7 essentials to check in a Klaviyo Audit

A regular audit of your Klaviyo account could 10x your DTC store income

1. Review your core email flows. Great accounts see about 20 to 30% of their revenue from their core email flows.

These should always include your Welcome Flow, Abandon Cart and Abandon Browser Flows. Are they long enough? The answer is probably NO.

Great welcome flows can be 21 emails plus. Just pack a lot of value in there to make sure you are keeping that engagement high.

2. Analytics: Where are your open rates and CTR falling across your entire account? Follow the rule of 33% opens and 3% CTR as a minimum standard. If you aren't hitting these then there is work to be done on segmentation, offers and hooks.

Check each month over the last 12 months. Are there any low or high-performing months you should note? What headlines were used in your campaigns and flows? Are the lists segmented properly and are the offers you are sending relevant to that segment?

3. Look at the volume of emails sent and who they are being sent to. Could you send more? The answer is often YES, IF they are valuable and relevant to your customers (segmentation)

There isn't a customer who doesn't want to get more value and receive more great offers. Don't be afraid of MORE. People buy because they are asked and when a great offer is put in front of them. If you are not in their inbox, then where are you?

4. Campaigns: Are there any stand-out campaigns with high or low performance in your account? Double down on what works and don't forget about it! If something works, it will keep working! Review what isn't working, find out why and fix it, or ditch it altogether. Rubbish unopened emails wreck your email account's reputation.

5. Check your flow: What flows are in place? Ensure you have the 3 core flows; cart abandon, browser abandon and welcome. Then start thinking of advanced flows such as post-purchase based on segmented buying behaviour.

Pro Tip: Changes in buying behaviour may be telling you that your offers and packages need to be changed.

Everything from world and local events, time of year and even previous offers can influence buying behaviour. Your flow logic may be set up for previous behaviours or there may be errors that are causing too many people to exit your flows.

Review these regularly to ensure you are not missing opportunities or simple mistakes.

Logic flows can be complicated but if you work your way back from exits then you can figure out where you are losing opportunities with customers along the way.

6. Check sign-up forms: Do you have enough of them? Are you segmenting customers so they get a relevant offer when they visit your site based on their buying profile? If not, then you are missing out on a serious amount of sales. 7. Check if smart sending is on or off on your flows and campaigns.

Sometimes smart sending isn't so smart, and you should consider switching this off as it may be preventing some of your offers and flows from being sent to your customers.

If you need help with your Klaviyo account and email flows, then give us a shout. We only bite late on Friday afternoons!