What a good Klaviyo audit includes.
A good Klaviyo audit covers flows, segments, deliverability, design, tracking and reporting, and ends with a ranked list of fixes you can act on. It should leave you with specific findings about your account, not a generic checklist.
Flows and automation.
The audit checks which flows exist, what triggers them, how they are timed and whether exclusions are in place. Missing flows are the most common finding, followed by flows that overlap or keep emailing people who already bought.
Lists, segments and consent.
It reviews how people join, how consent is recorded, how segments are defined and whether engagement is used to protect sender reputation. Stale segments and unused data are common.
Deliverability and authentication.
It checks SPF, DKIM and DMARC, the sending domain, bounce and complaint rates and how inactive subscribers are handled. Problems here quietly reduce the value of everything else.
Design, tracking and reporting.
It reviews templates on mobile and in dark mode, the accuracy of store tracking and how results are reported. It should end with a plain list of fixes, ordered by likely impact and effort.
You should be able to take the list and do the work yourself, or ask us to do it.
What you should receive.
You should receive the findings in writing, with each one stated plainly, a note of how serious it is and what fixing it involves. Screenshots or examples from your own account make the findings checkable, and a short call to talk them through helps you decide what to do first.
In practice.
A store runs a free audit and receives a four page document. It shows two missing flows, an abandoned cart flow that keeps emailing buyers, a DMARC record set to none for a year and templates that break in dark mode. Each finding has a priority and an estimate of effort, so the owner can fix the quick ones at once and decide about the rest.
Checklist.
- Flow inventory with triggers, timing and exclusions
- Segment and consent review
- Authentication and domain check
- Design review on mobile and dark mode
- A ranked list of fixes you can act on
Common mistakes.
- Accepting a generic checklist as an audit
- An audit that ends in a sales pitch with no findings
- Not receiving the findings in writing
Questions people ask.
How long does an audit take?
A thorough account review takes a few days of work. The turnaround you are given should be stated up front.
Do I have to hire the agency afterwards?
No. A good audit is useful on its own, and you should be free to use the findings with anyone.
What access does an audit need?
Usually read only access to Klaviyo and your sending domain records. Ask for the minimum needed and remove it after.
Inferno Emails is an agency, so we have an interest in you hiring one. This guide is written to help you choose well, including choosing someone else or doing the work yourself.
Want a straight answer on your own account? Our free audit lists what is missing and what to fix first, with no obligation. See the email deliverability service or book your free audit.
Find out what your list is actually worth.
We review your flows, list health, authentication records and last ninety days of performance, then send back what we found.
30 minutes, no obligation, and the findings are yours to keep either way.