Klaviyo Account Audit
A healthy, well-run account — zero critical issues, already beating its flow-share target.
Email revenue · 12 mo
Flow share · last 30 d
Marketable subs
Spam rate
Unsub rate
Campaign CTOR
This is a healthy, competently-run account with zero critical issues. Deliverability is clean, campaigns are genuinely segmented by engagement rather than blasted, lifecycle coverage is close to complete, and even the welcome-flow migration was executed properly — the old flow was drained with a 100%-random-sample split rather than left to double-send.
The team is already winning on the flow lever: flow revenue share has climbed from 27% (trailing 12 months) to ~37% in the last 30 days, above the self-set 35% target. Everything below is optimisation, not triage.
Biggest opportunity: with the 35% target met, the goal shifts to sustaining it and capturing the remaining per-message flow extensions (1-email Welcome Core Trigger, 2-email Winback, Abandoned Cart #5, browse entry volume) — ~+$27–32k/yr additive, mostly low-effort.
The first-pass "flows under-weighted at 27%" was the trailing-12-month figure. Verified live for the last 30 days (2026-06-15 → 07-15): campaigns $38,004 / flows $22,061 → flow share 36.7%, above the 35% target, up from 27%. The flow lever is already being pulled — credit to the team. Flows still earn far more per email, which is exactly why the share climbed:
Specific message-level extensions remain uncaptured; their estimates add on top of the achieved 37% share, making this the largest single concrete revenue lever in the audit. The standout is untouched: Welcome Flow Core Trigger is still a single-email flow (16.3% CTOR, $9.62/rcp, $32,427/yr), and Abandoned Cart #4 still earns $9.11/rcp while Winback stops at 2 emails.
Marketable 32,172 → 33,199 (+1,027/mo); Sunset 180+ Days 19,390 → 19,667 (+277/mo net) = 59% of the list. The Sunset flow is live but delivered only ~10,496 emails in 12 months — net dormant still grows. Straight-lined, the 180+ segment reaches ~65–67% within a year.
Trigger re-engagement earlier (90–120 days), run a 3-email sequence over ~10 days (best-of → real incentive → single-click confirm), and hard-suppress non-responders at exit. Clear the 19.7k backlog in throttled ~2–3k/week batches.
Send volume roughly doubled while revenue per send halved; total monthly revenue is flat. Incremental sends are cannibalising, not adding.
Theme $/recipient shows where value concentrates — offer/urgency earns 2–3× education/product, yet 77 of 204 main sends are education/product/clinic:
Hold cadence flat, re-mix ~10 sends/month from generic education/product toward offer/VIP/urgency framing in founder voice. Higher $/send without more unsub pressure. Winning subjects are personal ("A note from Karina"); losers are vague ("The Clinic Advantage").
Opensend Contacts list (SB7d9V) plus draft Opensend flows. Identity-resolved emails are not first-party opt-ins; mailing them as consented is the fastest way to undo this account's clean reputation and is legally fragile.
Keep Opensend contacts out of the main marketable audience; if mailed at all, only via a clearly-separated, engagement-gated path. Confirm exclusion from All Subscribers sends.
A dense Aug-2025 "reset" run to Engaged-120 / Non-buyer segments produced 0.51–0.61% unsub per send — 2–3× the healthy 0.15–0.20%. Recent months (0.10–0.20%) show the team already corrected.
Cap cadence on 120-day-engaged tiers — keep it where it is now. Overlaps with I4.
VKcWFf welcome Emails 4/6/7 convert $0 yet still drive unsubs — cut/merge. Post-Purchase Email 1 unsub 1.24% — soften to thank-you. Browse Email #3b shows a spam signal (0.30%) — pause/repair.
Live as Post-Purchase Email 4 ("How's your skin feeling?"), well-placed at position 4 — so coverage is not missing. But it's an open-ended feedback ask (1.7% CTOR) rather than a structured Judge.me submission, so it likely under-feeds on-site review/UGC volume. Two draft review flows are superseded experiments. Fix (optional): add a direct Judge.me CTA to Email 4, or split into a fulfilment-timed flow; archive the drafts.
reengg and Review Request Judge.me are Unconfigured; several Flow - <date> and test EC shells sit in draft. Archive to prevent accidental launches.
0.023–0.035% (e.g. "VIP membership"). Still far under the 0.1% line — monitor only.
Book Appt (72–73% open), Post-Visit, Re-Activation show low Placed-Order $/rcp because clinic bookings settle in Boulevard, not Shopify. Judge on a booking metric, not Placed Order.
Optionally add a "has not started EC cart flow" condition to the two low-volume Kluvos cart flows (498 sends/yr), or consolidate onto the EC flow.
Correctly drained (100%-sample split → exit); its 6,390/yr is a decaying pre-drain tail. No action now — archive once delivered hits ~0 to keep the flow list clean.
