Home › Knowledge › Agencies & White-Label › Article Updated 1 November 2026. Download the template as CSV or PDF below; no email required.
Original editorial diagram of the article’s subject; illustrations are conceptual rather than measured results. Key takeaways
Most email programs fail an audit in two places: the list (dormant share, consent records, suppression reconciliation) and authentication (SPF, DKIM, DMARC alignment on every stream). The template puts those sections first because they explain most "sudden" deliverability problems.
Every check has a pass threshold taken from a published rule: Google's spam-rate limits (0.10% target, 0.30% limit), Yahoo's two-day unsubscribe processing, Microsoft's authentication requirement for 5,000+/day senders, Gmail's 5,000-message bulk-sender threshold, and the operating thresholds used in the reactivation playbook (hard bounces 2%, complaints 0.1% pause).
Scoring is deliberately simple: each check is pass, warning or fail; a program with any fail in sections 1–3 is not ready for a volume increase or a reactivation, whatever the content score says.
Agencies can run the template as a productized audit (the market prices these at roughly $500–5,000); in-house teams can run it quarterly. The same template is the intake for EngageMKTG's Data & Deliverability Audit .
The audit produces a next-step plan, not a grade. Section 7 maps each failed check to the action and the guide that fixes it.
On this page How to use the template Section 1: List health (10 checks) Section 2: Consent and compliance (8 checks) Section 3: Authentication and sender requirements (9 checks) Section 4: Sending practice (7 checks) Section 5: Automation and measurement (7 checks) Section 6: Content and template hygiene (7 checks) Section 7: From fails to a plan Scoring FAQ Sources How to use the template
Download the CSV. Each row is one check with "How to test," "Pass threshold" and empty "Result" and "Note" columns.
Work through the six sections in order; sections 1–3 gate the rest.
Mark each check Pass, Warning or Fail. Record the number you saw, not just the verdict.
Count fails per section. Any fail in sections 1–3 is a blocker; warnings in sections 4–6 are improvement items.
Use Section 7 to turn fails into a dated plan.
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Section 1: List health (10 checks)
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#
Check
How to test
Pass
Warning
Fail
1.1
Dormant share
Share of contacts with no click, reply or purchase in the inactivity window for your cadence (30–60 days daily; 180+ monthly)
below 25%
25–45%
above 45%
1.2
Never-engaged share
Contacts with zero lifetime clicks or purchases who received 5+ emails
below 10%
10–25%
above 25%
1.3
Last-mailed age
Oldest segment that has not been mailed in the last 90 days
none
90–365 days
over 365 days (treat as dormant list; see playbook)
1.4
Hard bounce rate, last 5 sends
ESP reports
below 1%
1–2%
above 2%
1.5
Invalid and risky addresses
Verification scan of the full list
below 3%
3–10%
above 10%
1.6
Suppression reconciliation
Unsubscribes, complaints and bounces from every system (current ESP, old ESP, CRM, support tool) merged into one suppression list
yes, documented
partial
no
1.7
Sunset policy
Written window, flow and disposition (suppress, not delete)
exists and runs
exists, not enforced
none
1.8
Billing of inactive contacts
Platform rule known and applied (Mailchimp archives unsubscribed; HubSpot non-marketing; Klaviyo suppression; beehiiv inactive)
applied
known, not applied
unknown
1.9
Duplicate and cross-brand profiles
Same address in multiple audiences or brands with different consent states
none
some, tracked
unknown
1.10
Role, disposable and typo-domain addresses
Scan results
removed
present, suppressed
present, mailed
Section 2: Consent and compliance (8 checks)
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#
Check
How to test
Pass
Warning
Fail
2.1
Consent source recorded per contact
Field exists and is populated
over 95%
80–95%
below 80%
2.2
Consent timestamp recorded
Field exists
over 95%
80–95%
below 80%
2.3
Purchased, scraped or partner addresses
Source audit
none
identified and held
mailed
2.4
Opt-out processing time
Test unsubscribe; check time to suppression
within 48 hours (Google and Yahoo expect two days; CAN-SPAM allows 10 business days)
2–10 business days
over 10 business days
2.5
Physical address and accurate From/Reply-To in every marketing template
Template review
yes
missing on some
missing
2.6
Preference center works without login
Test
yes
login required
none
2.7
EU/UK and state-law handling
Consent basis for EU/UK contacts; GPC and opt-out handling for US state residents (20 states with comprehensive laws as of Aug 2026)
documented
partial
none
2.8
Transactional vs marketing separation
Promotional content never sent on transactional templates without unsubscribe
yes
occasional
mixed
Section 3: Authentication and sender requirements (9 checks)
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#
Check
How to test
Pass
Warning
Fail
3.1
SPF passes on every sending stream
Gmail "Show original" for a test from each system
all pass
one stream fails
main stream fails
3.2
DKIM passes on every stream, key ≥1024 bits (2048 recommended)
same
all pass
one stream unsigned
main stream unsigned
3.3
DMARC record exists, policy at least p=none, rua set
DNS lookup
p=quarantine or reject with rua
p=none with rua
missing or no policy
3.4
From-domain alignment with SPF or DKIM
headers show dmarc=pass
yes
relaxed only on some streams
no
3.5
PTR/reverse DNS valid for sending IPs; TLS in use
ESP confirmation or DNS
yes
unknown
no
3.6
One-click unsubscribe headers on all marketing mail
headers show List-Unsubscribe and List-Unsubscribe-Post
yes
missing on automations
missing
3.7
Bulk-sender status known
Do you send ~5,000+/day to personal Gmail (subdomains combined)?
