Shopify email audit checklist
Use this worksheet alongside the full guide. Print it or use your browser's Save as PDF option. Checkbox selections are temporary and are not saved by this page.
Store: __________________ Reviewed by: __________________ Date: __________
Baseline period: __________ Priority finding: __________________
1. Define the audit and record a baseline
| Check | Done | Evidence / owner / next action |
|---|---|---|
| Record delivered messages, clicks, orders, unsubscribes and revenue per recipient for the same period. | ||
| Document the attribution window used by the email platform; do not treat attributed revenue as proof of incremental revenue. | ||
| Assign an owner and an evidence location for each finding. |
2. Confirm tracking and audience eligibility
| Check | Done | Evidence / owner / next action |
|---|---|---|
| Use a test profile to confirm the events required by each live flow. | ||
| Review subscription status and suppression handling before a profile receives marketing messages. | ||
| Check sending-domain authentication and recent bounce and complaint trends. | ||
| Confirm that imports, segments and integrations do not unexpectedly enroll old contacts into new journeys. |
3. Test flows as a connected customer journey
| Check | Done | Evidence / owner / next action |
|---|---|---|
| Test the welcome path for both a new prospect and an existing customer who subscribes. | ||
| Confirm that cart reminders stop when a customer starts checkout or purchases. | ||
| Confirm that checkout reminders stop after a purchase. | ||
| Review browse reminders for overlap with cart and checkout flows. | ||
| Separate immediate post-purchase help from later replenishment or win-back messaging. |
4. Check creative, offers and the destination
| Check | Done | Evidence / owner / next action |
|---|---|---|
| Test product, checkout, preference and unsubscribe links using the platform's preview or test tools. | ||
| Check mobile text size, contrast, image alternatives and button usability. | ||
| Confirm that discount conditions and any expiry language are accurate. | ||
| Check fallback text when a name, product image or other personalization field is missing. | ||
| Preview the message with images unavailable so its main purpose remains understandable. |
5. Turn findings into a manageable action list
| Check | Done | Evidence / owner / next action |
|---|---|---|
| For each issue, record the evidence, affected journey, owner, priority and next check. | ||
| Separate a verified defect from a hypothesis or a creative preference. | ||
| Review post-change performance over a comparable period and record other changes at the store. |
Next actions
| Action | Owner | Due date / evidence of completion |
|---|---|---|