Pre-Season Audit Checklist (by Mailflows)

Use this before touching any new flows, campaigns, or offers for BFCM. Work through it in July–August - you can't optimize what you haven't measured first.

How to use this doc:

Duplicate this page into your own Notion workspace (top right → Duplicate)
Check off each item as you confirm/fix it
Anything unchecked by end of August is your priority list for September </aside>

1. Flow Audit

[ ] Welcome flow live and sending
[ ] Welcome flow has a minimum of 4-6 emails
[ ] Abandoned cart flow live with a minimum of 3 emails
[ ] Checkout abandonment flow live with a minimum of 3 emails
[ ] Browse abandonment flow live
[ ] Site abandonment flow live
[ ] Post-purchase flow live
[ ] Replenishment flow live (CPG / supplement / skincare brands)
[ ] Winback flow live
[ ] Cancellation flow live (subscription brands)
[ ] All subscription flows live (subscription brands)
[ ] Each flow is generating measurable attributed revenue
[ ] Flow timings are optimized, not left on default settings

Notes / action items:(space to write what needs fixing)

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2. Campaign Audit

[ ] Documented how many campaigns are sent per month
[ ] Campaigns are segmented, not sent to the full list every time
[ ] Open rate benchmarked (20-25% average, 30%+ good, 40%+ excellent)
[ ] Click rate benchmarked (2-3% average, 4%+ good)
[ ] Revenue per recipient is tracked
[ ] There's a mix of promotional and non-promotional content, not just discounts

Notes / action items:

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3. List Health Audit

[ ] Current list size documented
[ ] Monthly list growth rate documented
[ ] % of list engaged (opened/clicked in last 90 days) known
[ ] Hard bounces are suppressed automatically
[ ] Spam complaints are suppressed automatically
[ ] List has been cleaned in the last 90 days
[ ] Engagement segments built (30-day, 60-day, 90-day, unengaged)

Notes / action items:

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4. Popup Audit

[ ] Popup is live on the site
[ ] Current offer documented
[ ] Conversion rate benchmarked (2-3% average, 5-7% good, 8-12%+ excellent)
[ ] Popup is mobile-optimized
[ ] Formats are being tested (more on formats you can find within the gamma doc)
[ ] Last updated date documented
[ ] Double opt-in turned off within Klaviyo or Omnisend

Notes / action items:

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5. Deliverability Audit

[ ] SPF configured correctly
[ ] DKIM configured correctly
[ ] DMARC configured correctly
[ ] Spam complaint rate confirmed below 0.1%
[ ] Current bounce rate checked
[ ] Open rates confirmed above 30%
[ ] Domain reputation checked in Google Postmaster Tools
[ ] Deliverability test run at mail-tester.com, score 8/10 minimum

Notes / action items:

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6. Klaviyo / Omnisend Account Audit

[ ] Revenue attribution tracking set up correctly
[ ] All integrations connected and syncing
[ ] SMS set up and collecting opt-ins
[ ] All necessary segments built
[ ] Billing plan set to auto-upgrade (critical before BFCM - sending volume spikes hard)
[ ] Credit card confirmed to have available limit if plan renews late in the month

Notes / action items:

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Your Priority List

(After going through every section above, list your top 5 fixes here - these are what you tackle first in September.)

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Target Benchmarks: Quick Reference

Metric	Warning Sign	Good	Excellent
Open rate	Below 30%	30%+	40%+
Click rate	Below 2%	2-3%	4%+
Spam complaint rate	Above 0.1%	Below 0.1%	—
Popup conversion rate	Below 2%	2-4%	8-12%+
Mail-tester.com score	Below 8/10	8/10	10/10

Want this done for you instead of by you? Book a free 30-minute BFCM audit with Mailflows →

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