Email & Lifecycle Audit

What's included

Deliverability

• SPF, DKIM, and DMARC records with policy enforcement level
• Sending domain and subdomain setup, plus reputation on the shared or dedicated IP you use
• Bounce, complaint, and unsubscribe rates against provider thresholds
• Gmail and Yahoo bulk sender requirements, including one-click unsubscribe headers
• Inbox placement testing across the major providers
• Link domain and image hosting, since a flagged shortener drags every send down with it

List health

• Growth sources and how each segment behaves after signup
• Sunset policy for unengaged subscribers, assuming one exists
• Suppression list handling and re-import mistakes
• Consent capture at signup and what the record actually stores
• Duplicate profiles created by integrations

Automation coverage

• Flow inventory mapped against the customer lifecycle, showing which stages have no email at all
• Welcome, abandonment, post-purchase, winback, and replenishment coverage
• Trigger logic, delays, and exit conditions, including flows that keep sending after someone converts
• Overlap between flows and campaigns hitting the same person in the same hour
• Transactional and marketing separation

Performance

• Revenue per recipient by flow and by campaign
• Attribution settings inside the ESP and how they inflate reported revenue against GA4
• Segmentation quality and whether your segments behave differently from each other
• Send time, frequency, and fatigue analysis
• Template rendering across clients, dark mode, and mobile

Deliverable

• Deliverability fixes implemented
• Flow gap list ranked by expected revenue
• Reconciliation between ESP-reported revenue and your actual numbers

Why it matters

Email underperforms for boring reasons more often than creative ones. The DMARC policy sits on none, the domain has been mailing a stale list for two years, and campaigns land in promotions or worse. No amount of subject line testing fixes an authentication problem.

The other half is attribution. Every ESP reports revenue on a generous default window, so the number in Klaviyo and the number in GA4 will never agree, and clients notice. Knowing the size of that gap and being able to explain it beats arguing about which tool is right.