MailSiege · Klaviyo account review
Demo Store:
your Klaviyo, read from the account.
Twelve months to October 2026, against the twelve before. Every number about your store comes from your account. The full audit has every check behind it.
| Total | SMS | ||
|---|---|---|---|
| Flows | $38,27014.3% | $38,27014.3% | $00.0% |
| Campaigns | $229,96685.7% | $229,96685.7% | $00.0% |
| Klaviyo | $268,236100.0% | $268,236100.0% | $00.0% |
Revenue Klaviyo attributes, Nov 2025 – Oct 2026. Share is of each column; the Klaviyo row is each channel's share of the total.
The story in one line
The store grew 45%.
Flows stayed at $38,270.
Campaigns grew with the store. The automatic emails didn't, and that's where most of what follows is.
Flows are the automatic emails: the welcome, the cart reminder, the thank-you after an order. Today they bring 14.3% of your Klaviyo revenue; campaigns bring the rest.
The full checklist
4 of 24 already working.
Everything a strong Klaviyo account has running. Each one opens its check in the full audit.
Core flows
Retention flows
Forms & list growth
Already working
The ticks, with the numbers.
What we found
Five things that stood out.
Here's what stood out, in money. We'll walk through each one in the next few slides.
1 of 5 · Welcome
Welcome emails skip everyone
who hasn't ordered yet.
It starts when someone joins Shopify Subscribers, the list your pop-ups fill. Its filter only lets through people who have ordered since joining, so new subscribers are skipped: 429 got the first welcome in August 2025, 17 in the twelve months since. One setting fixes it, then we rewrite email 1 around your best-sellers.
The filter reads "Has Placed Order at least once since starting this flow". Customers who sign up at checkout still get their own welcome: 1,581 in twelve months.
See the welcome flow in the audit →2 of 5 · Sign-up forms
Campaigns made $229,966.
No Klaviyo pop-up is live to grow their list.
Black Friday is 3 weeks away. New email subscribers went from 9,530 last year to 4,673 this year. The welcome pop-up that ran, NEW: Welcome Popup Option 2, signed up 3.9% of the people who saw it. It's in draft today, and no other Klaviyo form is live.
Form sign-ups fell less: 3,754 last year, 3,161 this year. Sign-ups also come in at checkout through Shopify. Nov 2025 – Oct 2026.
See the forms in the audit →3 of 5 · Browse
Browse emails make $1.95 each.
The flow sends just one.
A browse email goes to someone who looked at a product and left. That one email still gets 1.91% of people to order, so there's room for a second and a third. Someone who adds to cart can get both the browse and the cart emails, so we let them move on.
Every view is counted, so one shopper looking at three products counts three times. Nov 2025 – Oct 2026.
See the browse flow in the audit →4 of 5 · Post-purchase
The thank-you flow made $1,356.
Its repeat-customer emails reached 8 people or fewer.
The new-customer thank-you reached 698 people this year. Each repeat-customer email reached a handful, with 2,565 repeat buyers on the list. Who gets which email is set by the flow's splits, and its filter leaves out subscription customers. That's what we'd rebuild first.
This flow's emails also bring 21.7% of all flow unsubscribes, for 3.5% of flow revenue.
See the post-purchase flow in the audit →5 of 5 · Checkout
Checkout emails made $7,031.
Email 3 stopped sending in Nov 2025.
Email 1 makes $7.59 an email, and email 2 still makes $3.92, with 4.02% of people ordering. Email 3 reached 89 people in October 2025. Since an edit on 4 November 2025, Klaviyo can't render its template, so it skips it at every send. Fixing the template puts the third email back.
What it's worth
Where the money is.
The findings in dollars. Measured means it's in the account's own numbers. Estimate means it's our sum, shown with its working.
| What it adds up to | How we got it | |
|---|---|---|
| A second browse email | about $148 a month | estimate Half of what the one browse email makes a month today: $3,567 over twelve months |
| A fourth cart email | about $142 a month | estimate Half of what cart email 3 makes a month today: 848 sends at $4.01 each |
| Checkout email 2, the last that sends | $1,979 in twelve months | measured 4.02% of people order from it; email 3 after it is skipped until its template is fixed |
| The thank-you flow | $1,356 in twelve months | measured Repeat-customer emails reached 8 people or fewer each; 2,565 repeat buyers on the list |
Not added together: they overlap, and the estimates assume a new email earns half of the one before it. The pop-up and the welcome flow aren't sized here.
