Klaviyo Flow Performance Audit: What to Check and What to Fix

Most brands I talk to can tell me their flows are turned on. Very few can tell me whether those flows are doing their job. A flow can be live, sending on schedule and showing decent open rates while quietly earning a fraction of what it should.

A flow performance audit answers one question: which of your automated emails make money, which do not, and why. This is the process I follow. You can run most of it yourself in an afternoon.

1. Start with what the flows earn

Open Klaviyo, go to Analytics and look at your flows over the last 90 days. Note the revenue each flow produced and how many people went through it. Then compare flow revenue to campaign revenue. In a healthy account the flows carry a large share, because they run without anyone remembering to press send. If almost everything comes from campaigns, your automation is underbuilt or broken.

Revenue per recipient is the number I trust most here. It puts a small flow and a large flow on the same footing, so you can see which ones deserve attention first.

2. Confirm the core flows exist and are live

Check that you have a welcome flow, an abandoned cart flow, a post-purchase flow and a browse abandonment flow, and that each one is set to live rather than draft or manual. It sounds basic. I still find accounts where a key flow was paused during a migration and nobody turned it back on.

3. Read the triggers and filters

Open each flow and read the trigger and every filter like a stranger would. I look for filters that quietly exclude most of the audience, a trigger that fires on the wrong event, and flow filters that contradict each other. A filter added years ago for a promotion is a common culprit.

4. Check the timing between emails

Look at the delays. An abandoned cart email that goes out two days late has missed its moment. A welcome flow that sends five emails in the first day feels pushy. There is no single perfect schedule, but each delay should have a reason you can explain.

5. Judge each email on clicks and orders, not opens

Open rates have been unreliable since mail apps began loading images automatically, so I look at click rate, placed order rate and revenue per recipient for each email in the flow. Find the email where people drop off. That is usually where the fix is.

6. Look at what happens after the flow ends

Check the exit conditions and what the flow does when someone buys. Customers who purchase should leave the abandoned cart flow immediately and move into post-purchase. People who unsubscribe or stop engaging should be handled, not left to keep receiving email and damaging your sender reputation.

7. Rule out a deliverability problem

If a flow looks fine but earns far less than it should, the emails may not be reaching the inbox. Falling revenue with steady send volume is the classic sign. In one account I worked on, email and SMS revenue had dropped about 95 percent from its peak while sending stayed flat, and the cause sat underneath the flows. Read my guide on why Klaviyo emails go to spam, or look at the deliverability fix.

8. Write down what to fix, in priority order

End the audit with a short ranked list. Put anything that stops emails from reaching people first, then broken or missing core flows, then the weakest high-volume emails, then testing ideas. Fixing the foundation before the polish stops you from improving emails that nobody sees.

Want me to do this for you?

The $97 audit covers your whole email marketing system and is credited toward your first project. If you already know the flows need work, the Flow Bundle covers the audit, the deliverability fix and four core flows for $2,500, one time. You can compare every option on the pricing page.

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