A Free Klaviyo Audit and Email Marketing Audit That Actually Diagnoses What's Broken
Most "free Klaviyo audits" are sales calls in disguise. Ours is a written email marketing audit of your Klaviyo account: revenue gap analysis, flow architecture audit, a full email deliverability audit, segmentation review, and a 90-day roadmap. No commitment. Response within 24 hours. We audit Klaviyo accounts for brands in the US, UK and Australia. Prefer to check it yourself first? Start with the self-audit checklist below.
/ Free Audit
Get your free Klaviyo audit
Drop your store URL and email. We'll review your Klaviyo account and send a written 90-day revenue roadmap within 24 hours. No obligation.
Trusted by
800+ brands
/ The numbers
SPEC.01
$250M+
attributed email + SMS revenue
SPEC.02
800+
brands
SPEC.03
EST. 2017
Adelaide HQ
SPEC.04
DORTA
proprietary 5-layer method
/ Market context
What a Real Klaviyo Audit Includes
A diagnostic audit should cover all five DORTA layers: Delivered (deliverability authentication, sender reputation, list health), Opened (engagement patterns, segment freshness, send-time alignment), Read (template structure, copy patterns, mobile optimisation), Trusted (cadence, value-to-promotion ratio, brand consistency), and Acted (conversion paths, attribution settings, flow architecture).
Most agency "audits" cover one or two of these layers, usually the obvious ones (flows and campaigns), and miss the upstream issues (deliverability, segmentation depth) that compound over time. Our audit runs all five layers in order, because fixing layer 5 (Acted) when layer 1 (Delivered) is broken just paints over the deeper problem.
A Klaviyo audit, an email audit and an email marketing audit overlap, but they are not the same question. A Klaviyo audit looks at the platform: flows, segments, templates, attribution settings, integrations. An email marketing audit asks whether email is doing its job for the business: inbox placement, list growth and list quality, message and offer strategy, and email and SMS as a share of total revenue. A Klaviyo account can be configured perfectly and still under-earn, so we answer both in one report.
/ Why us
What You'll Receive
Within 24 hours of submission, you receive a written audit report covering: current account health by DORTA layer, specific revenue gaps identified with estimated impact, flow architecture review with rebuild priorities, segmentation depth analysis, deliverability score and recommended fixes, and a 90-day roadmap with sequenced priorities.
The audit is genuinely free with no obligation. We run it because the most common reason brands stay with underperforming agencies or in-house setups is they don't have an outside read on what's actually broken. Even if you take the audit and never engage us further, you have a written diagnosis to act on.
What audits cost
What a Paid Klaviyo Audit Costs, and Why Ours Is Free
Paid audits are the norm. Here is what agencies that publish a price charge for theirs, checked in October 2026, next to ours.
| Audit | What you get | Price |
|---|---|---|
| Typical paid Klaviyo audit | Written report with prioritised recommendations on flows, segmentation, deliverability, sign-up forms and store data, plus a walkthrough call | About $1,000 USD |
| Tiered email marketing audit | Three tiers, each with a written report | $599 to $1,299 |
| Email Optimize: Klaviyo and email marketing audit | Written report across all five DORTA layers, an estimated revenue impact on every gap and a 90-day roadmap, within 24 hours of access | Free |
Ours is free because every engagement with us starts with it, and a written diagnosis is the clearest way to show what we would do. You keep the report either way. Prices are from agencies that publish them, checked October 2026.
Email deliverability audit
Layer one is the inbox. The deliverability audit comes first.
Nothing downstream matters if the email never lands. Validity's 2025 deliverability benchmark puts global inbox placement at around 83%, roughly one marketing email in six missing the inbox. So every email audit we run starts with a deliverability audit, and it checks the four things below. When something is broken, our email deliverability service is what fixes it.
01
SPF, DKIM and DMARC alignment
Records that exist are not the same as records that align. We check that Klaviyo signs your mail with DKIM on your own branded sending domain, that SPF or DKIM aligns with the domain in your From address, and what your DMARC policy is actually doing (none, quarantine or reject), including whether anyone reads the reports.
