How to Audit Your Klaviyo Flows (and What to Fix First)

Most DTC brands with a Klaviyo account have some email flows set up. Most of those flows are underperforming. The problem is not usually that email does not work — it is that no one has ever done a systematic audit to find out what is missing or broken.

A Klaviyo flow audit answers three questions: Do you have the right flows? Are they deep enough? And are they properly configured? FlowScore automates this entire process in 60 seconds. Here is how to do it manually if you want to understand what is being checked.

Step 1: Check flow coverage

The four revenue-critical flows every DTC brand should have are: Welcome Series, Abandoned Cart, Post-Purchase, and Win-Back. Open your Klaviyo account and confirm you have all four. Missing even one of these is one of the most common sources of preventable email revenue loss.

If you are missing your Welcome Series, that is the highest priority fix — new subscribers are most engaged in the first 24 to 48 hours, and a well-built welcome sequence can generate more revenue than any other single flow. If you are missing an Abandoned Cart flow, you are recovering $0 from cart abandoners who are the most purchase-intent segment in your entire list.

Step 2: Evaluate flow depth

Having a flow is the floor, not the ceiling. A Welcome Series with a single email is barely better than no welcome series at all. For each active flow, count the number of emails and check the send timing. Industry data consistently shows that multi-email flows significantly outperform single-email flows.

• Welcome Series: aim for 3 to 5 emails over 7 to 14 days
• Abandoned Cart: 3 emails — at 1 hour, 24 hours, and 72 hours
• Post-Purchase: at minimum 2 emails — confirmation and a follow-up at day 7 to 14
• Win-Back: 2 to 3 emails with escalating incentives over 30 to 60 days

Step 3: Check trigger configuration

A flow with the wrong trigger fires at the wrong time — or not at all. In Klaviyo, check that each flow's trigger is correctly set: Cart flows should trigger on 'Started Checkout' (not 'Added to Cart' which is less reliable). Win-Back flows should filter to contacts who have not purchased in 90 to 180 days. Welcome flows should be filtered to exclude existing customers.

Step 4: Review subject lines and preview text

Pull the last 90 days of flow email stats. Look at open rates: below 25% on a flow email typically signals a weak subject line or poor send timing. Look at click rates: below 1 to 2% on a promotional email suggests the body copy or CTA is not compelling. Write down the worst-performing emails — these become your first A/B tests.

Step 5: Prioritise by revenue impact

Not all fixes are created equal. Once you have documented the gaps, order your fixes by estimated revenue impact. Missing a Welcome Series or Abandoned Cart flow almost always ranks highest because these flows touch the most subscribers at high-intent moments. A poorly timed Win-Back flow ranks lower — it matters, but only affects already-lapsed customers.

The shortcut

If you want to skip the manual work, FlowScore connects to your Klaviyo account via read-only OAuth and runs this audit automatically in about 60 seconds. It checks all four flow dimensions, scores your setup out of 100, and gives you a prioritized list of what to fix — with context on why each issue matters. Run a free audit at klaviyoscore.com.