How do I check if my Klaviyo agency is actually doing anything?

Log into Klaviyo and go to Flows. Sort by revenue. Check the last modified date on each flow. If the major flows have not been edited in more than 60 days, open the A/B test log to see if any testing has happened. If flows are untouched and no tests are running, the account has likely been in maintenance mode rather than active management regardless of what the monthly report describes.

What percentage of email revenue should come from flows?

For an established list with core flows in place, email practitioners widely cite 25 to 35 percent of total email revenue as the benchmark for automated flows. A brand just starting to build flows will be lower in the early months. An established brand consistently below 15 percent with flows that have been live for more than 90 days has a gap worth investigating in the account directly.

What flows should my Klaviyo agency have built by now?

A complete core setup includes five flows at minimum: welcome series, abandoned cart, post-purchase, browse abandonment, and win-back. The welcome series and abandoned cart are the highest-revenue flows for most brands and should be the first two built and tested. If either is missing or in draft after more than 60 days of engagement, that is the conversation to have before any other optimization discussion.

Can I audit my email agency without giving them any warning?

Yes. Everything described above is visible to you directly in your own Klaviyo account without notifying or involving the agency. Flow revenue reporting, build status, edit history, and A/B test logs are all accessible under your own login. The only thing you cannot see independently is the agency's internal planning documents or rationale for decisions they have made, which is why the account audit is a starting point for a direct conversation rather than a replacement for one.

Agency Problems

Part of How to Know If Your Ecommerce Agency Is Working

Klaviyo Agency Not Delivering: How to Check the Work in Your Own Account

Email is one of the few marketing channels where the brand has direct, independent access to every metric that matters without needing the agency to provide anything. Klaviyo shows exactly which flows are built, which are live, what each one has generated in the last 30, 60, or 90 days, and how list health has changed over time. This makes Klaviyo audits unusually honest: the gap between what an agency says they have done and what the account actually contains is visible in under 10 minutes to anyone with account access.

The One Number That Proves an Email Agency Is Working

Flow revenue as a percentage of total email revenue is the most direct measure of whether an email agency's core work is performing. For a brand with an established list and a reasonable sending history, the widely cited benchmark among email practitioners is that automated flows should generate 25 to 35 percent of total email revenue.

Under 15 percent typically means the flows either are not fully built, are not live, or are not converting on the segments they are targeting. Under 10 percent on an established list is a clear gap regardless of what the monthly report says. This number is visible inside Klaviyo under Analytics, filtered to flows only, compared against total revenue attributed to email in the same period.

The gap between what an agency says they have done and what the account actually contains is visible in under 10 minutes.

How to Check What Has Actually Been Built

In Klaviyo, go to Flows and sort by revenue. This immediately shows which flows exist, which are live versus draft, and how much revenue each has generated. A fully built email setup for an ecommerce brand in a consumable or repeat-purchase category should include at minimum: a welcome series, an abandoned cart flow, a post-purchase flow, a browse abandonment flow, and a win-back flow.

If any of those are missing entirely, or exist as drafts that were never activated, that absence is the most concrete finding available from outside the relationship. The full breakdown of what each flow does and what it costs to run without them is at the email flows missing page.

The Difference Between Set Up Once and Actively Managed

An email agency that set up five flows on day one and has not touched them in six months is technically delivering what was promised structurally, but is not doing the ongoing optimization that email management is supposed to include. The way to distinguish these two situations is to look at the flow edit history and A/B test log inside Klaviyo.

If the flows were last edited in the first 60 days of the engagement and nothing has changed since, that is a signal that the work was front-loaded and the ongoing retainer is paying for maintenance of a static setup rather than active improvement. A Klaviyo agency actively managing flows should be adding email variants to existing sequences, testing subject line and send-timing changes, and updating trigger logic as list behavior data accumulates.

If the Flows Are Running but Revenue Is Still Low

A brand where flows are fully built and live but flow revenue is still below the 15 percent threshold is a different situation from one where flows simply are not built. If the flows are running and attributed revenue is still low, the problem is more likely an email signal issue at the list level rather than an agency execution issue: list quality, deliverability, or a fundamental repeat-purchase problem in the business that email cannot solve on its own.

The email revenue too low signal page covers what drives that gap and how to diagnose which layer it is coming from.

Email Flows Missing

The five core flows every ecommerce store needs, what each one does, and what it costs to run without them — the checklist for the build-status audit above.

Email Revenue Too Low

When flows are built and live but email still underperforms, the problem is usually upstream: list quality, deliverability, or repeat-purchase economics. The diagnostic.

Frequently Asked Questions

What to Do Next

If the account check reveals flows that are not built, not live, or have not been touched in months, the next question is whether this is fixable within the current relationship or a reason to switch — and if the flows are fine but the revenue is not, the leak is upstream of the agency. Having someone map the full revenue system settles which one it is.

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