Optimize your Klaviyo email deliverability
Deliverability is a key factor in the success of your email marketing campaigns. Even the most strategic Klaviyo campaign will fail if it never reaches your customers' inboxes.
Anti-spam filters are becoming increasingly sophisticated, making it essential to test your content to avoid any compromising elements. Here's a detailed guide to optimizing your Klaviyo emails and maximizing their impact.
Why email deliverability is essential for your ROI
- 20% of marketing emails never reach the primary inbox.
- Open rates drop by 85% when an email is filtered as spam.
- A 10% drop in deliverability can reduce your email revenue by 20% or more.
Optimizing deliverability in Klaviyo is not just technical; it's a direct lever for increasing revenue.
How do anti-spam filters work?
1. Technical factors
- Email authentication (SPF, DKIM, DMARC).
- Quality of HTML code and email structure.
- Reputation of the sending IP and domain.
- Sending volume and history.
2. Content-related factors
- Balance between text and images.
- Presence of sensitive words (e.g., "Free", "Promotion").
- Quality and legitimacy of links.
- Excessive use of capital letters or exclamation marks.
3. Behavioral factors
- Engagement rate (opens, clicks).
- Complaint and unsubscribe rates.
- Recipient interaction with similar emails.
Test your emails to avoid spam triggers
1. Test a blank email for a baseline
- Send a completely empty email to several test addresses.
- Check if the email arrives in the inbox.
- If it's marked as spam, the problem lies with your sender reputation.
2. Check HTML structure
- Remove the text content and keep only the HTML skeleton.
- Test sending: if the email is filtered, your HTML code contains suspicious elements.
- Correct errors (obsolete tags, excessive inline styles, etc.).
3. Test content in stages
- Gradually add your content and test after each modification.
- Identify sensitive phrases or trigger words.
- Modify overly aggressive or commercial wording.
4. Check the impact of links
- Test each link individually to spot suspicious domains.
- Avoid shortened links and prefer clear URLs.
5. Test images
- Add images one by one and test sending.
- Check their size and format (optimized JPEG recommended).
- Maintain a good text/image ratio to avoid triggers.
Tools to analyze and improve your deliverability
1. Lemwarm
- SPF, DKIM, DMARC verification and spam lists.
- Link here: https://www.lemwarm.com/deliverability-test
2. MailGenius
- Anti-spam tests and optimization suggestions.
- Link here: https://www.mailgenius.com/
3. Klaviyo features
- Preview tests and deliverability reports.
- Improvement suggestions based on your past campaigns.
Words and elements to avoid to improve your deliverability
1. Risky financial terms
- "Free", "Exclusive offer", "Guaranteed income".
- "Savings", "Fast money", "Credit card".
2. Aggressive commercial wording
- "Buy now", "Don't miss this offer".
- "Satisfaction guaranteed", "Free trial".
3. Suspicious formatting signs
- ALL CAPS TEXT.
- Excessive exclamation marks !!!.
- Strange symbols ($ymb0les to replace letters).
Advanced strategies to maximize Klaviyo deliverability
1. Segmentation and personalization
- Target engaged segments to avoid unsubscribes.
- Personalize content according to subscriber interests.
2. Regular list maintenance
- Remove inactive subscribers every 3 to 6 months.
- Implement a re-engagement strategy.
Conclusion: Turn your deliverability into a competitive advantage
By applying these tests and strategies, you will maximize your open and conversion rates. Make deliverability a priority to turn every email into a growth opportunity.
