Episode 219

The Email Audit Framework That Unlocks Revenue You’re Missing

Episode Description

Email marketing still works—but only if you treat it like a growth engine, not an afterthought.

In this episode, John Grimshaw breaks down the exact audit framework Smart Marketer uses inside its agency and mastermind to find revenue opportunities fast. After auditing multiple accounts, John highlights the patterns he sees again and again—and how you can fix them to make email a real profit center.

“Go in and see what's being done day to day. Are you getting forward progress, forward motion?” – John Grimshaw

You’ll learn the four-part framework, why list quality is more important than ever, and how to make your campaigns and flows work together—without gimmicks.

You Will Learn:

• The 4-part email audit we use with every client

• Why 40–60% of your revenue should come from flows

• A simple fix to improve deliverability and engagement

• The #1 mistake brands make with offer strategy

• How to turn campaigns into automations that print money

• What to do if your email performance has flatlined

Links & Resources:

• Smart Marketer

• Smart Email Marketing Course

• Smart Marketer Live – Join us in Denver, CO, Oct 7–8!

• Want an audit like this for your brand? Contact the Smart Marketer Agency

Timestamps (Chapters):

00:45 – John Grimshaw: Why I’m fired up about this episode
01:35 – A shortcut audit for your business (and why it matters)
02:18 – The 4 audit categories: Monetization, Promotions, List Quality, Automation
04:30 – Section 1: Why 60/40 revenue splits between flows and campaigns matter
07:55 – Automations you’re probably missing (and how to fix it)
10:10 – Add personalization beyond the name to drive deeper engagement
10:58 – Section 2: The problem with repetitive discounts & how to build better offers
13:07 – Real-life example: How Boom made 72% of promo revenue after the first email
14:00 – Section 3: List quality, deliverability, and how to incentivize clicks authentically
16:45 – What not to do (like fake games and gimmicks)
17:29 – Section 4: Most brands miss this huge automation opportunity—cross-sells
19:05 – Why your automations need regular updates & micro-tests
19:54 – The recap: Run your audit, then fix what matters
20:56 – Final thoughts: Get intentional and put your flows to work

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