How a contact moves through our Klaviyo
Where contacts come from, how they get into Klaviyo, which audiences we send to, and which brand each one serves. Built for the marketing audit from live account data pulled October 21, 2026.
The account has 25 lists, 53 segments and 23 flows, 14 of them live. 175 email campaigns have gone out since April 16, 2026.
What to know first
- Most “click-qualified” segments still let opens in, so they barely narrow anything. October’s click-qualified sends were nearly the same size as the base sends and didn’t click better. See the sending stack
- Several lists marked inactive are built into every base sending segment as exclusions. Deleting them would break the segments we send to. Before you delete
- Two of the five customer groups have no audience of their own: affiliate purchasers and D2C buyers from affiliate links. Customer groups
- Campaign open rate rose from 14% in April to 58% in October while click rate fell back to 0.33%. Opens can’t be trusted as engagement. Performance
How contacts get into Klaviyo
Each row is one path, read left to right. Kajabi purchases reach Klaviyo through a Kajabi tag and a Zapier zap; Shopify, Meta lead forms and UpPromote connect directly.
How the sending audience narrows
The numbered segments (1_, 1a_, 1b_, 2_, 3_, 4_) are the base sending stack. Each has a click-qualified version that is supposed to keep only people who clicked recently. The gray bar is the base segment; the gold bar is its click-qualified version.
Campaign audiences narrowed the same way
Built into every base segment
1_, 1a_, 1b_, both 2_ segments and 3_ (and their click-qualified versions) all require contacts to not be on these six lists. They can’t be deleted until those definitions change.
Excluded from every October campaign
Added at send time on top of the base segment exclusions.
Your five customer groups, mapped to audiences
Three groups have clear audiences. The two product-purchaser groups that come through affiliates don’t, so today they’re mixed in with every other Shopify buyer.
Interested, no education purchase
Empowerd Academy
- Facebook PISC Ad Funnel Leads (6,459), click-qualified 376
- Three EA exit-intent lists
- 2_NURTURE/NEW LEADS click-qualified (280)
- English 5-Day Sampler list
- Facebook Form leads
- Flows: F01, exit-intent deliveries
Education purchasers
Empowerd Academy
- OWNS PISC | Kajabi (632)
- Master English Cert and Non-Cert, click-qualified 347 and 263
- Kajabi Cert and Non-Cert lists
- All Access Core, Pro and Legacy lists
- TAG “Welcome Kit”, EPPH Purchased
- Flows: Welcome Kit, All Access welcomes, $300 credit, $50 coupon
B2B Edge affiliates
Empowerd Edge
- Shopify | UpPromote | Affiliate Sync list
- Edge Affiliate ELIGIBILITY (248)
- SEND BSS Gmail (78) and Non-Gmail (174)
- Recruiting: All leads list and the Affiliate Sign-Up Funnel
B2B affiliate purchasers
No audience of its own
- Mixed into “InstaMed Purchasers” (286), which is every Shopify buyer
Build it: on the Affiliate Sync list and has a Shopify Placed Order.
D2C buyers from affiliate links
No audience of its own
- Mixed into “InstaMed Purchasers” and Repeat Buyers
Build it: UpPromote referral events are already in Klaviyo, or use the affiliate code on the Shopify order.
Email performance
April 16 to October 21, 2026. Rates are per delivered email.
| Source | Delivered | Open rate | Click rate | Spam rate | Unsubscribe rate |
|---|---|---|---|---|---|
| Campaigns (175) | 611,496 | 33.1% | 0.41% | 0.021% | 0.16% |
| Flows | 102,467 | 25.1% | 1.48% | 0.028% | 0.14% |
| All email | 713,963 | 31.9% | 0.56% | 0.022% | 0.15% |
Spam complaints are well under Google’s guidance of 0.10% for bulk senders. That’s the good news.
The opens and clicks lines move in opposite directions. Tighter segments helped clicks in July and August, but since then opens kept climbing while clicks fell. Rising opens with falling clicks usually means bot and Apple privacy opens, which is exactly what the click-qualified segments are meant to filter out.
