Mini Audits
Most ecommerce teams know they could be doing better, but it’s hard to know exactly where to start. A mini audit is a focused, low-lift way to spot what's working, what’s not, and where your next best moves are hiding.
Here’s why mini audits work and what you should be looking for.
What’s a Mini CRM Audit?
A mini audit is a lightweight, high-impact health check across your CRM performance. Instead of getting buried in endless reports or complicated strategies, a mini audit surfaces the key gaps that could be holding you back.
It's not about finding everything that's broken. It's about finding the few things that, if fixed, could unlock better engagement, conversion, and retention.
Momentum starts with clarity. A mini audit gives you the clarity to move smarter — not louder.
Focus Areas:
A healthy CRM isn't just about list size, it's about sending smarter not more. Finding the 3–5 highest-impact opportunities and the places where small improvements could drive meaningful lifts in engagement, conversion, and customer lifetime value is the goal. Growth doesn't always mean scaling bigger. Sometimes it starts with seeing sharper.
Data Hygiene:
Cleaned your list lately? Are unsubscribes, bounces, and inactive profiles being properly managed?
💡 Tip: Create segments that focus on the problem metric — for example, contacts that have bounced in the last 30 days. Analyse and triage that segment. Exclude it from your main campaign sends, but only with a nurture or reactivation plan in place.
Lifecycle Flows:
Are your key flows — welcome, abandoned cart, post-purchase, winback — active, optimised, and reflective of your current brand experience?
💡 Tip: Review your flow filters to add exclusion layers and avoid overlapping journeys.
💡💡Pro move: Place your Conditional Split filters after your time delays to ensure you’re segmenting based on the customer’s latest behaviour, not outdated logic.
Segmentation Strategy:
Are you moving beyond basic "days engaged" lists? Are you segmenting based on real behaviours like purchase intent, browsing activity, loyalty milestones, or lapse risk?
💡 Tip: Create an “All Subscribed” segment and run an Engagement Report.
You’ll quickly spot new opportunities beyond just relying on open or click metrics — like recency of purchase, browsing triggers, or loyalty indicators.
Engagement Health:
Are open rates, click rates, and conversion rates holding steady — or slowly sliding? When the metrics are slipping, it's rarely just "people aren't opening emails."
“The real issue around engagement decline is often upstream: segmentation gaps, stale lifecycle journeys, or missing re-engagement strategies.
Fixing the way you use your database usually drives the fastest recovery.”
Overdue for an Audit?
If you’re seeing any of these patterns, a mini audit can help you make your next moves.
Open rates and click-through rates are declining
Your list is growing, but engagement is shrinking
High add-to-cart rates but low checkout conversion
Increased bounce rates or exit rates on key product pages
Lifecycle flows haven’t been updated in 6+ months
You don't need to overhaul everything to start seeing results.
Small, smart adjustments inside your CRM can have a bigger impact than you might realise. A mini audit is about working with what you already have and making it work harder for you.
Need a Fresh Perspective?
If you're ready to spot the gaps & sharpen your strategy - let’s chat.