How to audit your Klaviyo account in 30 minutes

Why audit your Klaviyo

Most DTC brands set up Klaviyo once, activate 3-4 flows, and don’t touch it for months. Meanwhile:

• A flow can break down without anyone noticing.
• Deliverability can degrade progressively.
• New segments emerge in the data without being leveraged.
• Campaigns generate less and less revenue per send.

A regular audit (monthly ideally) lets you spot revenue leaks before they become critical. This guide gives you the exact checklist to do it in 30 minutes.

Step 1: Your flows (10 minutes)

What to check

Open Klaviyo → Flows. For each active flow, note:

• Status: active, draft, or partially active (some messages disabled)
• Revenue over the last 30 days
• Number of recipients
• Open and click rate per message

The benchmarks to apply

Red flags

• A flow doing $0 of revenue over 30 days → it’s broken or misconfigured
• A single email in a multi-step flow → revenue left on the table
• A flow open rate below 30% → targeting or content problem

The flows you must have

Make sure these 5 minimum flows are active and operational:

1. Cart abandonment, if missing or underperforming, this is your #1 priority
2. Welcome flow, must contain at least 3 emails with a conversion offer
3. Post-purchase, at least 2 emails (thank you + cross-sell)
4. Win-back, target customers between 90 and 180 days without a purchase
5. Browse abandonment, often missing, always profitable

If one of these flows is missing, build it this week. Each missing flow is lost revenue.

Step 2: Your campaigns (5 minutes)

What to check

Look at your last 10 campaigns sent:

• Revenue per campaign
• Revenue per recipient (RPR)
• Unsubscribe rate
• Which list/segment they were sent to

Red flags

• RPR steadily declining over the last 3 months → list fatigue
• Unsub rate > 0.30% on a campaign → segment too broad or content not relevant
• All campaigns sent to “All Subscribers” → no segmentation, critical problem
• No campaign in the last 2 weeks → under-using the channel

Step 3: Your segmentation (5 minutes)

What to check

Open Klaviyo → Lists & Segments. Count:

• How many active segments you have
• Whether you have segments based on purchase behavior (not just email engagement)
• Whether your campaigns actually use these segments

Red flags

• Fewer than 5 segments → your segmentation is too basic
• No segment based on number of orders → you’re not differentiating VIPs and new customers
• Segments created but never used in campaigns → wasted effort

The minimum viable

You should at least have:

• Engaged (opened or clicked in the last 90 days)
• Recent buyers (order in the last 90 days)
• VIP (3+ orders)
• At risk (buyers > 90 days without an order)
• Inactive (no open in 180 days)

Step 4: Your deliverability (5 minutes)

What to check

Red flags

• Open rate down 5+ points over 3 months → reputation issue in progress
• Spam rate above 0.01% → emergency, risk of blacklist
• Unsub rate above 0.30% consistently → frequency too high or targeting too broad

Immediate actions if a problem is detected

1. Reduce sending frequency on the least engaged segments
2. Exclude 180d+ inactives from your campaigns
3. Check your DNS (SPF, DKIM, DMARC) in Klaviyo → Settings → Domains
4. Launch a sunset flow to clean out dead contacts

Step 5: The recap (5 minutes)

Take 5 minutes to summarize your findings. For each problem identified, estimate:

• Urgency: is it getting worse every day? (deliverability = urgent. Missing segment = important but not urgent)
• Estimated impact: how much revenue is at stake?
• Effort: can it be fixed in 1 hour or 1 week?

Prioritize by impact / effort. Start with the most profitable quick win.

The summary checklist

• 5+ active flows, all with revenue > $0 over 30 days
• Cart abandonment flow with 3+ emails
• Welcome flow with a conversion offer
• Campaigns sent to segments (not “All Subscribers”)
• RPR stable or rising over 3 months
• 5+ segments including at least 2 based on purchase behavior
• Overall open rate > 33%
• Unsub rate < 0.30% per campaign
• Spam rate < 0.01%
• 180d+ inactives excluded from campaigns

If 3+ boxes aren’t checked, your Klaviyo is leaving money on the table. The question is: how much?

To find out in 5 minutes instead of 30, connect your Klaviyo to Retain. The diagnosis is automatic, every opportunity is quantified in $, and actions are sorted by impact.