Unsubscribes tripled from May to September as send volume to the same engaged people went up.
Flows
Sends and rates cover the last 12 months. Orders count the Kajabi Placed Order metric, so Edge flows show no orders here even when Shopify orders happened. Deleted flows still appear because they sent during this period.
| Flow | Status | Brand | Trigger | Sends | Open | Click | Orders / value | Note |
|---|
Every list and segment
All 78 audiences, each checked against your notes. “Sent to” and “Excluded” count campaigns since April 16. Sizes were pulled for the sending stack and the audiences you flagged.
| Name | Type | Brand | Status | Size | Flow it triggers | Sent to | Excluded | Fact-check | Note |
|---|
Fact-check and fixes
Nothing has been changed in Klaviyo. Each item below is a recommendation for the team to approve first.
Fix first
- Make 1a_ and 1b_ click-qualified require a click. Their first rule is “clicked email in 60 days or opened in 30 days,” so an open is enough. Swap the open condition for “clicked SMS in 30 days,” matching 1_ ALL HEALTHY click-qualified, which narrows 9,022 to 1,309. Check Master English (Cert) Click-Qualified for the same issue.
- Keep one 2_NURTURE. WVfnHp (280) is built right. RRaWCS (2,605) is “active on site in 60 days,” not new leads, despite its name.
- Tighten Potential Purchasers click-qualified (2,349). Any email click or any site visit in 30 days qualifies today, including Kajabi visitors. Limit it to Edge product views, add to cart or checkout started, with no Shopify order.
- Suppress the 4_ dead pool. All 2,563 profiles are still subscribed. Suppressing them protects inbox placement and lowers the profile bill.
- Fix the Zapier order sync. Kajabi Placed Order logged one $595,180 order and one –$89.99 order, which distorts revenue attribution.
Before you delete anything
- InstaMed and Spanish lists: hard-coded exclusions in every base segment. Move the exclusion to one profile property first, then edit the segments, then delete.
- Retatrutide Master Course Customer, Essential Peptide Customer (Power Hour), English 5-Day Sampler and English Kajabi Non-Cert: all four define Master English (Non-Cert) CLICK-QUALIFIED.
- GHL/Stripe list and English Kajabi Cert list: define Master English (Cert) Click-Qualified.
- Likely safe after a final reference check: August $300 credit list, All Access July Credit Back-Send, Edge funnels, $50 Credit Flow (July 2026) and its draft flow, Sept $300 Credit, Preorder Buyers 8/18, and the test segments.
Confirm with the team
- Cert buyers funnel is in draft but was the top revenue flow (23 orders, $9,385). Was F01 meant to replace it?
- Affiliates in consumer sends. The base segments don’t exclude the Affiliate Sync list, and the DETOX and IMMUNE campaigns targeted the affiliate send segments. Intended?
- F01 exclusion. Does the flow set f01_active back to false on exit? If not, the exclusion keeps growing (519 now).
- OpenSend. It fed two deleted sampler flows. Is it still adding profiles?
- Facebook Form leads. Still receiving leads, and for which brand?
- $300 monthly credit flow is still live with All Access closed to new members.
- Influencer funnel. The Beauty influencers flow is live. LTK Influencers has 1 profile because it checks “Tag” instead of “tag.”
- $50 EPPH coupon flow drew 3 spam complaints on 374 sends.
Gaps to fill
- Two missing customer groups: B2B affiliate purchasers and D2C buyers from affiliate links.
- No Edge abandoned cart, checkout, browse or welcome flows, even though the Shopify events are already flowing into Klaviyo.
- One definition of a cert owner. OWNS PISC uses the owns_pisc property (632); Master English (Cert) uses GHL tags and lists. Pick one.
- Overlap. Master English (Non-Cert) doesn’t exclude cert owners, so dual buyers land in both.
- Names that mislead. Rename “InstaMed Purchasers” to Edge Purchasers (Shopify). “4_DO NOT EMAIL - SUPPRESSED” doesn’t suppress anyone yet.
