DIY Flow Audit Tutorial

A crash course

Author

Angus Cowan
August 14, 2024

Hey there,

Today I will run you through the easiest way to audit your Klaviyo Flows.

When I speak to brand owners they often say something like,

“I’ve been meaning to get around to my flows but I just never do, and don’t have time. Plus I don’t really know what I’m doing”.

So here’s a bit of a crash course on what I look for when auditing a set of Klaviyo Flows:

  1. Do all the necessary flows exist”

    1. Welcome

    2. Active on site

    3. Browse

    4. Abandoned Cart

    5. Abandoned Checkout

    6. Post purchase

    7. Winback

    8. Cross sell (if you have multiple related SKUs)

    9. Review Request

    10. Replenishment (if your product is a consumable)

    11. VIP (if you want to implement a loyalty program of some sort)

    12. Sunset flow

  2. What are the current time delays (look for emails where you could potentially test the time delay. Like abandoned cart/checkout/browse etc)

  3. Are there any outlier emails in terms of low performance (look for emails with really low opens or click rates, address these)

  4. Should we be adding more emails to a flow? (each should be MINIMUM 2)

    1. Welcome 5-7 emails

    2. Active on site ~2

    3. Browse 3-4

    4. Cart ~5

    5. Checkout ~5

    6. Post Purchase 3+

    7. Winback ~2-3

    8. Cross sell ~2

    9. Review Request ~2

    10. Replenishment ~3

    11. VIP ~3

    12. Sunset ~2

If you’re not sure what type of emails to add to your flows, they all sort of fall within these categories:

  • Objection handling / USPs

  • Social proof

  • Educational/nurturing

  • Best-sellers

All of those should feature in your welcome flow, and you can feature similar emails throughout most of the flows.

i.e put an objection handling & social proof email in abandonment flows.

i.e. put an educational email about the product in the post-purchase

Hope this crash course helps, reply if you have any questions.

Cheers,

Angus Cowan

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