Why Deliverability is Essential for Your Marketing in 2026
Deliverability is a major strategic issue in email and SMS marketing. No matter how good your content is or how attractive your offers are, if your messages don't reach their target, your campaigns will be ineffective.
Optimizing Email Deliverability with Klaviyo
Key Factors Influencing Email Deliverability
- Sender Reputation: A complaint rate < 0.1% strengthens your credibility.
- Technical Infrastructure: Configure SPF, DKIM, and DMARC to authenticate your domain. (Here's a video on this topic)
- List Quality: Remove inactive contacts after 90 to 180 days.
- Email Content: Avoid spam trigger words ("free," "urgent").
If you want to learn more about how to avoid falling into spam, check out our article here.
Properly Configure Klaviyo to Improve Deliverability
- Authenticate Your Domain: Go to Account > Settings > Email in Klaviyo.
- Intelligently Manage Your IPs: Dedicated IP recommended for high volumes.
- Enable Smart Sending: To limit sending frequency.
Track the Right KPIs
| Metric | Goal |
|---|---|
| Inbox Placement Rate | > 85% |
| Bounce Rate (hard bounces) | < 0.5% |
Optimizing SMS Deliverability with Klaviyo
Factors Influencing SMS Deliverability
- Number Type: Short code recommended for high volumes.
- Compliance with Regulations: Activation of double opt-in.
- Message Content: Avoid terms blocked by carriers.
Properly Configure Klaviyo for SMS Deliverability
- Choose the Right Number Type: Configure in Account > Settings > SMS.
- Limit Sending Frequency: Max. 4 to 6 SMS per month.
Advanced Strategies for Combining Email and SMS
- Email: For detailed offers and storytelling.
- SMS: For urgency and reminders.
- Advanced Segmentation: Target unengaged email contacts with an SMS.
Resolving Deliverability Issues with Klaviyo
- Analyze Metrics: Decreased open rate? Your emails might be going to spam.
- Check Your Reputation: Use Google Postmaster Tools here.
- Adjust Your Strategy: Temporarily reduce your sending volume.
Conclusion: Optimized Deliverability for Maximum Performance
Deliverability is a key element for the success of your marketing campaigns.
- Verify SPF, DKIM, and DMARC configuration in Klaviyo.
- Clean your email list and activate double opt-in.
- Configure an appropriate SMS number and comply with legislation.
Regarding database cleaning, we have created an article on the subject here.
By applying these best practices, you ensure better visibility and optimal engagement for your emails and SMS.
