How to audit your subscriber acquisition in Klaviyo
Ready to elevate your email marketing game? Auditing your subscriber acquisition processes is key to building a clean, engaged email list that boosts your campaign performance. By carefully reviewing how you collect opt-ins, cleaning out inactive subscribers, and ensuring regulatory compliance, you set the foundation for increased engagement and higher conversion rates.
In this video, we’ll dive into how to review your acquisition strategies, test your consent processes, check list integration and performance, and optimize your mobile forms to drive better marketing results.
Monitor subscriber acquisition
Finally, to gauge the effectiveness of your subscriber acquisition strategies, focus on 3 key reports. Monitoring these will help you maintain a healthier subscriber list, which translates into high-quality contacts, increased engagement, and improved conversion rates.
Let’s explore these reports, so you can refine your acquisition methods and ensure that your list-building efforts contribute to your overall marketing success.
Sign-up forms performance
What it is:
This report tracks how well your sign-up forms are performing, including the rate at which users submit them.
Why it matters:
It helps you understand which forms are most effective at converting visitors into subscribers, so you can enhance your form strategy.
What to look for:
- Trends in submission rates
- Performance of different forms
- Any forms that need improvement or are particularly successful
Action steps:
- Revise underperforming forms to increase submissions
- Optimize CTAs and design elements for better engagement
- Experiment with different types of forms to find what works best for your audience
Tip: If you’re using a multi-step form, review the submission rate for each step.
Learn more about sign-up form analytics.
Growth report
What it is:
This report shows the growth of a specific segment or your subscriber list, including where new subscribers are coming from.
Why it matters:
It provides insight into which acquisition channels are most effective, helping you focus your efforts where they’re most successful.
What to look for:
- Trends in list growth over time
- Most effective sources for new subscribers
- Any patterns in subscriber acquisition or loss
Action steps:
- Refine your acquisition strategies based on successful sources.
- Explore new tactics to attract more subscribers.
- Address any slowdowns in growth to maintain momentum.
Check out how to access and analyze your growth reports.
Engagement report
What it is:
This report provides metrics on how engaged your subscribers are with your emails and other communications.
Why it matters:
It helps you gauge how well your content is resonating with your audience, allowing you to adjust your strategy to keep subscribers interested and active.
What to look for:
- Key metrics like open rates and click rates
- Patterns indicating which content is most engaging
- Areas where engagement might be waning
Next steps:
- Enhance content based on what’s resonating with your audience
- Test different types of content and adjust your sending frequency
- Use insights to tailor your approach and boost overall engagement
Find out how to analyze engagement reports.
Review your acquisition methods
Now that you know the importance of auditing your subscriber acquisition, let’s dive into the specific steps to ensure your sign-up processes are running smoothly and effectively.
Test and verify sign-up form functionality
Begin by ensuring all your sign-up forms, such as pop-ups and footers, are working effectively to add subscribers and target the right audience.
Action steps:
- Verify CTA buttons and follow-up flows: Confirm that all CTA buttons are operational and that forms trigger the correct follow-up flows.
- Submit test entries: Use a dummy email to test each form and confirm that they are working correctly and adding subscribers as expected.
- Test teasers: Check form teasers in your form settings or website to confirm they are properly configured and functioning correctly. Form teasers can offer additional subscription opportunities without interrupting the user experience. Ensure these are working as intended.
Optimize sign-up forms for mobile devices
Next, since many users interact with forms on mobile devices, ensure your forms are optimized for a seamless mobile experience.
Action steps:
- Adjust form layouts: Modify form fields and layouts for better usability on smaller screens.
- Test across devices: Check that your forms perform well on various mobile devices to guarantee a smooth user experience.
Confirm clear and explicit opt-in language
Now, transparency is crucial for building trust and ensuring compliance. Make sure your sign-up forms clearly explain how subscriber data will be used.
Action step:
- Update opt-in language: Revise forms to include explicit opt-in language and consent checkboxes, ensuring clarity and compliance with regulations.
Enable consent at checkout
Capture subscriber information during the checkout process to enhance your list-building efforts.
Action step:
- Enable consent at checkout within your ecommerce integration: Collect subscribers as they are placing orders on your site. This is only available for certain integrations, so refer to our Help Center guidance on how to set this up for your specific ecommerce integration.
Sync Meta Ads with Klaviyo lists
Finally, expand your subscriber base by syncing leads from Meta Ads with your Klaviyo lists.
Action step:
- Configure integration: Set up and configure the Meta Ads integration in Klaviyo to automatically import leads from your Meta Ads campaigns, boosting your list-building efforts.