Blog
On running email programs on Klaviyo.
Reading the numbers
What do my Klaviyo figures actually mean?
1 articleRunning the program
How should I run this brand’s email?
1 articleAnswering to someone
How do I explain this to my client or founder?
1 articleThe state of the field
What changed on the platforms I depend on, and what does it mean for me?
2 articlesKlaviyo’s attributed revenue depends on the account’s attribution settings, it keeps updating for days after a send, and changing a setting recalculates the past. A one-page agreement with the person you report to fixes the definitions. Here is one to copy.
02 Eight checks per Klaviyo account before peak volume Since November 2025 Gmail’s enforcement includes rejecting non-compliant mail, and an account that crosses the 0.3% spam-rate line loses Google’s help until it has stayed under it for seven straight days. The checklist, with where to look.
03 What a Klaviyo A/B test has to show before it changes your next sendKlaviyo calls a campaign test significant at 50 recipients per variation and a 90% win probability, and picks the winner inside the test window. A five-line check to run on every result before it goes in the playbook.
04 Check each flow against its own last three months before you look at the benchmarkKlaviyo’s benchmarks rank a flow against about 100 accounts you can’t see. A flow’s own history says what changed and on which message, which is the question a client can act on. A monthly flow check built from one report.
05 Personalized Send Time reports a lift. Here is what it is measured againstKlaviyo holds out a control group it sizes itself and reports relative lift per metric. Three things to write beside the number before it goes in a client report.