4 Email Marketing Priorities to Set Before the Year Starts

Email marketing performance doesn’t improve by accident. The brands that get the most out of Klaviyo and similar platforms do a few things consistently at the start of each year. Here are the four that matter most.

Review your historical analytics

Before planning anything new, look at what worked last year. Which campaigns drove the most revenue? Which had the highest open and click rates? Which segments performed best? Your historical data is the closest thing you have to a reliable signal for what the market actually responds to — use it to inform your strategy rather than starting from scratch.

Set clear campaign objectives

Vague goals produce vague results. Before building any campaign, define what success looks like: what’s the target revenue, what’s the list segment, what action do you want the recipient to take? Objectives tied to specific business outcomes — not just open rates — keep campaigns focused and make performance easier to evaluate.

Audit your automated flows

Your welcome series, abandoned cart sequence, post-purchase flow, and win-back campaign are running in the background whether you’re paying attention to them or not. Review them at least once a year: check for outdated references, test each step, verify that the logic still reflects your current product catalog and customer journey, and look at the performance data to identify where subscribers are dropping off.

Update your copyright and legal footers

It’s a small thing that’s easy to overlook — and it matters. An outdated year in your email footer or a broken unsubscribe link creates unnecessary compliance risk. While you’re in there, verify that your physical mailing address is current and that your unsubscribe process is working correctly. Most email platforms make this easy to check, and it takes ten minutes to confirm everything is current.