Is Klaviyo's open rate accurate?

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.

• Guide to A/B Testing Campaign Emails
• Review Your Email A/B Test Results
• Best Practices for A/B Testing
• Klaviyo:BOS 2018 Presentation - Testing & Optimization: A/B Testing in Klaviyo
• Klaviyo:BOS 2018 Presentation - Email A/B Testing: Beyond The Subject Line

Hope this helps!

David