known and compliant
unknown
bulk and non-compliant
3.8
Gmail spam rate, last 30 days (Postmaster)
daily values
all days below 0.10%
any day 0.10–0.29%
any day at or above 0.30%
3.9
Postmaster v2 Compliance status; SNDS; Yahoo CFL registered
dashboards
all green, all registered
registered, one issue
not registered
Section 4: Sending practice (7 checks)
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#
Check
How to test
Pass
Warning
Fail
4.1
Volume pattern
Day-to-day variance over 30 days
steady
spikes over 2×
sends after gaps of 60+ days
4.2
Segmentation by engagement
Regular sends exclude the unengaged tier
yes
partial
full-list sends
4.3
Reactivation method for dormant segments
Daily cohorts with stop conditions
yes
batches without stop conditions
single sends
4.4
Stop conditions written and visible
Document exists
yes
informal
none
4.5
Complaint rate per send (ESP) and per day (Postmaster) reviewed
Routine
weekly, daily during streams
monthly
never
4.6
Soft-bounce and deferral codes reviewed
Bounce logs
yes
sometimes
never
4.7
Separate streams (transactional vs marketing) by subdomain or IP where volume justifies
Setup
yes
mixed, low volume
mixed, high volume
Section 5: Automation and measurement (7 checks)
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#
Check
How to test
Pass
Warning
Fail
5.1
Welcome flow exists and sends within minutes
Test signup
yes
hours
none
5.2
Sunset flow exists with a disposition
Automation review
yes
exists, no disposition
none
5.3
Flows exclude suppressed and unengaged where appropriate
Logic review
yes
partial
no
5.4
Metrics used for decisions
Clicks, CTOR, orders, revenue; opens treated as directional
yes
opens primary
opens only
5.5
Cohort measurement for any reactivation
Frozen cohort with baseline
yes
ad hoc
none
5.6
Attribution window and labeling
Attributed vs incremental distinguished
yes
attributed only
none
5.7
Dormant list value estimated
Calculator or equivalent
yes
rough
never
Section 6: Content and template hygiene (7 checks)
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#
Check
How to test
Pass
Warning
Fail
6.1
Visible unsubscribe link in every marketing email
Template review
yes
small or hidden
missing
6.2
Subject lines accurate; no "Re:"/"Fwd:" tricks
Review
yes
occasional
routine
6.3
From name recognizable and consistent
Review
yes
varies
personal-name tricks
6.4
Link domains aligned or reputable (tracking domain branded)
Headers and links
yes
shared tracking domain
shorteners
6.5
Image-to-text balance and broken HTML
Render test
fine
heavy
broken
6.6
Pre-send QA checklist in use (segment, links, preheader, placeholders)
Process
yes
informal
none
6.7
Promotions-tab annotations for promotional senders
Implementation
yes or n/a
planned
n/a ignored
Section 7: From fails to a plan
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Failed check
First action
Guide
1.1–1.3, 1.5
Scan, tier, and run a reactivation stream before any full send
Dormant list reactivation playbook
1.6–1.8
Reconcile suppressions; write the sunset policy; apply the platform's billing mechanism
Email sunset policy; Klaviyo, beehiiv, Mailchimp, HubSpot guides; Cost of an inactive subscriber
2.x
Hold unconsented segments; fix opt-out processing; separate transactional from marketing
Sender requirements tracker
3.1–3.6
Fix authentication and alignment stream by stream; add one-click headers
Sender requirements tracker; Postmaster Tools v2
3.8–3.9
Register the dashboards; if a day was at or above 0.3%, follow the six-week plan
Recover domain reputation with Gmail
4.x
Exclude the unengaged tier; adopt daily cohorts and written stop conditions
Playbook, Re-engagement sequence
5.x
Build the sunset flow; switch decisions to clicks and revenue; freeze cohorts
Sunset policy; Unsubscribe, complaint and bounce benchmarks
