this is the meat of the audit.

the first 14 days of campaigns tell you more about the health of your setup than any dashboard metric in isolation.

the reason i personally sit down with new customers 30 days in and look at this specific period is because 14 days gives you enough data to spot a real trend without being so short that you're reading noise.

THE 14-DAY REVIEW I RUN:

i look at five things.

1. volume actually sent vs volume planned.

if you planned 500 a day and you're sending 280, something's throttling you somewhere, which is a signal.

1. bounce rate trend across the 14 days.

flat and low is healthy. climbing is a problem. a single spike is usually a bad list import.

1. positive reply rate.

that means real replies that could book a meeting, not total reply rate.

60% of your reported opens are security scanners anyway, so opens don't tell you much. positive replies do.

1. copy performance across multiple hooks.

if you launched with one hook only and it's declining, you don't have a data set. you've got a single data point dressed up as a trend.

1. inbox-level performance split.

are ALL inboxes underperforming, or is it concentrated in 2-3? concentrated problems are usually inbox-specific. universal problems are infrastructure or copy-level.

THE FILL-IN TEMPLATE:

days 1-7 total sent: ______

days 8-14 total sent: ______

bounce rate day 1-7: ______