Improve your email deliverability on Klaviyo
Email deliverability is a fundamental element for the success of your marketing campaigns on Klaviyo. This factor determines whether your messages actually reach your recipients' primary inbox or if they are relegated to spam folders or promotions. A thorough understanding of this concept is essential to optimize the return on investment of your Klaviyo campaigns.
Understanding Email Deliverability in Klaviyo
1. Technical Email Delivery
- An email is considered delivered when it reaches the recipient's server.
- This does not guarantee that the message will be visible in the inbox.
2. Inbox Placement
- An email can be directed to the primary inbox, promotions, or spam.
- Good deliverability means maximum message visibility.
Key factors influencing deliverability on Klaviyo
1. List quality and recipient engagement
- Only send emails to engaged subscribers.
- Use Klaviyo segmentation to target active contacts.
2. Consistency in your sending habits
- Maintain a regular sending frequency.
- Avoid sudden increases in volume that can trigger spam filters.
3. Content quality and relevance
- Avoid excessive capitalization and exclamation points.
- Ensure a good balance between text and images.
- Test your content with Klaviyo's analytics tools.
4. Technical sending infrastructure
- Configure SPF, DKIM, and DMARC to authenticate your emails.
- Klaviyo simplifies this process with dedicated interfaces.
Advanced strategies to improve deliverability on Klaviyo
Full domain authentication
- Activate SPF, DKIM, and DMARC to avoid being filtered as spam.
- Verify correct configuration from your Klaviyo dashboard.
Regular maintenance of your mailing list
- Remove inactive or invalid addresses.
- Identify and remove unengaged subscribers.
Subscription process optimization
- Implement double opt-in to improve subscriber quality.
- This reduces the risk of spam complaints.
Creation of personalized and engaging content
- Use advanced Klaviyo segmentation.
- Tailor content to recipient interests.
Simplified unsubscribe process
- Include a clear unsubscribe link in your emails.
- This prevents your emails from being flagged as spam.
Proactive monitoring of deliverability metrics
- Track open, click, and bounce rates.
- Analyze any spam complaints.
If you would like more information on the sending domain and DNS, here is a dedicated video:
Continuous testing and optimization on Klaviyo
Inbox placement tests
- Check where your emails land (primary inbox, spam, promotions).
A/B testing on critical elements
- Test different subject lines and sending times.
- Analyze the impact of the sender name.
Segmentation by engagement
- Adjust sending frequency based on recipient engagement.
Conclusion:
Optimizing email deliverability on Klaviyo is a continuous process that requires attention and regular adjustments. By methodically applying these best practices, you will significantly increase the chances of your emails reaching your recipients' primary inbox.
Better deliverability directly translates into improved performance for your Klaviyo campaigns: higher open rates, more clicks, and ultimately, more conversions and revenue for your business.
Start implementing these strategies today to transform your deliverability into a competitive advantage on Klaviyo.