6.x
Template fixes; pre-send checklist; annotations if promotional
Promotions tab guide
Section 7: From fails to a plan 1.1–1.3, 1.5 → Scan, tier, and run a reactivation stream before any full send → Dormant list reactivation playbook 1.6–1.8 → Reconcile suppressions; write the sunset policy; apply the platform's billing mechanism → Email sunset policy… 2.x → Hold unconsented segments; fix opt-out processing; separate transactional from marketing → Sender requirements tr… 3.1–3.6 → Fix authentication and alignment stream by stream; add one-click headers → Sender requirements tracker; Postm… 3.8–3.9 → Register the dashboards; if a day was at or above 0.3%, follow the six-week plan → Recover domain reputation … 4.x → Exclude the unengaged tier; adopt daily cohorts and written stop conditions → Playbook, Re-engagement sequence 5.x → Build the sunset flow; switch decisions to clicks and revenue; freeze cohorts → Sunset policy; Unsubscribe, compl… 6.x → Template fixes; pre-send checklist; annotations if promotional → Promotions tab guide Section 7: From fails to a plan. Read the full qualifications and dated sources in the accompanying table. Scoring
Count fails and warnings per section. Interpretation, not a grade:
Any fail in sections 1–3: the program is not ready to increase volume, change ESP, or reactivate a dormant segment. Fix these first; they are the causes behind most "going to spam all of a sudden" incidents.Fails only in sections 4–6: the foundation is sound; the plan is operational.Warnings only: schedule a re-audit in 90 days.
For agencies: the template as delivered here is the scope of a productized audit; the market prices such audits at roughly $500–5,000 depending on the number of ESPs and the sending history. The white-label guide covers how to package it.
Your 48-check audit Results stay in this browser when local storage is available. No account or upload is required.
0 of 48 reviewed · 0 failed
Section 1: List health (10 checks) · 0 fails 1.1. Dormant share How to test: Share of contacts with no click, reply or purchase in the inactivity window for your cadence (30–60 days daily; 180+ monthly)
Thresholds and failure meaning Pass: below 25%
Warning: 25–45%
Fail: above 45%
Not reviewed Pass Warning Fail 1.2. Never-engaged share How to test: Contacts with zero lifetime clicks or purchases who received 5+ emails
Thresholds and failure meaning Pass: below 10%
Warning: 10–25%
Fail: above 25%
Not reviewed Pass Warning Fail 1.3. Last-mailed age How to test: Oldest segment that has not been mailed in the last 90 days
Thresholds and failure meaning Pass: none
Warning: 90–365 days
Fail: over 365 days (treat as dormant list; see playbook)
Not reviewed Pass Warning Fail 1.4. Hard bounce rate, last 5 sends How to test: ESP reports
Thresholds and failure meaning Pass: below 1%
Warning: 1–2%
Fail: above 2%
Not reviewed Pass Warning Fail 1.5. Invalid and risky addresses How to test: Verification scan of the full list
Thresholds and failure meaning Pass: below 3%
Warning: 3–10%
Fail: above 10%
Not reviewed Pass Warning Fail 1.6. Suppression reconciliation How to test: Unsubscribes, complaints and bounces from every system (current ESP, old ESP, CRM, support tool) merged into one suppression list
Thresholds and failure meaning Pass: yes, documented
Warning: partial
Fail: no
Not reviewed Pass Warning Fail 1.7. Sunset policy How to test: Written window, flow and disposition (suppress, not delete)
Thresholds and failure meaning Pass: exists and runs
Warning: exists, not enforced
Fail: none
Not reviewed Pass Warning Fail 1.8. Billing of inactive contacts How to test: Platform rule known and applied (Mailchimp archives unsubscribed; HubSpot non-marketing; Klaviyo suppression; beehiiv inactive)
Thresholds and failure meaning Pass: applied
