The B2B Email Revenue Audit Checklist

Do you know your current list size AND active subscriber count?
Most companies know their total list size but not how many subscribers have opened an email in the last 90 days. If less than 30% are active, you have a reactivation opportunity.

Have you cleaned your list in the last 6 months?
Dead subscribers hurt deliverability. They drag down open rates and can send your emails to spam for everyone.

Do you segment your list by at least 2 criteria?
(e.g., buyer type, engagement level, lead source, product interest). One-size-fits-all emails leave money on the table.

Do you have a system to tag subscribers by behavior?
(clicks, page visits, downloads, purchase history). Behavior-based sends convert 3-5x higher than broadcasts.

Is your list growing by at least 5% per month?
If not, you're running on a shrinking asset.

Do you have a welcome email that sends within 5 minutes of signup?
Welcome emails get 50-80% open rates. If you're not sending one, you're wasting your highest-engagement moment.

Does your welcome sequence have at least 3-5 emails?
A single welcome email is not a sequence. You need to introduce yourself, build trust, and guide toward a next step.

Does your welcome sequence end with a clear CTA?
(book a call, start a trial, buy a product). The sequence should move people toward revenue.

Have you tested your welcome sequence in the last 6 months?
Subject lines, send times, and content should be reviewed regularly.

Do new subscribers reply to your welcome email?
If you're not asking for a reply, you're missing a deliverability boost and a conversation opportunity.

Do you email your list at least once per week?
Inconsistent sending is the #1 list killer. Every week you stay silent, engagement decays.

Is your average open rate above 35%?
Below 35% signals content or deliverability issues. Below 20% is a red flag.

Is your average click-through rate above 3%?
Clicks mean your content drives action, not just opens.

Do you have a content calendar for your emails?
Random emails = random results. A calendar ensures consistency.

Does every email have a single, clear CTA?
Multiple CTAs compete with each other and reduce conversions.

Do you have at least one automated sales sequence?
(e.g., free trial → paid, lead → consultation, subscriber → purchase). If all revenue depends on manual campaigns, you're capped.

Can you attribute revenue to email?
If you can't say "email generated $X this month," you're flying blind.

Do you send behavior-triggered emails?
(e.g., someone visits pricing page → gets case study email). These convert 3-5x higher than broadcasts.

Do you have a reactivation sequence for dormant subscribers?
The easiest revenue is re-engaging people who already know you.

Have you A/B tested any sales emails in the last 90 days?
Testing is how you compound improvements over time.

Are your emails landing in Primary (not Promotions or Spam)?
Check by sending a test to a fresh Gmail account.

Do you have proper authentication set up?
(SPF, DKIM, DMARC). Without this, your emails may not reach inboxes at all.

Do you monitor your sender reputation?
Tools like Google Postmaster help you spot deliverability issues before they become crises.

Is your email platform properly integrated with your CRM/website?
Data should flow both ways. Subscriber actions on your site should inform email behavior.

Do you have a process for regularly reviewing and optimizing?
Email isn't "set it and forget it." Monthly reviews are the minimum.