvement, and build a strategic plan tailored to your goals.
With data-driven insights and a clear path forward, your emails can do what they’re meant to: connect authentically, engage consistently, and make a meaningful impact for your business.
Thanks so much for reading — and speaking of: let’s talk about how I can help you write emails that your community actually reads.
I’m Aireanna, and I’m here to help you turn subscribers into loyal customers. If you’re vibing with what I’m sharing, here’s how we can keep in touch:
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