How to Audit Your Email Agency in 5 Minutes
You Might Be Losing $10K/Month — Here’s Why
📆 Thursday, 12th June 2025
Hey — It's Rhythm. Thrilled to have you back in Ecom Circle, where I spend my time scaling ecom brands & finding best growth strategies to share with you.
DEEP DIVE 💡You ever get that sinking feeling after reviewing your email performance report?
You’re paying your agency a solid retainer. You’ve given them the keys — access to your list, your product, your brand voice. But something’s off.
You want to believe the strategy is working. That it just needs time. That all the jargon and the spreadsheets and the “we’re optimizing” talk means results are just around the corner.
But deep down… you’re not so sure.
If you’ve found yourself wondering, “Are we getting our money’s worth?”
you’re not alone — and this guide is for you.
Let’s break down how to tell if your agency is truly driving ROI… or just going through the motions. And we’ll do it visually — with dashboards, red flags, benchmarks, and a free audit offer to help you cut through the noise.
Let’s get into it.
📉 The Real Cost of Underperformance
This is what underperformance actually looks like.
Every stage in your email funnel — from open rates to engagement to follow-up — is a revenue gate.
And when your agency under-delivers, you lose buyers at each one.
✅ Poor open rates? You never even make it to the inbox.
✅ Low engagement/CTRs? They see it, but don’t care enough to click.
✅ Weak or inconsistent follow-ups? Warm leads go cold. Fast.
👉 The green blocks show what you should be converting.
❌ The red blocks? That’s what your agency might be costing you.
At every step, you’re leaking potential revenue.
It adds up. Quietly. Steadily. And before you know it, you’re bleeding ROI.
For a brand doing $100K/month, that could mean $10,000+ lost revenue — every single month.
📊 Key KPIs Your Agency Should Be Owning
If your agency isn’t tracking these, they’re flying blind — and so are you.
Email Revenue % – How much $$ is email actually bringing in as a percentage of total revenue?
Flows vs. Campaigns – Are your automations doing their job, or is everything through manual campaigns?
Open & Click Rates – Are people even opening and engaging with your emails?
Conversion Rate – Are those clicks turning into sales?
Repeat Purchase Rate – Are buyers coming back because of email?
These are the basics. Your agency should own them, explain them, and improve them — not leave you guessing.
“If you can’t measure it, you can’t improve it — and if your agency isn’t helping you measure the right things, they’re just guessing.”
🧮 Benchmarks You Can’t Ignore
Let’s anchor those KPIs with what “good” actually looks like.
1. Email Revenue Contribution
If email isn’t contributing at least 30% of your total revenue, that’s a big red flag.
It likely means:
Your list isn’t nurtured consistently.
Automations and campaigns aren’t aligned to the customer journey.
You’re relying too heavily on ads to drive sales—which means higher CAC and lower margins.
For a $100K/month brand, underperformance here could mean leaving $20K–$30K on the table. Every. Single. Month.
👉 Not seeing at least 30% of your revenue from email? Let’s fix that — book your audit.
2. Flow Revenue Contribution
Flows = money while you sleep.
If they’re underperforming, it often means:
Poor trigger logic.
Weak content.
Or no segmentation.
They should drive at least 25% of your email revenue.
👉 If your flows aren’t driving revenue on autopilot, let us show you where it’s leaking.
3. Campaign Revenue Contribution
Campaigns should fuel revenue spikes and deepen brand love.
Low numbers here may mean:
Weak strategy.
Inconsistent sending.
Irrelevant content.
Time to rethink that calendar.
👉 Campaigns falling flat? Get a free audit and uncover what’s missing.
4. Open Rates
Under 30-35%? That’s a problem.
It usually means:
Subject lines aren’t working.
Deliverability is suffering.
Or your audience just isn’t interested.
Low opens = weak funnel from the very first touch.
👉 Struggling to get eyes on your emails? We’ll audit your subject lines and deliverability. Book your Audit now.
5. CTR (Flows)
Flows should always have high CTRs. If you’re under 2%:
Copy isn’t compelling.
Design needs work.
Or timing’s off.
Even a 1% lift here = serious revenue gains.
👉 Low click rates in flows? Book a quick audit to revamp what’s not working.
6. CTR (Campaigns)
If no one’s clicking, no one’s buying.
Low CTRs usually come from:
Bland offers.
Bad segmentation.
Unclear CTAs.
The click tells you if people care.
👉 If your campaigns aren’t driving clicks, it’s time for a tactical review — we’ll help. Schedule a call now.
7. Opt-In Rates
Low list growth = shrinking revenue.
If opt-ins are weak, you might have:
Lame popups.
Bad timing.
Or no real list growth strategy.
No new subs = no long-term email growth.
👉 Weak list growth? Book a custom audit to turn your traffic into subscribers.
🌟 What a Great Agency Should Look Like
Here’s what “premium groceries” really means in agency-land:
Transparent reporting: You see what’s working, what’s not, and what’s next.
Proactive strategy: They bring you new ideas (not just “let’s try another discount”).
Creative execution: Your emails look and sound like your brand, not a template factory.
Technical chops: Segmentation, automation, deliverability—handled.
Clear impact: You know exactly how much revenue email is driving, and what levers to pull next.
If your agency isn’t making your life easier and your numbers bigger, they’re not doing their job.
🎟️ Book Your Free Email Audit
We’ve teamed up with the experts at RetainIQ to supercharge your email flows! Schedule a free email audit and unlock epic growth opportunities through personalization.
What you’ll get:
✅ Live email flows audit
✅ Industry benchmarking of core KPIs
✅ Audience engagement analysis
✅ Current issues & areas of improvement (with visual examples)
This is your chance to see exactly where your email strategy stands, how it stacks up against the best, and what you can do to unlock the next level of growth. No fluff—just actionable insights from people who live and breathe eCommerce email.
Ready to see what you’ve been missing?
👉 Only for the First 5 Brands*
🎯 Final Thought
Every broken metric is lost money. And just a few underperforming areas can quietly cost you $10K+ per month. Time to check your numbers.
And if you’re ready to get real visibility into your list performance,
→ Book one of the 5 Email audit slots before they’re gone.
If you’re paying for premium, your agency’s performance should feel like Whole Foods-quality ROI — not bargain-bin cereal. Let’s make sure you’re getting what you deserve.