Most Klaviyo audits aren’t complicated. They’re just tedious enough that agencies have built a business around charging for them. Here’s the actual checklist we run through on every account, no gatekeeping.
Start with deliverability, before anything else. Go to Settings, then Domains, and confirm SPF, DKIM, and DMARC are fully verified, not just installed years ago and forgotten. A green checkmark that hasn’t been re-checked in over a year isn’t proof of a healthy sender reputation, it’s just a badge nobody’s looked at twice.
Then pull up Placement Insights under Deliverability. If more than 10 percent of your sends are landing in spam or the promotions tab, stop here. Nothing else on this list matters until that’s fixed.
Check flow coverage, not flow count. Twelve flows built means nothing if five of them haven’t fired in six months. Sort your Flows tab by revenue and look for anything with zero sends in the last 30 days. That’s not a flow anymore. That’s a placeholder.
The five that need to exist and actually be firing: welcome series, abandoned cart, browse abandonment, post-purchase, and a win-back for lapsed customers.
Look at list health, not list size. Filter your Klaviyo list for anyone who hasn’t opened an email in 90 days. If that group is more than 30 percent of your active list, you’re paying to send to people who are actively hurting your reputation with every email. Suppress them, or build a re-engagement flow, before touching anything else.
Test whether your segmentation actually segments anything. Most accounts we audit have one real segment: everyone. Check whether first-time buyers and repeat customers get different messages in your flows, or whether it’s one email going out to both regardless of history. If it’s the latter, that’s the single fastest fix on the whole list.
What this checklist won’t tell you is whether your copy is any good, whether your send times match how your audience actually behaves, or whether your abandoned cart flow is losing people at email 2 because of a broken discount code. That takes someone reading your account, not running through a list.
Still, the four things above cost nothing to check yourself. They catch most of what’s actually wrong in most DTC Klaviyo accounts, before you ever pay anyone for a proper look.
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