Warning: known, not applied
Fail: unknown
Not reviewed Pass Warning Fail 1.9. Duplicate and cross-brand profiles How to test: Same address in multiple audiences or brands with different consent states
Thresholds and failure meaning Pass: none
Warning: some, tracked
Fail: unknown
Not reviewed Pass Warning Fail 1.10. Role, disposable and typo-domain addresses How to test: Scan results
Thresholds and failure meaning Pass: removed
Warning: present, suppressed
Fail: present, mailed
Not reviewed Pass Warning Fail Section 2: Consent and compliance (8 checks) · 0 fails 2.1. Consent source recorded per contact How to test: Field exists and is populated
Thresholds and failure meaning Pass: over 95%
Warning: 80–95%
Fail: below 80%
Not reviewed Pass Warning Fail 2.2. Consent timestamp recorded How to test: Field exists
Thresholds and failure meaning Pass: over 95%
Warning: 80–95%
Fail: below 80%
Not reviewed Pass Warning Fail 2.3. Purchased, scraped or partner addresses How to test: Source audit
Thresholds and failure meaning Pass: none
Warning: identified and held
Fail: mailed
Not reviewed Pass Warning Fail 2.4. Opt-out processing time How to test: Test unsubscribe; check time to suppression
Thresholds and failure meaning Pass: within 48 hours (Google and Yahoo expect two days; CAN-SPAM allows 10 business days)
Warning: 2–10 business days
Fail: over 10 business days
Not reviewed Pass Warning Fail 2.5. Physical address and accurate From/Reply-To in every marketing template How to test: Template review
Thresholds and failure meaning Pass: yes
Warning: missing on some
Fail: missing
Not reviewed Pass Warning Fail 2.6. Preference center works without login How to test: Test
Thresholds and failure meaning Pass: yes
Warning: login required
Fail: none
Not reviewed Pass Warning Fail 2.7. EU/UK and state-law handling How to test: Consent basis for EU/UK contacts; GPC and opt-out handling for US state residents (20 states with comprehensive laws as of Aug 2026)
Thresholds and failure meaning Pass: documented
Warning: partial
Fail: none
Not reviewed Pass Warning Fail 2.8. Transactional vs marketing separation How to test: Promotional content never sent on transactional templates without unsubscribe
Thresholds and failure meaning Pass: yes
Warning: occasional
Fail: mixed
Not reviewed Pass Warning Fail Section 3: Authentication and sender requirements (9 checks) · 0 fails 3.1. SPF passes on every sending stream How to test: Gmail "Show original" for a test from each system
Thresholds and failure meaning Pass: all pass
Warning: one stream fails
Fail: main stream fails
Not reviewed Pass Warning Fail 3.2. DKIM passes on every stream, key ≥1024 bits (2048 recommended) How to test: same
Thresholds and failure meaning Pass: all pass
Warning: one stream unsigned
Fail: main stream unsigned
Not reviewed Pass Warning Fail 3.3. DMARC record exists, policy at least p=none, rua set How to test: DNS lookup
Thresholds and failure meaning Pass: p=quarantine or reject with rua
Warning: p=none with rua
Fail: missing or no policy
Not reviewed Pass Warning Fail 3.4. From-domain alignment with SPF or DKIM How to test: headers show dmarc=pass
Thresholds and failure meaning Pass: yes
Warning: relaxed only on some streams
Fail: no
Not reviewed Pass Warning Fail 3.5. PTR/reverse DNS valid for sending IPs; TLS in use How to test: ESP confirmation or DNS
Thresholds and failure meaning Pass: yes
Warning: unknown
Fail: no
Not reviewed Pass Warning Fail 3.6. One-click unsubscribe headers on all marketing mail How to test: headers show List-Unsubscribe and List-Unsubscribe-Post
Thresholds and failure meaning Pass: yes
Warning: missing on automations
Fail: missing
Not reviewed Pass Warning Fail 3.7. Bulk-sender status known How to test: Do you send ~5,000+/day to personal Gmail (subdomains combined)?