Message-level stats pulled live, grouped by flow_message_id. Cliffs are diagnosed on performance; a $0 or spam flag marks dead weight.
| Message | Delivered | CTOR | Conv | $/rcp | Revenue |
|---|---|---|---|---|---|
| Email #1 | 3,370 | 16.3% | 4.30% | $9.62 | $32,427 |
| Message | Delivered | CTOR | Conv | $/rcp |
|---|---|---|---|---|
| Email 1 | 574 | 14.5% | 6.4% | $15.84 |
| Email 2 | 431 | 6.0% | 0.46% | $1.27 |
| Email 3 | 408 | 6.1% | 0.49% | $1.35 |
| Email 4 | 386 | 4.0% | 0% | $0.00 |
| Email 5 | 363 | 1.4% | 0.28% | $1.05 |
| Email 6 | 351 | 1.4% | 0% | $0.00 |
| Email 7 | 335 | 5.6% | 0% | $0.00 |
| Message | Delivered | CTOR | Conv | $/rcp |
|---|---|---|---|---|
| Email #1 | 1,544 | 7.7% | 3.04% | $10.10 |
| Email #2 | 1,384 | 5.9% | 1.88% | $6.49 |
| Email #3 | 1,316 | 6.5% | 2.05% | $7.29 |
| Email #4 | 1,240 | 6.7% | 2.58% | $9.11 |
| Message | Delivered | CTOR | Conv | $/rcp |
|---|---|---|---|---|
| Email #1 | 1,036 | 5.6% | 2.80% | $8.74 |
| Email #2 | 949 | 4.6% | 2.11% | $6.98 |
| Email #3 | 895 | 2.6% | 1.23% | $3.64 |
| Email #4 | 858 | 6.6% | 1.75% | $7.08 |
| Message | Delivered | CTOR | Conv | $/rcp | Revenue |
|---|---|---|---|---|---|
| Email 1 | 3,892 | 1.8% | 0.64% | $2.44 | $9,508 |
| Email 2 | 3,767 | 2.6% | 0.58% | $1.66 | $6,241 |
| Message | Delivered | CTOR | Conv | $/rcp |
|---|---|---|---|---|
| Email 1 | 3,698 | 1.6% | 0.95% | $1.81 · unsub 1.24% |
| Email 2 | 3,576 | 3.2% | 0.98% | $2.36 |
| Email 3 | 3,395 | 3.2% | 0.53% | $1.53 |
| Email 4 · review ask | 3,168 | 1.7% | 0.66% | $1.72 |
| Email 5 | 2,728 | 2.6% | 0.70% | $2.22 |
Email 4 is the live review/feedback ask — well-placed, but a soft feedback email rather than structured Judge.me collection (M2). Judge on submissions, not Placed Order. In-clinic flows (Book Appt 72–73% open) omitted from $/rcp judgement — Boulevard bookings aren't in Shopify (M5).
Ranked by impact against effort. Each row maps to the finding it resolves. No critical fix required.
| # | Action | Resolves | Impact | Effort |
|---|---|---|---|---|
| 1 | Add 2 messages to Welcome Core Trigger — a 1-email flow at $9.62/rcp | I1 | +$9–10k/yr | Low |
| 2 | Re-mix campaign calendar toward offer/VIP/urgency; hold cadence flat | I3 · I5 | High — arrests fatigue, lifts $/send | Low–Med |
| 3 | Extend Winback 2→4 emails | I1 | +$7k/yr | Low |
| 4 | Add Email #5 to Abandoned Cart; rewrite Abandoned Checkout #3 | I1 | +$5–6k/yr | Low |
| 5 | Re-engage-then-suppress at 90–120 days + clear the 19.7k dormant backlog | I2 | Reputation + shrinks 59% dormant | Med |
| 6 | Strengthen the review ask — Judge.me CTA on Post-Purchase Email 4 or a fulfilment-timed flow | M2 | Strategic — review/UGC volume | Low–Med |
| 7 | Cut VKcWFf dead tail; soften Post-Purchase Email 1; pause Browse #3b | M1 | Lower unsub/spam | Low |
| 8 | Grow browse-abandon entries; keep Opensend out of main audience | I1 · I4 | +$5–6k/yr + reputation | Med |
| 9 | Close the Kluvos cart race; archive draft shells + TruQBy once drained | M6 · M3 · M7 | Housekeeping | Low |
Quick wins (rows 1–4, all low / low-med effort) recover ~$27–32k/yr with no new acquisition spend; the balance to +$60–70k/yr comes from lifting flow entry volume (rows 5–8).
{start,end} pull, since last_12_months excludes the current month).delivered ≥ 1000. 120 micro-sends = 0.9% of volume but 6.9% of campaign revenue.