The season
November and December made 7.3%
of the year's Klaviyo revenue.
Black Friday is 27 November 2026, 3 weeks away. Last year November and December were the two quietest months of the twelve; your biggest were June and October. So the season gets a plan built on your own offers, and anything that shrinks who gets emailed waits for January.
Klaviyo revenue a month, flows and campaigns: Nov 2025 – Oct 2026 against the twelve months before. November 2025: $9,888. December 2025: $9,603.
The flows
A good base, with gaps to fill.
The twelve core flows (automatic emails) as they stand today. Over the next two slides, one line on each: what we'd do next.
Today
With us
The twelve · 1 of 2
The first half of the journey.
One line on each flow: what we'd do next.
| Welcome | Fix | Set its filter to zero orders since joining, so every new subscriber gets it. Rewrite email 1 around your best-sellers, then test the order of the rest. |
| Browse | Fix | Add emails 2 and 3, and let anyone who adds to cart move on to the cart flow. |
| Cart | Patch | Keep it: the best flow in the account. Add a fourth email, since email 3 still sells. |
| Checkout | Fix | Fix email 3's template so it sends again: email 2 still sells. |
| Post-Purchase | Fix | Rebuild it so every new customer gets the thank-you. Lead with service: the order, the delivery, how to use what they bought. |
| First order | Patch | Its own branch of the post-purchase flow: thank you, getting the most from the first order, what to try next. |
The twelve · 2 of 2
After the first order.
The second half: what we'd do next on each.
| Repeat buyer | Build | A branch for the second order and one for the third and later. Today those emails reach a handful of people. |
| Bounce-Back | Build | A reminder to reorder, timed to when people usually buy again. |
| Reviews | Build | A review ask after delivery, once per order. |
| Cross-Sell | Build | What people buy next after their first product, one branch per range. |
| Win-Back | Patch | Keep email 1. Rewrite email 2: 0.58% of people order from it, and it brings 10.0% of all flow unsubscribes. |
| Sunset | Fix | In January, after the holidays: point it at people with no click or order in 180 days. 24 people went through it this year. |
Beyond the twelve
Signals already collected,
with nothing sent against them.
| Back in stock | Build | Back-in-stock sign-ups are already recorded; nothing sends against them yet. One email when it's back. |
| Site visitors | Build | Active on Site is already recorded. A short flow for visitors who leave without looking at a product. |
| Birthday | Build | Ask for a birthday in the welcome emails, then one email on the day. |
| Wholesale Interest | Patch | Starts when someone joins the Wholesale Interest list, and its only sign-up form is off, so it last sent in Oct 2025. Put the form back on, or archive the flow. |
Extend
Flows you can extend.
Rule of thumb: if a flow's last email still gets 1 in 100 people or more to order, there's room for another one.
Cart, a fourth email
Its last email (Abandoned Cart: Email 3) still makes $4.01 an email, with 3.15% of people ordering, over 848 sends.
A fourth email, measured against email 3.
Every live flow checked: 2 of 25 last emails clear 1% today, cart and browse (browse has its own slide). Checkout's email 3 is skipped until its template is fixed.
See the cart flow in the audit →SMS
Texts start with phone numbers.
No text has gone out from Klaviyo yet, and the SMS list holds 0 people. So texts can't be sized from your account. We start by collecting numbers, then add texts to the flows that sell most and measure each against the email alone.
| Phone numbers | 0 today | In January, a phone step on the pop-up, after the email |
| Cart | None | A text after email 1, measured against the email alone |
| Checkout | None | The same, once the cart text has been measured |
| Campaigns | 0 so far | Texts beside the big email sends, once there's a list |
Campaigns · year on year
Fewer campaigns, bigger sends,
30% more revenue.
| Nov 2024 – Oct 2025 | Nov 2025 – Oct 2026 | Change | |
|---|---|---|---|
| Campaigns sent | 78 | 65 | −17% |
| Typical send size | 4,714 | 7,172 | +52% |
| Campaign emails sent | 342,100 | 425,821 | +24% |
| Campaign revenue | $177,426 | $229,966 | +30% |
| Orders from campaigns | 1,603 | 1,815 | +13% |
| Click rate | 0.88% | 1.08% | +23% |
| Revenue for every 1,000 emails | $301 | $313 | +4% |
Campaign angles
Your campaign angles, this year against last.
