A Practical Guide to Auditing Automated Campaigns
Reviewing automated campaigns, triggers and lists to find what is broken, outdated or duplicated.
Samir Haddad
At a glance
- Orphaned campaigns keep running after their purpose ends
- Overlaps contacts can receive several automated messages at once
- Consent lists must reflect current consent
- Deliverability broken automation damages sender reputation
Why it matters
Why it matters: Automation accumulates: old campaigns keep sending, triggers overlap, and nobody remembers why.
Best practice
- Inventory every active automation and its owner
- Map overlapping triggers for the same contacts
- Check consent status across lists
- Retire automations that no longer serve a purpose
- Review quarterly
Common pitfalls
Watch out for:
- Automations with no owner
- Contacts receiving several messages in a day
- Lists built before current consent rules
- Sending without deliverability monitoring
When to call in a specialist
Bottom line Bring in help when automated programs sprawl.
Where this comes from
- Federal Trade Commission — CAN-SPAM Act: A Compliance Guide for Business
- M3AAWG — Sender best practices
The figures and practices above come from the sources listed.
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