I've audited dozens of Klaviyo accounts over the past few years. The mistakes are remarkably consistent. Most brands have the basics in place but are missing the things that separate a 15% email revenue contribution from a 35% one.
Here's a 30-minute audit you can run on your own account right now.
Check 1: Flow Coverage (5 minutes)
Open your Flows tab and count. You should have, at minimum:
- Welcome Series: not just one email, at least 4-7 emails over 10-14 days
- Abandoned Cart: minimum 3 emails, ideally with dynamic product blocks
- Browse Abandonment: triggered on product page views without purchase
- Post-Purchase: separate flows for first-time and repeat buyers
- Win-Back: targeting lapsed customers based on their purchase frequency
If you're missing any of these, you're leaving revenue on the table. If you have them but they're one or two emails each, they're underperforming.
Check 2: Segmentation Quality (5 minutes)
Go to your Lists & Segments. Look for these segments. If they don't exist, that's a problem:
- Engaged subscribers (opened or clicked in last 90 days)
- VIP customers (3+ purchases or top 10% by LTV)
- At-risk (previously engaged, now inactive 60-90 days)
- Never purchased (on list but zero orders)
If you're sending campaigns to your entire list without segmentation, your deliverability is suffering and your unsubscribe rate is probably higher than it needs to be.
Check 3: Sunset Policy (3 minutes)
Do you have one? A sunset policy removes or suppresses subscribers who haven't engaged in a defined period, typically 120-180 days of no opens or clicks.
If you're still emailing people who haven't opened anything in six months, you're hurting your sender reputation and diluting your open rate data. Suppressing unengaged profiles is counterintuitive but almost always improves overall performance.
Check 4: Welcome Series Content (5 minutes)
Read through your welcome series. Is it just discount codes and product pushes? Or does it actually build a relationship?
The best welcome series I've built follow a pattern: introduce the brand story, establish credibility (reviews, press, founder story), educate on the product, social proof, then convert. The discount, if you offer one, is the catalyst, not the entire series.
If your welcome series is "Here's 10% off" followed by "Don't forget your 10% off," you're training customers to wait for discounts.
Check 5: Post-Purchase Flow (5 minutes)
This is the one most brands either skip entirely or phone in. Check whether your post-purchase flow:
- Splits first-time buyers from repeat customers
- Includes product education or usage tips
- Asks for a review at the right interval (typically 7-14 days after delivery, not purchase)
- Cross-sells based on what they actually bought
The post-purchase window is when customer engagement peaks. Wasting it on generic "thanks for your order" emails is a missed opportunity.
Check 6: Campaign Frequency and Testing (2 minutes)
Look at your campaign calendar for the last month. Are you sending at least 2-3 campaigns per week? Are you A/B testing subject lines?
Under-sending is more common than over-sending for brands under ten million. If you're sending one campaign a week, you're probably leaving 20-30% of your email revenue potential untouched.
What to Do With the Results
If you found three or more gaps, your Klaviyo setup is underperforming relative to what it should be delivering. The good news: every gap on this list is fixable, and the revenue impact is usually visible within 30 days of making changes.
Start with the flows. They run 24/7 and compound over time. Campaigns are important, but flows are the foundation.