Email marketing audit
- Engaged contacts
- 3,500
- Bounce rate, percent of sent
- 1.5
- Complaint rate, percent of sent
- 0.03
- Unsubscribe rate, percent of sent
- 0.2
Every figure on this page is computed from the inputs entered, by the method stated below it. Funnelvo publishes no benchmark open rate, click rate, unsubscribe rate or budget share: the rates and the targets are yours, and the defaults are a worked example to replace with your own figures.
The figures above start from a worked example (3,500). Change any input and the answer updates as you type.
Download the Email marketing audit worked example (CSV)
This is a list health sheet, the figure an email marketing audit starts with and a small business works from the platform's period report by hand. Bounces, complaints and unsubscribes over sent are the three rates a mailbox provider judges a sender on; inactive contacts over the list is the inactive share; and the list less the inactive is the engaged list, with its share. Every count is yours; the sheet publishes no threshold. Free, on the page, no account; the paid plan keeps every contact's last open and click so the inactive count is measured rather than exported.
Bounce, complaint and unsubscribe rates
300 bounces, 6 complaints and 40 unsubscribes over 20,000 sent are 1.5%, 0.03% and 0.2%, on the worked example. The rates are set beside whatever thresholds your mailbox providers publish; the sheet publishes none.
The inactive share
1,500 contacts with no open or click in the period over 5,000 is 30% inactive. Inactive is whatever period the business chooses; the sheet takes the count as entered.
The engaged list
5,000 less 1,500 is 3,500 engaged, 70% of the list. It is the list the ROI sheet's rates really apply to, and the paid plan keeps the last open and click per contact so the count is a lookup.
Email marketing audit: common questions
How do I audit an email list?
Work the bounce, complaint and unsubscribe rates from the period's counts, then the inactive share and the engaged list: 1.5%, 0.03%, 0.2%, 30% and 3,500 on the worked example. The sheet works all of it from six figures with no account.
What counts as an inactive contact?
Whatever the business decides, usually no open or click in a chosen period; the sheet takes the count you enter and publishes no rule.
Does the sheet say whether my rates are safe?
No. It works the rates; the thresholds belong to the mailbox providers and change. The paid plan keeps the counts per campaign so the trend is yours to read.
Funnelvo Pro
Keeping what you make
The sheets are free forever. Pro turns them into the record: every contact with how and when they opted in, every list and segment, every campaign with what it sent and what came back, every journey step with its timing and its drop, your company name and logo on the printed sheets, no watermark, and an export when the accountant or the next platform asks for the lot.
- Download as PDF
- No Funnelvo watermark
- Save every sheet and reopen it later
- Your company name and logo on the paperwork
- Export every contact, campaign and journey in one go
- Campaign reminders, journey-step alerts and list-health notices emailed to the sender
- Connect your own Stripe account and get paid online
- Connect your QuickBooks Online or Xero
$24per month, whole business
Start Funnelvo Pro PricingRenews monthly at the price above until you cancel. We email you before any price change.
Cite or embed this figure
Email marketing audit (Engaged contacts): 3,500, Funnelvo, worked example.
Cite as: "Email marketing audit, Funnelvo", updated 2026-09-04, https://funnelvo.com/tools/email-marketing-audit/.