Introduction
Email deliverability is crucial for the success of your email marketing campaigns. If your emails aren't reaching your subscribers' inboxes, you risk losing engagement, sales, and potentially damaging your sender reputation. For e-commerce marketers using Klaviyo, improving email deliverability involves optimizing sender practices, avoiding spam filters, and maintaining a healthy email list. In this guide, we’ll explore strategies to improve Klaviyo deliverability, provide step-by-step instructions, and share best practices for boosting your email performance.
How Do I Improve Klaviyo Deliverability?
To improve Klaviyo deliverability, you need to focus on authentication settings, list hygiene, content optimization, and engagement metrics. By following best practices, such as setting up SPF, DKIM, and DMARC, maintaining a clean subscriber list, and avoiding spam triggers, you can significantly enhance your email deliverability rates.
Step-by-Step Guide: Boosting Email Deliverability in Klaviyo
1. Authenticate Your Sending Domain
a. Verify Your Sending Domain
Navigate to Account > Settings > Domains & Hosting in Klaviyo.
Click Add Domain and follow the instructions to verify ownership of your domain.
b. Set Up SPF, DKIM, and DMARC
Add SPF (Sender Policy Framework) records to your domain’s DNS settings.
Configure DKIM (DomainKeys Identified Mail) to digitally sign your emails, verifying their authenticity.
Implement DMARC (Domain-based Message Authentication, Reporting & Conformance) to prevent email spoofing.
c. Monitor Domain Health
Use Klaviyo’s Deliverability Dashboard to monitor Bounce Rates, Open Rates, and Spam Complaints.
2. Maintain a Healthy Email List
a. Use Double Opt-In
When creating a Sign-Up Form, select Double Opt-In to ensure new subscribers confirm their interest before joining your list.
Go to Lists & Segments, select your list, and click Settings > Opt-In Process.
b. Regularly Clean Your Email List
Create segments for Engaged Subscribers (opened or clicked emails in the last 90 days).
Set up Sunset Flows to automatically remove inactive subscribers.
c. Avoid Sending to Unengaged Subscribers
Segment your list to exclude those who have not engaged in the last 90-180 days.
Send a Re-Engagement Campaign before removing them from your list.
3. Optimize Email Content to Avoid Spam Filters
a. Avoid Spam Trigger Words
Words like “Free,” “Act Now,” “Limited Time Offer” can trigger spam filters.
Instead, use more natural language and focus on personalization.
b. Check Email Formatting
Ensure your emails are well-formatted with a good balance of text and images.
Avoid image-only emails, as spam filters prefer emails with sufficient text content.
c. Test Your Emails Before Sending
Use Klaviyo’s Preview Mode and Inbox Preview features to check how your email appears in different clients.
Send a Test Email to your own inbox to ensure it doesn't land in the Spam Folder.
4. Monitor Email Engagement Metrics
a. Focus on Open Rates and Click-Through Rates
Set up Engagement Segments to track subscribers who consistently engage with your emails.
b. Use Klaviyo’s Deliverability Reporting
Navigate to Analytics > Email Performance to monitor:
Open Rate: Aim for at least 20%.
Click Rate: Target 2-5%.
Bounce Rate: Keep below 2%.
Spam Complaints: Should remain under 0.1%.
5. Implement Best Practices for Klaviyo Deliverability
a. Use a Custom Sending Domain
Instead of sending from @klaviyomail.com, set up a Custom Sending Domain under Domains & Hosting in Klaviyo.
b. Avoid Purchased Email Lists
Sending to cold lists can lead to high bounce rates and damage your sender reputation.
c. Use Segmentation to Send Relevant Content
Create segments based on Purchase Behavior, Browsing History, and Email Engagement.
Example: Send product recommendations to those who viewed specific items on your website.
Common Mistakes to Avoid When Trying to Improve Klaviyo Deliverability
Not Authenticating Your Domain: Leads to lower trust with email service providers (ESPs).
Ignoring Bounce Management: Regularly remove Hard Bounces from your list.
Sending Too Frequently: Over-emailing your subscribers can increase Unsubscribes and Spam Complaints.
Conclusion
Improving email deliverability in Klaviyo requires a strategic approach to authentication, list management, content optimization, and engagement monitoring. By implementing the best practices outlined in this guide, you can ensure your emails land in the inbox and drive meaningful results for your brand.
📩 If your email program is underperforming and you’re unsure how to optimize your deliverability, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your email marketing strategy.
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