What’s in a Klaviyo audit?

What's actually in a Klaviyo audit - and why it's something worth doing

I get asked this a lot. People aren't entirely sure what they're actually getting, and you’re placing a huge amount of trust in someone to do this (something I never take lightly!) So here's exactly what I look at when I audit a Klaviyo account, and why each bit matters.

First, your customers (and your prospects)

Before I look at a single email, I want to understand how your customers actually behave. That means digging into your database composition - who's buying, when they're buying again, and crucially, who isn't. Lifecycle performance tells you a lot about the health of your CRM programme, and I'm also looking at where there are growth opportunities sitting untapped within your existing base. With the Google algorithm changes and core updates of recent years, a lot of brands are sitting on audiences with lower intent than they used to have, and that needs a different approach.

Then, your Klaviyo setup

This is where I get properly into the platform. I'll look at every flow you have running. Not just whether they're technically set up correctly, but whether they're still doing the job they were built to do. Are you looking at the right triggering events from Shopify? Are they clashing? Sending too soon? Flows lose effectiveness over time, and most accounts have at some that are underperforming. I look at your campaigns alongside the flows, because the two need to work together rather than cannibalise each other.

Segmentation is usually where I find a lot to work with. Most brands are either over-segmenting (creating complexity that doesn't pay off) or under-segmenting (sending the same thing to everyone and wondering why engagement is dropping). I'll look at how your audiences are built and whether the targeting logic actually makes sense for where your customers are in their journey.

I'll also look at click-to-conversion. Getting someone to open and click is only half the story. If the email is working but the landing experience isn't, that's worth knowing. And we know we can’t trust opens any more…

And the stuff that keeps everything running properly

This is the less glamorous part of a Klaviyo audit, but it matters. I'll check your deliverability and IP health, your data quality and how inactive profiles are being managed, your processes and whether there are efficiencies to be found. I'll also look at personalisation opportunities, where a bit more relevance in the content could make a meaningful difference to your brand’s performance.

I'm Klaviyo certified and have audited accounts across a range of DTC and ecommerce brands, so I know what good looks like, and I know how to tell the difference between a quick fix and a structural problem.

If you've been meaning to get a proper look under the bonnet, get in touch and we can talk through what's involved.