Is Klaviyo's open rate accurate?

  • 1 June 2021
  • 1 reply

Badge +2

Hi there,

We have been using Klaviyo for 2 weeks and we found very inconsistent data for email open rate. 



We have an email template customized from a Klaviyo’s pre-defined template, let’s call it A.

We have an email template written in html by ourselves, let’s call it B.

A and B convey similar information to our customers, the only diff is the layout/image contents.

We used A and B in several campaigns. Each reached several thousands customers’ email boxes. The other conditions (send time, audience,...) are almost the same for the campaigns using A or B, so basically you can consider it as an A/B testing testing the templates.


What we found:

When using A, the open rate is around ~15%

When using B, the open rate is around ~30%

Most of the open events happen at the time when the emails were delivered (like 90%).

A and B have similar click rate



The subjects/email preview and exactly the same for A and B so one can’t tell the diff before opening the email. So we wonder why the open rate are so different?



Best answer by David To 1 June 2021, 20:08

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1 reply

Userlevel 7
Badge +60

Hello @Winwinwin,

Thanks for sharing your question with the Klaviyo Community!

Open rate is directly correlated to the audiences you are sending your campaigns to. Using either a template built in Klaviyo’s drag-and-drop editor or one built using custom HTML makes no difference to the inbox providers. The method you choose of how you build your emails has no impact on your email performance; but rather dictated by how receptive and engaged your contacts are.

@wei.he has a wonderful Community post regarding open rates and how to increase open rates below which you may find helpful:

For a more concise test based on the content of your emails, Klaviyo’s A/B testing capability allows you to test the performance of two different templates against one another - including Klaviyo drag-and-drop editor functionality and custom HTML ones. By running this test in the same campaign it should offer you more insight into the performance your content as this test would enable you to limit the variables in play such as the send time of your campaign, the audience of your campaign, etc. I would recommend taking a look at the following articles Klaviyo offers on A/B testing and best practices below. As always, we recommend constant testing to see what works best for your account and what improvements can be garnered with each test.

Hope this helps!