Email marketing audit

You know what differentiates successful brands from those that stagnate with Klaviyo? Regular account audits. Yet, most businesses neglect this crucial step, leaving thousands of euros on the table.

This checklist will help you avoid these pitfalls. Use it quarterly to keep your account in top shape.

1. Performance Metrics: Your Health Indicators

Campaign Open Rate

• [ ] Check that the average open rate is ≥ 35%
• [ ] For automated flows: aim for ≥ 50% (except reactivation flows)
• [ ] If < 35%: analyze segmentation and deliverability
• [ ] Check for exclusion of Apple Privacy opens in settings

Campaign Click-Through Rate

• [ ] Ensure the average click-through rate is ≥ 1%
• [ ] Check mobile optimization of emails
• [ ] Control button spacing and visibility
• [ ] Analyze design consistency throughout the customer journey
• [ ] Compare with competitor designs

Bounce Rate

• [ ] Check that hard + soft bounces are ≤ 0.4%
• [ ] Consult Klaviyo's deliverability tab for details
• [ ] Segment and exclude hard bounces from the last 30 days
• [ ] Install Captcha on signup forms
• [ ] Clean the list regularly

Unsubscribe Rate

• [ ] Check that the rate is ≤ 1% across campaigns + flows
• [ ] If > 1%: analyze the customer journey preceding unsubscribes
• [ ] Verify that Smart Sending is activated
• [ ] Check that no subscriber receives too many emails simultaneously
• [ ] Ensure flow filters are working correctly

Attributed Revenue

• [ ] Goal: 20-30% of total revenue attributed to email
• [ ] If < 20%: review sending strategy and flows
• [ ] If > 50%: diversify acquisition channels

2. Technical Audit: The Invisible Foundations

Sending Infrastructure

• [ ] Check if you are using a dedicated domain (recommended)
• [ ] Test: subscribe to your newsletter and inspect the email header
• [ ] If signed by Shopify/Klaviyo: consider a dedicated domain

Domain Health

• [ ] Check DMARC, DKIM, SPF policies with EasyDMARC
• [ ] Ensure domain health score is > 80%
• [ ] Correct identified configuration errors
• [ ] Verify BIMI implementation if applicable

Klaviyo Backend Configuration

• [ ] Campaign Sending: select “Send Time” instead of “Schedule Time”
• [ ] CSS Optimization: enable to avoid display issues
• [ ] Tracking Pixel: place at the top of emails, not the bottom
• [ ] Smart Sending: check the period (16h by default)
• [ ] Forms: enable overlap prevention
• [ ] Attribution: exclude Apple Privacy opens
• [ ] Anonymous Visitor Tracking: enable for retargeting

3. Automated Flows: 

Essential Basic Flows

• [ ] Welcome Series: configured and optimized
• [ ] Browse Abandonment: correct trigger and timing
• [ ] Abandoned Cart: appropriate filters and conditions
• [ ] Post-Purchase: complete sequence configured
• [ ] Win-back: to reactivate inactive users
• [ ] Sunset Flow: to clean the list

Advanced Flows (Once Basics are Mastered)

• [ ] Replenishment Flow: based on consumption cycle
• [ ] VIP Flow: for high-value customers
• [ ] Celebration Flow: birthdays, first order
• [ ] Cross-sell: post-purchase recommendations
• [ ] Back in Stock: back in stock alerts

Trigger and Filter Audit

• [ ] Verify that each flow has the correct trigger (Shopify vs WooCommerce)
• [ ] Check the delays between emails in each flow
• [ ] Ensure filters do not exclude good prospects
• [ ] Check flow entry and exit conditions
• [ ] Test the complete journey as a test customer

Flow Optimization

• [ ] Analyze open/click rates of each email in the flow
• [ ] Identify frequent exit points
• [ ] Test different delays between emails
• [ ] Optimize subject lines and content of weak emails
• [ ] Implement A/B tests on performing flows

4. Campaign Strategy

Sending Frequency and Cadence

• [ ] Define a frequency adapted to your audience
• [ ] Monitor impact on unsubscribe rates
• [ ] Measure revenue per email sent
• [ ] Adjust cadence according to performance

Content Diversity

• [ ] Mix: promotional, educational, product launch, engaging
• [ ] Avoid 100% promotional campaigns
• [ ] Include valuable content regularly
• [ ] Adapt content to segments

A/B Tests and Optimization

• [ ] Regularly test email subject lines
• [ ] Experiment with different designs
• [ ] Test optimal sending times
• [ ] Ensure sufficient volume for meaningful tests
• [ ] Implement winning results

Segmentation and Exclusions

• [ ] Exclude recent buyers from promotional campaigns
• [ ] Avoid sending to customers who recently returned/refunded items
• [ ] Segment by engagement for sending frequency
• [ ] Create exclusions for recent negative reviews

5. Segmentation and List Growth

Engagement Segmentation

• [ ] Create segments: Highly Engaged / Moderately / Less Engaged
• [ ] Adapt sending frequency based on engagement
• [ ] Exclude non-engaged from paid campaigns
• [ ] Review segmentation every 3 months

Advanced Behavioral Segmentation

• [ ] Segment by purchase frequency
• [ ] Create segments by amount spent (VIP, regular, new)
• [ ] Segment by products purchased/viewed
• [ ] Use Klaviyo's predictive data (CLV, churn risk)

Signup Form Optimization

• [ ] Create separate forms for mobile/desktop
• [ ] Test different appearance timings
• [ ] Offer a clear and attractive incentive
• [ ] Collect relevant zero-party data (birthday, preferences)
• [ ] Exclude forms from checkout/quiz pages
• [ ] Ensure opt-ins go into the correct list

Database Cleaning

• [ ] Automatically delete hard bounces
• [ ] Identify and delete obviously fake addresses
• [ ] Segment inactive users for 6+ months
• [ ] Send a final reactivation campaign before deletion
• [ ] Use a professional cleaning tool quarterly

6. Growth and Acquisition

Growth Objectives

• [ ] Aim for at least 1% monthly list growth
• [ ] Measure the new subscribers / unsubscribes ratio
• [ ] Track the quality of new sign-ups (initial engagement)

Acquisition Channels to Audit

• [ ] Analyze performance by signup source
• [ ] Optimize underperforming forms
• [ ] Test new opt-in placements
• [ ] Explore partnerships and co-marketing

7. Legal Compliance and Best Practices

Regulatory Compliance

• [ ] Check for clear unsubscribe links
• [ ] Ensure physical address is in the footer
• [ ] Comply with GDPR in Europe / CAN-SPAM in the USA
• [ ] Check SMS terms of use

Preference Pages

• [ ] Customize the preference page to your brand
• [ ] Allow selection of sending frequency
• [ ] Collect additional preference data
• [ ] Test the unsubscribe page

8. Post-Audit Action Plan

Prioritization of Actions

• [ ] Urgent: deliverability issues, configuration errors
• [ ] Important: main flow optimization, list cleaning
• [ ] Improvement: A/B tests, new flows, advanced segmentation

Monitoring and Measurement

• [ ] Document all changes made
• [ ] Measure the impact of each change
• [ ] Schedule the next audit in 3 months
• [ ] Define monthly tracking KPIs

9. Recommended Audit Frequency

Full audit: every 3 months

Quick checks: monthly (key metrics, new flows)

List cleaning: quarterly

A/B tests: continuous

Remember: don't change everything at once. Implement improvements gradually to measure their individual impact. And if your audit reveals complex problems, don't hesitate to call on a Klaviyo expert.

Is your next audit scheduled?