Before you add another campaign or flow, find out what is already broken. A Klaviyo audit usually uncovers a few high-impact fixes that beat any new build. This is the checklist I work through, including when I audited Clearer's account before rebuilding their lifecycle strategy.
A. Foundation
- Tracking and integrations. Confirm Shopify, your subscription app and any other source sync events correctly. Place a test order and check that Placed Order, Ordered Product and customer properties appear.
- Sender authentication. Verify SPF, DKIM and DMARC for your sending domain, and consider a dedicated branded sending domain.
- Consent and sign-up forms. Check that forms collect the right consent, sync to the right lists and do not annoy visitors with stacked pop-ups.
- List and profile hygiene. Look for duplicate profiles, bounced addresses and a long tail of unengaged contacts dragging down deliverability.
B. Flows
- Core flows exist and are live. Welcome, abandoned cart, browse abandonment, post-purchase, replenishment and win-back. Check whether any are in draft or manual mode.
- Timing fits the product. Is the post-purchase and reorder timing based on how long the product lasts, or a template default? See the replenishment flow guide.
- Flow filters and exclusions. Make sure subscribers, recent purchasers and suppressed profiles are excluded where appropriate.
- Overlap. Check whether a customer can be in several flows at once and receive conflicting messages in the same week.
- Sunset policy. Is there a rule for pausing sends to people who never engage?
C. Segments and personalization
- Behavior-based segments. Do you segment by products bought, order count, subscriber status and engagement, or only by purchase date?
- Dynamic content. Are emails personalized with the actual product purchased, or generic?
D. Campaigns and reporting
- Frequency and targeting. Are campaigns sent to engaged segments, or the entire list every time?
- Testing discipline. Is there a record of A/B tests, with one variable changed at a time and results documented?
- Attribution settings. Know the attribution window used in reporting so you do not over- or under-credit email.
- Revenue per recipient and second-order rate. Track these for each flow, not just open and click rates.
How to prioritize what you find
Rank each issue by revenue impact (does it touch a high-volume flow?) and effort (can it be fixed in a day?). Broken tracking and deliverability go first, because every other fix depends on them. Then fix timing in the post-purchase and replenishment flows, then segmentation and testing.
At Clearer, the audit was the starting point; the real gains came from going on to rebuild the lifecycle strategy itself, which increased retention and reduced churn. If you would like the same review for your account, the next step is below. The overall approach is laid out in the retention playbook.
Tehseen Arbab
Retention and lifecycle marketer for DTC supplement and coffee brands. I led retention for a supplement brand whose monthly run-rate grew from about $500K to $700K, and I work in Klaviyo, Skio, Recharge, Meta Ads and Shopify.