How To Audit a Klaviyo Account Like a Master

Most brands know email should be printing money for them.
Very few actually know how much money their account could be making if it was set up properly.

When we audit a Klaviyo account at ASPEKT, we are not just clicking around for fun. We are going through a structured checklist that shows us

How healthy the list really is
Where revenue is leaking
How much upside there is if email was done correctly

In this breakdown, I will walk you through that exact process using a real example from a potential client that never signed, but gave us access to their account.

They were doing around 3,000 dollars a month in topline revenue
Only 300 dollars of that was coming from email.

Here is how we approach an audit and exactly what we look at.

Step 1: Start With Signup Forms and List Growth

If list growth is broken, everything else suffers.

The first thing we check is signup forms.

1. Form submit rate

In this example account

Signup rate was 3.7 percent
Klaviyo considers that “excellent”
Our benchmark is 5 to 10 percent

That means out of 100 visitors, only 3 or 4 were joining the list. We want 5 to 10.

If your popup is under 5 percent, you are:

Growing your list too slowly
Losing future revenue every single day
Letting unsubscribes and natural churn shrink your audience

2. Popup structure and offer

We then look inside the popup itself

What is the offer
Is there a teaser
Is email and SMS split into steps or crammed into one view
How is the coupon code delivered
What does step one vs step two conversion look like

If form design, copy, and offer are weak, no flow or campaign strategy will save you. List atrophy will catch up and email revenue will flatline.

Step 2: Campaign History and Consistency

Next, we check campaigns.

In this account, they had not sent a campaign in three months. The last send was at the end of September. That is already a red flag.

What we look at for each campaign

For every send we review

Total recipients
Delivered vs bounced
Open rate
Click rate
Placed order rate
Revenue per recipient

Then we drill into deliverability by inbox provider

Are most subscribers on Gmail, Yahoo, Apple, Outlook
Is Gmail open rate healthy
Is any provider under 20 percent opens

In this example

Opens from Gmail looked fine
No obvious deliverability crisis
The real problem was inconsistency and tiny send volumes

Earlier in the year they had campaigns to around 5,000 recipients
Later, they were only sending to a few hundred.

That usually means one of three things

Their email person or agency left
They tried to cut costs by trimming their list
They got scared of sending and slowly stopped

Step 3: Profile Health and Suppression

After campaigns, we check the Profiles tab.

In this account

Around 9,000 active profiles
Over 32,000 suppressed

That tells us

They once had a decent sized list
They either never cleaned things properly
Or they let deliverability slide until Klaviyo suppressed a huge chunk

At this point we are asking

How many of these active profiles are actually engaged
How much can we safely scale sending without hurting deliverability
How much revenue is locked behind proper list cleaning and reactivation

Step 4: Flow Audit and Strategy Gaps

Flows are where most of the predictable revenue should come from. So we open every live and active flow and review them one by one.

4.1 Abandoned checkout

Trigger in their account
Checkout started

Problems we saw

No extra filters to avoid conflicts with other flows
No logic to exclude people already in browse or cart flows
Only filtering out people who already placed an order

The result

Risk of overlapping messages
No prioritization of which abandonment flow should fire first
Very basic, unoptimized designs

Design wise

Above the fold was underused
Cart contents were not showcased clearly
Messaging focused on a boring reminder instead of objection handling

4.2 Abandoned browse

They had one browse abandonment email.

Decent call to action
Still under designed
No second follow up email
Limited filters

We would typically

Add a second email for a gentle follow up
Add smarter filters to make sure it does not conflict with checkout flows
Optimize copy and layout for curiosity and relevance instead of generic reminders

4.3 Customer thank you and post purchase

They had a customer thank you flow with a split

First time buyers
Repeat customers

Good idea in theory. In execution, both paths used the exact same email.

Same subject line
Same copy
Same imagery
Same structure

That is a cardinal mistake.

First time buyers need reassurance and education
Repeat buyers should feel like VIPs and get more personalized appreciation

On top of that

Large hero image ate up the entire above the fold section
Real content and calls to action were buried below
They leaned heavily on discounts instead of value and education

Post purchase had similar problems

More discount codes
Minimal education
No clear upsell logic
Very little personality or brand story

4.4 Winback flow

They had a three email winback flow triggered by

Placed order
Wait 75 days

Issues with that

It does not consider different product types or use cases
It does not consider average replenishment time
It does not leverage segments such as at risk, VIP, or high AOV customers

Emails themselves

Heavy on discount codes
Weak on psychology and reasons to return
Above the fold swallowed by big generic imagery

Nobody decides to return to a brand solely because they got another 10 percent off coupon. They come back because

They remember the product working for them
They trust the brand
The brand shows them something new or relevant

4.5 Welcome flow

Their welcome flow followed the same pattern

Huge hero image
Coupon code buried lower
Reviews that were just text with no faces or photos
Every email relied on some version of
Thank you, here is a discount

Strong welcome flows usually

Open with a bold promise or positioning statement
Clearly deliver the lead magnet or offer above the fold
Introduce product and brand story in a structured way
Mix in social proof with real faces and real outcomes
Set expectations for future emails

This account did almost none of that.

Step 5: Segments and Targeting

After flows we open Lists and Segments.

In this account we saw

A basic newsletter list
SMS list
One VIP segment
A couple of random sample segments
Very few behavioral segments

Engaged 30 day or 60 day segments
At risk customers
High value purchasers
Recent purchasers to exclude from promos
Smart send segments for resends

That tells us

They are not thinking strategically about who receives what
They are probably over sending to cold subscribers
They are under sending to their most valuable buyers

The Big Problems We Found

Putting it all together, here is what we saw in this account

Weak list growth
Good but not great popup performance, with room to push from 3.7 percent to 5 to 10 percent and unlock more top of funnel.
Inconsistent campaigns
Long gaps between sends and shrinking audience size per send.
Bloated suppression and neglected list health
9,000 active profiles sitting on top of 32,000 suppressed.
Underperforming flows
- Minimal filtering and logic
- Over reliance on discounts
- Poor use of above the fold space
- Very little education, objection handling, or storytelling
No real segmentation strategy
Everyone is treated the same. New buyers, repeat buyers, VIPs, and cold subs all get similar messaging.

If I had to score this account from 1 to 10, it would land around a 3 out of 10. There is a functioning setup, but very little is optimized for conversion, psychology, or long term retention.

What We Would Fix First

If this was your account, here is the order we would tackle things in.

Improve popup performance
- Clean layout
- Stronger offer
- Two step structure for email then SMS
- Clear incentive and expectations
Restart consistent campaigns
- One to three sends per week to engaged segments
- Smart resend segments
- Focused topics that tie into flows and offers
Redesign core flows
- Welcome
- Abandoned checkout
- Abandoned browse
- Post purchase
- Winback
Each with clear above the fold messaging, strong CTAs, and less dependency on discounts.
Implement real segmentation
- Engaged 30, 60, 90 day segments
- VIPs by lifetime value
- Recent purchasers to exclude from promos
- At risk customers for winbacks
Clean up list health
- Remove hard bounces and spam traps
- Suppress chronic non openers
- Protect domain reputation