Email Automation Checklist

Dormant lists tank sender reputation on a broad send. Run a 2-3 email re-engagement series, then sunset non-responders before the main campaign. Send from a sub-domain isolated from your primary sending IP if reputation is already shaky.

GDPR and CASL require express opt-in — a US-style cookie banner accept does not count as marketing consent. Confirm the EU and Canada cohorts came in through a double opt-in or express-consent form, not from a list import or US-only signup.

Click a tracked link from the seed test, complete the goal action, and confirm the conversion event lands in GA4 DebugView with the expected source/medium/campaign UTMs. Mis-mapped events are a common reason reported ROAS diverges from reality.

Hard bounce rate above 2% or complaint rate above 0.1% is a deliverability red flag. Pause the next wave, isolate the offending segment, and remediate before continuing.