Time for a little bragging… Agencies are now impressed with my email implementation skills—so much so that they’re asking me to QA their emails and popups. Fine by me! 🙂
Yesterday, I spent my day reviewing four popups and four welcome flows for the same store, which operates in multiple countries. The copy and design had already been verified, so my focus was on syntax errors, links, flow filters, coupon codes, and other settings. And yes, I found some major issues.
Starting with the popups, each had a corresponding list and a welcome flow. After a visitor submitted their email, the popup displayed a static coupon code. However, the welcome flow emails generated a unique code for each recipient. To make matters worse, the static coupon code hadn’t been enabled in the WooCommerce backend. If a visitor didn’t check their first email and proceeded to make a purchase, they’d be left with an invalid code—ruining their experience.
In two of the five welcome emails, the syntax for displaying the recipient’s first name was correct but written in uppercase, which caused a preview error. I fixed it right away.
Most of the links in buttons and images worked perfectly, except for the footer logo and customer reviews. These mistakenly directed UK subscribers to the Dutch store’s review page—definitely not ideal.
The final email (email #5) was a plain-text email, but its font wasn’t on-brand (Poppins).
All stores used the same sender email address. For example, linda@<store>.nl was being used for the UK welcome flow instead of linda@<store>.co.uk—a small(?) but important oversight.
The flow filters were incorrect in three flows and inadequate in all four. This could have caused Dutch subscribers to receive UK store emails in English, with links directing them to the wrong site. Additionally, the welcome flow would have overlapped with the browse abandonment and checkout abandonment flows, creating a messy customer journey.
Three of the popups had a minor issue, which I fixed immediately. I then sent a detailed list of all the errors to the agency’s operations manager.
That wraps up my findings for the day. I always QA my own email implementations, but this was my first time auditing someone else’s work in 2025.
That’s all for now!