How to conduct an account audit
We’ve got you covered with this step-by-step workbook to audit your Klaviyo account. Walk through this with your clients to get a better understanding of where they can improve their email and SMS marketing strategies. Uncover any low-hanging fruit within their current strategy so that you can increase ROI with Klaviyo. This can be completed in a one hour call.
How to use this?
- Make a copy of that spreadsheet for each individual account you audit.
- Log into the client’s Klaviyo account (ideally with them present) to begin.
- Follow each step outlined in the spreadsheet.
Below is a preview of what your audit template entails:
Identify key milestones in the client lifecycle
Are you wondering: where should my client be based on their existing marketing strategy in Klaviyo? Review the following dropdowns to better understand where we recommend accounts to be at after working with your agency after a given point in time.
Note: Every client and account is different. Use these dropdowns as a general baseline, but know that it’s not a one-size fits all approach. Your client may require different strategies at each stage of their lifecycle and that is okay.
Beginner: New clients (<6 months working together)
Within the first few months of your working relationship and ahead of your first growth review conversation, it will be time to conduct an account audit.
At this stage, you should confirm that you’ve established basic strategies in their account:
- Integrated their website and previous email or SMS service provider.
- Migrated contacts and any previous engagement data into Klaviyo (e.g., opens, clicks, etc. from a previous ESP).
- Set up their first sign-up form.
- Sent first campaigns.
- Set first automations live (i.e., welcome series, abandoned cart, browse abandonment, post-purchase, and winback).
- Successfully warmed their account and seen good initial deliverability rates.
Confirm that all of those initiatives have been implemented and are fostering the metrics you and your client hoped to achieve. If you have not yet implemented those key strategies, we recommend doing so as soon as possible.
Intermediate: Growing brands
Ensure that clients who have been consistently working with your agency (e.g., for 6 months to a year) continue to get the most out of Klaviyo.
Your job is to step back and evaluate the client’s current product usage and performance. Where are current content gaps that you can fill and innovative solutions to drive growth?
Often, this client is ready to expand into deeper personalization strategies. For instance, focus on:
- Personalization added via profile properties across content.
- Increased use of segmentation - what segments are most useful? What audiences have you yet to try targeting?
- Full lifecycle automations (e.g., repeat purchase nurture series, sunset, back-in-stock, price drop, etc.)
- Marketing channel expansion (e.g., adding SMS or paid advertising, like Google or Facebook Ads, to their strategy if not already investing in these avenues)
- Collecting customer reviews and deeper insights with Klaviyo Reviews.
Advanced: Large brands or long-term clients
Get a pulse check with clients who either are large brands with robust marketing plans or who you have worked with long-term to develop complex marketing initiatives in Klaviyo. Your goal is to make data-driven decisions that increase their return on investment (ROI).
In advanced client accounts, you are either working with a large brand with a robust strategy already set that they now want to expand, or you are working with a client for a long time (1+ years). They should have already employed personalization tactics across core channels (email, SMS, and push if applicable), and now are moving into more programmatic usage of the platform.
In particular, monitor performance and uncover where there is room for improvement. For instance you may look to see how you can:
- Integrate existing or new external platforms that support each stage of the customer lifecycle (from acquisition based advertising to VIP referral programs).
- Employ webhooks to support a full omnichannel marketing program.
- Build brand loyalty with a VIP program and flow.
- Consolidate data with Klaviyo CDP.
- Create app-specific messages with Klaviyo Push.