Want to boost your email marketing performance? Start with a Klaviyo audit. Regular audits help ensure your emails reach the inbox, engage your audience, and drive revenue. Here’s what you’ll focus on:
- Deliverability: Check domain authentication (DKIM, SPF, DMARC) and sender reputation.
- Segmentation: Keep lists clean, create targeted segments, and re-engage inactive subscribers.
- Automation: Review flows like welcome series, abandoned cart, and post-purchase emails.
- Performance Metrics: Monitor open rates, click-through rates, and revenue attribution.
Quick Tip: Automated workflows can generate returns 30x higher than one-off campaigns. Start optimizing today to maximize your email ROI.
How to Audit Your Klaviyo Account [51-Step Guide]
Setting Up Your Account and Infrastructure
A solid technical setup is the backbone of any email marketing strategy. It ensures your campaigns reach the right audience and perform as expected. Here’s a breakdown of the key components you should regularly review.
Check Domain Authentication
Email authentication plays a crucial role in deliverability and spam prevention. Three protocols work together to protect your domain: DKIM (verifies digital signatures to stop spoofing), SPF (validates authorized senders to reduce spam), and DMARC (enforces authentication policies to safeguard your domain reputation).
Tools like EasyDMARC can help you evaluate your authentication status. They provide scores and actionable tips to improve your email security [2].
Assess Sending IP Reputation
Your IP reputation has a direct impact on how well your emails land in inboxes. Keep an eye on bounce rates, spam complaints, and engagement metrics to ensure you maintain a strong sender reputation. Platforms like Klaviyo offer built-in analytics to help you track these metrics.
If your email volume regularly exceeds 100,000 sends per month, consider upgrading to a dedicated IP. This gives you more control over your sending reputation, which is especially useful for larger brands [2].
Link Klaviyo with Your E-commerce Platform
Connecting Klaviyo to your e-commerce platform allows you to track customer behavior and purchase data accurately. This integration enables personalized email campaigns and automated flows based on real-time customer actions.
Double-check that your data syncs correctly, test purchase tracking, and ensure customer data is mapped properly. Regularly reviewing these connections – especially after major platform updates – helps avoid deliverability issues and keeps your system running smoothly.
Managing Lists and Creating Segments
Effective list management and segmentation are key to running successful email marketing campaigns in Klaviyo. Here’s how to maintain a healthy subscriber base and build targeted segments that drive results.
Keep Your List Clean
For CPG brands, maintaining a clean email list improves engagement, which can lead to better conversions and revenue. Tools for email verification can help spot and remove invalid or risky addresses [2].
Stick to a regular cleaning routine:
- Monthly: Remove unengaged subscribers.
- Quarterly: Address bounced emails and spam complaints [2] [4].
You can also use Klaviyo’s sunset automation to automatically suppress inactive subscribers, keeping your list fresh and relevant [4].
Once your list is in good shape, it’s time to focus on refining your segments for stronger engagement.
Review Current Segments
When evaluating segments, prioritize engagement metrics over time. Klaviyo’s dynamic segmentation tools let you create real-time updates based on customer behavior [2] [6].
| Engagement Period | Segment Purpose | Action Items |
|---|---|---|
| 30 days | Recent activity | Follow up quickly |
| 60-90 days | Moderate engagement | Launch re-engagement campaigns |
| 120-180 days | At-risk customers | Apply recovery strategies |
| 180+ days | Inactive subscribers | Remove if inactive |
Monitor metrics like open rates, click-through rates, and conversions for each segment. This will help you decide which segments need adjustments or should be retired [2].
After fine-tuning your segments, focus on bringing in quality leads to keep your list thriving.
Improve Signup Forms and Lead Capture
Well-designed signup forms are essential for capturing quality leads while staying compliant with GDPR and CAN-SPAM regulations [2] [5]. A strong lead capture strategy directly supports better segmentation and campaign targeting.
Here are some tips to optimize your forms:
- Ensure they are mobile-friendly.
- Use double opt-in to minimize spam signups.
- Experiment with form placement to boost conversions [7].
"The guided warming process in Klaviyo helps build engagement-based segments from day one" [4].
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Automating Email Flows
Automation plays a key role in successful email marketing, and regular reviews help ensure these flows stay effective and match customer behavior.
Evaluate Welcome Series
Welcome emails often see open rates between 50-60%, making them vital for starting strong customer relationships [3]. Take a close look at the timing, content, and performance metrics for each stage of your welcome flow. Here’s a quick breakdown:
| Timing | Content Focus | Key Metrics to Monitor |
|---|---|---|
| Day 0 | Brand introduction | Open rate, delivery rate |
| Day 2-3 | Value proposition | Click-through rate |
| Day 5-7 | First purchase incentive | Conversion rate |
Use A/B testing to fine-tune subject lines and content formats to improve engagement [2]. Pay attention to how different customer segments react, and adjust your messaging to match their preferences.
Review Abandoned Cart and Post-Purchase Flows
Abandoned cart and post-purchase emails are major revenue generators. These flows should align with your segmentation strategy to deliver personalized messages based on customer actions [2].
Focus on these areas to improve results:
- Experiment with timing and offer discounts that scale with cart value.
