Insights Guide

Klaviyo audit: the 24 things we check in a Shopify account, and the numbers that say something is wrong

A Klaviyo audit for a Shopify store answers one question: where is the money the account is not earning? We check 24 things in 6 areas (revenue share, flows, campaigns, list growth, deliverability, data) against the medians from the stores we run: 22% of revenue from email, 69% from flows, flow revenue per recipient $1.07, campaign click 0.64%, popup submit 4.7%. The free 30-minute audit at EMMPA covers the first 4 areas on a call with a written assessment; the full audit is the first deliverable of a retainer.

By Ihor Poltavtsev · Published November 7, 2026

1. Revenue share: is email pulling its weight?

  1. Email share of store revenue, last 90 days. Klaviyo-attributed revenue (campaigns plus flows, email only) divided by Shopify Placed Order value. Benchmark median 22%; under 15% with a list over 5,000 means something structural is missing.
  2. Flow against campaign split. Median 69% from flows. Under 50% from flows on a store that is not a drop-based business means the flows are thin.
  3. Trend, 12 months. Share rising, flat or falling, and whether store revenue moved the other way. A falling share on a growing store is the most common finding.
  4. Attribution settings. Last-touch, 5-day email window, the Shopify Placed Order metric. Audits that compare accounts on different windows compare nothing.

2. Flows: coverage and quality

  1. The 5 core flows exist and are live: welcome, abandoned checkout, browse abandonment, post-purchase, winback. Missing any one is a direct revenue gap.
  2. Category flows: back in stock, low stock, replenishment, price drop, VIP, as the catalogue requires.
  3. Emails per flow. One-email flows are the norm in neglected accounts; three to five is where the revenue is.
  4. Revenue per flow recipient. Median $1.07; the best accounts earn $3 to $7. Under $0.50 with an average order above $60 means the flows fire too late or say too little.
  5. Flow click and conversion. Medians 2.34% and 1.33%.
  6. Triggers and filters. Browse abandonment firing on the product page, not the collection; checkout flow suppressed on purchase; winback timed to the real repurchase cycle, not a default 60 days.
  7. Dynamic content. Product blocks pulling the viewed item and real alternatives, with a sold-out state.

3. Campaigns

  1. Segmentation of sends. Whole-list sends are the single biggest finding. The fix is an engaged 90-day segment with recent buyers suppressed.
  2. Click rate. Median 0.64%; under 0.4% on a once-engaged list means over-sending or discount fatigue.
  3. Offer mix. Share of sends that carry a sitewide discount. Over half is a list on a loan.
  4. Cadence and consistency. Weekly beats bursts. Gaps of a month followed by five sends in a week damage deliverability and clicks.
  5. Design and mobile rendering. Width, image weight, button size, dark mode, alt text. Tested in the main clients, not only in the Klaviyo preview.

4. List growth

  1. Popup funnel: unique views, submits, submit rate. Median 4.7%; stores with a clear first-order offer convert 10% and more.
  2. Popup timing and mobile version. Immediate popups on mobile are a bounce machine; the audit checks delay, exit intent and the mobile layout.
  3. Source split. Popup, checkout opt-in, imported lists. Imported lists inflate a quarter and then churn; we report them separately.
  4. Welcome flow conversion from the popup. The popup only matters if the welcome flow converts the people it brings.

5. Deliverability

  1. Authentication: SPF, DKIM, DMARC with a policy, dedicated sending domain.
  2. List hygiene and complaints. Unsubscribe rate (median 0.33% per campaign), spam complaints, bounce rate, last clean-up date, sunset policy.
  3. Inbox placement signals. Open and click trends by mailbox provider; a Gmail drop is the usual early warning.

6. Data and integration

  1. Shopify integration health. Catalogue sync, order and product events flowing, currency consistent, customer properties (size, preferences) available for segmentation, SMS consent collected properly if SMS is on.

What you get from the free 30-minute audit

Before the call we read your account against areas 1 to 4 (with API access you grant and we delete after). On the call we show the findings, the three biggest gaps with the revenue behind each, and whether the +25% guarantee is realistic for your store. You get a written assessment afterwards whether or not you hire us. The full 24-point audit with deliverability and data is the first deliverable of a Pro or Elite retainer.

Book the free audit. Or read the 2026 benchmark first and check the obvious numbers yourself.

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