How Retailers Can Use Klaviyo Data to Improve Email Performance

Key Takeaways:

Identify when your Klaviyo list needs cleaning based on deliverability benchmarks.

Learn how to use funnel and cohort reports to reduce drop-off and improve retention.

Understand how customer lifetime value data reveals cross-sell and growth opportunities.

If you’re using Klaviyo but only checking campaign performance at a surface level, you’re missing opportunities to make smarter decisions.

Klaviyo’s reporting tools aren’t just about tracking opens and clicks. They’re designed to help you understand what’s working, where customers drop off, and how to optimize your marketing over time.

In this post, we’ll walk through how we approach Klaviyo data with clients: what to review, what to look for, and how to turn those insights into action.

Review Your Deliverability Score to Determine When to Clean Your List

Klaviyo* provides a deliverability score to analyze your performance at a glance. This is one of the first places we look because it tells you whether your emails are even reaching your audience.

There are five core deliverability factors to monitor. Benchmarks will vary by industry, but for a luxury online retail client, we typically look for these five metrics:

If these drop, you know it’s time to clean your list. But you’re in luck! Klaviyo makes improving and maintaining deliverability easier through its action center. Here are a few key steps we recommend:

This process helps protect your sender reputation and ensures you’re focusing on the audience that actually wants to hear from you.

“Klaviyo provides a deliverability score to analyze your performance at a glance. This is one of the first places I look because it tells you whether your emails are even reaching your audience.”

– Courtney Dumont
Sr. Strategist/Analyst,, Technology Therapy® Group

Improve Engagement on Your Campaigns and Flows

Once your emails are reaching inboxes, the next step is improving engagement.

Start by reviewing open rates for trends. Look at:

• Send days and times
• Personalization
• Tone and style

Patterns will start to emerge. For example, you may find that certain subject lines consistently outperform others or that your audience engages more mid-week than on weekends.

Then shift your focus to click rates. This is where you can evaluate how your content is performing:

• What type of content is in emails with the highest engagement?
• Are you using prominent buttons?
• Are you featuring products clearly?

But clicks alone don’t tell the full story. In one client account, we saw abnormally high click rates paired with very low website engagement. That disconnect helped us identify bot clicks, which completely changed how we interpreted performance.

The takeaway is simple: don’t just look at the numbers. Look at what they mean in context.

Examine the Customer Journey with Funnel Reports to Identify and Reduce Drop-Off

With Advanced KDP (Klaviyo Data Platform), create a funnel analysis to see the number of customers who reach each step in your brand journey. This is where Klaviyo becomes a strategic tool, not just a reporting platform. By mapping out each step, you can see where customers drop off and identify opportunities to improve conversion.

For example:

• If a large percentage of subscribers open your welcome email but very few place an order, your offer may not be strong enough
• If customers click but don’t convert, there may be friction on your website

The key is to use this data to test changes and monitor whether behavior shifts. Over time, these small adjustments can have a meaningful impact on performance.

Identify Trends to Deliver an Optimized Customer Experience

Understanding your data is one thing. But using it to improve the customer experience is where the real value comes in.

Klaviyo’s reporting tools help you move from observation to action by showing how customers behave over time, what drives their decisions, and where opportunities exist to refine your approach. Here’s how to break that down into something you can actually use:

Determine Customer Lifetime Value

One of the most powerful reports in Advanced KDP is customer lifetime value (CLV). This report predicts customer behavior over time by analyzing how they interact with your campaigns, flows, and forms. It gives you a clearer picture of long-term value, not just one-time purchases.

CLV helps you:

• Understand the true ROI of your email marketing
• Identify opportunities to cross-sell and upsell
• Personalize messaging based on customer value and behavior

Instead of treating every customer the same, you can start to segment and prioritize based on long-term impact.

“When you consistently review deliverability, engagement, funnel performance, and customer behavior, you can organize your marketing around what actually drives results—not just what feels right.”

– Courtney Dumont
Sr. Strategist/Analyst, Technology Therapy® Group

Turn Data into Smarter Decisions

Klaviyo’s reporting tools are only valuable if you use them to guide action.

When you consistently review deliverability, engagement, funnel performance, and customer behavior, you can organize your marketing around what actually drives results—not just what feels right.

You don’t need to analyze everything at once. Start with one area, make a change, and build from there.

*DISCLOSURE: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!