Marketing checklists for Email, SMS, Viber and WhatsApp

The problem: your most expensive job is getting the person here, and then you let them go

You invest in content, in positions, in ads. A person arrives at the site, looks around, maybe even buys once — and leaves. Next time you have to pay again to bring them back.

But you have their email. Or their phone number. That’s the only channel that’s genuinely yours: it doesn’t depend on a Google algorithm change, doesn’t depend on the cost per click, doesn’t depend on whether a social network shows you to somebody that day. And on most sites that exact channel is neglected — an email goes out when somebody remembers, there’s no abandoned basket message, and the welcome sequence is one email saying „thanks for signing up“.

The second half of the problem is legal. SMS, Viber and WhatsApp have rules about consent and about what a message may look like. Break them and you don’t get a warning — you get a blocked account. That’s why there’s a checklist here too: so you’re guessing neither what to send nor what you’re allowed to.

How it works

The system is the same as the SEO and CRO checklists, so if you’ve worked there, there’s nothing new to learn.

Every item is a small handbook: the item text, a „Why it matters“ block, a „How to fix it“ block, an example link, an impact rating from 1 to 3, an estimated cost of the fix from 1 to 3, and recommended tools marked as free or paid.

You score with four buttons — Good, Could be better, Bad and Not applicable. The last one leaves the calculation, so SMS items don’t drag your score down if you don’t send SMS at all.

Everything scored Bad or Could be better enters the repair plan, sorted by the formula (impact + cheapness of the fix) times urgency. At the top is what returns a lot and costs little. Export goes to PDF and CSV.

If you run several clients, each has its own project with its own history of scores — so you see progress over time, not only the current state.

What you get

Four channels, 291 items in total.

Email — 205 items across seven areas. General (37) covers deliverability, the list, cleaning the database, the signature and the rules. Automations (48) are the sequences that run themselves: welcome, abandoned basket, post-purchase message, winning back a dormant customer. Promotions (22) cover how a sale is prepared and announced. Newsletter (30) is rhythm, topics and open rates. Pop-ups (31) cover when, to whom and how often they appear, so they don’t drive a person away before they’ve seen anything. Testing (15) says what to test and how to read the result. Creative (22) is the subject line, the first sentence, the button and the images.

SMS — 32 items. Consent rules, writing a message in very few characters, automations and campaigns. SMS has the highest read rate of any channel and the least patience: one message too many and the person unsubscribes.

Viber — 27 items. Business account, rich messages with an image and a button, automations and rule compliance. An important channel in our region, because Viber is where people actually are.

WhatsApp — 27 items. Business API, message templates that must be approved in advance, the account quality rating that decides how many messages you may send, and running campaigns.

A real example

A shop with a list of several thousand addresses, collected over years. The newsletter goes out when somebody remembers, usually before a sale.

Going through the Email checklist shows that of the 48 items in the Automations area, not one is done. There’s no welcome sequence, no abandoned basket message, nothing after a purchase except the order confirmation. A pop-up exists, but it fires the instant the page opens and returns on every following page.

The repair plan puts abandoned basket and the welcome sequence at the top — high impact, low cost, because both are configured once and then run themselves. Moving the pop-up is third.

Not one of those three items has anything to do with Google. All three work with people who have already shown an interest in what you sell.

Who it’s for

An online shop has the biggest untapped work here — 48 items about sequences that run themselves.

A small business owner gets 59 items about Viber and SMS, channels people in our region genuinely read, with instructions on using them without becoming a nuisance.

A marketer inside a company gets proof of what’s been done and what comes next, with a repair plan that goes into a PDF for the meeting.

An agency or freelancer gets projects per client with history — and one more channel they can bill for without a new subscription.

Honestly: there’s no automatic check here. We can scan a site, but we can’t get inside your email sending tool — those items you score yourself, using the explanation attached to each. And we send nothing on your behalf: Nokofy is the plan and the order of moves; the sending stays in the tool you already use.