How to conduct an end-of-quarter audit of your email marketing
Running your email marketing on autopilot? An end-of-quarter audit is the perfect way to pause, review what’s working, and tweak your strategy for even better results. Whether you’re a creative Shopify founder or partnering with a Klaviyo email marketing agency, a regular check-in helps you stay aligned with your goals and keep those emails delivering.
Here’s a step-by-step guide to auditing your email marketing like a pro.
Here’s a step-by-step guide to help you effectively review your email marketing.
Step 1: Reflect on your goals
Start by revisiting the goals you set for the quarter (or year) and asking yourself a few key questions:
Successes: Which campaigns hit it out of the park? What made them so effective?
Challenges: Where did things fall flat, and why?
Improvements: What can you do differently next quarter?
Energy levels: When did you feel most productive and excited about your email marketing?
Low points: What drained your energy? (We’ve all been there.)
This reflection step sets the stage for clearer, more intentional email planning going forward.
Step 2: Analyse Klaviyo benchmarks and campaign performance
Now, let’s dig into the data. Klaviyo makes it easy to get the insights you need to make informed decisions:
Email volume: How many emails did you send each month? Did you keep a consistent pace?
Engagement metrics: Which emails drove the most opens, clicks, and sales? Highlight your top performers to see what resonated.
Historical comparison: How do your results compare to the same quarter last year? Did you repeat any winning strategies, or are there old campaigns worth revisiting?
Pro tip: As a Klaviyo email marketing agency, we recommend tracking performance for key flows (like Welcome flow, abandoned cart, and post-purchase emails) as well as campaigns to get the full picture.
Step 3: Get organised with a campaign planner
A quarterly campaign planner can be a game-changer for staying ahead and avoiding last-minute email stress.
Here’s how to make the most of it:
Brainstorming: Use a dedicated tab to generate campaign ideas that align with your business goals.
Guidance: Follow step-by-step videos (or templates) to keep the planning process simple.
Segmentation: Build customer segments based on behaviour or preferences so your emails hit the right inboxes.
Staying organised now means fewer blank-screen moments later—and emails your audience actually looks forward to.
Step 4: Commit to your strategy
The key to email marketing success? Consistency. Once your plan is set, stick to it. Here’s what to focus on:
Regular schedule: Block out time for writing and sending emails. Treat it like a non-negotiable meeting with your audience.
Testing: Try out new content types, offers, or send times. Small tests can reveal big opportunities to improve your results.
Insights to track:
What types of content get the most engagement?
How do conversion rates compare between new and returning customers?
When are your subscribers most likely to open and click?
Do your customers respond better to discounts, bundles, or exclusives?
Want more email marketing tips tailored to Shopify founders?
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