02
Gmail and Yahoo bulk-sender requirements
Since February 2024, Gmail and Yahoo have required bulk senders to authenticate with SPF and DKIM, publish a DMARC record, support one-click unsubscribe and keep spam complaint rates under 0.3%. Microsoft introduced similar rules for high-volume senders to Outlook.com addresses in 2025. We check your account against each requirement and against your Google Postmaster Tools data where you have it.
03
Inbox placement
Delivered is not the same as inboxed. We look at bounce, complaint and engagement trends by mailbox provider to spot where one provider is quietly routing you to spam or the promotions tab while the account-level averages look fine.
04
List health
Hard and soft bounce rates, complaints, unengaged profiles still being mailed, suppression hygiene, old imports that may be carrying spam traps, and the quality of what your popups are collecting. Most lists carry weight they should have shed months ago. Sunset flows and engagement-based sending take it off.
Benchmarks
Healthy vs Needs Work: The Thresholds Klaviyo Publishes
Before you judge a flow or a campaign, check the account against Klaviyo's own numbers. Klaviyo's deliverability guide sets three bands for the negative signals, bounces, unsubscribes and spam complaints, across campaigns and flows together. If any of yours sits in the right-hand column, start there.
| Metric | Healthy | Room for improvement | Needs attention |
|---|---|---|---|
| Bounce rate | Under 1% | 1% to 2% | Over 2% |
| Unsubscribe rate | Under 0.3% | 0.3% to 1% | Over 1% |
| Spam complaint rate | Under 0.01% | 0.01% to 0.05% | Over 0.05% |
For opens and clicks, the same article gives a check rather than bands: is your open rate above 33% and your click rate above 1%, for all industries, noting that both can run higher for flows and in busy sending periods. It also lists Klaviyo's all-industry averages from Q3 2023: campaigns at a 43.33% open rate and 1.44% click rate, flows at 55.21% and 5.37%. Klaviyo notes that those open rates include Apple Mail Privacy Protection opens, so treat opens as a rough signal and clicks as the better one.
Notice how much stricter Klaviyo's spam band is than the mailbox providers' ceiling. Gmail and Yahoo enforce 0.3%. Klaviyo flags anything over 0.05%. An account at 0.1% passes Gmail's rule and already sits in Klaviyo's worst band, which is why we treat Klaviyo's numbers as the target and Gmail's as the cliff edge.
Source: Klaviyo Help Center, Getting started with email deliverability monitoring and performance metrics, last updated 10 March 2026, checked 10 October 2026. The bands, the 33% and 1% check, and the Q3 2023 averages all come from that article.
Warning signs
Signs Your Klaviyo Account Needs an Audit
Klaviyo accounts rarely fail in one go. They drift: revenue per send slips, discounts get deeper, and nobody can point to the change that caused it. These six symptoms are the ones worth acting on, each with the DORTA layer it usually traces back to. A big change is a reason on its own: a new agency, an in-house hire, a platform migration or a peak season at higher volume. Get a clean read on the account before anyone new touches it.
01
Revenue is flat while the list grows
More profiles, same revenue. You are paying Klaviyo to mail people who no longer read or buy, and their silence drags down inbox placement for everyone who still does. It looks like an offer problem. It is usually layer one, Delivered.
02
Every campaign needs a discount
When only the sends with a code convert, trust has worn down upstream. Deeper discounts treat the symptom and teach subscribers to wait for the next one. Usually layer four, Trusted.
03
Clicks are sliding and nobody knows why
Before anyone rewrites a subject line, check authentication, the spam complaint rate and placement by mailbox provider. A problem at one provider can hide under account-wide averages that look fine. Layer one, Delivered.
04
New subscribers go quiet after 60 to 90 days
The welcome series earned their attention and the campaigns that followed spent it. That points at cadence, relevance and the ratio of value to promotion, not at the welcome flow. Layer four, Trusted.
05
Nobody has touched the flows since launch
Products, prices, shipping thresholds and offers changed. The flows did not. Dead links, expired codes and discontinued products keep going out to your highest-intent visitors on autopilot. Layer five, Acted.
06
Email revenue looks too good to be true
If Klaviyo credits email with a share of store revenue nobody in the business believes, check the attribution settings before celebrating. A long open window that counts Apple privacy opens credits email with orders it never influenced. Layer five, Acted.
