How to Audit a Klaviyo Account (A Practitioner's Checklist)
If you manage Klaviyo for your own store or for clients, you've probably done some version of an audit — poking around flows, checking a few segments, maybe glancing at deliverability numbers. But most audits are inconsistent because they're done from memory instead of a fixed process. Here's the checklist I actually use, built from years of doing this by hand before I automated most of it.
1. Flow Coverage
Start here, since missing flows are usually the highest-revenue-impact issue. Check for:
- Welcome series — live, not draft, with at least 2-3 emails
- Abandoned cart — live, and check the delay before the first email sends (anything over 4 hours starts losing meaningful recovery rate)
- Browse abandonment — often skipped entirely, and it shouldn't be
- Post-purchase — confirms the order, but also sets up the next purchase
- Win-back / sunset flow — the flow most accounts are missing, and the one that quietly protects your sender reputation by getting cold subscribers out of regular sends
2. Flow Health
Coverage alone doesn’t tell you much — a "live" flow can still be underperforming:
- Dead flows — anything live but sending zero emails in the last 30 days usually means a broken trigger, not an intentional pause
- Single-email flows — abandoned cart and welcome series especially benefit from 2-3 touches, not one
- Trigger delay — check the actual time between the triggering event and the first send; slower isn't always worse, but for cart abandonment specifically, faster generally wins
3. List Hygiene
This is the part people skip most often, and it's the one most connected to deliverability problems down the line:
- Unengaged suppression — is there an actual segment excluding cold subscribers from regular sends? If not, that's a real gap
- Dead segments — segments with zero profiles just clutter the account, but worth checking they're not still referenced somewhere
- Duplicate segments — near-identical segment names are a sign nobody's been maintaining the account consistently
4. Deliverability Signals
The numbers that actually determine whether your emails land in the inbox at all:
- Spam complaint rate — under 0.1% is healthy, above 0.3% is a real problem worth addressing immediately
- Bounce rate — under 2% is healthy, above 5% suggests a list-quality issue, not a one-off
Doing this manually works, but it's slow and inconsistent — which is exactly why I built Fluxchek, a tool that runs this same checklist against your actual Klaviyo account and scores it automatically. If you want to see where your account stands without doing this by hand, you can get a free score here.