Klaviyo prints money for the stores that set it up properly and quietly rots for everyone else. If you are paying a Klaviyo email marketing agency, this is the work you should see happening.
Flows before campaigns, always
Welcome, abandoned checkout, browse abandonment, post-purchase, winback: these five automations typically produce 25 to 40% of email revenue on autopilot once tuned. Campaigns come second. An agency that opens with a campaign calendar instead of a flow audit is doing the fun part first, not the profitable part.
Deliverability is the silent killer
Since Gmail and Yahoo tightened bulk-sender rules, list hygiene stopped being optional: authenticated sending domains, sunset segments that actually retire dead subscribers, and engagement-based sending that protects your reputation. Open rates that fell off a cliff are usually a deliverability problem wearing a creative costume.
Measure revenue per recipient, not opens
Opens are noise since Apple’s privacy changes. The numbers that matter: revenue per recipient, flow revenue share, list growth against churn, and how much of total store revenue email carries, healthy stores sit around 25 to 35%. That last number is the one we report first.
Quick self-test: open Klaviyo, check what percentage of your last 90 days of email revenue came from flows. Under 30%? There is money sitting in your account that a fortnight of proper flow work would release.
