Deliverability

What is an Email Deliverability Audit?

lemlist team
LAST UPDATED
June 20, 2024
READING TIME
7 min.

An email deliverability audit is the process of analyzing your deliverability to figure out what issues could be affecting it.

By conducting a deliverability audit, you're not just improving your deliverability. You're also enhancing your chances of better inbox placement, a move that could potentially skyrocket your ROI.

This article explains what a deliverability audit is and why running one is essential if you want optimal deliverability to maximize your revenue.

Why conduct an audit?

Simply put:

By running an audit and taking action on the issues that come up during the audit, you can make more money.

Better deliverability means more people (sometimes dramatically more) will read your emails.

With more folks getting exposed to your expertly crafted emails, you will get more conversions.

The other side of the coin is neglecting your deliverability, which will inevitably lead to the pitch-dark scenario of you not making any money with your outreach.

Try this tool out and run your first cold email audit! 

The importance and key steps

The importance and key steps of an email deliverability audit

Sender Reputation

Importance: Ensures your email address and domain are trusted by email servers.

Key Step: Conducting an in-depth analysis of the reputation of your email address and domain and taking steps to improve it like utilizing email deliverability tools like lemwarm.

Content Strategy

Importance: Ensuring the email content adheres to best practices to avoid being marked as spam.‍

Key Step: Performing a thorough review of your email content, focusing on elements that might trigger spam filters.

Audience Engagement and Email List Health

Importance: Maintaining a healthy, engaged email list to improve open and click-through rates.‍

Key Step: Assessing the quality and engagement level of your email list, identifying inactive or unresponsive subscribers.

Technical Compliance and Setup

Importance: Verifying that DNS records like SPF, DKIM, and DMARC are correctly set up for email authentication and deliverability.‍

Key Step: Examining the email infrastructure, including authentication setups and server configurations.

Delivery Metrics and Analysis

Importance: Data can be the first indication that your deliverability tanks.

Key Step: Analyzing data on email delivery success rates, bounces, and spam complaints to identify trends and areas for improvement.

How long does an email deliverability take?

The duration of an Email Deliverability Audit can vary depending on the size of your email operations and the complexity of your current setup. Typically, a thorough audit can take anywhere from a few days to several weeks. It involves detailed analysis at multiple levels, from technical setups to content and audience engagement.

Conclusion

For any kind of email marketing, especially outreach, periodic audits are necessary to ensure good deliverability.

More than just a tool for cold emailing, an email deliverability audit is vital for the health and effectiveness of your digital communication strategy.

It’s about understanding and enhancing the journey of your messages from the outbox to the inbox, ensuring they are seen and read by your audience.

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$75/mo
$2,999/mo
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AI evaluation precision, gamified KPIs
Lack of tracking system
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Sales operations and finance teams
Powerful configurability
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Mid-market and enterprise businesses
Comprehensive incentive management
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Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
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Not publicly available
Collaborative teams
Connected planning
Complexity and steep learning curve
4.6
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Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
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Not publicly available
Companies who want to automate commission calculations and payouts
Simplicity and ease of use
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4.8
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Not publicly available
Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
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star
star
star
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$30/user/mo
$50/user/mo
Smaller sales teams
Powerful automation
Lesser user base and average user interface
4.7
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Not publicly available
Companies with scalable needs
Automated Commission Calculations
Lack of filtering by date, no mobile app
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
Integrations
Free Plan
Pricing
4.65
star
star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
square-check
Lack of tracking system
square-check
Team: $20/month
Business: $45/month
4.7
star
star
star
star
star-half
Social Media Integration
Easy contact data collection
No marketing/sales features
square-check
Lack of tracking system
square-xmark
7-day trial
$12/month
4.75
star
star
star
star
star-half
Block Functions
High customization capability
Not a dedicated CRM
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Limited
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Plus: €7.50/month
Business: €14/month
N/A
Open-source
Open-source flexibility
Requires extensive manual input
square-xmark
Limited
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$9/month or
$90/year
3.1
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star
Simple iOS app
Ideal for non-tech-savvy users
iPhone only
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iOS only
Limited
square-xmark
1-month trial
$1.49/month or
$14.99/month
3.6
star
star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
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Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
square-check
Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
square-check
$9.99/month
4.45
star
star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
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4.5
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star
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star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
star
star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
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star
star
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star-half
square-xmark
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Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
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star
star
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star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
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star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
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5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
Increased sales and revenue
Improved marketing automation ROI
Marketing and sales alignment
Data-driven marketing optimization

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