Klaviyo account audit

What a Klaviyo audit checks

Sending and deliverability

Gmail's sender guidelines require SPF or DKIM for all senders and, for those sending more than 5,000 messages a day to Gmail accounts, SPF, DKIM and DMARC plus one-click unsubscribe, with spam rates kept below 0.3% in Postmaster Tools. An audit should check these, and whether a branded sending domain is in use so emails appear to come from your brand rather than Klaviyo.

Consent and list health

An audit should ask how contacts were collected and imported. ICO guidance says marketing emails to individuals need consent or the soft opt-in conditions, and Klaviyo notes that list imports do not trigger double opt-in. Large numbers of contacts who never open may harm deliverability; the audit may recommend a re-engagement attempt and then suppressing those who do not respond.

Common findings

• No branded sending domain

  Emails appear to come from Klaviyo.

• Reminders without exits

  Buyers keep receiving cart emails.

• Campaigns to everyone

  Unengaged contacts drag deliverability.

• Revenue taken at face value

  Attributed figures not checked.

How an audit runs

1. 01

   Access

   Limited user role.

   Output: Account access

2. 02

   Sending

   Domain and authentication.

   Output: Deliverability findings

3. 03

   Audience

   Consent, engagement, segments.

   Output: List findings

4. 04

   Automation

   Flows tested end to end.

   Output: Flow findings

5. 05

   Report

   Ranked fixes.

   Output: Action plan

Example: an audit for a homeware brand

Audit checklist

Flows

Each flow should be triggered with a test event and followed through every branch. Check that people leave when they should, that products and links are current and that service and marketing messages are kept apart.

Measurement

Compare Klaviyo's attributed revenue with orders in your shop for the same period. A large gap is worth understanding before using Klaviyo's figures to make decisions.

Segments and campaigns

Look at who recent campaigns were sent to. Sending every campaign to every contact, including people who have not opened for a year, tends to lower engagement and can affect inbox placement. Klaviyo's segments are dynamic groups defined by conditions, so engaged-subscriber segments update themselves; an audit should check they exist and are being used.

Templates

Open recent emails on a phone and in dark mode. Image-only emails, tiny text and missing unsubscribe links are quick to spot and usually quick to fix in the master template.

Sign-up forms

Check each sign-up form: does it say what people are agreeing to, is consent a clear action, and do new subscribers reach the right list and the welcome flow? A test sign-up answers all three.

Ranking the fixes

Authentication and consent come first, because they affect every email and carry the most risk. Then broken flows, then targeting and templates. Each fix should note the effort involved.