Email marketing check-up: Your quarterly review guide
The end of a quarter is the perfect time to pause and assess whether the efforts you’re making in your business are actually working. Instead of constantly adding more to your to-do list, let’s focus on what’s actually leading to sales in your Shopify store.
When it comes to email marketing, regular reviews are key. Take the time to analyse your email campaigns and flows will help you understand what resonates with your audience. If you haven’t reviewed your email strategy in a while, this is your reminder to do it now.
Here’s a step-by-step process to help you conduct a data-driven email audit that will set you up for success in the next quarter.
Step 1: Gather your data
Before planning your next round of campaigns, start by reviewing the last quarter’s email performance. To do this, head into Klaviyo analytics and export the last 365 days of campaign data. Once you have the data, drop it into ChatGPT for analysis and look for the following insights:
📌 Best 10 subject lines by open rate
Are there any trends?
Were emojis used? Which ones?
Were there repeated keywords or phrases?
📌 Worst 10 subject lines by open rate
Why did these underperform?
Were they too vague or too long?
Any trends in phrasing or formatting?
Did you use emojis at the beginning of the subject lines?
📌 Top 10 emails by revenue per recipient
Were these all sales emails?
Look for high-performing non-sales emails (we want more of these!).
Find ways to reduce reliance on discounts while still making sales.
📌 Emails with the highest spam rates
Were subject lines written in all caps?
Were there too many emojis or salesy phrases?
📌 Emails with the highest unsubscribe rates
Which emails lost the most subscribers?
Was the content misaligned with audience expectations?
📌 Best days for sales (Revenue per recipient)
If you only send emails on certain days, consider testing new ones.
📌 Best days for engagement (Open & click rates)
Are these different from the best sales days?
Use this insight to schedule more value-based content.
Step 2: Identify repeatable email strategies
Once you’ve identified your top-performing emails, the next step is to repurpose and refine. You don’t need to create brand-new content every time. Instead, find what works and repeat it strategically.
For example, one of my clients sends a review-based email every six weeks to engaged non-customers. It’s been converting for two years because the audience in that segment is constantly changing! The key? We refresh the imagery, subject line, and featured reviews while keeping the format the same.
Step 3: Don’t underestimate a classic newsletter
Not every email needs to be sales-driven. A well-crafted newsletter that shares valuable content can be a game-changer. Consider curating:
✔️ Your favorite industry reads
✔️ Podcasts or articles you found insightful
✔️ Fun memes or trending topics
✔️ A product highlight (yes, always include one!)
Your audience wants to connect with you as the founder. Giving them a peek into what inspires you will build trust and engagement.
Final thoughts
By regularly auditing your email marketing, you can refine your strategy, cut out what isn’t working, and double down on what improves results. Take the time this quarter to analyse your email data, identify trends, and create repeatable, high-converting emails.
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