Self-audit checklist
Klaviyo Audit Checklist: How to Audit Your Own Account
You can run a first pass yourself. You need an admin login to Klaviyo, access to your DNS provider and a Gmail inbox. Before you change anything, write down a baseline for the last 90 days: email and SMS revenue as a share of total store revenue, flow revenue against campaign revenue, and revenue per recipient for each. Step seven tells you how far to trust those numbers.
Then work through the checks in order, starting with deliverability. Every other result depends on how much of your mail reaches the inbox, so a flow or subject-line fix built on a reputation problem will not hold. The same eight checks answer the wider question of how to do an email marketing audit on any platform. The menus differ; the checks do not.
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Check SPF, DKIM and DMARC alignment
In Klaviyo, open Settings, then Domains. If no branded sending domain is verified, you are sending on Klaviyo's shared domain, which authenticates Klaviyo rather than you and fails the alignment Gmail and Yahoo require of bulk senders. Send a campaign to a Gmail address and choose Show original: SPF, DKIM and DMARC should all read PASS, on your domain. Then find the DMARC record on your root domain, note its policy (none, quarantine or reject) and check whether anyone reads the reports. Our email deliverability checker reads the records for you, and the DMARC, SPF and DKIM guide explains what each one does.
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Measure yourself against the Gmail and Yahoo rules
Google counts you as a bulk sender once you send close to 5,000 messages in a day to personal Gmail accounts, and the status is permanent, so assume the bulk rules apply to you. Under Google's sender guidelines that means SPF and DKIM, a DMARC record, an aligned From domain, one-click unsubscribe and a spam rate below 0.3% in Postmaster Tools, with 0.1% as the level Google tells senders to stay under. Yahoo's rules match on the essentials. Klaviyo reports its own complaint rate, but Gmail's figure lives in Google Postmaster Tools: set it up for your domain and read the 30-day trend. Our Gmail and Yahoo sender requirements checklist covers each rule and the Klaviyo setting behind it.
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Check list health and engagement-based suppression
Build a segment of profiles who have not opened or clicked in 180 days and have not ordered, with Apple Privacy opens filtered out so automatic opens from Apple Mail do not make inactive iPhone users look engaged. Then open your last few campaigns: if that segment was not excluded, you have found your first fix. Check that a sunset flow exists and actually ends in suppression, and scan bounce and complaint rates campaign by campaign for spikes after large sends. The thresholds we use are in our Klaviyo list cleaning guide.
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Run a Klaviyo flow audit
Open Flows and list what is live, not drafted or set to manual. Every ecommerce account needs a welcome series, abandoned cart, browse abandonment, post-purchase, win-back and sunset flow; second purchase, replenishment and VIP flows follow where the catalogue suits them. For each live flow, check revenue per recipient over the last 90 days, when it was last edited, whether buyers drop out of abandonment flows once they order, and whether every link, product and discount code still works. Our list of the 10 email flows every ecommerce brand needs covers what each one should do.
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Check who every campaign goes to
Pull your last ten campaigns and write down who each one was sent to and who was excluded. If most went to the whole list, or to the same segment every time, that is the gap. A working account has, at minimum, an engaged segment for routine sends, buyers separated from non-buyers, a VIP segment and an at-risk or lapsed segment, each getting a different message. Our guide to the seven Klaviyo segments every store needs includes the filter logic.
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Map your campaign cadence
Count campaigns per week for the last 90 days and set them against revenue, unsubscribes and spam complaints. Look for weeks where nothing went out, bursts where the whole list was mailed several days running, and whether engaged subscribers hear from you more often than everyone else. Frequency should follow engagement, not the calendar. At Relaxium the flows were already reasonably built; the +$3M in incremental annual revenue came mainly from campaign cadence and segment depth.
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Check your attribution settings
Open Settings, then Attribution. Note the email open and click windows (Klaviyo's default is 5 days for each), whether Apple Mail Privacy Protection opens are excluded from attribution, and whether bot clicks are excluded. A wide open window that counts machine opens credits email with orders it never influenced, and every decision built on that number inherits the error. If you sell subscriptions, make sure renewals are not being credited to whichever email came last. Klaviyo's help centre explains each setting, and our Klaviyo attribution guide gives the windows we recommend.
