How to audit your Sendlane account

Last updated: May 6, 2025

Overview

Figuring out how and when to audit your retention marketing strategy can be daunting, but this guide is here to help.

Below you'll find a repeatable audit process that will give you a comprehensive picture of the health of your Sendlane account.

We recommend completing this audit at least once weekly. When you complete this audit you'll be able to see:

  1. What's working (and double down on it)

  2. What's underperforming (and optimize or remove it)

  3. What's missing (and fill in the gaps)

Step One: Review your dashboard

Your Sendlane dashboard provides a high-level overview of your account's performance.

Look at attributed revenue for:

  • Campaigns

  • Automations

  • Email

  • SMS

Focus on areas where attributed revenue isn't as high as others; if your campaign numbers look solid but automations are a little weak, invest time and attention in your automation setup.

Learn more about your Sendlane dashboard in 📄 Understanding your Sendlane dashboard.

Learn more about why revenue may be down in 📄 Understanding decreased revenue in reports.

Step Two: Review automations

Go to your automations page and filter for active automations. Click the Conversions header to sort by highest conversion rate.

If some automations are doing worse than others, do a deep dive into the automation:

  1. Open them and look at the reporting for each node

  2. Compare the logic and content to automations that perform well (high open/click rates and conversion)

  3. Adjust low performing automations to match strategies being used in high performing automations (content and/or logic)

Learn more about automation reporting in 📄 Understanding campaign & automation email reports and 📄 Understanding campaign & automation SMS reports.

Step Three: Review campaigns

Go to your campaigns page and review your highest performing campaigns compared to your lowest performing campaigns for the following metrics:

  1. Open rates: Review campaigns with high open rates and look at their subject lines; subject lines can make or break an open rate. See what's working from your highest performing open rate and apply it to future campaigns.

  2. Clicks: Look at the content in your campaigns with high click rates. These messages are probably tightly targeted and enticing. Take what works from them into future campaigns. High open rate but low click rate? Those messages probably have great subject lines but something about the content wasn't working for the audience you created.

  3. Unsubscribes: Check out the audience you built for campaigns with high unsubscribes. It's likely that these audiences were larger than they needed to be and included contacts who weren't interested in the campaign's selling point. Check content as well; if content is too generic or broad, contacts might see it as "junk mail" rather than marketing content they're actually interested in.

  4. Revenue: Look at the campaign's total revenue and revenue per recipient. Campaigns with high revenue per recipient are likely nicely targeted with relevant, well crafted content. Try to recreate the magic strategy in those campaigns in future campaigns.

Learn more about campaign reporting in 📄 Understanding campaign & automation email reports and 📄 Understanding campaign & automation SMS reports.

Step Four: Review forms

Go to your forms page and review the following for each form:

  1. CTR (Click through rate) - CTR captures all clicks on a form's buttons, not just the submissions. If you see a high CTR paired with a low Email CVR or SMS CVR, this could indicate that your form is too long and website visitors give up before submitting.

  2. Email CVR and SMS CVR (conversion rate) - These metrics tell you what percentage of impressions led to website visitors submitting their email address or phone number.

  3. Impressions - This metric should roughly match your expected page view rate for the page(s) the form is installed on. Impressions are recorded each time your form is loaded.

If any of these metrics aren't where you want them to be, test your form end-to-end. Review your form's targeting settings and installation.

Step Five: Dig deeper into areas of concern with the report center

Read 📄 Understanding report center options and data for a detailed description of each report available in your report center.

See 📄 How to use the report center for instructions on generating and downloading reports.