Want your emails to land in the inbox with the grace of a ninja and the impact of a superhero? Then you need to master the art of Klaviyo deliverability.
Validity’s 2023 Email Deliverability Benchmark Report found that the average deliverability rate was 85 percent. Some six percent end up in spam, and nine percent go missing (meaning that the receiving mailbox provider deferred or blocked them). That's like throwing a party and having your invitations get lost in the mail!
But what exactly is this elusive "deliverability" we speak of? Simply put, it's the ability of your emails to reach their intended destination – the inbox, not the dreaded spam folder. For businesses using Klaviyo, deliverability is the key to unlocking the full potential of your email marketing campaigns.
Think of your emails as intrepid explorers venturing into the wilds of the internet. Poor deliverability is like getting lost in the jungle, your messages devoured by spam filters and never reaching their intended recipients. This can lead to a tragic tale of lost revenue, damaged sender reputation, and missed opportunities to connect with your audience.
But fear not, email adventurers! This guide will equip you with the tools and knowledge to navigate the treacherous terrain of Klaviyo deliverability and ensure your emails arrive safe and sound in the inbox, ready to work their marketing magic.
Let's embark on this quest for inbox domination!
Understanding Klaviyo Deliverability
Think of Klaviyo's deliverability infrastructure as a sophisticated network of digital postal workers, diligently sorting and delivering your email messages to their intended recipients. But unlike traditional mail carriers who simply deposit letters into physical mailboxes, Klaviyo's digital counterparts face a complex web of challenges – spam filters, sender reputation checks, and engagement algorithms – all designed to protect inboxes from unwanted intruders.
Achieving stellar deliverability in Klaviyo isn't just about crafting compelling content and hitting "send." It's about understanding the intricate interplay of factors that influence whether your emails land in the inbox or get banished to the spam folder.
- Sender Reputation
Just like your personal credit score reflects your financial trustworthiness, your sender reputation determines your email's credibility in the eyes of inbox providers. A high sender reputation, built on a history of sending engaging emails to valid addresses, is like having a VIP pass to the inbox. But a tarnished reputation, caused by high bounce rates, spam complaints, or sending to invalid addresses, can land you in the digital equivalent of debtor's prison (aka the spam folder).
- Email Content
While witty subject lines and captivating visuals are essential for engaging your audience, they can also trigger spam filters if not carefully crafted. Certain words and phrases, like "free," "guarantee," and "limited time offer," can raise red flags with spam detectors, even if your intentions are pure. It's like wearing a flashy outfit to a formal event – you might stand out, but you might also get kicked out for violating the dress code.
- Subscriber Engagement
Subscriber engagement is the ultimate paradox of email deliverability. The more your subscribers engage with your emails (opening, clicking, and converting), the higher your sender reputation soars, leading to even better deliverability. But if your emails are ignored or, worse, marked as spam, your sender reputation plummets, and your future emails are more likely to face the digital guillotine. It's a delicate dance of keeping your audience engaged without overwhelming them, like a romantic relationship that requires constant nurturing and attention.
- Authentication
In the digital Wild West, where phishing scams and spam attacks lurk around every corner, email authentication is your sheriff's badge, proving that you're a legitimate sender and not some outlaw trying to steal personal data. Klaviyo offers various authentication methods, like SPF, DKIM, and DMARC, which act like digital signatures, verifying the authenticity of your emails and increasing their chances of reaching the inbox.
Now that you understand the factors at play, let's explore actionable strategies to improve your Klaviyo deliverability and conquer the inbox.
Optimize Your Klaviyo Setup for Deliverability
Just like a house needs a solid foundation to withstand the elements, your Klaviyo account needs a robust setup to ensure your emails reach the inbox and avoid the perils of the spam folder. This section will guide you through the essential steps to fortify your Klaviyo deliverability and establish a strong sender reputation.
Dedicated Sending Domain: Your Email's VIP Pass
Imagine sending all your business correspondence from a generic email address like "[email address removed]." It might get the job done, but it lacks professionalism and credibility. The same applies to your Klaviyo emails. Using a dedicated sending domain, like "[email address removed]," not only enhances your brand image but also significantly improves your deliverability.
Why? Because a dedicated sending domain gives you complete control over your sender reputation. You're not sharing your reputation with countless other senders on a shared domain, which can be impacted by their practices. It's like having your own private jet instead of relying on a crowded commercial flight – you have more control over the journey and are less likely to encounter delays or disruptions.
Setting up a dedicated sending domain in Klaviyo:
- Choose a subdomain: Select a subdomain (e.g., "send," "email," "news") for your dedicated sending domain.
- Access Klaviyo's domain settings: Go to Account > Settings > Domains & Deliverability in your Klaviyo account.
- Add your domain: Enter your root domain and chosen subdomain.
- Generate DNS records: Klaviyo will provide you with DNS records (CNAME, TXT) to add to your domain host's DNS settings.