Every campaign over two years, by angle, each scored against the average campaign that same month.
| Angle | Sends | For every 1,000 emails, last year → this year | vs. a typical send that month |
|---|---|---|---|
| Offer | 24 | $582 → $512 | 43% above |
| New & launch | 10 | $323 → $379 | 38% above |
| Collection & product | 92 | $238 → $227 | 4% below |
128 sends to 2,007+ people, Nov 2024 – Oct 2026. Under 20 sends, a gap under 15% reads "about level".
What the angles say
Offers and launches earn the most.
Product sends fill the calendar.
Offers earn the most
$537 for every 1,000 emails over 24 sends: 43% above the average campaign sent the same month. Which offers to run stays your call.
Launches come next
$353 for every 1,000 emails, 38% above the average campaign that month. Only 10 sends, so we watch it as it runs.
Product sends fill the calendar
92 of 128 sends were about a product or collection, and they score 4% below the average campaign that month: about level. These are the ones to sharpen, with a clearer reason to buy in each.
Upsell, cross-sell, down-sell
Taster Duo buyers come back for The Big Bundle (24 pack).
36% of customers ordered again inside the year. Next time, 59% bought the same product again, 16% a dearer one in the same range, 19% a different kind of product.
| Came back | Most bought next | Move | |
|---|---|---|---|
| Sample Pack | 25% | The Big Bundle (24 pack) (22%) | Upsell |
| Mixed Pack (10 pack) | 33% | The Big Bundle (24 pack) (21%) | Upsell |
| The Big Bundle (24 pack) | 58% | Taster Duo (19%) | Down-sell |
| Taster Duo | 41% | The Big Bundle (24 pack) (42%) | Upsell |
8,725 orders, 4 November 2025 to 4 November 2026: each customer's first order in that window and their next one. The full audit lets you click any product and see what its buyers bought next, with the flows it suggests.
Click through it in the audit →Campaigns · what we'd change
How we'd run your campaigns.
Four changes. The big one: a steady calendar, aimed at the people who buy.
A steady week, every week
1.2 campaigns a week today, and the longest gap was 22 days. We plan a steady calendar around your products and launches, so revenue doesn't rest on a few big weeks.
Extra sends only to people who buy
Through the season, any extra send goes only to people who clicked or ordered recently. From January, campaigns go to groups built on clicks, orders and site visits, not opens: Apple fires 77% of opens on its own. See our full segmentation setup →
Split tests beyond the subject line
21 of 65 campaigns already test subject lines. Next: send time, the offer and the main image, judged on clicks over several sends.
A resend on the big sends only
When a big send earns more than that month's average campaign, engaged people who didn't open get it again with a new subject line. Nobody else.
Pop-ups
Pop-ups, always running,
always split testing.
No sign-up form is live today, so nothing is being tested. The pop-up goes back on before Black Friday; the tests start in January. Here's what we test for every client.
Back on before Black Friday
NEW: Welcome Popup Option 2 signed up 3.9% of the people who saw it. It goes back on first, with a Black Friday message for the season's weeks only.
Timing
A delay, on scroll, or as people go to leave. We test which one gets the most sign-ups.
Incentive
One incentive tested against another. Which offer to give stays your call.
Design
Image-led against text-led, one step against two.
A teaser
A small tab that stays on screen, so people who closed the pop-up can open it again.
A phone number step
No form asks for a phone number yet. In January, a second step after the email, as a test.
