Most retention programs have problems their owners cannot see: a flow that stopped firing, a segment nobody uses, a deliverability trend heading the wrong way. An audit finds them. This checklist covers the full program, from data to reporting, with a simple scoring method so you can see where to act first.
The short version: audit in layers: foundation (data, consent, deliverability), then flows, campaigns, segmentation, channels, testing, and measurement. Score each area, fix the biggest revenue gaps first, and repeat twice a year.
How to use this checklist
- Work through each section and mark each item: Yes (2), Partly (1), No (0)
- Total each section, then convert to a percent of the maximum
- Prioritize sections with low scores that also affect a lot of revenue
- Record owners and dates for fixes
| Score by section | Reading |
|---|---|
| 80 percent or above | Strong; focus on testing and optimization |
| 50 to 79 percent | Solid base with clear gaps; fix the highest-impact items |
| Below 50 percent | Foundational issues; start here before adding new tactics |
Section 1: Data and integrations
- ☐ Ecommerce platform events sync correctly (viewed product, added to cart, started checkout, placed order)
- ☐ Customer properties are clean and consistently named
- ☐ Duplicate and test profiles are handled
- ☐ Loyalty, reviews, subscription, and helpdesk tools are connected
- ☐ Sign-up sources are tagged
- ☐ Revenue in your email platform reconciles reasonably with your store data
- ☐ Someone owns data quality
Section 2: Consent and compliance
- ☐ Email and SMS sign-up forms disclose what subscribers are agreeing to
- ☐ Consent records are stored with timestamp, source, and language shown
- ☐ SMS consent is collected separately from email
- ☐ Opt-outs are honored immediately and across systems
- ☐ SMS quiet hours are enforced by recipient time zone
- ☐ Sender registration for SMS is approved and current
- ☐ Counsel has reviewed consent language and flows
See SMS Compliance for Ecommerce.
Section 3: Deliverability
- ☐ SPF, DKIM, and DMARC pass and align
- ☐ One-click unsubscribe works, with a visible unsubscribe link
- ☐ Google Postmaster Tools is connected, and domain reputation is healthy
- ☐ Spam complaint rate is tracked and kept low
- ☐ Hard bounces are suppressed
- ☐ A sunset policy suppresses long-term unengaged subscribers
- ☐ Engagement by mailbox provider is reviewed regularly
- ☐ A warm-up plan exists for any change in domain, platform, or volume
See Email Deliverability for Ecommerce.
Section 4: Core flows
- ☐ Welcome flow is live, branches by source and purchase, and exits on order
- ☐ Abandoned cart flow is live and tested
- ☐ Checkout abandonment is handled without overlapping with cart abandonment
- ☐ Browse abandonment is live and capped
- ☐ Post-purchase flow covers confirmation, education, review, and cross-sell
- ☐ Replenishment is live for consumables
- ☐ Winback flow is live, with a sunset path
- ☐ Back-in-stock flow is live if relevant
- ☐ VIP or loyalty flow exists
- ☐ Every flow was reviewed in the last six months
- ☐ Flows do not send conflicting messages to the same person
See Klaviyo Flows Every Ecommerce Brand Needs.
Section 5: Campaigns
- ☐ A campaign calendar is planned at least 30 to 60 days ahead
- ☐ Each campaign has one goal and one primary call to action
- ☐ Campaigns are segmented, not all sent to the full list
- ☐ Promotions are balanced with value-driven content
- ☐ Templates are mobile-friendly and tested
- ☐ Subject lines and preview text are specific and honest
- ☐ Peak season (BFCM) plan is built early
See BFCM Planning Guide.
Section 6: Segmentation and personalization
- ☐ Engagement tiers are defined by clicks and purchases
- ☐ Lifecycle segments (new, repeat, VIP, lapsed) are live and used
- ☐ RFM or value-based segments exist
- ☐ Product or category affinity is used in flows and campaigns
- ☐ Discount sensitivity is accounted for
- ☐ Recent purchasers and support cases are suppressed from promotions
- ☐ Segments are named and documented
See Email Segmentation Strategies.
