How to Do Your Own Email Audit:
A Hands-On Guide
What Most Media and List Brokers
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Are your email open rates and click-throughs steadily declining, even though you haven’t changed the way you send your email? Would you like a 10-20% improvement in response to your emails with no increase in cost? If you answered “yes” to either of these questions, it may be time for an email audit.

You’ve put a lot of effort into planning the most effective and compelling communications to your customers and prospects, and the last thing you need is a technical glitch that can keep people from receiving your message in the way you intended for them to receive it—or possibly keep them
from receiving it, period.

An email audit can help—by analyzing the steps for composing and sending email to your house files and rented opt-in lists, and comparing these procedures to best practices in direct marketing. Specifically, we’re going to look at three areas that have been identified as trouble spots in hundreds of email programs we have reviewed:

  • Problematic or “dirty” HTML coding.
  • Disconnects between the way you design your communication and the way your recipients
    see it.
  • Getting trapped by spam filters, in spite of your best efforts to comply with the ever-changing definitions of what is and isn’t junk email.

We've included a total of 8 action items, which you’ll find at the end of each section. By applying even a few of these—many of which you really can “do yourself ,” especially if you or a staffer have good HTML coding skills—you can reap a fast reward in terms of an immediate uptick in results from your next promotion.

This isn’t an exhaustive list—we’ve focused on the big problems that yield big improvements when they are resolved. If you’d like to dig deeper, or if you’re interested in professional email audit services, please email Denise Greenberg or call 415-864-0279.

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