Email Audit Framework for Business Growth

Is your email strategy a chaotic mess? 🤔 I've seen it too many times, companies sending emails from multiple systems or sources with zero coordination. Marketing emails from one platform. Transactional emails from another. Product notifications from somewhere else entirely. And nobody has a complete picture of what's happening. The result? Customers getting bombarded with mixed messages. Deliverability issues that nobody can solve. And zero visibility into what's actually working. But here's the thing: Your email ecosystem is probably your most valuable customer touchpoint. Yet it's often the most neglected part of your tech stack. The real problem? Most companies have never mapped their entire email architecture. They're flying blind and it's costing them millions in lost revenue and damaged customer relationships. So what's the fix? It starts with a comprehensive 4-layer mapping approach: ✅ Layer 1: Foundation Mapping Identify EVERY system sending emails (marketing, product, support, outreach, etc.) Document ownership, purpose, and infrastructure ✅ Layer 2: Customer Journey Mapping Visualize touchpoints across the entire lifecycle + map triggers, logic, copy, and metrics for each email ✅ Layer 3: Performance Audit Benchmark deliverability health across all providers Measure engagement and attribution metrics ✅ Layer 4: Strategic Architecture Consolidate platforms and simplify infrastructure Introduce AI workflows and fix compliance gaps I've seen companies double their email ROI just by getting visibility into their email ecosystem. And guess what? The companies that master this don't just improve performance - they transform email from a tactical channel into a strategic asset. Your email architecture isn't just a technical concern. It's a business imperative. Map it. Optimize it. And watch your customer experience and engagement soar. What's the most chaotic part of your company's email ecosystem? I'd love to hear in the comments 👇

I grew my client’s best email month by 148% from €525K to €1,3M. Here’s how I did it: When I first took on this client, I loved his vibe and product. But it was tricky… • They only sell 1 product • My client hates being salesy • They sell in multiple countries using native languages Step 1: Audit Every client I take on goes through a thorough list audit. I audited his list with my 66-point Klaviyo checklist to: • Identify what’s leaking revenue • Pinpoint what’s working to double down • Develop a strategy plan to increase his sales Once done and discussed, we got to work on: Step 2: Building and optimizing flows He had multiple flows set up but only his welcome flow was good. The rest was non-existent or only had 1-2 basic emails. So we redid his flows. When I was done, we instantly saw an increase in email revenue. The secret? I used founder-led content. The emails feel like a 1:1 convo, and most of my time went into the copy because… Design attracts but copy sells. The next step was… Step 3: Proper segmentation For a brand that sells one product, it’s easy to neglect the ones who’ve bought. (especially since it’s not a replenishable product) But my client is working on new products. Neglecting anyone would be a HUGE mistake - it always is. Here’s how I segmented: • Language • Engaged vs non-engaged • Customer vs non-customer All emails are properly targeted and personalized with the right intention. It makes people feel like we’re talking directly to them. But this wasn’t enough as… Step 4: Ramp up campaign volume They weren’t sending campaigns which meant a lot of revenue was left on the table. I started with re-engagement campaigns to identify the engaged segment. (if you don’t know this your deliverability will go down the drain) Then I split the engaged segment into: • Non-customers • Everyone That’s how I ensure we don’t send emails that aren’t relevant to the reader. The more campaigns you send, the more touch points and familiarity you create. Which leads to closer relationships and more sales. Many eCom founders are scared of being annoying if they send too many campaigns. If you only send: 1/ Sales and discounts 2/ Things that people don’t care about Then yeah you’re being annoying. But if you do email marketing the quiet way, people want to hear from you. It wasn’t all sunshine and rainbows. This job was brutal. But our hard work paid off because we… ↳ Topped his best sales day in Oct ↳ Grew total revenue by 69% to 4.51M ↳ Beat his best email month by 148% to 1.30M ↳ Grew campaign revenue from 0 to 414k (in Oct) ↳ Involved his customers in his new product development process And the best part? I’ve only been working with them for 3 months. We’re just getting started. -- If you’re an eCom owner who wants to scale your revenue: I’m looking to work with 2 eCom brands to help them increase their email revenue in the next 60 days. DM me “email” and I’ll get you the details.

I've audited 500+ email accounts in 5 years and you'd be surprised how many make these 3 mistakes even if they're an 8 figure brand with 10+ years experience in email marketing. Mistake #1: No ongoing testing Most brands run email marketing blind. • No regular performance checks • No systems to detect problems • No optimization processes Result: Problems compound until they become disasters. Mistake #2: Theory over practicality Brands focus on vanity metrics: • Open rates • Click rates • Email attribution percentages What actually matters: → Repeat purchase rate → Customer lifetime value → Time between purchases → Actual profit margins Mistake #3: Tunnel vision Most brands only look at email metrics. They ignore: • Inventory management • Ad performance • Overall profitability • Customer acquisition costs The fix: For Testing: Set up monthly performance reviews. Track what moves the needle. Test one variable at a time. For Metrics: Focus on business outcomes, not email stats. Track revenue per customer, not revenue per email. For Holistic Growth: Look at your entire customer journey. Email is one piece of a bigger puzzle. Bottom line: It's 2025. You can't run your business blindly. Know your numbers or stay stuck. The best brands know exactly which metrics drive growth. This divide will only get bigger.