Every visitor you pay for either leaves for good or ends up somewhere in your Klaviyo account. A quarter of an hour in the right places shows how much of that traffic the account turns into customers, and where it falls short.

These are the five areas we look at first when we audit an account, with the numbers we typically find.

1. Deliverability and list health

Everything else depends on your emails reaching the inbox. Check the deliverability overview in Klaviyo, along with bounce rates and spam complaints on recent sends. Check that your sending domain is authenticated, with SPF, DKIM and DMARC set up.

In the accounts we audit, Klaviyo's deliverability score often sits between 54 and 80. We aim for 85 or above. A low score usually means too many emails are going to people who never open them, which also costs you money, because Klaviyo charges for every active profile.

2. Flows

Open the list of flows and sort by revenue. Look at which flows exist, which are live, and what each one earns.

In the accounts we audit, 60% to 80% of the flows we consider essential are missing or broken. Besides a welcome flow and an abandoned cart flow, look for flows for browse abandonment, the period after a first purchase, replenishment, win-back of lapsed customers and VIP customers.

Also check that the live flows are actually sending.

3. Signup forms

Open your signup forms and look at the submit rate for each one. This is the share of visitors who leave an email address, and it decides how much of your paid traffic you can reach again.

In the accounts we audit, forms often have a submit rate between 0.5% and 5% of the people who see them. In our client accounts, rates between 8% and 19% are common. Check the form on your phone as well, since that is where most paid social traffic arrives. We go deeper in Why most of your paid visitors leave without an email address.

4. Who is on the list

Build a quick segment of subscribers who have never placed an order and compare it with the size of the whole list. In the accounts we audit, between 50% and 88% of subscribers have never bought, around 70% on average.

A high share shows how many people you have permission to sell to and have not yet converted, and flows aimed at them are often where the quickest gains are.

5. Campaigns

Look at the last three months of campaigns: how often you send, to whom, and what each send earned. Sending the same email to the whole list every time hurts deliverability and leaves revenue behind. Sends to engaged segments, with content that matches what people bought or browsed, usually earn more per recipient.

Put the pieces together

Once you have looked at all five, compare the account with itself. How does flow revenue compare with campaign revenue? How many new subscribers do you get each month compared with your visitors? How has email revenue developed against the same period last year? We explain why that comparison beats a fixed target in How to judge the share of your revenue that comes from email.

Where Markeity comes in

If you would rather have someone else look, book a free 15-minute call. We look at your traffic and at what a customer is worth to you after the first order.