- Suggest related products to encourage cross-selling.
Once these essential flows are running smoothly, you can expand your automation efforts with behavior-based campaigns.
Add Timely Automations
Seasonal campaigns and special launches benefit from well-timed automated emails. Consider setting up flows for:
- Product replenishment: Triggered by typical usage timelines.
- Birthday/anniversary: Celebrate with personalized offers.
- Back-in-stock alerts: Automatically notify interested customers.
- VIP recognition: Reward high-value customers with exclusive perks.
Reviewing Campaign Strategy and Content
To keep your email campaigns effective, it’s crucial to regularly evaluate their performance. Let’s dive into some key areas that can help improve engagement and conversion rates.
Check Email Frequency and Timing
Finding the right balance in email frequency is essential. Too many emails can overwhelm subscribers, while too few might lead to disengagement. Keep an eye on metrics like unsubscribe rates, spam complaints, and revenue trends to fine-tune how often you send emails. Experiment with different times of day to discover when your audience is most likely to engage.
Once you’ve nailed down your timing, shift your focus to creating subject lines that grab attention and encourage opens.
Assess Subject Lines and Personalization
Subject lines play a huge role in whether your emails get opened. Adding a personal touch can increase open rates by as much as 22% [7]. Use action-oriented language, highlight clear benefits, and pair them with preview text that complements the subject line. Personalized subject lines don’t just improve open rates – they set the tone for the rest of the email, making readers more likely to engage further.
But even the best subject lines won’t matter if your emails aren’t easy to read on mobile devices.
Ensure Mobile Responsiveness
With over half of emails – 53% – opened on mobile devices, making your emails mobile-friendly is a must. Use responsive templates, ensure images load quickly, and make sure calls-to-action (CTAs) are easy to tap. Tools like Klaviyo’s built-in preview feature can help you see how your emails look across various devices and email clients [3].
Pay attention to fast load times and ensure text is legible on smaller screens. Since most users check emails on their phones, testing both portrait and landscape views can make a big difference in how your content is received. A seamless mobile experience directly impacts both engagement and revenue.
Tracking Performance and Optimizing
Successful email marketing depends on regularly analyzing your campaigns and making adjustments based on the data. Here’s how to measure your results and improve where needed.
Focus on Key Metrics
Keep an eye on metrics like open rates, click-through rates, and revenue attribution to see how your campaigns stack up against industry standards. A good unsubscribe rate to aim for is below 0.4% [2]. Key areas to monitor include:
| Metric Type | What to Monitor | Why It Matters |
|---|---|---|
| Engagement | Open/Click Rates | Shows how relevant content is |
| List Health | Bounce/Unsubscribe Rates | Reflects deliverability |
| Revenue | Attribution/Conversion | Tracks business outcomes |
Use these insights to spot trends and zero in on campaigns that aren’t meeting expectations.
Fix Low-Performing Campaigns
Try segmenting your audience based on how recently they’ve engaged (e.g., 30, 60, or 90 days) to send them more targeted content. If engagement is low, tweak elements like subject lines, timing, content relevance, or your call-to-action (CTA) design to grab attention.
"Focus on quality over quantity – remove unengaged subscribers to maintain deliverability." [4]
After making changes, schedule regular reviews to keep your campaigns on track.
Build a Routine for Optimization
For CPG brands, staying consistent with optimization helps ensure email marketing remains a strong revenue source. Set up a schedule for tasks like cleaning your email list, running performance reviews, and testing campaign elements.
Here are some areas to prioritize:
- Monthly list cleanup to remove inactive or invalid emails
- Quarterly audits to evaluate overall performance
- Ongoing A/B testing of subject lines, CTAs, or other key elements
- Seasonal adjustments to align content and timing with customer behavior
These steps will help you stay ahead and keep your campaigns performing well.
Conclusion: Strengthening Your Klaviyo Strategy
Key Takeaways
To ensure your emails reach the inbox, focus on proper domain authentication and maintaining a solid sending IP reputation. Segmentation is your secret weapon for delivering tailored content to the right audience at the perfect time.
| Audit Component | Frequency | Purpose |
|---|---|---|
| Infrastructure Check | Monthly | Ensures email deliverability |
| List Cleaning | Monthly | Boosts engagement rates |
| Flow Optimization | Quarterly | Improves automation performance |
| Performance Review | Quarterly | Refines overall strategy |
By sticking to these practices and conducting regular audits, you’ll keep your strategy aligned with shifting customer preferences.
Why Regular Audits Matter
Regular audits are critical for helping CPG brands stay aligned with market trends and evolving customer expectations [1]. Tools like Warmy.io for testing deliverability and Klaviyo’s analytics provide a detailed look at your email program’s health [3]. These insights allow you to fine-tune campaigns and allocate resources wisely.
Klaviyo’s analytics and segmentation tools make it easier to turn audit findings into actionable steps. To get the most out of your audits, prioritize:
- Tracking performance using revenue-focused metrics and testing advanced segmentation or AI-driven personalization.
- Integration: Ensure your email strategy aligns with broader marketing goals to create a seamless customer experience.
Optimization isn’t a one-and-done task – it’s an ongoing journey.