Thresholds and failure meaning Pass: known and compliant
Warning: unknown
Fail: bulk and non-compliant
Not reviewed Pass Warning Fail 3.8. Gmail spam rate, last 30 days (Postmaster) How to test: daily values
Thresholds and failure meaning Pass: all days below 0.10%
Warning: any day 0.10–0.29%
Fail: any day at or above 0.30%
Not reviewed Pass Warning Fail 3.9. Postmaster v2 Compliance status; SNDS; Yahoo CFL registered How to test: dashboards
Thresholds and failure meaning Pass: all green, all registered
Warning: registered, one issue
Fail: not registered
Not reviewed Pass Warning Fail Section 4: Sending practice (7 checks) · 0 fails 4.1. Volume pattern How to test: Day-to-day variance over 30 days
Thresholds and failure meaning Pass: steady
Warning: spikes over 2×
Fail: sends after gaps of 60+ days
Not reviewed Pass Warning Fail 4.2. Segmentation by engagement How to test: Regular sends exclude the unengaged tier
Thresholds and failure meaning Pass: yes
Warning: partial
Fail: full-list sends
Not reviewed Pass Warning Fail 4.3. Reactivation method for dormant segments How to test: Daily cohorts with stop conditions
Thresholds and failure meaning Pass: yes
Warning: batches without stop conditions
Fail: single sends
Not reviewed Pass Warning Fail 4.4. Stop conditions written and visible How to test: Document exists
Thresholds and failure meaning Pass: yes
Warning: informal
Fail: none
Not reviewed Pass Warning Fail 4.5. Complaint rate per send (ESP) and per day (Postmaster) reviewed How to test: Routine
Thresholds and failure meaning Pass: weekly, daily during streams
Warning: monthly
Fail: never
Not reviewed Pass Warning Fail 4.6. Soft-bounce and deferral codes reviewed How to test: Bounce logs
Thresholds and failure meaning Pass: yes
Warning: sometimes
Fail: never
Not reviewed Pass Warning Fail 4.7. Separate streams (transactional vs marketing) by subdomain or IP where volume justifies How to test: Setup
Thresholds and failure meaning Pass: yes
Warning: mixed, low volume
Fail: mixed, high volume
Not reviewed Pass Warning Fail Section 5: Automation and measurement (7 checks) · 0 fails 5.1. Welcome flow exists and sends within minutes How to test: Test signup
Thresholds and failure meaning Pass: yes
Warning: hours
Fail: none
Not reviewed Pass Warning Fail 5.2. Sunset flow exists with a disposition How to test: Automation review
Thresholds and failure meaning Pass: yes
Warning: exists, no disposition
Fail: none
Not reviewed Pass Warning Fail 5.3. Flows exclude suppressed and unengaged where appropriate How to test: Logic review
Thresholds and failure meaning Pass: yes
Warning: partial
Fail: no
Not reviewed Pass Warning Fail 5.4. Metrics used for decisions How to test: Clicks, CTOR, orders, revenue; opens treated as directional
Thresholds and failure meaning Pass: yes
Warning: opens primary
Fail: opens only
Not reviewed Pass Warning Fail 5.5. Cohort measurement for any reactivation How to test: Frozen cohort with baseline
Thresholds and failure meaning Pass: yes
Warning: ad hoc
Fail: none
Not reviewed Pass Warning Fail 5.6. Attribution window and labeling How to test: Attributed vs incremental distinguished
Thresholds and failure meaning Pass: yes
Warning: attributed only
Fail: none
Not reviewed Pass Warning Fail 5.7. Dormant list value estimated How to test: Calculator or equivalent
Thresholds and failure meaning Pass: yes
Warning: rough
Fail: never
Not reviewed Pass Warning Fail Section 6: Content and template hygiene (7 checks) · 0 fails 6.1. Visible unsubscribe link in every marketing email How to test: Template review
Thresholds and failure meaning Pass: yes
Warning: small or hidden
Fail: missing
Not reviewed Pass Warning Fail 6.2. Subject lines accurate; no "Re:"/"Fwd:" tricks How to test: Review
Thresholds and failure meaning Pass: yes
Warning: occasional
Fail: routine
Not reviewed Pass Warning Fail 6.3. From name recognizable and consistent How to test: Review
Thresholds and failure meaning Pass: yes
Warning: varies
Fail: personal-name tricks
Not reviewed Pass Warning Fail 6.4. Link domains aligned or reputable (tracking domain branded) How to test: Headers and links
Thresholds and failure meaning Pass: yes
Warning: shared tracking domain
Fail: shorteners
Not reviewed Pass Warning Fail 6.5. Image-to-text balance and broken HTML How to test: Render test
Thresholds and failure meaning Pass: fine
Warning: heavy
Fail: broken
Not reviewed Pass Warning Fail 6.6. Pre-send QA checklist in use (segment, links, preheader, placeholders) How to test: Process
Thresholds and failure meaning Pass: yes
Warning: informal
Fail: none
Not reviewed Pass Warning Fail 6.7. Promotions-tab annotations for promotional senders How to test: Implementation
Thresholds and failure meaning Pass: yes or n/a
Warning: planned
Fail: n/a ignored
Not reviewed Pass Warning Fail Section 7: Your plan from failed checks Mark failed checks to build your plan. An unreviewed check is not a pass.
