Hi there,

Here's the 10-minute deliverability audit I run on every client account.

Run through this checklist.

If you fail 3 or more, your deliverability is likely costing you thousands per month.

✅ Pass: Open rates consistently 45%+ across campaigns

❌ Fail: Open rates below 45%

Low open rates mean emails are landing in spam or promotions.

Quick fix: Send only to engaged segments (30/60/90 day). Stop sending to your full list.

✅ Pass: Click rate 1%+ on campaigns

❌ Fail: Click rate below 1%

Low click rates signal to inbox providers that your content isn't engaging.

Quick fix: Limit to 3-5 links per email. Use clear CTAs. Follow 80/20 text-to-image ratio.

✅ Pass: Bounce rate under 2%

❌ Fail: Bounce rate 2% or higher

High bounce rates destroy sender reputation.

Quick fix: Clean list quarterly. Remove soft bounces (7+ times). Use double opt-in.

✅ Pass: Spam rate under 0.02%

❌ Fail: Spam rate 0.02% or higher

Spam complaints wreck deliverability for everyone on your list.

Quick fix: Make unsubscribe link easy to find. Only email opted-in people. Reduce frequency if spikes.

✅ Pass: Unsubscribe rate under 0.3%

❌ Fail: Unsubscribe rate 0.3% or higher

High unsub rates signal your content isn't valuable.

Quick fix: Send to engaged segments. Improve content relevance. Offer email preferences.

✅ Pass: You send 1-2 plain text emails per month

❌ Fail: You only send designed/image-heavy emails

Plain text bypasses promotional filters and gets better inbox placement.

Quick fix: Send one plain text email this week (founder update, personal story, or abandoned checkout).

✅ Pass: You have a 2-email sunset flow suppressing unengaged subscribers

❌ Fail: You never remove unengaged people

Unengaged subscribers drag down metrics and cost money.

Quick fix: Build 2-email sunset flow. Trigger: 180 days no engagement. Then suppress.

✅ Pass: No "FREE," "GUARANTEED," "LIMITED TIME," all caps, or excessive punctuation

❌ Fail: You regularly use spam trigger words

These words flag your emails as promotional to inbox providers.

Quick fix: Use curiosity-driven, personalized subject lines. Limit emojis to 1-2.

✅ Pass: 12 or fewer links per email

❌ Fail: More than 12 links per email

Too many links make your email look spammy to inbox providers.

Quick fix: Audit your email template. Remove unnecessary footer links and social media icons.

✅ Pass: You remove unengaged subscribers every 90 days

❌ Fail: You never clean your list

Dead weight on your list drags down all your metrics and costs you money.

Quick fix: Create a segment of people who received 10+ emails in last 180 days but opened/clicked 0 times. Suppress them.

Run this audit today.

It takes 10 minutes and could add thousands in monthly revenue.

Hope this helps.

Best,
Luca

Use these resources to help improve your brand’s email marketing.