Klaviyo is a powerful tool for email marketing, offering a ton of features that can significantly boost your email marketing performance. But to maximize its potential, you need to do regular audits. This comprehensive step-by-step guide will help you conduct a thorough Klaviyo audit independently, without the need for an agency.
With our in-depth guide, you’ll be able to swiftly diagnose your account usage, develop a strategic plan for maximum ROI, and identify ways to optimize your email campaigns.
We’ll also be showing you how to create personalized and targeted content for your subscribers so that you can achieve your most desired results.
With our framework, you’ll be able to make your data work for you, send emails that target your subscribers’ deepest pain points and desires – and go from a state of conversion uncertainty to a state of conversion empowerment.
So, how badly do you want to transform your Klaviyo account into a constant revenue-generating engine?
Auditing your Klaviyo account properly means examining several key areas to check that everything is operating at optimal performance. We’ll cover audits at the campaign level, specific parameters to check, and some bonus tips for real e-commerce growth.
Conducting a thorough audit on the campaign level can reveal actionable insights into your email marketing strategy. Prioritize these three key parameters and your results should improve noticeably:
Deliverability is the foundation of any email marketing campaign. Poor deliverability can ruin your efforts, leading to low open rates and high spam rates.
The iOS 15 update was one of the biggest changes in recent deliverability, but it’s become the new normal. Today, improving your deliverability requires focusing on a few specific factors and keeping your content relevant.
Make sure your emails are authenticated with SPF, DKIM, and DMARC to prove legitimacy.
Regularly clean your email list by removing invalid email addresses as high bounce rates can affect your sender reputation.
Encourage subscribers to add your email address to their contact list so there’s less chance of your emails being marked as spam.
One of the most common mistakes that stores make when it comes to sending email marketing campaigns is to constantly spam their whole list of subscribers. The problem? You’re sending generalized emails to a general audience, so some aren’t going to be relevant and subscribers can quickly get tired of receiving emails that aren’t useful.
Effective list segmentation can improve both engagement and conversion rates. The main marketing goal of segmentation is to keep your deliverability healthy while maximizing your campaign’s revenue. Secondary goal, to keep your customers happy and receiving relevant content.
Segmentation depends largely on your brand, the size of your business, and your email list size. Here are some useful segments you may want to consider implementing:
Segment your list based on how recently subscribers interacted with your emails. These segments allow you to target users who have been active within a recent time frame, like 30 days, 60 days, 90 days, etc.
The more active the profile is, the more campaigns it should be receiving.
Identify and re-engage inactive subscribers with targeted winback campaigns. This can rejuvenate your email marketing list and boost engagement. It’s a good idea to split these into repeat customers and prospects for more precise targeting.
“Lapsed” segments work on a similar basis but extend the time frame of inactivity to between 90 and 150 days.
These are the segments that you should regularly use as exclusions. They will prevent you from sending to subscribers who are very unlikely to open your email or have a high chance of bouncing. You should have 3 hygiene segments:
Implementing a sunset policy to keep your list as clean as possible. Set it to remove inactive subscribers if they remain inactive after receiving a re-engagement or winback campaign.
Diversifying your email content is an important step to keep your audience engaged. By offering diversified content, you can cater to varying customer needs and stages in their journey.
There are five main campaign types that should be included in your strategy:
Offers, discounts, and sales announcements. These emails should be timely and relevant, offering value to your subscribers. Event-based sales fall under this category as well.
Tips, how-tos, and informative content. These help build trust and establish your brand as an authority in your niche.
These are designed for two purposes: one, to encourage engagement and make your audience feel involved and cared about, and two, to build up your collection of social proof.
Here’s how to diversify your monthly campaign calendar:
Try to find a good balance between all three of the above for your brand, which will be also dependent on what your audience responds the best to.
Looking to perform a data test on your Klaviyo account?
Export your data and join us for a 15-minute call, where we’ll gladly walk you through the process and discuss the insights gained from your account analysis.
Now, let’s delve into specific parameters you need to understand for a detailed Klaviyo audit of your flow emails.
A 1% placed order rate is a sign that you’re providing good value to your list. Consistently achieving or exceeding this magic number shows a healthy email marketing game. With this technique, you’ll amplify your retargeting prowess, much like the Discount Ladder tactic (more on this in our article about retargeting email marketing automation).
Here’s how to track and improve it:
Regularly review your placed order rate in Klaviyo’s analytics.
Improve your email flows’ call-to-actions to encourage more conversions. The more clicks you get, the more chances there are for conversion.
Make sure your emails are visually appealing and mobile-friendly, without being overwhelming or too busy.