Export results (CSV) Reset audit
Use the full static tables and the ungated CSV/PDF downloads in this article to record your review.
FAQ
Is the template really free?
Yes, CSV and PDF, no email address required. It is the same checklist used as the intake for our paid audit.
How long does the audit take?
Three to four hours for a single-ESP program with Postmaster, SNDS and Yahoo CFL access; longer when several sending systems or brands are involved.
What access do I need?
Read access to the ESP's reports and audience, DNS lookups for the sending domains, Postmaster Tools, SNDS and Yahoo's Complaint Feedback Loop, and a Gmail test mailbox for headers.
What counts as a pass on spam rate?
Every day in the last 30 below 0.10% in Postmaster Tools. Any day at or above 0.30% is a fail and starts the six-week recovery plan.
Can an agency use this for clients?
Yes; it is designed for that. Run it as the entry offer, present Section 7 as the plan, and deliver the fixes or hand them to a backend partner.
What is the difference between this template and the Data & Deliverability Audit ?
The template is self-serve. The audit runs the same checks with our scanning and cohort tooling on your data and returns a prioritized remediation plan with the dormant-revenue estimate.
Want the checks run on your data rather than by hand? The Data & Deliverability Audit covers all six sections with the scan and the cohort tooling, and returns the plan. Request the audit →
Sources
Google, Email sender guidelines and FAQ (5,000/day threshold, spam-rate limits, one-click unsubscribe, DKIM key length, alignment). https://support.google.com/a/answer/81126
Yahoo, Sender Best Practices (two-day unsubscribe processing, DMARC must pass, no-login unsubscribe). https://senders.yahooinc.com/best-practices/
Microsoft, Outlook's New Requirements for High-Volume Senders (April 2025). https://techcommunity.microsoft.com/blog/microsoftdefenderforoffice365blog/strengthening-email-ecosystem-outlook’s-new-requirements-for-high‐volume-senders/4399730
FTC, CAN-SPAM Act: A Compliance Guide for Business (10 business days, physical address, accurate headers).
Secure Privacy and Enzuzo (2026): 20 US states with comprehensive privacy laws; GPC. Secondary.
Postbox Services, fxrm, Smartlead (2026): audit pricing ranges. Vendor and consultant figures.
EngageMKTG, Dormant Email List Reactivation Playbook (operating thresholds), Email Sender Requirements 2027 , Email Sunset Policy , Unsubscribe, Spam Complaint and Bounce Rate Benchmarks , White-Label Email Marketing in 2027 (internal).
Cite this page Email Marketing Audit Template (Free): List Health, Deliverability, Automation and Consent in 48 Checks. Artem Kukharenko. EngageMKTG. 2026-11-02. https://engagemktg.com/knowledge/email-audit-template
Copy citation Email marketing & AI systems practitioner
Artem Kukharenko works at the intersection of email marketing, automation and AI. He builds and operates the systems that connect audience growth, deliverability and customer engagement, bringing strategy, data and implementation together. His writing for EngageMKTG turns technical email challenges into practical decisions, with a focus on clear evidence, responsible list management and measurable outcomes.
In this knowledge series, Artem examines how sender requirements, contact states, billing models and audience history affect the next operational decision. The guides connect eligibility checks and gradual sending with explicit stop conditions, then explain how to measure results against a fixed starting cohort. They distinguish planning assumptions from measured performance and treat clicks, replies and purchases as different evidence from recorded opens.
His approach keeps human judgment in the loop: teams choose the goals, review the risks and decide when a program should pause or change direction. The accompanying examples, checklists and calculator are designed to make that review easier. Platform details are dated and linked to their sources so readers can check the basis for a recommendation and adapt it to their own systems.
