INSIGHTS
Practical notes on retention and lifecycle marketing.
No growth hacks. Just the recurring decisions that determine whether a CRM program supports customers and the business.
What to audit before sending more email
When lifecycle performance stalls, the answer is not always another campaign. Start with five checks:
1. Consent and audience quality
Are you sending to people who actually opted in? Is suppression working? Have old imports affected your list health?
2. The customer journey
Are welcome, abandonment, first-order and post-purchase moments covered with relevant communications?
3. Automation reliability
Do event triggers fire correctly? Are delays, filters, exclusions and fallbacks tested?
4. Deliverability signals
Review bounces, complaints, engagement trends and provider-specific issues. A single platform score cannot tell the whole story.
5. Commercial measurement
Look beyond opens and clicks. Evaluate attributed orders with appropriate skepticism, customer experience, conversion and repeat purchase behavior.
For a structured review of these areas, see our introductory review.
Need a second pair of eyes?
We can help you prioritize the work most likely to improve the customer journey, without defaulting to more campaigns.
Further reading
Klaviyo abandoned checkout flow not working? Eight practical checks before rebuilding your automation.
Email deliverability checklist for e-commerce brands A practical framework for auditing audience quality, authentication and sending practices.
Explore our email marketing, SMS marketing and WhatsApp marketing services.