Klaviyo Self-Audit: 5 Things to Check Right Now

Use this checklist to spot hidden issues in your email setup—and fix them fast.

By Judith Prugger, Email Strategist & Founder of Inbox Architects

After reviewing dozens of Klaviyo accounts, I’ve noticed that most brands make the same five mistakes—even when things look fine on the surface. This self-audit helps you catch those gaps and course-correct in under 30 minutes.

1. Are You Still Sending to Your Entire List?

The problem: Sending to cold or unengaged contacts tanks your deliverability and hurts your sender reputation.

Fix it:

🔲 I’ve created engaged segments (30, 60, 90, or 120-day active).

🔲 I’m excluding bounces, spam-marked contacts, and unengaged users.

🔲 I’m prioritizing opens, clicks, and recent site activity over list size.

2. Are Your Emails Built for Deliverability & Engagement?

The problem: They may look good—but might still be getting clipped, unread, or filtered to spam.

Fix it:

🔲 I’m using a text-to-image ratio of 60:40 or 70:30.

🔲 I avoid image-only emails and compress all images.

🔲 My designs are mobile-friendly and tested on different devices.

🔲 Emails stay under 100KB to avoid clipping.

🔲 I’ve filled in preview text (no blanks).

🔲 My subject lines are relevant, clear, and not clickbaity.

🔲 My unsubscribe link is easy to find.

🔲 I monitor bounce rates, spam complaints, and open/click trends.

🔲 I use personalization beyond just first name (e.g., product-based dynamic blocks).

3. Are Your Flows Organized & Logically Timed?

The problem: Overlapping triggers and poor timing create chaos—and mixed messages.

Fix it:

🔲 I’ve added profile filters to prevent subscribers from being in multiple flows at once.

🔲 I’ve segmented flows by behavior (new, repeat, inactive).

🔲 I’ve set delays based on customer data, not guesswork.

🔲 I’m not missing key flows: site abandonment, browse abandonment, post-purchase, winback, sunset.

🔲 My winback flow starts nudging around 45–60 days—not 90+.

🔲 I have a sunset flow to suppress or re-engage inactive users.

4. Are You Following Up Post-Purchase?

The problem: Most brands stop emailing once the first order is done—and miss major retention and LTV opportunities.

Fix it:

🔲 I’ve calculated ATO (average time between orders).

🔲 I recommend complementary products after purchase.

🔲 I feature upsells like bundles, subscriptions, or higher-end versions.

🔲 I keep customers warm with educational content or UGC between orders.

5. Are You Too Reliant on Discounts?

The problem: If your audience only buys with a code, you’re conditioning them to wait—and devaluing your brand.

Fix it:

🔲 I highlight non-discount value: fast shipping, materials, reviews, return policies.

🔲 I rotate in non-discount offers like free gifts, early access, or bundles.

🔲 I vary offers by segment—new customers get different messaging than loyal buyers.

💡 Final Thoughts

Most email issues aren’t hard to fix—but they do require intention. This checklist gives you a starting point to make smarter, faster improvements that can have an outsized impact on your performance.