- Update your DNS records: Access your domain host's settings (e.g., GoDaddy, Namecheap) and add the provided DNS records.
- Verify your domain: Return to Klaviyo and verify your domain. This process may take up to 48 hours for the changes to propagate.
SPF Record: Your Email's Identity Card
Think of an SPF (Sender Policy Framework) record as an identity card for your email server. It tells receiving mail servers which IP addresses are authorized to send emails on behalf of your domain. This helps prevent spammers from spoofing your domain and sending emails that appear to be from you, protecting your sender reputation and improving deliverability.
Setting up or updating an SPF record for Klaviyo:
- Access your DNS records: Log in to your domain host's DNS settings.
- Locate your SPF record: Look for an existing TXT record that starts with "v=spf1".
- Add Klaviyo's information: Include Klaviyo's server information in your SPF record. The exact format will be provided by Klaviyo in your domain settings.
- Save changes: Save the updated SPF record.
DKIM Authentication: Your Email's Digital Signature
DKIM (DomainKeys Identified Mail) is like a digital signature for your emails. It adds an encrypted header to your emails, verifying that they were indeed sent from your domain and haven't been tampered with in transit. This adds an extra layer of security and authenticity to your emails, further improving your sender reputation and deliverability.
Enabling DKIM in Klaviyo:
- Access your domain settings: Go to Account > Settings > Domains & Deliverability in your Klaviyo account.
- Enable DKIM: Toggle the DKIM setting to "On" for your dedicated sending domain.
- Copy the DKIM record: Klaviyo will provide you with a DKIM record (TXT) to add to your domain host's DNS settings.
- Update your DNS records: Access your domain host's settings and add the provided DKIM record.
DMARC: Your Email's Security Guard
DMARC (Domain-based Message Authentication, Reporting & Conformance) is like a security guard for your email domain. It builds on SPF and DKIM by telling receiving mail servers what to do with emails that fail authentication checks. You can instruct them to quarantine suspicious emails, reject them altogether, or simply monitor them. This helps protect your domain from spoofing and phishing attacks, further strengthening your sender reputation and deliverability.
Setting up and managing a DMARC record for Klaviyo:
- Create a DMARC record: Create a TXT record for _dmarc._yourdomain.com.
- Define your DMARC policy: Specify your desired policy (none, quarantine, reject) in the record. Start with "none" to monitor email authentication results, then gradually move to "quarantine" and finally "reject" as you gain confidence in your setup.
- Monitor DMARC reports: Use DMARC reporting tools to analyze email authentication results and identify potential issues.
Now that you've fortified your Klaviyo foundation, let's move on to optimizing your email content and list management practices for even better deliverability.
Improve Your Email Content and List Hygiene
While technical configurations lay the groundwork for deliverability, the true magic happens when you weave together compelling content and a pristine email list. Think of it as the difference between having a reliable car and knowing how to navigate the winding roads to your destination. This section delves into the art and science of crafting emails that not only avoid the spam filter but also captivate your audience and inspire action.
Content Best Practices
Email content isn't just about pretty words and eye-catching images; it's a delicate dance between captivating your audience and appeasing the watchful eyes of spam filters. It's like performing a magic trick – you need to wow your audience while subtly adhering to the hidden rules of the game.
- Avoid the spam trigger
Certain words and phrases, like "free," "guarantee," and "limited time offer," can trigger spam filters like a flock of startled pigeons. But avoiding these words entirely can make your emails sound bland and uninspiring. The key is to strike a balance, using these trigger words strategically and sparingly, like adding a pinch of spice to a delicate dish.
- Polish your subject lines
A clear and concise subject line is like the opening note of a symphony, setting the tone for the entire email experience. It should be intriguing enough to pique curiosity but also informative enough to avoid the spam filter's wrath. Think of it as a headline that grabs attention without resorting to clickbait tactics.
- Good image-text balance
A picture might be worth a thousand words, but an email filled with nothing but images is like a silent film in a world of surround sound. Balance your visuals with compelling copy that engages the reader and provides context. Think of it as a dance between captivating imagery and persuasive storytelling.
- Mobile optimization
In today's mobile-first world, an email that doesn't render properly on a smartphone is like a website from the dial-up era. Ensure your emails are responsive and easy to navigate on smaller screens, with clear formatting and concise content that can be consumed on the go.
List Hygiene
Just as a gardener meticulously tends to their prized roses, an email marketer must cultivate a healthy email list to ensure their messages reach the right audience and avoid the compost heap of spam filters.
- Be grateful for unsubscribers
While it might seem counterintuitive, a healthy unsubscribe rate is actually a good thing. It means you're attracting the right audience and weeding out those who aren't interested in your brand. Embrace unsubscribes as a natural part of the email ecosystem, like pruning a rose bush to encourage healthier growth.
