Once you start your email marketing campaign, it takes great effort and a fair share of time to set everything right. A prospective marketer will spend hours on creating an appealing, informative, and conversion-oriented email piece. However, if you spot the email going to spam, you can annul all the efforts spent in the process.

At the same time, when you decide to audit your campaign, you will be able to spot all the issues that negatively affect email deliverability. Let’s say, you notice that the email rep is going down. Such a problem will cut on the number of prospects to count on. Yet, with the issue in mind, you can start evaluating potential triggers that have led to that. In case you know how to improve the sender reputation – that is, removing your address from a blacklist and resolving spam complaints – you will deal with the matter in no time. The same rule applies to decreased open rates, bounce rates, and other email marketing problems – all can be solved by a timely and detail-oriented audit.

Those marketing teams that are new to the scene may treat the notion of email audit lightly, which will cost a start-up its reputation and potential recognition, let alone income. The thing is that every business has a goal in mind and implements a bunch of strategies directed at the fulfillment of the pre-set goal. The strategy in use may seem quite innovative and flawless at first glance. However, if you notice no visible results from your campaigns, you should start asking questions as to what may be possibly wrong.

The sole purpose of an email audit is to flag the problems and existing errors so that your team can effectively resolve those. At the same time, the process will give you valuable insight into the strengths of your strategy, which is practical data to use too. Once you have a direct task in mind, you won’t be wondering in the dark, poking on every aspect of the campaign and potentially disrupting the process that doesn’t necessarily require that. Solving one problem at a time will ensure a gradual spike in email marketing performance, which is the primary outcome that most marketers count on.

Email deliverability audit seems like an easy task when you know where to look and what to look for. However, even with a set of detected issues at hand, the auditing process may be a lot slower than you initially have counted on. The fact is that depending upon the scale you are aiming at and the size of your company, you can either carry out the audit in a matter of days, or it will take weeks, if not months, to complete the task.

Small sales teams will obviously deal with the issue faster than some larger teams. All due to the fact that the general scale to cover is smaller. In the case of a global corporation, you will need every member on board and in sync to deal with the matter, since a single piece of information that is missing may falter the audit results. Generally, teams that interact with one another non-obstructively and are equally involved with the process tend to finish the audit faster than the rest.

After you finish the audit, the next logical step to take is to improve email deliverability. With the list of existing problems at hand that a detailed audit has brought, you can proceed with the recommended steps and actions that will help you fix the deliverability.

Skilled marketers advise prioritizing the existing issues so that you know which matter is the pressing one and which can be put on hold for the time being. After that, you can entitle every member of the team with a corresponding task and have them do their jobs. The marketing team may be working on the email acquisition practices, while the IT sector will be entitled to DNS records updates, and so on.

When you are working on deliverability improvements, you should be ready that the results won’t be immediate. It takes time for the sender reputation to be restored or your address to be removed from a blacklist. At the same time, improving your content will bring immediate results, but all the actions usually work in sync.

Don’t forget that you can always find a reliable partner to help you deal with the existing matter. In case you lack the dedicated experts on the team to fix some deliverability issues, you can hire a third-party team and call it a day.