Last week, during a client audit, we uncovered something alarming that every DTC brand needs to hear: Your email deliverability on Klaviyo might be silently tanking, and you might not even know it. Here’s what happened, why it matters, and how to fix it before it’s too late.
The Discovery: Hidden Deliverability Issues
We were working with a large brand—a solid email program with strong revenue. But during a deep dive, we noticed an unusual pattern: their abandoned checkout flow showed a massive spike in hard bounces. This wasn’t something that surfaced in their high-level reporting dashboards. It only came to light when we examined flow-level deliverability reports.
The Dangerous Domino Effect
One problematic email buried within a flow can damage your entire domain’s sender reputation. This means every email you send—from campaigns to flows—will suffer from lower inbox placement and engagement. It’s a cascading issue that can tank your email program without you realizing the root cause.
The Root Cause: Spambots Testing Stolen Credit Cards
Here’s what was happening: Spambots were testing stolen credit cards at checkout, generating thousands of fake email addresses. Each of these triggered the abandoned cart flow, leading to hard bounces that devastated their sender reputation.
This is a particularly insidious issue because it’s easy to miss. Most brands wouldn’t notice until their email performance had already taken a significant hit.
Why This Should Scare Every DTC Brand
Hidden Until It’s Too Late: These issues don’t surface in top-level reports.
Compounding Revenue Impact: As deliverability declines, so does your ability to reach real customers.
Time-Intensive Recovery: Repairing a poor sender reputation can take months.
Broad Impact: Deliverability isn’t just about email strategy—it’s influenced by your tech stack and security setup.
The Fix: A Proactive Approach to Email Deliverability on Klaviyo
Here’s how to prevent and resolve issues like this:
Implement Advanced Email Verification at Checkout Use tools that verify email addresses in real time to catch fake entries before they trigger your flows.
Create Sophisticated Flow Filters Look at the specific products bots are targeting. Spambots often follow patterns, like checking out with the lowest-priced item. Use this data to build targeted filters that block suspicious activity.
Add Fraud Prevention Measures Tools like CAPTCHA and fraud detection software can stop bots before they reach checkout.
Build a Deliverability Recovery Plan If your sender reputation is already damaged, develop a step-by-step recovery plan. This may include scaling back email volume, focusing on your most engaged segments, and slowly rebuilding trust with inbox providers.
Analyze Checkout Patterns Look for anomalies in your checkout process that could indicate bot activity. Use these insights to refine your security measures.
Monitor Hard Bounce Rates Obsessively Keep a close eye on hard bounce rates across all flows, particularly your abandoned cart sequence. Early detection is critical.
The Key Takeaway
Your email deliverability isn’t just about what’s happening in your email platform. It’s deeply connected to your entire tech stack and security measures. Monitor your hard bounce rates closely, implement proactive fraud prevention, and audit your flows regularly to avoid hidden issues that could tank your program.
Ready to Protect Your Email Deliverability?
At Dispatch, we specialize in optimizing email and retention strategies for DTC brands. From scaling your campaign and flow revenue to deliverability recovery, we ensure your email program drives revenue without falling prey to hidden pitfalls.
Let’s connect to audit your flows, protect your sender reputation, and future-proof your email strategy.
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