How to audit your campaigns
Are your campaigns truly making an impact? By auditing your campaigns, you'll be able to determine what strategies high-performing and which need improvement. That way, you can fine-tune your content and sending strategy.
In this video, we’ll walk you through how to identify your top-performing email campaigns, create a detailed performance report, review your email templates, and assess your SMS campaigns.
Optimize campaign performance
Navigate to the Campaigns tab for a snapshot of your recent campaign opens, clicks, and conversions over the past 30 days.
Here you can also dive deeper into individual campaign performance. Click on any sent campaign to access detailed analytics for that specific message. To customize your view, select different conversion metrics to see how your campaigns are impacting your bottom line.
After reviewing metrics, use the following recommendations to optimize future sends. In particular, replicate elements of your top-performing campaigns and learn from what did not work in low-performing campaigns.
Top-performing campaigns
Discover what’s driving success using the following metrics:
- Open rate: High open rates indicate engaging subject lines and good timing.
- Click rate: Strong click rates suggest effective content and calls-to-action.
- Conversion rate: Measures how well your campaign drives desired actions.
- Revenue per recipient: Evaluate the direct revenue generated by each recipient.
Action steps to maintain success:
- Replicate winning elements: Use successful images, headlines, and messages in future campaigns.
- Analyze engagement patterns: Examine which segments engaged more and why, to understand what appeals to different groups.
- Find the optimal timing: Assess sending frequency and timing to determine the best days and times for reaching your audience.
Lowest performing campaigns
Identify what’s hindering performance by reviewing key metrics:
- Low open rate: Indicates issues with subject lines or send timing.
- Low click rate: Suggests problems with content relevance or CTAs.
- High unsubscribe rate: Reflects dissatisfaction or misalignment with audience expectations. Consider cleaning your list to maintain good deliverability.
Action steps to revise strategy:
- Revise content: Ensure content aligns with your audience’s interests and needs. Adjust messaging, design, and offers based on insights gathered.
- Refine targeting: Verify if the right audience segments were targeted and make adjustments as needed.
- Optimize send timing: Experiment with different send times to find what works best and assess if your frequency is appropriate.
- Enhance CTAs: Improve calls-to-action to be more compelling and clear.
Improve your campaigns
Now that you've learned how to audit your campaigns, implement the following changes where needed to improve future sends.
Align your campaign strategy with your business goals
Start by ensuring your campaigns support your broader business objectives. Evaluate how well your current campaign goals align with your specific targets and adjust your strategy to improve alignment and effectiveness.
Action steps:
- Review current campaign goals and performance: Assess how your existing campaigns measure up against your business goals.
- Adjust strategies and objectives: Refine your campaign strategies to better support your business objectives, focusing on areas where your current approach may be lacking.
Enhance your templates within the email template editor
Next, enhance your content by personalizing your templates to make them more relevant and engaging. Tailoring your templates ensures they resonate better with your audience and align with your campaign goals.
Action step:
- Use the email template editor in Klaviyo: Modify and personalize your templates to better reflect your brand and campaign objectives, boosting engagement and effectiveness.
Need some inspiration? Review email design tips and tricks.
Optimize your email subject line
Boost your open rates with more compelling subject lines. Review and refine your subject lines to capture attention and encourage recipients to open your emails.
Action step:
- Leverage Klaviyo’s AI subject line assistant: Use this tool to identify the most impactful subject lines and analyze their effect on open rates. Learn how to use this tool.
Control the frequency of emails or SMS messages
Then, avoid overwhelming your audience by managing the frequency of your communications. Properly controlling how often you send messages helps maintain engagement and reduces unsubscribe rates.
Action step:
- Use the campaign content calendar: Plan and manage your communication schedule effectively to ensure a balanced approach and avoid over-saturation.
- Turn on Smart Sending: Limit the number of emails, SMS messages, or push notifications someone can receive within a set time to avoid over-messaging. Learn more about Smart Sending.
Send to engaged segments
Finally, improve targeting and increase engagement by using Klaviyo’s pre-built engaged segments. Applying these segments helps you reach more interested subscribers and enhances your campaign effectiveness.
Action step:
- Explore and apply pre-built engaged segments: Access these segments in the Segments tab and incorporate them into your campaigns to better target your audience and boost engagement rates.
For guidance on how to target more specific audiences, review our Advanced segmentation reference.