Section 7: Channels
- ☐ SMS has a clear role and is coordinated with email
- ☐ Cross-channel suppression and frequency caps are in place
- ☐ RCS has been evaluated or tested
- ☐ Direct mail has been tested for high-value segments
- ☐ Loyalty and subscription programs connect to email and SMS flows
- ☐ Paid audiences are synced from your CRM, including suppression of purchasers
See SMS vs Email and Omnichannel Retention.
Section 8: Creative and copy
- ☐ Emails and texts reflect current brand voice and offers
- ☐ Offers lead near the top of the message, so AI summaries capture them
- ☐ Product imagery and blocks are current and accurate
- ☐ Accessibility basics are covered: alt text, contrast, readable fonts
- ☐ Flows avoid defaulting to discounts
See AI and the Inbox.
Section 9: Testing and measurement
- ☐ A testing roadmap exists, with documented results
- ☐ Tests are judged on revenue per recipient, not opens
- ☐ At least one holdout test measures incremental lift
- ☐ Revenue per recipient is tracked by flow and campaign
- ☐ Cohort retention and repeat purchase rate are tracked
- ☐ Reporting is reviewed on a regular cadence
- ☐ Attribution settings are documented and understood
Section 10: Team and process
- ☐ Roles and ownership are clear for strategy, copy, design, build, and QA
- ☐ A QA checklist is used before sends
- ☐ Approvals and turnaround times are defined
- ☐ Documentation exists for flows, segments, and processes
- ☐ Account access is shared safely, and ownership of the platform and assets is clear
Turn your score into a plan
| Priority | What to fix first |
|---|---|
| 1 | Anything that blocks revenue or creates legal risk: broken flows, consent gaps, authentication failures |
| 2 | Foundation issues that limit everything else: data sync, deliverability, suppression |
| 3 | Revenue opportunities: missing flows, weak post-purchase, no winback |
| 4 | Optimization: segmentation, testing, creative |
| 5 | Expansion: new channels and programs |
For each fix, estimate impact (high, medium, low) and effort, then schedule the high-impact, low-effort items first.
Quick wins to look for
- A flow that is turned off or no longer firing
- Overlapping abandonment flows
- No exit on purchase
- A welcome flow that ignores the source or an active promotion
- Unengaged subscribers still on your main sends
- Missing replenishment for consumables
- No suppression for recent purchasers
How often to audit
| Cadence | What to review |
|---|---|
| Monthly | Deliverability, complaint and bounce rates, flow performance |
| Quarterly | Segments, testing results, channel coordination |
| Twice a year | Full audit using this checklist |
| Before peak season | Flows, segments, deliverability, and capacity |
FAQ
What is a lifecycle marketing audit?
A structured review of your email, SMS, and related programs to find gaps, risks, and opportunities.
How long does an audit take?
A self-audit with this checklist can take a few hours. A deep, data-driven audit takes longer.
Who should run the audit?
Someone who knows the platform and can look at data objectively, either an internal lead or an outside partner.
What should I do with the results?
Prioritize by revenue impact and effort, assign owners, and schedule the fixes.
Can an agency run this for me?
Yes. A deeper audit adds data analysis, benchmarks, and a prioritized roadmap.
Get the scorecard
Want this checklist as a scored sheet for your own account? Ask for a lifecycle audit and we will walk through it with you.
How ATTN helps
ATTN runs lifecycle audits for ecommerce brands, with a prioritized roadmap across email, SMS, direct mail, and loyalty. Request an audit.
ATTN is a marketing agency, not a law firm. This article is general information, not legal advice. Laws and carrier rules on consent, messaging, and privacy change often and vary by state and situation, so consult your own attorney before making decisions about your program.