- A useful Klaviyo audit ends in a fix list: what's wrong, why it matters, what to do, and in what order.
- This example is a composite, not a real client. Each item reflects a pattern from my data or from accounts I take over.
- Tracking always goes first, because every other number depends on it.
- A real fix list also says what's working. If nothing is worth keeping, someone isn't looking closely.
What is this Klaviyo audit example, exactly?
It's an example of the deliverable, not a case study. There's no brand behind it and no before-and-after.
Picture a consumable Shopify brand, around $5M a year, with Klaviyo installed a couple of years ago by a freelancer. Flows are live. Campaigns go out twice a week. Revenue from email is flat and nobody's sure why.
Below is the fix list I'd expect that account to produce, with each finding compared against the Flow System I install for every brand. The numbers I quote are from my own data, not from this imaginary brand.
The example fix list
Fix this week
1. Click tracking is broken on some sends. - What we found: Several recent campaigns show opens and revenue but zero clicks. - Why it matters: That's not a great email. It's broken tracking. Across the brands I work with, about 20 sends looked like this. Until it's fixed, you can't trust which emails are actually working. - The fix: Check that click tracking and UTMs are on for campaigns and flows, then re-test with a real send. Click every link before anything goes out.
2. There's no reorder reminder flow. - What we found: The product runs out in about a month, and nothing reminds customers to buy again. - Why it matters: In pooled data from 4 consumable brands, reorder reminder flows earned about $2.23 per person, about 28x the best campaign. Only 2 of those 4 brands had one built. - The fix: Build a reorder reminder timed to when customers actually run out. It sits on top of the core flows, but if your product runs out, it shouldn't wait. Here's how to build a Klaviyo replenishment flow.
Fix this month
3. Welcome effort is spread across emails 2 to 5. - What we found: Welcome email #1 is a short hello. The best offer and the strongest proof show up in emails #3 and #4. - Why it matters: In the same 4-brand data, welcome email #1 earned about $4.50 per person. Emails #2 to #5 earned about $0.10 each. That's about 30x. - The fix: Move the offer into email #1, since it carries most of the money. In the Flow System I install, welcome is 6 emails over 7 days (days 0, 1, 2, 4, 6 and 7): the rest of the week builds trust, and the offer expires on day 7. More in how to build a welcome email series.
4. Winback stops after one email. - What we found: One "we miss you" email, then nothing. - Why it matters: Winback email #3 earned about 2x email #1 in my data ($0.23 vs $0.11 per person). Stopping at one means stopping before the part that pays. - The fix: Extend it to a real sequence. In my blueprint, winback waits 45 days after an order, then sends 5 emails between day 45 and day 60, with the offer at email 4. Only engaged openers get in, and anyone who reorders exits. See how long a winback flow should be.
5. Collection and site abandonment don't exist. - What we found: Browse and cart abandonment are live. Collection and site abandonment aren't built, and Viewed Collection isn't being tracked. - Why it matters: People who look at a category page, or visit without looking at a product, get nothing. These are two of the 8 core flows I install for every brand. - The fix: Turn on behavioral event tracking, then build both. In the Flow System I install, each is 3 emails per path over 4 days with an offer in both paths, and anyone who ordered in the last 30 days is routed out. Start with the collection abandonment email and the site abandonment email.
6. Customers and non-customers get the same flow emails. - What we found: A six-time customer who abandons a cart gets the same "first order" email as a stranger. - Why it matters: They're in completely different places. One needs trust. The other needs a reason to come back. - The fix: Start every flow with a "Placed order ever?" check and write each path separately. In post-purchase, split by order count instead. Non-customers keep the welcome offer in every flow; customers get an upgraded, buy-more or subscription offer instead of a first-order code. Here's how to split customer vs non-customer flows.
Fix in campaigns
7. Every campaign goes to the whole list. - What we found: No segments. Every send goes to everyone. - Why it matters: You earn less per person, and you can't tell what worked. A fitness tech brand I work with earned $0.19 per person on an engaged-segment send to 7,145 people, and $0.04 per person on a full-list blast to 49,475. - The fix: Build an engaged segment and send most campaigns there. See email segmentation for ecommerce.
8. Content sends never ask for the sale. - What we found: A run of educational emails with no offer and no reason to buy. - Why it matters: A wellness brand I work with had a month of all-educational sends, and campaign revenue went from $3,146 to $110. Content warms people up, but somebody has to ask for the sale. - The fix: Pair every content send with a reason to buy.
9. Reports are judged by open rate. - What we found: The monthly report leads with opens. - Why it matters: In my 4-brand data, click rate tracked revenue at 0.65 and open rate at 0.32. For one brand, more opens meant less money. Apple Mail auto-opens pushed open rates past 85% on some segments. - The fix: Report clicks and revenue per person. More in open rate vs click rate.
What's working (leave it alone)
A real fix list says this part out loud. In this example:
- Abandoned checkout and abandoned cart are live and earning. Cart stops at three emails, where my blueprint runs 5 per path over about 8 days, and cart email #5 still earned about $0.25 per person in my data. Worth extending, but it isn't broken.
- The sign-up form converts on mobile.
- Shopify is connected and orders are syncing.
If your account is in good shape, the honest answer is "your setup is solid." That's a valid audit result.
What's not on the list
There's no projected revenue number. I don't guarantee results, and a dollar figure promised before you've fixed anything is a guess dressed up as a finding.
There's also no "rebuild everything." Most accounts have parts worth keeping. If an audit finds nothing worth keeping, ask how hard they looked. More on that in how to tell a real free Klaviyo audit from a sales pitch.
How do you use a fix list like this?
Work it top to bottom. Tracking first, because everything else depends on it. Then flows, because they run every day. Then campaigns.
You don't need an agency to do it. Hand it to your team, a freelancer, or do it yourself. If you're under about $25K a month in revenue, I'd hire a specialist rather than a done-for-you agency. If you want to check your own account against the full list first, run my Klaviyo audit checklist.
Where these numbers come from
The per-person flow numbers and correlations are pooled from 4 consumable brands I work with: 2,897 campaigns and $17.7M in email revenue. It's a small sample, so treat it as directional. Single-brand numbers come from individual client accounts. The brand in this example is made up.
FAQ
Is this a real client's audit?
No. It's a composite built from patterns in my data and the problems I see most when I take over accounts. No brand is behind it.
How many items should a Klaviyo audit find?
There's no right number. What matters is that every item is specific to your account and comes with a reason and a fix. A short list for a solid account is a good result.
What should a Klaviyo audit fix first?
Tracking and data. If clicks or orders aren't being recorded properly, every number you'd use to judge the rest is wrong.
Will an audit tell me how much more I'll make?
A real one shouldn't promise a number. It can tell you where the gaps are and what similar fixes have earned elsewhere, as long as it's clear that's not a guarantee.
Can I get a fix list like this for free?
Yes. My first strategy session is free and you leave with your own fix list, whether or not we work together.
Founder of Bardown Digital, a Chicago-based Klaviyo email and retention agency for Shopify brands. He's worked with brands doing $500K to $100M a year, with $100M+ in email-attributed revenue across them.