Klaviyo audit: what your email really earns
Klaviyo shows attributed revenue. We show what remains once you remove VAT and the sales that would have happened anyway.
Example value, adjust to your figures
The share is your assumption. From phase 04, a control group without email measures it. Before cost of goods: revenue, not margin.
Step one
The audit, area by area
Read-only access, nothing in your account changes. Each finding gets a status and an estimated value in your currency, which sets the order of work.
- 01
Account and data
Events, catalogue feed, custom properties and whether revenue is counted once.
Data you can trustGaps · estimated value
- 02
Flows
Which flows exist, which still send, where triggers or filters quietly stopped them.
Stopped flows foundAct now · estimated value
- 03
Campaigns
Rhythm, segments and revenue per recipient over twelve months, not open rates.
A sending planGaps · estimated value
- 04
Audience
Engagement tiers, inactive profiles and the share of the list you pay for without return.
A leaner listAct now · estimated value
- 05
Sign-up
Forms, offers and consent, on mobile and desktop, measured by sign-up rate.
More new subscribersSound · estimated value
- 06
Integration
Shop system, reviews, loyalty and support tools, and what each sends into Klaviyo.
Signals put to useSound · estimated value
- 07
Deliverability
Sending domain, authentication, spam complaints and inbox placement by provider.
Email that landsGaps · estimated value
One audit, name withheld
Of 689 actions, 30 were worth doing
An online shop asked for a full audit. We listed every possible action, then cut the list to the ones that pay back.
The client got thirty, sorted by euros. The rest is documented and deliberately set aside.
How the work runs
Four phases, each approved by you
You approve each phase before the next starts. After the build, the work turns into a monthly routine.
- Phase 01
Audit
Read-only review of all seven areas. You get the findings, ranked by value.
Once
- Phase 02
Repair
Broken flows, faulty data and delivery problems first, because they cost money every day.
Once
- Phase 03
Build
Missing flows and segments, written for your brand and products.
Once
- Phase 04
Test and report
A/B tests on what moves revenue, and a monthly analysis with the next steps.
Monthly
Flow map
Every stage, covered once
Nine flows cover the path from sign-up to sunset. We check each for trigger, timing, offer and exit, then build what is missing.
Before the first order
Win the first purchase
- WelcomeFrom sign-up to the first order.
- Browse abandonmentViewed a product, left without the cart.
- Cart abandonmentAdded to cart, did not start checkout.
- Checkout abandonmentStarted checkout, did not pay.
After the order
Earn the second
- Post-purchaseDelivery, use, review, next product.
- Back in stockA wanted product is available again.
- ReplenishmentTimed to when the product runs out.
Fading
Win back or let go
- WinbackCustomers past their usual reorder time.
- SunsetRemoves profiles that no longer read, which protects delivery and cost.
A/B tests
No record, no test
A test that changes three things at once and is judged on opens tells you nothing.
Open rates have been unreliable since Apple Mail began loading images in advance. We judge every test by revenue per recipient.
- Hypothesis
- What we expect to change, and why we expect it.
- Variable
- Exactly one: subject, offer, timing, layout or audience.
- Metric
- Revenue per recipient, with orders as a second check.
- Control
- The current version keeps running alongside the test.
- Sample
- Size and run time set in advance, not when the result looks good.
- Stop rule
- The conditions for ending early, written down before the test begins.
- Decision
- What we keep, what we drop, and what we test next.
Who does what
You lead the brand. We are accountable for the numbers.
Nothing goes out without your approval. After that, the monthly analysis tells you what each change earned.
You provide
- Read access for the audit, edit access once you approve the plan
- Brand guidelines and product priorities
- Approval of flows and campaigns
- Offers and discounts you allow
We deliver
- The audit with findings ranked by value
- Repairs, new flows and segments
- Texts and tests, recorded in full
- The monthly analysis and the next steps
Pricing
The audit is a one-off fee. Build and monthly work depend on the findings: one-off, monthly or both, in a written quote.
Questions
What heads of e-commerce ask before they give us access.
What access do you need for the audit?
A read-only user in Klaviyo, and read access to shop orders where the comparison needs it. Nothing can be changed with it.
Will you change anything without asking?
No. Every change is listed in the plan you approve. Repairs and new flows start only after that.
We already have an agency. Does that matter?
No. The audit is independent of who built the account. It also works as a check on work already in place.
How do you measure what email really earns?
From phase 04, with a control group that gets no email for a set period. The difference in revenue is what email added.
Who owns what you build?
Flows, segments, templates and test records are built in your Klaviyo account and stay there.
Does the control group cost us revenue?
It stays small and runs for a period you agree in advance. That is the price of knowing what email really adds.
Start with the audit
Send us your shop address. We reply in person with what we need for read access.
- 01We look at your shop and check the fit.
- 02A first call about goals and access.
- 03A written quote for the audit.