Hi there,

Most brands know they can be getting more out of their Klaviyo account.

They just don't know where to look to find the opportunities.

Here's the exact framework we use to audit every account we work with.

Most people jump straight to flows or campaigns when auditing an account.

That's the wrong place to start.

Each pillar builds on the next. If your deliverability is broken, your flows and campaigns won't perform no matter how good they are. If your pop-up isn't converting, you're not getting enough leads into your flows to make them work.

Audit in this order:

Deliverability determines whether your emails land in the inbox, the promotions folder, or spam. Everything else depends on this.

What to look for:

Campaign open rates
You want to see above 40% consistently. If you're sending to engaged segments and still seeing below 40%, that's a red flag.

Welcome email 1 open rate
This is one of the truest reflections of your deliverability. It's the first email anyone ever receives from your brand. A strong open rate here (55-75%) tells you emails are landing in the inbox.

Klaviyo deliverability score
Find this under Analytics in Klaviyo. You want a score of 80 or above.

Unsubscribe rate
Keep this below 0.3% per campaign. Anything above that is a signal you're either sending to the wrong people or sending too frequently to unengaged subscribers.

Red flag: Open rates below 40% combined with a Klaviyo deliverability score under 80. Fix deliverability before touching anything else.

Your pop-up determines how many new leads enter your email list every month. It directly impacts how much revenue your flows generate.

What to look for:

Pop-up conversion rate
Most brands convert at 2-3%. A well optimized pop-up should be converting at 6-12% depending on your industry and AOV.

Monthly new subscriber volume
Is your list growing every month? If your pop-up is converting poorly, your list is barely growing and your flow revenue will reflect that.

Offer strength
Is your pop-up offering something compelling? A percentage off, dollar off, or free gift? Lead magnets and "join our newsletter" offers rarely convert well in ecom.

Red flag: A pop-up conversion rate below 2%. This is the single highest leverage fix in most accounts. Improving your pop-up conversion rate lifts every single flow that depends on new subscribers.

Your flows run 24/7 and generate revenue on autopilot. They should be the backbone of your email revenue.

What to look for:

Are you have all 8 core flows set up?
Welcome, abandoned checkout, abandoned cart, browse abandonment, post purchase, customer winback, sunset, and site abandonment.

Are your flows generating at least 10-20% of your total monthly revenue?
If campaigns are driving the majority, your flows need work.

Is your incentive structure increasing throughout each flow?
Start with no discount in the first email to protect margin on subscribers who would have bought anyway. Only introduce an offer mid-flow for those who need an extra push. Increase the offer towards the end for the most price sensitive subscribers.

Red flag: Missing the abandoned cart flow. Most brands confuse this with the abandoned checkout flow. Both need to be running. Check your flow triggers in Klaviyo to confirm.

Campaigns keep your brand top of mind and drive consistent revenue throughout the month.

What to look for:

How many campaigns are you sending per month?
Most brands should be sending 10-12 campaigns per month. Sending only during sales is a missed opportunity.

Are you relying on discounts to drive every campaign?
Your campaigns should be selling the product based on benefits, education, and storytelling. Not just discounts.

Are you sending to engagement based segments?
Only send to subscribers who have engaged in the last 60-180 days to protect deliverability.

Is your campaign design and copy on brand?
Plain text ChatGPT style emails with poor spacing and no visual hierarchy leave revenue on the table.

Red flag: Only sending campaigns when you have a sale. If your customers only hear from you when you want something from them, they'll tune you out fast.

Now use this checklist to audit your own account.

Deliverability:

Pop-Ups and List Growth:

Email Flows:

Campaigns:

If you find problems in more than two pillars, there is significant revenue sitting in your account waiting to be unlocked.

If you want us to do this audit for you, we offer a free Klaviyo audit at growpronto.com. We'll go through your entire account, find what's broken, and deliver a full report within 48 hours. All you need is a 15-minute call with me to get started.

Hope this helps.

Best,
Luca

Use these resources to help improve your brand’s email marketing.