Klaviyo Audit: 25-Point Checklist to Fix Your Account

Quick answer: A Klaviyo audit reviews five areas of your account — deliverability, flow coverage, segmentation, list growth, and campaigns/reporting — to find where you’re leaving revenue on the table. Use the 25-point checklist below (five checks per area) to score your account out of 25. Anything under ~20 means there’s quick-win revenue to recover, usually in flows or deliverability.

Key takeaways

• A good audit covers five areas: deliverability, flows, segmentation, forms/list growth, and campaigns/reporting.
• Deliverability and flow gaps are where most lost revenue hides.
• Score your account out of 25 to prioritize fixes.
• Most “underperforming” accounts aren’t broken — they’re missing splits, sending to dead contacts, or blasting unsegmented lists.

Suspect your Klaviyo account is underperforming? This checklist lets you self-diagnose in 20 minutes. It operationalizes our Klaviyo best practices playbook.

What a Klaviyo audit covers

An audit isn’t a vague “review” — it’s a structured pass over the five things that actually determine results. Score one point per check; tally your total out of 25.

Deliverability checks (5)

1. Sending domain authenticated (SPF, DKIM, DMARC all passing).
2. Sending to engaged segments first; not blasting cold contacts.
3. A sunset flow is live and suppressing unengaged profiles.
4. Spam complaint rate below ~0.1%.
5. Dedicated sending domain, warmed before scaling.

These five matter most — if you’re in spam, nothing else counts. Detail in the deliverability guide.

Flow coverage checks (5)

6. Welcome series live (with new-vs-existing split).
7. Abandoned cart + browse abandonment live.
8. Post-purchase flow live (cross-sell + reviews).
9. Winback flow live.
10. Conditional splits and exits set (not linear sequences).

Missing or linear flows are the most common revenue leak — see the complete flows guide.

Segmentation checks (5)

11. Engaged 30/60/90-day segments built.
12. VIP segment built and used.
13. Non-buyer segment for conversion pushes.
14. At-risk/lapsing segment feeding winback.
15. SMS-consent segment for text campaigns.

Reusable segments power both targeting and deliverability.

Form and list-growth checks (5)

16. A signup form (popup/flyout) is live and converting.
17. Form triggers tested (time, exit-intent, scroll).
18. Email + SMS consent captured correctly.
19. Forms connect into the welcome flow.
20. Form A/B tests running.

Campaign and reporting checks (5)

21. Campaigns sent to segments, not the whole list.
22. A/B testing in flight (subject lines at minimum).
23. Mobile rendering checked on recent sends.
24. Revenue per recipient tracked and trending up.
25. Flows contributing ~30%+ of email revenue.

How to score your audit

• 23–25: Strong account — optimize at the margins.
• 18–22: Solid base with clear quick wins, usually in flows or deliverability.
• Below 18: Significant revenue is being left on the table — prioritize deliverability and the core flows first.

When to get a professional audit

Self-auditing catches the obvious gaps. A professional audit goes deeper — flow logic, segment definitions, deliverability diagnostics, and benchmarking against comparable brands — and quantifies the revenue at stake. If you scored below 20, or you’re not sure why a flow underperforms, that’s the signal to bring in an expert.

Frequently asked questions

What does a Klaviyo audit check?

A Klaviyo audit reviews five areas: deliverability (authentication, engagement, sunset), flow coverage (welcome, cart, browse, post-purchase, winback, with proper splits), segmentation, forms and list growth, and campaigns/reporting. Score each area out of five for a total out of 25.

How do I know if my Klaviyo account is underperforming?

Common signs: flows contributing under ~25% of email revenue, declining open rates or spam-folder placement, sending to the whole list instead of segments, or missing/linear core flows. Run the 25-point checklist to pinpoint the gaps.

How often should I audit my Klaviyo account?

Do a light self-audit monthly and a deeper review quarterly, or whenever performance dips. Deliverability and flow coverage are the checks worth watching most frequently.

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About the author

Ravinderpal Singh is the founder of Excelohunt, a Klaviyo-focused email & SMS agency. We audit ecommerce Klaviyo accounts and quantify the revenue at stake.

Want the experts on it? Get a free 25-point Klaviyo audit — we’ll show you exactly what to fix first.