Introduction
Email marketing is one of the most powerful revenue-generating channels for e-commerce brands, but poor deliverability can severely impact your email open rates, conversions, and customer retention.
If your emails are not reaching inboxes, landing in spam folders, or suffering from low open rates, you likely have email deliverability issues that need fixing.
This guide covers how to fix Klaviyo email deliverability by troubleshooting common email issues, optimizing inbox placement, and following best practices to improve email engagement.
How Do I Fix Email Deliverability Issues in Klaviyo?
To troubleshoot email not delivering in Klaviyo, follow these steps:
Authenticate your domain (SPF, DKIM, and DMARC)
Clean your email list to remove inactive or invalid addresses
Warm up your sending reputation
Optimize email content to avoid spam filters
Segment and target engaged subscribers
Monitor deliverability metrics and troubleshoot performance
By implementing these strategies, you can improve email inbox placement in Klaviyo and ensure your emails reach subscribers instead of spam folders.
Step-by-Step Guide to Fix Klaviyo Email Deliverability
1. Authenticate Your Sending Domain
Proper email authentication improves deliverability and helps prevent spoofing and phishing. Klaviyo supports:
✅ SPF (Sender Policy Framework) – Verifies email senders
✅ DKIM (DomainKeys Identified Mail) – Ensures email integrity
✅ DMARC (Domain-based Message Authentication) – Prevents spoofing
How to Set Up Authentication in Klaviyo:
Navigate to Account Settings > Domains
Click Authenticate Your Sending Domain
Follow the on-screen instructions to update SPF, DKIM, and DMARC records in your domain’s DNS settings
If you need help, check your domain host's support articles or work with Dispatch for assistance.
2. Clean Your Email List
A high bounce rate or too many unengaged subscribers can negatively impact your sender reputation.
How to Remove Unengaged Subscribers in Klaviyo:
Go to Lists & Segments
Click Create Segment
Set conditions:
Has not opened or clicked an email in the last 90 days
Email is not suppressed
Click Save Segment and suppress these contacts
Regular list cleaning reduces spam complaints and improves email engagement rates.
3. Warm Up Your Sending Reputation
If you're switching to a new sending domain or experiencing low deliverability, you need to warm up your email reputation.
How to Warm Up Your Email in Klaviyo:
Start by sending to your most engaged subscribers (openers & clickers).
Gradually increase your sending volume over 2-4 weeks.
Avoid large list blasts—send in smaller batches.
Monitor bounce and complaint rates—keep spam complaints under 0.1%.
Pro Tip: Use Klaviyo’s Deliverability Dashboard to track email reputation trends.
4. Optimize Email Content to Avoid Spam Filters
Even if your domain is authenticated, bad email content can still land you in the spam folder.
Avoid These Spam Triggers:
🚫 Excessive use of words like FREE, DISCOUNT, WIN, URGENT
🚫 Using ALL CAPS in subject lines
🚫 Too many exclamation points (!!!)
🚫 Sending image-heavy emails with minimal text
How to Optimize Content in Klaviyo:
Write clear, engaging subject lines (avoid spammy words)
Use a healthy text-to-image ratio (60% text, 40% images)
Personalize emails using dynamic content
Always include a plain text version of your email
Example of a Well-Formatted Email:
✅ Subject Line: “Your Exclusive Offer is Here”
✅ Body: Personalized greeting + engaging content
✅ Call to Action (CTA): Clear, actionable button
5. Segment & Target Engaged Subscribers
Instead of blasting emails to everyone, focus on highly engaged contacts.
How to Create an Engaged Segment in Klaviyo:
Go to Lists & Segments > Create Segment
Set conditions:
Opened or clicked an email in the last 30 days
Has placed an order in the last 90 days
Save as Engaged Subscribers
Pro Tip: Send exclusive offers or personalized content to re-engage inactive subscribers.
6. Monitor & Troubleshoot Deliverability Metrics
Regularly checking email performance metrics can help identify issues before they escalate.
Where to Find Klaviyo Deliverability Metrics:
Go to Analytics > Email Performance Dashboard
Track:
Open Rate (Goal: 20%+)
Click Rate (Goal: 2%+)
Bounce Rate (Keep below 2%)
Spam Complaint Rate (Keep below 0.1%)
If you notice low open rates or high spam complaints, adjust your email strategy accordingly.
Best Practices to Improve Email Deliverability in Klaviyo
✅ Always Get Explicit Consent – Only email subscribers who opted in.
✅ Send Quality, Personalized Emails – Avoid generic, spammy content.
✅ Monitor Unsubscribes & Spam Complaints – Keep complaints under 0.1%.
✅ Use a Consistent Sending Schedule – Avoid infrequent bulk sends.
✅ Test Email Performance – Use A/B testing for subject lines & content.
Pro Tip: Set up a re-engagement campaign to win back inactive subscribers before suppressing them.
Common Mistakes That Hurt Email Deliverability
🚫 Sending Emails to Old, Inactive Lists – This can increase bounce rates.
🚫 Ignoring Spam Complaints – Too many complaints will damage your sender reputation.
🚫 Using a Free Email Domain (e.g., Gmail, Yahoo) – Always send from a custom business domain.
🚫 Skipping Domain Authentication – Without SPF, DKIM, and DMARC, emails may not reach inboxes.
Conclusion
Fixing Klaviyo email deliverability requires proper authentication, email list hygiene, optimized content, and smart segmentation. By following these best practices, brands can ensure their emails land in inboxes instead of spam folders.
📩 If your Klaviyo emails aren’t reaching inboxes, let’s talk.
At Dispatch, we specialize in email deliverability optimization and Klaviyo best practices to maximize your email marketing revenue.
👉 Connect with Dispatch today to fix your Klaviyo email deliverability issues.
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