How to audit your account flows
Flows can help you deliver messages that are timely, relevant, and engaging. As such, you must monitor flow performance and make changes where needed to not only improve your customer's experience but also drive revenue for your brand.
In this video, we'll show you how to evaluate your top-performing flows, analyze their effectiveness, identify areas for improvement, set up regular performance reports, review SMS messages, and ensure product tracking is enabled.
Analyze flow performance
Finally, to truly enhance your strategy, it’s essential to examine how you analyze and optimize flow performance. By making data-driven adjustments, you can improve recipient experiences and drive better results from your automation efforts. Let’s explore the key steps to effectively optimizing your flow performance.
Assess flow performance metrics
What to do:
Review the key performance indicators (KPIs) for each automated flow to measure its effectiveness.
Why it matters:
Understanding these metrics helps you identify which flows are working well and which ones need improvement so you can optimize your automation efforts.
What to look for:
Metrics such as open rates, click rates, conversion rates, and revenue. Compare against benchmarks and look for trends that reveal whether your flows are hitting their targets.
Action steps:
- Navigate to Analytics > Benchmarks to analyze metrics for each flow to spot strengths and areas for improvement.
- Adjust flow triggers, messaging, and timing based on the insights you gather.
Identify top and bottom performing flows
What to do:
Determine which flows are yielding the best results and which are underperforming.
Why it matters:
Recognizing your top performers allows you to replicate successful strategies, while identifying underperformers helps you address issues and refine them.
What to look for:
Compare flows based on engagement and conversion metrics. Identify those that excel and those that need attention.
Action steps:
- Build a Flow Performance Report to examine high-performing flows, allowing you to understand the factors driving their success, such as content, timing, or segmentation.
- Revise or overhaul underperforming flows to resolve issues and boost their effectiveness.
- Review these reports regularly to make informed decisions and refine your flows. You can schedule reports to send to your inbox on a regular cadence.
Review SMS messages within your flows
What to do:
Evaluate how well SMS messages are performing within your automated flows.
Why it matters:
SMS messages can significantly enhance engagement and conversion rates, so it is crucial to ensure they’re effective.
What to look for:
Metrics such as delivery rates, open rates, and click rates for SMS messages.
Action steps:
- Compare SMS performance to email messages within the same flow.
- Adjust SMS content, timing, and frequency based on performance data to improve overall results.
Key auditing action steps
With a solid understanding of how to audit your flows, it’s time to put that knowledge into practice. Follow these steps to optimize your flows and ensure they are running smoothly:
Test your 5 key flows
Start by confirming that your essential flows are active and functioning as intended. Ensure these critical flows—Welcome Series, Abandoned Cart, Browse Abandonment, Winback, and Post-Purchase—are live and properly executing their intended actions.
Action steps:
- Check each flow in Klaviyo to verify its status appears as live.
- Test the functionality of each flow to ensure it performs as expected.
Consider adding SMS to existing email flows
Next, elevate your engagement strategy by integrating SMS messaging with your email flows. Adding SMS can help you reach your audience more effectively and enhance the overall customer experience.
Action step:
- Set up SMS messaging.
- Use conditional splits to add SMS messages to your existing email flows.
Explore pre-built templates suitable for your marketing objectives
Streamline your workflow and boost your efficiency by using Klaviyo’s pre-built email templates. These templates are designed to save you time and align with your marketing goals.
Action steps:
- Explore the library to find high-performing templates that align with your marketing objectives.
- Choose and customize templates that best fit your specific needs and goals.
Verify that product tracking is set up correctly
Finally, ensure that product tracking is active for your flows to accurately capture data related to product interactions and purchases. This helps you understand customer behavior and the impact of your flows on sales and engagement.
Action steps:
- Review and confirm that product tracking is enabled in your Klaviyo account.
- Test and validate tracking to ensure accurate data collection.