Your Klaviyo has been set up for several months. Flows are running, campaigns are being sent. But something isn't right. Email generates 15% of your revenue when you had projected 35%. Your segments don't seem very segmented. And honestly, you're no longer sure what's working or not.
This is exactly the right time to conduct a CRM audit.
What is a CRM audit?
A CRM audit is a complete assessment of your customer relationship management tool and everything that revolves around it: data quality, technical configuration, segmentation, automated flows, campaigns, deliverability, and performance.
The goal is not to rebuild everything. It's to understand why your CRM isn't delivering the expected value, identify blockages, and define a concrete and prioritized action plan to address them.
Nearly one in two CRM projects fails to achieve its objectives. And over 60% of users only utilize a limited part of their tool. This isn't a question of choosing the wrong platform. It's a question of usage, configuration, and strategy.
Why conduct a CRM audit on Klaviyo?
Klaviyo is a powerful tool. But its power is also what makes it complex to fully leverage. Advanced segmentation, conditional flows, predictive analytics, deliverability management: each of these elements can be misconfigured without you immediately realizing it.
The problem is that errors silently accumulate. A list that's never cleaned lowers your sender reputation. Flows created a year ago and never optimized since. Overly broad segments sending the same message to customers who have nothing in common. Incomplete technical configuration limiting your deliverability.
A Klaviyo audit allows you to lay all of this out, objectify the situation, and know exactly where you stand.
Signs that it's time for an audit
Do you recognize yourself in one or more of these points? Then it's time.
Your email generates less than 25% of your revenue, while the e-commerce average is around 30 to 40%. Your basic flows haven't been touched since their initial setup. Your open rate is decreasing from campaign to campaign with no identified reason. You don't really know which flows generate revenue and which are useless. Your list hasn't been cleaned in over six months. You've migrated from another tool and you're not sure if everything is properly configured.
What a CRM audit concretely analyzes
A good audit isn't limited to looking at your surface statistics. It goes deeper.
Data quality and reliability
This is the foundation of everything. If your data is incomplete, inconsistent, or poorly structured, everything else falters. The audit analyzes duplicates in your database, incomplete profiles, incorrectly populated properties, and the overall consistency of your customer data. Reliable data is the condition for your segments to be relevant and for your communications to reach the right place.
Technical configuration
Are SPF, DKIM, DMARC correctly configured? Is a dedicated sending domain in place? Is Shopify or WooCommerce integration functional and well-configured? Are custom properties well-defined? These technical elements have a direct impact on your deliverability and the quality of your data. An audit reviews them all.
Segmentation and audiences
Sending the same message to your entire list is acceptable to start. Beyond a certain point, it's a costly mistake. The audit assesses whether your segments are logical, dynamic, truly differentiating, and if they correspond to the stages of the customer lifecycle. New subscribers, first-time buyers, regular customers, VIPs, inactive users: each profile deserves a distinct approach.
Automated flows
Welcome series, abandoned cart, post-purchase, win-back: these flows generate between 40% and 60% of CRM revenue when well-designed. The audit examines whether your flows are in place, if their logic is consistent, if send times are optimized, if copywriting and subject lines are effective, and most importantly, if the results are there. A flow that has been running for a year without being reviewed always deserves to be questioned.
Campaigns and editorial calendar
The regularity of sends, the variety of content, the relevance of subject lines, the level of personalization, the marketing pressure exerted on your list: all of this is analyzed. An audit identifies patterns that work and those that decrease engagement.
Deliverability
This is often where the real problems hide. Hard bounce rate, soft bounce rate, spam complaint rate, sender reputation score: these indicators tell the real story of your ability to reach your subscribers' inboxes. A good open rate means nothing if 20% of your emails never reach their destination.
Performance and ROI
Revenue attributed to email, revenue per recipient, conversion rate per flow and per campaign, CLV, repurchase rate: the audit compares your current performance with market benchmarks to precisely identify areas for improvement.
The 5 steps of a well-conducted CRM audit
1. Define the objectives of the audit. Before diving into the data, we ask the right questions. What are we trying to improve? Increase email revenue? Improve deliverability? Reduce unsubscribe rates? The clarity of objectives determines the relevance of recommendations.
2. Analyze data and technical configuration. Access to the Klaviyo account, examination of the configuration, audit of integrations, verification of authentications and properties. This is the groundwork, less visible but essential.
3. Evaluate flows, segments, and campaigns. We look at what's running, what's performing, what's stagnant, and what's missing. We compare against best practices and industry benchmarks.
4. Identify priority areas for improvement. There's no question of changing everything at once. The audit prioritizes actions based on their potential impact and ease of implementation. Quick wins first, then structural projects.
5. Deliver a concrete action plan. An audit without a roadmap is useless. The real value of an audit is to have a list of clear, prioritized, and immediately actionable steps at the end.
What an audit concretely helps correct
Here's what we most often find during Klaviyo audits conducted by The Modern Letter:
Flows never optimized since their creation, with subject lines that no longer perform. A list that hasn't been cleaned for too long and is lowering deliverability. Overly simplistic segmentation sending the same messages to very different profiles. Incomplete technical authentications that limit inbox delivery. A complete absence of win-back flows, letting inactive customers churn without reactivation attempts. Overly promotional campaigns that fatigue the list and increase unsubscribes.
Each of these points represents ungenerated revenue. And often, correcting them doesn't require weeks of work.
What The Modern Letter concretely does during a Klaviyo audit
At The Modern Letter, the audit is systematically the first step in any support engagement. Before touching anything, we understand where you stand.
The audit covers the entire scope: technical configuration, list quality, segmentation, flows, campaigns, deliverability, and performance. At the end of this audit, you leave with a clear diagnosis and a prioritized roadmap, whether you choose to entrust us with the next steps or not.
Because a CRM that runs without regular audits is like an engine that is never maintained. It still works, but it's no longer running at full capacity.
