Open rate is just the beginning. To run high-performing campaigns, you need to dig deeper into how people actually engage with your emails.
What should I look for?
Analytics aren't just numbers - they're signals. Understanding what earns attention helps you design smarter, write tighter, and send campaigns at the right times and to the right people, that actually convert.
- ✅ Where people click (and where they don't)
- ✅ Which device drives performance
- ✅ How flows stack up against campaigns
- ✅ What modules are pulling weight & and what to cut
How to audit your campaigns
Start with the overview
Look at open, click, and conversion rates in Klaviyo's Campaign Overview. Compare against benchmarks to see if you're underperforming or ahead of the curve.
Device and Deliverability Insights
Are any metrics dropping off on mobile vs desktop? Poor render or broken links frequently causes mobile underperformance. Also confirm deliverability infrastructure is solid: check sending domain, sender reputation and suppress spam/inactive users.
Check engagement patterns
Use device breakdowns to see how mobile vs desktop performs, then dive into heat maps to spot where people actually click (and which modules are dead zones).
Refine your content
Identify which sections consistently drive good engagement (hero images, product blocks, or CTAs) and reuse them. Cut or rework sections that underperform, and test one new element with each send to keep learning.
Compare Flows vs Campaigns
Flows often outperform campaigns - use those benchmarks to raise your campaign standards.
What to do with the data
Don't just glance at the numbers and move on. Use them to create a feedback loop. Double down on what's working by reusing your top-performing modules or subject line styles. Rework or remove sections that consistently get ignored. And always test one new element with each send, so you're learning and improving over time.
This way, your campaigns evolve into a system, not a guessing game.