My name is Andreas and I’m the founder at AJ Media. In this Email Marketing Audit Checklist, I’ll cover things most brands miss and mistakes they do in their Klaviyo account.

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This checklist was not written in any articular order. I was adding points as I was going through these sections in my head.

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General

• [ ] Platform: Go with Klaviyo, if you’re budget-limited, start with Omnisend. But Klaviyo will provide more features for advanced strategies
• [ ] Set attribution to “5-day click and view attribution”
• [ ] Integrate Klaviyo with Shopify and make sure all the events and metrics are working. To check, go in Klaviyo → Analytics → Metrics
• [ ] Set up UTM tracking across all flows and campaigns.
• [ ] If you have questions or troubles - contact Klaviyo support

Deliverability

• [ ] Ensure SPF, DKIM, and DMARC records are properly set up and verified.
• [ ] Always maintain open rates above 30%—audit subject lines and send times, and narrow segmentation if below. Overall, aim for 40-50% open rate.
• [ ] Monitor bounce rates and keep them consistently under 2%.
• [ ] NEVER change your sender’s email address as that could effect your deliverability
• [ ] Clean your list monthly—remove or suppress users with no engagement for 60–90 days.