- Nail your segmentation
Segmenting your email list is like conducting an orchestra, ensuring that each instrument plays its part in perfect harmony. By dividing your subscribers into distinct groups based on their interests, behaviors, and preferences, you can deliver targeted messages that resonate and avoid the cacophony of irrelevant emails.
- Balance your bounce rate
A high bounce rate is like a red flag to spam filters, signaling that your email list is riddled with invalid or inactive addresses. Regularly clean your list, removing bounced addresses and inactive subscribers, to maintain a healthy sender reputation and avoid the spam filter's wrath.
Now that you've mastered the art of email content and list hygiene, let's explore the tools and resources that can help you monitor and improve your Klaviyo deliverability.
Monitor and Improve Your Klaviyo Deliverability
So you've fortified your Klaviyo fortress and mastered the art of crafting compelling content. But the journey to deliverability domination doesn't end there. Like a vigilant captain navigating treacherous waters, you need to constantly monitor your email's performance and make course corrections to ensure it reaches its destination – the inbox.
Monitoring Klaviyo Deliverability
Think of deliverability monitoring as a regular health checkup for your email campaigns. Just as a doctor checks your vital signs to assess your overall well-being, you need to track key metrics to gauge the health of your Klaviyo deliverability.
- Open Rates
Open rates are like the popularity score of your emails – the higher the percentage, the more your audience loves you (or at least your subject lines). A sudden drop in open rates could signal a deliverability issue, like your emails getting snagged by spam filters or landing in the promotions tab.
- Click-Through Rates
Click-through rates (CTRs) measure how many people are actually clicking on the links in your emails. A healthy CTR indicates that your content is engaging and relevant, while a low CTR might suggest that your emails are being ignored or that your links are broken (the digital equivalent of a dead end).
- Bounces
Bounces are like those dreaded "return to sender" stamps on physical mail, indicating that your email couldn't be delivered to the recipient. A high bounce rate can damage your sender reputation and trigger spam filters, so it's crucial to keep a close eye on this metric and address any issues promptly.
- Spam Complaints
Spam complaints are the ultimate insult to an email marketer, like receiving a scathing online review. They signal that your email rubbed someone the wrong way and landed you in the digital doghouse. Monitor your spam complaint rate closely and take immediate action to address any issues, like removing subscribers who aren't engaged or adjusting your email content to better align with audience expectations.
- Sender Reputation
Your sender reputation is like your email's credit score – the higher it is, the more trustworthy you appear to inbox providers. Regularly monitor your sender reputation using Klaviyo's built-in tools or third-party services to ensure you're maintaining a good standing and avoid the dreaded spam filter blacklist.
Improving Klaviyo Deliverability
Even the most carefully crafted email campaigns can encounter deliverability hiccups. But fear not, email medic! Here are some tips and tools to help you troubleshoot issues and get your emails back on track.
Start by identifying the root cause of the problem. Are your emails bouncing? Check your list for typos or invalid addresses. Are your open rates plummeting? A/B test different subject lines or adjust your sending time. Are you receiving spam complaints? Review your email content for spam triggers and ensure you're sending relevant messages to engaged subscribers.
Various tools and resources can help you diagnose and treat deliverability issues. Email testing services, like Mail-Tester and Litmus, can analyze your emails for spam triggers and provide recommendations for improvement. Sender reputation checkers, like Sender Score and BarracudaCentral, can give you insights into your sender reputation and identify potential red flags.
For complex deliverability problems that require a specialist's touch, consider seeking expert help. Email deliverability consultants can provide in-depth analysis, identify underlying issues, and recommend tailored solutions to get your emails back on the inbox VIP list.
By diligently monitoring your Klaviyo deliverability and proactively addressing any issues, you can ensure that your email campaigns reach their full potential and drive the results you deserve.
Conclusion
Congratulations, email explorer! You've navigated the treacherous terrain of Klaviyo deliverability, armed with the knowledge and tools to ensure your emails reach the inbox and conquer the hearts (and wallets) of your subscribers. But like any epic adventure, the journey doesn't end with a single victory. The world of email marketing is constantly evolving, and staying ahead of the curve requires continuous vigilance and adaptation.
Remember those trailblazers at NuStrips, who not only mastered deliverability but also unleashed the power of AI with Optimizer? They achieved a remarkable 114% lift in open rates for optimized emails, proving that a holistic approach to email optimization can lead to extraordinary results.
Don't let your emails get lost in the digital wilderness. Embrace the power of AI with Optimizer.
Without Optimizer, you're left wandering the email landscape with a rusty compass and a faded map. But with Optimizer, you'll become an email marketing cartographer, charting a course to inbox success with:
- AI-powered subject line and preview text optimization that guides your emails to the inbox with pinpoint accuracy.
- Automated A/B testing that reveals the hidden paths to higher open rates and engagement.
- Seamless integration with Klaviyo, your trusty email marketing sherpa, for a smooth and efficient journey.
Ready to conquer the inbox and claim your e-commerce kingdom? Try Optimizer today and let AI be your guide to email marketing mastery.
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