Offer exclusive content, discounts, or personalized recommendations. By incorporating valuable content in your next-in-flow email, you’ll remind subscribers of your brand’s presence and encourage a series of micro-conversions that eventually lead them back to your website for ongoing engagement.
Share insider tips, behind-the-scenes looks, or upcoming product previews. This makes your subscribers feel like they’re getting something special.
Use customer data to tailor recommendations and content to individual preferences. This technique makes your customers feel known and understood.
Klaviyo has several must-have flows that can be automated to enhance your email marketing efforts with very little time and effort on your part.
A well-crafted welcome series sets the tone for your email marketing campaigns. It’s the first impression, so make it engaging and informative.
Target customers who leave items in their cart without completing the purchase. Sending well-timed reminders can recover lost sales and improve your conversion rate.
Target customers who browse products but don’t add them to the cart. Include personalized product recommendations and show customer reviews or social proof to increase the likelihood of conversion.
Browse Abandonment flow is the 3rd highest generating flow based on Klaviyo’s data, making it a big revenue opportunity for brands.
Smart sending settings can prevent email fatigue among your subscribers. Adjust the frequency of your emails based on subscriber engagement to maintain a healthy unsubscribe rate.
Monitor how often your subscribers open and click your emails to figure out the optimal sending frequency.
Set limits on how many emails a subscriber can receive within a specific time frame to avoid overloading and possibly annoying them.
Set Smart Sending to ON for most campaigns and flows, but keep it OFF for those you want everyone to see, such as a Welcome Flow, Cart Abandonment Flow, a Black Friday Promo, etc.
Beyond auditing your Klaviyo account, here are some additional tips to boost real e-commerce growth.
This helps you to continuously optimize your email strategies through testing what works and what doesn’t. You can A/B test almost every aspect of your emails, including:
For most accurate results, test ONLY one element at a time so you know exactly which element is influencing your results.
Use Klaviyo’s advanced flows for better targeting. These flows can streamline the customer journey and improve overall satisfaction.
Partnering with a professional email marketing service provider can take your email marketing to the next level. Our team offers:
We bring a global perspective with diverse insights and strategies from various markets. This allows us to create solutions that are culturally relevant and effective, giving you a competitive advantage no matter where you’re selling.
Our expertise is geared towards noticeably improving your results. Using advanced techniques and proven methods, we help you achieve higher conversion rates, making your marketing efforts more impactful and efficient.
Prestigious institutions rely on us to teach the latest and most effective marketing techniques. Our role as trusted educators ensures that industry leaders are equipped with cutting-edge knowledge and skills.
Our portfolio showcases our ability to deliver exceptional results. From successful campaigns to innovative strategies, our proven track record demonstrates our commitment to excellence and our capacity to meet and exceed client expectations.
We excel at optimizing strategies to maximize revenue. By analyzing your current approaches and identifying areas for improvement, we help you implement tactics that drive higher profits and ensure sustainable growth.
We make sure your Klaviyo account is optimized for your business and email marketing goals.
We assist with integrating Klaviyo with your e-commerce platform and other tools for seamless operations.
We design custom email templates that align with your brand and meet your marketing objectives.
We focus on improving key metrics by analyzing your current setup, identifying areas for improvement, and providing a detailed action plan.
We conduct a thorough review of your campaigns, segmentation, and automation workflows to spot areas that need enhancement.
We offer actionable recommendations to boost your email marketing performance.
Our comprehensive reports include a detailed analysis of your email performance, along with strategies to improve your results.
We track key metrics and KPIs to measure the success of your campaigns.
We use detailed attributions to help you see which emails are driving sales and where there are opportunities for growth.
We use various attribution models to analyze the customer journey and identify the most effective touchpoints.
Track sales generated from your email campaigns to measure ROI accurately.
We focus on increasing your customer lifetime value by implementing strategies that enhance retention and loyalty.
Create and manage loyalty programs to reward repeat customers, encouraging long-term engagement.
Develop strategies to keep customers engaged and coming back for more, ensuring continuous growth for your business.
If you need professional support to grow your list, we’re here to help. Our services include
advanced segmentation and targeting strategies. We use data-driven approaches to make sure your emails reach the right audience.
From sign-up forms to lead magnets, we help you build a robust email list.
Our team of copywriters creates compelling and relevant content that resonates with your subscribers and guides them to take action.
Improve your email performance through continuous monitoring and adjustments.
Make sure your messages reach the inbox by working on all aspects of deliverability, from authentication to list hygiene.
Isn’t it time to elevate your e-commerce brand and start earning more revenue on autopilot? Book a free discovery call today and watch your email success double!
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