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Guides and Templates

Email marketing audit

Benchmark to identify areas to improve in your email marketing

How will this email marketing health check help me and my business?

It's hard to plan a route from A to B if you are not clear where you are now and even harder if you're not sure exactly where B is anyway.

The aim of this health check is to provide a fast and systematic method of evaluating the use of email marketing communications and marketing automation within a company. It provides all the key questions that need to be considered within your email marketing strategy, broken down into:

  • 1. Objectives and value
  • 2. Evaluation
  • 3. Email Communications strategy
  • 4. Copy and design
  • 5. Deliverability and permission
  • 6. Governance

Who is the email marketing audit for?

The health check is aimed at Marketing Directors, Managers and Agencies involved in email marketing and wanting to improve their marketing automation. It has been boiled down from a more extensive and detailed evaluation process used when consulting.

The health check can be self-run, though you might consider walking through it with a colleague, your team or an external consultant. In doing so you will find increased value as the questions asked stimulates further and more insightful conversation.

How is the health check structured?

Having a preset format and set criteria provides these benefits:

  • Speed. Its quick to use
  • Repeatable. Allows the evaluation periodically repeated to measure improvement
  • Complete. Ensures nothing is missed, as compared to using adhoc evaluation
  • Focused. Identifies the areas that need work

Once complete the true value of the health check is in interpreting the results and diving deeper, answering the questions that arise. The ultimate objective is to build a roadmap plan to improve email marketing activity.

Resource Details

  • Authors: Email marketing consultants Tim Watson and Dave Chaffey
  • Format: Excel spreadsheet to score and identify improvements to your email marketing

About the authors

Tim Watson

Tim Watson

Tim Watson, from consultancy Zettasphere, is the Smart Insights expert commentator on email marketing. He is an independent email marketing consultant providing strategic guidance, to deliver improved campaign results. A member of the DMA Email Council and chair of the DMA Email Best Practice hub. He actively promotes email and frequently speaks on the subject and how to improve use of the channel. Connect with Tim via LinkedIn or Twitter.

Dr. Dave Chaffey

Dave ChaffeyDave is co-founder and content director of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.


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Individual and Business members get full access to this and 15 other guides in the Email marketing and marketing automation Toolkit.

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The Email marketing audit is included in the

Email marketing and marketing automation Toolkit

Individual or Business members can access this and 15 other guides and templates in this toolkit

Learn more about individual or business membership options Already an Individual or Business Member? Login here

...or take a look at the other Guides and Templates in this Toolkit

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