But how do you keep on top if It all? In this article, we’ll walk you through 10 of the key settings, flows, and metrics to check in your Klaviyo account right now. 

‍1. Check Your Benchmarks 

The easiest to access and most top level vantage point for checking the performance of your Klaviyo account is your Benchmarks. It’s one thing to know what your stats are, such as your open rate, click rate and bounce rate, but it’s another to put that data into context. It’s not always easy to understand what a ‘good’ or ‘bad’ metric looks like, but Klaviyo benchmarks help you put them into perspective. 

To find your benchmarks, simply navigate to the Benchmarks section under ‘Analytics’ in the Klaviyo sidebar. Here you'll be presented with key performance indicators, each labelled either Excellent, Good, Fair or Poor.  You can also use the tabs at the top of the page to drill down into benchmarks that are specific to campaigns, flows, forms and more. 

These indicators will be based upon the performance of others in your industry. For those that are excellent, keep doing what you’re doing! But if your bounce rate is poor, are you sending out emails to too many disengaged contacts? If your click rate is poor, are your emails sufficiently engaging and enticing enough to your audience? Is the content relevant to their interests, or are they being motivated by offers and discounts? Benchmarking raises questions like these, helping you pinpoint and fix issues across your account.

2. Check Your Key Flows 

Flows are vital in Klaviyo, as our own research shows that automations are consistently more profitable than campaign emails. Every business on Klaviyo should have a number of key flows set up, and each of those flows should be configured for optimal impact. 

Navigate to the flows section of your account using the sidebar on the left. Kubix recommends the following flows for every Klaviyo user:

3. Create Your Welcome Flow 

The welcome flow is your first impression with new subscribers, making it one of the most critical automations. This flow should introduce your brand, set expectations, and, if you can, offer a first-time subscriber discount. Ensure this flow is personalised, welcoming, and provides value right from the start. We recommend three emails in your welcome flow: an initial welcome with some brand background/story (as well as an introductory offer), an email inviting customers to follow brand accounts on social media, and lastly an email reminding customers of their last chance to make use of the welcome offer. 

4. Create Your Abandoned Cart Flow 

With the average cart abandonment rate being over 69%, a robust abandoned cart flow is essential. This flow should trigger a series of emails that remind customers of what they’ve left behind and encourages them to complete their purchase. Consider incorporating scarcity ("only a few left!") or urgency ("your cart is expiring soon") along with showcasing the benefits of the abandoned products. An exclusive offer or discount is also another great way to get customers across the line. We recommend three emails: an initial reminder, a second reminder with an offer, and lastly a final “last chance” reminder. 

5. Create Your Browse Abandonment Flow 

Similar to the abandoned cart flow, the browse abandonment flow targets users who looked at products but didn't add to their cart. This flow can be a gentle nudge to bring users back to your site, potentially featuring items they viewed, related products, or a special offer to entice a purchase. We recommend a similar structure to an abandoned cart flow, with similar messaging. 

6. Create Your Post-Purchase Flows

After a purchase, your goal shifts to nurturing customers into repeat buyers. Post purchase flows can thank customers, ask for feedback or reviews, and recommend other products they might like. Product based post-purchase emails can be divided into upsells (promoting more valuable products with a higher profit margin) or cross-sells (promoting similar products that go well with the items the customer ordered). 

7. Check Your Deliverability Score

Your email deliverability score affects whether your emails reach the inbox or get trapped in spam filters. Regularly check your deliverability score in Klaviyo by reviewing your campaign and flow email metrics, focusing on open rates, spam complaint rates, and bounce rates. If you notice any issues, consider improving your content's relevance or cleaning your email list, which we’ll explore next. 

8. Check Your Segments and Lists 

Proper segmentation ensures that the right messages get to the right people at the right time, improving your deliverability. Review your segments and lists for accuracy and relevance. Remove or merge any that are no longer useful. Consider creating new segments based on recent customer behaviour, purchase history, or engagement levels, and unsubscribe those who fail to engage for a long period of time - something a sunset flow can help you with. 

9. Set Up A Sunset Flow

A Sunset Flow targets subscribers who haven’t engaged with your emails over a defined period. This flow typically starts with a re-engagement attempt, offering special deals or asking for feedback on why they've disengaged. Subscribers who still don't engage after this flow should be considered for removal from your main email list to protect your deliverability score. 

10. Optimise Your Email Design And Content 

Review and Refresh Your Templates: Email design plays a crucial role in engaging your audience. Periodically reviewing your email templates ensures they remain visually appealing and functional across all devices. Check for any outdated designs, broken links, or images that no longer load correctly. It's also essential to ensure that your email templates align with your brand's current visual identity and messaging strategy. Consider implementing A/B testing on different design elements (e.g., call-to-action button colours, email layouts) to see what resonates best with your audience.‍

Content Relevance and Personalisation: In a world inundated with emails, content relevance can significantly impact your engagement rates. Audit your past campaigns and flows to assess which topics, offers, and content types have performed best. Use this data to inform your future content strategy, focusing on personalisation and relevance to your audience's interests and behaviours. Klaviyo's powerful segmentation tools allow for deep personalisation, far beyond just using a subscriber's name. Tailor your content based on purchase history, browsing behaviour, and engagement levels to increase the likelihood of a customer hitting that all-important ‘Shop Now’ button.

You’ve Got Mail 

Just like the fact that you'll never stay at inbox zero, your Klaviyo account will always give you room for improvement. Like a hamster in an email hamster wheel, email marketing requires continual analysis and refinement. By routinely checking these areas of your Klaviyo account, you ensure that your email marketing strategy remains effective and efficient, driving better results for your brand. Remember, the goal is not just to send emails, but to send the right emails to the right people at the right time.

Kind regards,

Kubix.