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Nerve Centre KPIs · Audit Profile · Sentiment Settings Insightly fuses CRM (contacts, organisations, opportunities) with email marketing, so its numbers only matter when joined to deliverability, list hygiene, and the revenue the outreach is meant to drive. This audit answers: (1) is the API key healthy and the region/pod correct, (2) is deliverability sound (bounce / spam / unsubscribe within bands), (3) are lists, segments and flows healthy or quietly rotting (stale lists, dormant flows), and (4) - the stickiness test - when contacts engage in Insightly but never buy, or won opportunities never post an ecom order, what revenue is being left on the table?

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What this audit checks

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Authentication & access

  • API key valid (auth on /v3.1/Users/me) and not revoked
  • Region / pod correct (na1 / eu1 / ap1 / ca1 host reachable)
  • Key has read scope for Contacts, Opportunities, Lists, Emails and Flows

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Deliverability

  • Bounce rate above 5% over the trailing 30 days (list rot / reputation)
  • Spam complaint rate above 0.3% (blocklisting risk)
  • Unsubscribe rate above 2% (content-audience mismatch)
  • Delivery rate below 95% (deliverability problem)

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List & segment hygiene

  • Lists with member count flat or shrinking while send volume climbs
  • Segments collapsed to empty (dynamic criteria broken)
  • Active-subscriber estimate falling week-over-week (churn outpacing growth)
  • Large share of sends concentrated on one or two ageing lists

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Automation & engagement

  • Active flows with zero enrolments in the window (trigger criteria broken)
  • Flows stuck in draft that were expected live
  • Open / click / click-to-open rate below baseline (engagement decay)
  • Engagement funnel collapsing at a single stage (deliver → open → click)

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Pipeline economics

  • Open opportunity value vs prior period (pipeline shrinkage)
  • Opportunities stalled - no stage change in >30 days
  • Win rate falling over rolling 90 days
  • Revenue per send / per recipient declining vs prior period

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Cross-channel: revenue-at-risk (the killer area)

  • Contacts engaging in Insightly email (opened+clicked) with zero ecom revenue on the commerce sibling - nurture-to-revenue leak
  • Won opportunities with no matching ecom order from the same contact within 7 days - revenue-recognition gap
  • Ecom repeat buyers (commerce sibling) with no open or won Insightly opportunity - sales blind to expansion signal
  • High-value contacts opted out of email while still placing ecom orders - broken consent/sync state

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Severity thresholds

SignalWarnCritical
bounce_rate25
spam_complaint_rate0.10.3
unsubscribe_rate0.52
delivery_rate9895
open_rate2010
refund_rate28
stalled_opportunity_days3060

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Data sources

  • GET https://api.{pod}.insightly.com/v3.1/Users/me - Auth + region/pod sanity
  • GET https://api.{pod}.insightly.com/v3.1/Contacts - Contact inventory + opt-out + email join key for cross-channel
  • GET https://api.{pod}.insightly.com/v3.1/Organisations - Organisation inventory for account-level rollups
  • GET https://api.{pod}.insightly.com/v3.1/Opportunities - Pipeline state, value, stage age, win-rate calc
  • GET https://api.{pod}.insightly.com/v3.1/Lists - List + segment inventory, member counts, hygiene
  • GET https://api.{pod}.insightly.com/v3.1/Emails - Send / deliver / open / click / bounce / unsubscribe / spam / revenue counts
  • GET https://api.{pod}.insightly.com/v3.1/Flows - Automation inventory, status, trigger type, enrolment counts