Audit, testing, 1-2-3!

Est. reading time: 6 min

We are now smack dab in the middle of Q4 — the end of the year is right around the corner — so as everyone begins to wind down and review their offers, websites, etc. for the start of the new year, now is the perfect time to also review the forgotten email marketing and list building tasks you set up so very long ago.

It’s one of the most boring things we have to do in business that sometimes gets pushed off to the side — especially if no one alerts you when something has gone weird. So, add this checklist to your end of year (and mid-year) audit so you’re ready to rock when 2024 turns the corner.

Part One – Email: Autoresponder Messages

Welcome Email

If your email service provider doesn’t offer spell/grammar check, copy and paste your email into Word/Google doc or Hemingway Editor to analyze:

• Does it still represent you and your business?

• Is it a good fit for the audience you want to attract?

• What is the main purpose of your welcome email? It should have at least one (preferably only one) main call to action.

• Set expectations for your email schedule — daily? weekly? when you have something to say?

• Rework and save new welcome email

• Check the from field name and email — do you need to update your name or company name?

• Are the grammar and spelling where they need to be?

Autoresponder Messages

After your initial welcome email, you’ll check your autoresponder messages (any message in the sequence that follows your welcome email) and any other automation that delivers a product. Analyze:

• Attention grabbing subject lines: the welcome email is the most opened email, so make sure your automated follow-ups also grab attention.

• Helpful and current content: make sure the information is still relevant and not outdated in regards to your content/brand.

• Valid and interesting offers: do you have new offers in your offer stack that might be more relevant now?

• Working links: check that all links are working and lead to the correct offer

• Update social media links

• Bonus: If you have a support or info email, think about turning on an autoresponder reply with common questions or up to date information folks can read while they wait for your reply.

Part Two – Email: Broadcast Emails

Broadcast emails are not automated per se, but they are usually scheduled within a couple of weeks, or written in the moment and sent to your entire list at a certain time. Usually (I hope), you will have a template that you can use for your broadcast emails, so now you’ll check your templates and process.

• Review your schedule: do you need to edit your email marketing schedule?

• Does the content and format still make sense or are you ready to switch it up?

• Ask readers for feedback! Do they enjoy the segments or would they like to see something else?

• Set up your UTM tracking links and testing process.

• If you use redirect links, make sure they are still active and not broken.

Part Three – List Building: Forms, Pages, and Testing

Opt In Forms and Pages

Check your active freebie or newsletter opt-in forms. Make sure the forms are still active and relevant. If you have tons of forms on different blog posts, it might not be worth going through all of them, but review your most popular posts (you can check analytics.google.com) and/or forms to make sure they function correctly. Check your pop ups, opt in form builders, welcome banners etc. Check forms on your stand-alone opt-in pages, social media sites, etc. Test your copy on everything and make sure it’s still relevant.

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