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Test every sign-up form
Open each live form in a private browser window, on desktop and on mobile. Check the submit rate by form and device, that existing subscribers are excluded from the popup, that each form feeds the list that triggers your welcome series, that the first email delivers whatever the form promised, and that SMS consent is collected on its own step with the required consent language. Forms decide who gets into the account, so junk sign-ups here turn into bounces and complaints later. Our Klaviyo sign-up forms guide has the full fix list.
If that list turned up more than you have hours to fix, that is what the free audit is for. We run the same checks, add the template, copy and offer review this list leaves out, put an estimated revenue impact on every gap and send the written report within 24 hours of access. Request your free Klaviyo audit.
After the audit
What Happens After the Audit
Within 24 hours of access you get the written report. It shows account health layer by layer, in DORTA order (Delivered, Opened, Read, Trusted, Acted), puts an estimated revenue impact on each gap, and ends with a 90-day roadmap that fixes the lowest broken layer first. A sharper subject line cannot rescue an email that lands in spam, so the plan does not start there.
Expect a list of things to stop as well as things to build. We win by removing things: suppressing profiles that drag down placement, retiring flows that overlap, cutting emails back to one message and one action. At Popl the work ran in the same order: deliverability triage first, then the journey and segmentation architecture. Over 21 months, email and SMS went from under 20% to 50 to 60% of revenue.
Then it is your call. The report comes with a written recommendation, including specific scope and price, and no obligation to act on it with us. Ranges are on our pricing page, or request the free audit to get the numbers for your own account. From there, you have four options.
01
Your team runs it
The roadmap is written so an in-house team can execute it without us. If your team can work from a written plan, that may be all the help you need. Cost: nothing.
02
We direct, your team executes
An advisory retainer for brands with capable hands in-house: we set priorities, review flows and campaigns before they ship, and read the numbers with you each month. Month-to-month with 30-day notice.
03
A fixed-scope project
One defined outcome, such as a flow rebuild, a deliverability fix, a migration or a new account setup. Deliverables and timeline agreed upfront, single fee, $3-15K USD depending on scope.
04
Full management
We run email and SMS end to end: campaigns, flows, segmentation, deliverability monitoring and monthly reporting in revenue per recipient and flow contribution. Monthly retainer scoped to your volume, month-to-month with 30-day notice.
How we diagnose every Klaviyo account.
Most email programs don't fail dramatically. They decay slowly. Across $250M+ in attributed revenue and 800+ brands, every decaying program fails at one of five sequential layers. DORTA names them so we can fix them in order.
L.01
Delivered
Inbox placement is the foundation. Authentication, list hygiene, engagement-based suppression.
L.02
Opened
Inbox trust is behavioural memory. Six irrelevant emails train subscribers not to open the seventh.
L.03
Read
One email, one message, one action. Most ecommerce email is too long and asks too early.
L.04
Trusted
Trust turns an occasional opener into someone who expects your emails. It compounds across every send.
L.05
Acted
Conversion is the output of every layer working together. Most "conversion problems" are actually trust or read problems.
What Klaviyo-specialist work delivers.
Three named brands, three engagement types, three measurable revenue outcomes.
CASE FILE
Better Body Co.
10% → 20–25%
email revenue share
Health & supplements · 3-month consult · ended 2021 at $100M SGD total revenue
CASE FILE
Popl
<20% → 50–60%
email + SMS revenue share
Y-Combinator backed · 21-month engagement · B2B + B2C journeys
CASE FILE
Relaxium
+$3M
incremental annual revenue
Supplements · INC 5000 #461 · Pete joined as Head of Retention Marketing
/ By vertical
Klaviyo expertise by industry.
Different categories, different lifecycle patterns. Replenishment supplements behave differently from one-off fashion buys.
/ Related Klaviyo agency pages
Questions about Free Klaviyo & Email Audit.