Segments
The audiences we'd build.
| Family | In your account | What we build |
|---|---|---|
| Engaged tiers | — | 30, 60, 90, 120, 180 and 365 days, email-only and whole-brand, built on clicks, orders and site visits |
| Buyer tiers | 6 segments | Bought once, twice, 3+, 4+, 5+, on email and on SMS |
| Exclusions | — | Light, medium and heavy: recent bounces, 10+ emails with no click, no engagement after 5 emails, never engaged |
| Frequency caps | — | Emailed in the last 7, 14 or 30 days |
| Flow conflict | — | Received a flow email in the last 3 days, kept off campaigns |
| SMS tiers | 1 segment | The same engaged and buyer tiers, for SMS |
Deliverability & list hygiene
Authentication is set up.
Clicks sit under Klaviyo's average.
Over the last 90 days campaign clicks were 1.31%, against Klaviyo's 1.69% average. So we judge sends on clicks and orders, and aim each one at people who read.
Already working
- Your own sending domain, with SPF and DKIM passing
- Bounces 0.55% and spam complaints 0.011%: low
- On none of the public blocklists that answered
What we'd change
- The bot-click filter is off, so link scanners count as clicks. One switch turns it on
- DMARC, the email security setting, only monitors today (p=none). Read its reports now; switch it to enforcing in January, after the holidays
- 77% of opens come from Apple devices that open emails on their own, so opens don't mean reading
The next level · our portal, demo store
Flows built around your best sellers.
Here's how we take an account further. Our portal finds your top sellers, and how many days people take to buy each one again. Then we build a flow for each category, timed to that rebuy window.
Our demo store's numbers, not yours. We run the same on your store in week one.
Your first 48 hours
Designs in your inbox
within two days.
The plan · 1 of 2
Quick wins first.
Black Friday next.
Black Friday is 27 November 2026, so week one puts a pop-up back on and plans the season before the traffic arrives.
Kickoff and the quick wins
- Kickoff call: customers, products, offers, the year ahead
- Bot-click filter switched on
- Browse flow lets anyone who adds to cart move on to the cart flow
- Checkout email 3's template fixed, so it sends again
- Welcome flow filter set to zero orders, so every new subscriber gets it
- Engaged groups built on clicks, orders and site visits
- First campaign designs in your inbox
Black Friday ready
- NEW: Welcome Popup Option 2 back on (unless another tool already runs your pop-up), with a Black Friday message for the season's weeks
- The Black Friday to Christmas calendar, built around your own offers, with resends on the big sends to engaged non-openers only
- Any extra season send goes only to people who clicked or ordered recently
- Welcome email 1 rewritten
The plan · 2 of 2
Six weeks to every flow.
The list work waits for January.
The customer journey
- Post-purchase rebuilt: every new customer gets the thank-you, with branches for the second order and the third and later
- Review request and cross-sell branches built
- Browse emails 2 and 3
- Checkout email 3 measured once it sends again
The edges
- Reorder reminder, back-in-stock, site visitor and birthday flows
- Cart email 4
- Win-back email 2 rewritten
- Wholesale Interest: its sign-up form back on, or the flow archived
- Every flow re-measured: what to extend next
After the holidays
- DMARC: read the reports, list every service that sends as you, then switch it from monitoring to enforcing
- Sunset flow pointed at people with no click or order in 180 days
- Campaigns moved onto the engaged groups, so fewer go to people who don't buy
- A phone-number step on the pop-up, and the pop-up tests
By week six
Every flow built or fixed.
Then every week: designed campaigns planned to your products and the season, a resend on the big sends only, split tests judged over several sends, a report. In January: the sunset flow and DMARC.
How we work
We run the whole thing. You approve.
What we do
- Plan, write and design every campaign
- Segment every send; resend the big ones to engaged non-openers
- Plain-text and SMS included
- All twelve core flows, re-audited monthly
- Split tests running, judged over several sends
- Deliverability and list hygiene
- A report every week
What you do
- One kickoff call
- Give us Klaviyo access
- Approve every email before it sends
- Mark up anything you want changed
Your account, your logins, your data.
Your portal
Every email in one place.
You approve with one click.
Your own login shows every email planned for the month. Open one, read it, and press Approve, or tell us what to change. Nothing sends without your yes.
Over to you
Every number here,
check by check.
The full audit has every check behind these pages, flow by flow and send by send.