Most e-commerce brands know they should be doing more with email. What they don’t realize is how much they’re already leaving on the table with the setup they have.
When we run a Klaviyo audit for a client, we’re not looking for whether they have a welcome series or an abandoned cart flow. Every brand has those. We’re looking at whether those flows actually work — and more specifically, why they don’t.
The flows are live but unoptimized. A welcome series that was set up two years ago and never touched is a welcome series that no longer reflects your brand, your offer, or your customer. We regularly find flows with broken discount codes, outdated product references, and subject lines that were never A/B tested. The automation is running, but it’s running on fumes.
Segmentation is either missing or wrong. Broad sends to the full list are one of the fastest ways to tank deliverability and churn subscribers. We audit segment definitions closely — how they’re built, whether they exclude unengaged contacts, and whether the logic actually matches the intended audience. Sloppy segments mean your best customers are getting the same email as someone who opened once eight months ago.
Revenue attribution is being double-counted or misread. Klaviyo’s default attribution window is generous. A lot of brands look at their email revenue number and feel good about it without realizing that a significant portion of those “email conversions” would have happened anyway. We look at multi-touch attribution, assisted conversions, and what the data looks like with a tighter window applied.
Key flows are missing entirely. Browse abandonment, post-purchase sequences beyond the first order confirmation, sunset flows for disengaged subscribers, VIP tracks for high-LTV customers. Most brands have maybe three or four flows live when they could have ten or twelve doing real work.
The sending domain isn’t properly authenticated. SPF, DKIM, and DMARC setup is foundational. Without it, your emails are more likely to land in spam regardless of how good the content is. We check this in every audit and find issues more often than not.
An audit isn’t about pointing out what’s broken. It’s about building a clear picture of what your email program is capable of — and what it would take to get there. For most brands we work with, the incremental revenue available through email optimization is substantial, and the path to capturing it is clearer than they expected.
