Klaviyo Deliverability Tips for Email Marketing

In the ever-evolving landscape of email marketing, ensuring your messages reach the intended recipients’ inboxes is paramount. With Klaviyo, a powerful platform for email marketing automation, you have the tools to create highly targeted and personalized campaigns. However, even the most compelling content is rendered useless if it fails to land in the inbox. This article provides comprehensive Klaviyo deliverability tips to maximize your email marketing success.

Understanding Email Deliverability

Email deliverability refers to the ability of your emails to reach your subscribers’ inboxes, rather than being marked as spam or blocked altogether. Several factors influence deliverability, including your sender reputation, email content, authentication practices, and engagement rates. Poor deliverability can lead to lost revenue, damaged brand reputation, and wasted marketing efforts.

Setting Up Your Klaviyo Account for Success

The foundation of good deliverability starts with proper account setup. Here’s what you need to do:

• Verify Your Sending Domain: This confirms that you own the domain you’re sending emails from, improving your sender reputation.
• Set Up Dedicated Sending Domain: A dedicated sending domain isolates your email reputation from shared domains, giving you more control.
• Authenticate Your Email: Implement SPF, DKIM, and DMARC records to verify your emails’ authenticity and prevent spoofing.

Email Authentication: SPF, DKIM, and DMARC

Email authentication is crucial for verifying your emails’ legitimacy and preventing spoofing. Here’s a breakdown of each authentication method:

SPF (Sender Policy Framework)

SPF specifies which mail servers are authorized to send emails on behalf of your domain. It helps prevent spammers from forging your “From” address.

DKIM (DomainKeys Identified Mail)

DKIM adds a digital signature to your emails, allowing recipient servers to verify that the message was sent from your domain and hasn’t been tampered with during transit.

DMARC (Domain-based Message Authentication, Reporting & Conformance)

DMARC builds upon SPF and DKIM, providing instructions to recipient servers on how to handle emails that fail authentication checks. It also enables reporting, allowing you to monitor your domain’s email activity and identify potential spoofing attempts.

Building a Healthy Email List

Your email list is the lifeblood of your email marketing efforts. Building and maintaining a healthy list is essential for maximizing deliverability.

Opt-In Practices

Always use double opt-in to confirm subscribers’ consent to receive your emails. This ensures that subscribers genuinely want to hear from you and reduces the risk of spam complaints.

Segmentation

Segment your email list based on demographics, interests, purchase history, and engagement levels. This allows you to send more targeted and relevant emails, increasing engagement and reducing unsubscribe rates.

List Hygiene

Regularly clean your email list to remove inactive subscribers, bounced email addresses, and those who have unsubscribed. This improves your sender reputation and deliverability.

Crafting Engaging Email Content

The content of your emails plays a significant role in deliverability. Engaging and relevant content is more likely to be opened and clicked, signaling to email providers that your emails are valuable.

Personalization

Personalize your emails using subscribers’ names, locations, and other relevant data. Personalized emails are more likely to capture attention and drive engagement.

Relevant Content

Send emails that are relevant to your subscribers’ interests and needs. Avoid sending generic or irrelevant content, as this can lead to unsubscribes and spam complaints.

Clear Call to Action

Include a clear and concise call to action in each email, telling subscribers what you want them to do. This makes it easy for subscribers to engage with your emails and achieve your desired outcomes.

Avoid Spam Trigger Words

Be mindful of the words and phrases you use in your emails. Avoid using spam trigger words, such as “free,” “guarantee,” and “urgent,” as these can trigger spam filters.

Monitoring Your Email Performance

Regularly monitor your email performance metrics to identify and address any deliverability issues.

Open Rates

Track your open rates to gauge the effectiveness of your subject lines and email content. Low open rates may indicate deliverability problems or unengaging content.

Click-Through Rates

Monitor your click-through rates to measure the level of engagement with your email content. Low click-through rates may indicate irrelevant content or unclear calls to action.

Bounce Rates

Keep an eye on your bounce rates, which indicate the percentage of emails that failed to be delivered. High bounce rates can negatively impact your sender reputation.

Spam Complaints

Monitor your spam complaint rates closely. High spam complaint rates can severely damage your sender reputation and lead to deliverability issues.

Klaviyo-Specific Deliverability Features

Klaviyo offers several built-in features designed to help you improve your email deliverability:

• Smart Sending: Limits the number of emails sent to inactive subscribers, preventing deliverability problems caused by low engagement.
• Suppression Lists: Automatically excludes bounced email addresses and unsubscribed users from future campaigns.
• Dedicated Sending Infrastructure: Klaviyo’s robust infrastructure helps ensure reliable email delivery.

Troubleshooting Deliverability Issues

If you’re experiencing deliverability problems, here are some steps you can take to troubleshoot the issue:

• Check Your Sender Reputation: Use tools like Sender Score and Google Postmaster Tools to assess your sender reputation.
• Review Your Authentication Setup: Ensure that your SPF, DKIM, and DMARC records are configured correctly.
• Test Your Emails: Use email testing tools to identify potential spam triggers and deliverability issues.

Warming Up Your IP Address

If you’re using a new IP address or haven’t sent emails in a while, it’s crucial to warm up your IP address gradually. This involves sending emails to a small group of highly engaged subscribers initially and gradually increasing the volume over time. This helps establish a positive sender reputation and prevents email providers from flagging your emails as spam.

Email Design Best Practices

Your email design significantly impacts deliverability. Here are some best practices to follow:

• Use a Balanced Ratio of Text to Images: Avoid sending emails that are primarily images, as these can be flagged as spam.
• Optimize Images for Mobile Devices: Ensure that your images are properly sized and optimized for mobile devices.
• Use Alt Text for Images: Add alt text to your images so that subscribers can understand the content even if the images don’t load.

Conclusion

Email deliverability is a crucial aspect of successful email marketing. By implementing the Klaviyo deliverability tips outlined in this article, you can significantly improve your chances of reaching your subscribers’ inboxes, increasing engagement, and driving revenue. Remember to prioritize email authentication, build a healthy email list, craft engaging content, and monitor your email performance regularly. By consistently focusing on these key areas, you can maximize your email marketing success with Klaviyo.