Q.01 Is the audit really free? +
/ Answer
Yes. No obligation, no upsell embedded in the report. The audit is a marketing investment on our side. The most common reason brands switch agencies is realising what's broken, and a thorough audit makes that visible whether or not you engage us further.
Q.02 How long does the audit take? +
/ Answer
You receive the written report within 24 hours of submitting your Klaviyo account access. Reading the report and discussing it with your team typically takes 60-90 minutes.
Q.03 How often should you audit a Klaviyo account? +
/ Answer
Run a full audit at least once a year, and again before your biggest sales period, early enough to fix what it finds. For BFCM that means September or early October, not November. Also audit whenever something big changes: a new agency or in-house hire, a platform migration, a new market, or a drop in revenue per recipient that nobody can explain. Between full audits, check bounce, unsubscribe and spam complaint rates monthly against Klaviyo's bands, and review every live flow each quarter.
Q.04 What access do you need to run the audit? +
/ Answer
Read-only access to your Klaviyo account is sufficient for most of the audit. For deliverability authentication checks, we may also ask for read access to your DNS records (via a screenshot or a brief permission). No write access is required for the audit itself.
Q.05 What if my Klaviyo account is "too small" for an audit? +
/ Answer
Audits run on accounts at any scale. The five DORTA layers apply equally: the difference is the size of the revenue gap each layer represents. For sub-$500K stores, deliverability and welcome series are usually the highest-impact fixes. For $5M+ stores, segmentation depth and attribution accuracy carry more weight.
Q.06 What is an email marketing audit? +
/ Answer
An email marketing audit is a structured review of whether your email program is doing its job for the business. Ours covers deliverability and authentication, list growth and list health, flow architecture, campaign strategy, segmentation, attribution settings, and email and SMS as a share of total revenue, then turns the findings into a sequenced 90-day roadmap. A Klaviyo audit is the platform-level part of that; we run both in one report.
Q.07 How to do an email marketing audit? +
/ Answer
Start with deliverability: check that SPF, DKIM and DMARC pass and align on your own sending domain, and that your spam complaint rate in Google Postmaster Tools stays below the 0.3% ceiling Gmail and Yahoo enforce (Google advises staying under 0.1%). Then check list health and suppress profiles that have stopped engaging, confirm the core flows are live and working (welcome, abandoned cart, browse abandonment, post-purchase, win-back and sunset), review who each campaign goes to and how often, check your attribution settings so the revenue figures can be trusted, and test every sign-up form on mobile. Record a baseline number for each check, then fix the earliest broken layer first.
Q.08 Does the audit include an email deliverability audit? +
/ Answer
Yes, and it comes first. We check SPF, DKIM and DMARC alignment on your sending domain, your status against the Gmail and Yahoo bulk-sender requirements (authentication, one-click unsubscribe, spam complaints under 0.3%), inbox placement signals by mailbox provider, and list health. Deliverability is layer one of the DORTA method because nothing downstream works if the email never lands.
Q.09 What is the DORTA method? +
/ Answer
DORTA is our proprietary diagnostic framework: Delivered, Opened, Read, Trusted, Acted. Every Klaviyo program that's underperforming fails at one of these five layers, in order. Fixing layer 5 (conversion) when layer 1 (deliverability) is broken just paints over the real problem. We diagnose all five before recommending any work.
Q.10 How do you measure success? +
/ Answer
We measure in revenue per recipient (RPR), flow contribution as a percentage of total email revenue, and incremental revenue (validated via holdout testing where applicable). We don't measure in open rates: since iOS 15, opens are a corrupted signal.
Q.11 What's included in your free Klaviyo audit? +
/ Answer
A revenue gap analysis, flow audit covering all 10+ recommended automations, deliverability check (authentication, sender reputation, list health), segmentation depth review, and a 90-day roadmap with sequenced priorities. Response within 24 hours of access.
Free DORTA audit of your Klaviyo.
We run your account through the five-layer DORTA diagnostic and send you a written report. Revenue gap analysis, flow audit, deliverability check, 90-day roadmap. Response within 24 hours.
Or browse the hub →/ Free Audit
Get your free Klaviyo audit
Drop your store URL and email. We'll review your Klaviyo account and send a written 90-day revenue roadmap within 24 hours. No obligation.