Most Shopify stores running Klaviyo are leaving 20–40% of their email revenue on the table. Not because Klaviyo can't do it — because the flows were set up once, never audited, and slowly decayed while the brand grew past them.
A quarterly email audit surfaces the gaps. This is the same 25-point checklist our team runs on every new client account. We've never found a store where fewer than 8 points needed attention.
Download the PDF to run through it yourself — or keep reading for the full breakdown with benchmarks and fix priorities.
Download the full 25-point PDF checklist
Get the printable version with benchmarks and priority scoring built in.
Or skip the DIY
Get a free expert audit of your Klaviyo account. We'll run this checklist, score each item, and show you the dollar amount you're leaving on the table.
Get a Free Expert AuditHow to Use This Checklist
Score each item Pass / Needs Work / Missing:
Section 1: Technical Foundation (5 Points)
1. Domain Authentication (SPF, DKIM, DMARC)
Check: Settings → Email → Sending Infrastructure. All three green.
Why: Unauthenticated = 20–40% lower inbox placement.
Benchmark: 96%+ deliverability.
2. Dedicated Sending Domain
Check: Sending from mail.yourbrand.com or shared Klaviyo subdomain?
Why: Own sender reputation. Essential for 50K+ emails/month.
3. Bounce and Complaint Rate Monitoring
Check: Bounce rate under 2%. Spam complaints under 0.1%.
Why: Above 0.3% complaint rate triggers throttling.
4. Tracking and Attribution Setup
Check: UTM parameters on all links. Klaviyo-Shopify sync current. Revenue attribution enabled.
Why: Broken attribution = can't measure anything.
5. Smart Sending and Frequency Caps
Check: Smart Sending at 16–24 hour intervals. Max 1 email/day from flows.
Why: Over-mailing → unsubscribes and complaints.
Section 2: List Health (5 Points)
6. Engaged Segment Definition
Check: "Engaged" segment = opened/clicked in last 30–60 days. Used for campaign targeting.
Benchmark: 25–40% of total list.
7. Sunset Policy for Unengaged Subscribers
Check: 90+ day inactive being suppressed? Re-engagement flow before suppression?
Why: Sending to dead addresses hurts ALL your deliverability.
8. List Growth Rate
Check: Net new subscribers/month.
Benchmark: 3–5% net monthly growth.
9. Double Opt-In Enabled
Check: Subscribers confirming before entering flows?
Why: Reduces fakes, bots, spam traps. Better quality.
10. Segmentation Strategy
Check: Segments beyond "All Subscribers"? Minimum: first-time vs repeat, high-value top 20%, category affinity, purchase recency tiers.
Section 3: Flow Coverage (10 Points)
11. Welcome Series (Active and Optimized)
Check: Live? 3–5 emails? Conversion >8%? RPR >$2.50?
Benchmark: 42% open rate, $2.57+ RPR.
12. Abandoned Cart Flow (Multi-Email)
Check: Live? 3+ emails? Incentive in Email 3 only? Recovery >10%?
Benchmark: 41% open, $3.65 RPR, 10–15% recovery.
13. Browse Abandonment Flow
Check: Triggering on product page views? Not overlapping with cart flow?
Benchmark: 22% open, 3.2% CTR, $0.73 RPR.
14. Post-Purchase Flow (Beyond Order Confirmation)
Check: More than shipping email? Review request? Cross-sell? Education?
Benchmark: 60–85% open, +25–40% repeat purchase lift.
15. Winback Flow
Check: Appropriate lapse trigger? Sunset/suppression at end?
Benchmark: 5–12% reactivation, 18% CTR.
16. Replenishment / Reorder Flow
Check: (Consumables) Timed to usage cycle? One-click reorder?
Benchmark: 8–15% conversion rate.
17. Cross-Sell / Upsell Flow
Check: Triggered post-purchase? Using actual purchase correlation data?
18. VIP / Loyalty Flow
Check: Triggered at spend/order threshold? Exclusive offer or early access?
19. Subscription / Auto-Ship Pitch
Check: Offered in post-purchase or replenishment? Clear value prop?
20. Back-in-Stock Notification
Check: OOS pages capturing emails? Notification firing on restock?
Section 4: Performance Metrics (5 Points)
21. Flow Revenue > 30% of Total Email Revenue
Check: Klaviyo Analytics → Revenue breakdown.
Benchmark: Flows should be 30–50%+ of total email revenue.
22. Revenue Per Recipient by Flow
Check: RPR tracked per flow. Any below benchmark?
Benchmarks: Welcome $2.57+, Cart $3.65+, Browse $0.73+, Post-Purchase $1.50+, Winback $0.80+.
23. A/B Testing Active on Top 3 Flows
Check: Currently testing subject lines, content, or timing?
Why: Un-tested flows slowly decay.
24. Campaign Sending Frequency
Check: 2–4 campaigns/week to engaged segments?
Benchmark: 3–4 weekly = 2.3x more revenue than 1 weekly.
25. Monthly Audit Cadence
Check: Reviewing flow performance monthly?
Why: Top performers optimize monthly. This checklist = quarterly minimum.
Scoring Your Results
| Score | Status | Priority |
|---|---|---|
| 22–25 | Excellent | Top 10%. Incremental optimization. |
| 17–21 | Good | 2–3 fixes could add 15–25% revenue. |
| 12–16 | Needs Work | Focus Sections 1 and 3 first. |
| Under 12 | Critical | Full program review needed. |
Download the Checklist
Get the full 25-point checklist as a printable PDF.
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After downloading you'll receive: PDF checklist, benchmark reference guide, 3-email optimization series, and the option to book a free audit.
Or Skip the DIY
Running an audit yourself takes 2–4 hours. We do this every day.
Get a free expert audit of your Klaviyo account
We'll run this checklist, score each item, and show you the dollar amount you're leaving on the table.
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