Deliverability AMA: your BFCM success starts in the Inbox

Hi Shareen and Hugues

We are struggling with deliverability with Verizon (Yahoo & AOL) mailboxes. We use a professional deliverability suite and notice that all our emails land in Spam with Verizon mailboxes. With all other providers, we land perfectly in the Inbox. Unfortunately, Yahoo customer service cannot help as we cannot access the headers of the emails we send through Klaviyo. Do you have a suggestion on how we could solve this?

Thanks!
Philippe  

Hello ​@Philippe Schenkel,
If your emails to Verizon mailboxes are not bouncing and are landing in the spam folder for these mailboxes, this looks like a reputation issue.

I would recommend making sure your account is using a dedicated click tracking domain.
This will ensure the links in your templates align with your sender address and sending domain, this can sometimes make a noticeable difference for your sender reputation.
If you’d like to put this in place, simply create a ticket with our support team and they will be happy to enable this for your account. This is a free functionality.

Once this is done, I’d suggest starting a warming period dedicated to these mailboxes, targeting your most engaged Verizon users and monitoring the results. With your dedicated click tracking domain set up, this should help you get back in the inbox folder soon.

Hi team,

I’m part of a digital marketing agency that manages several client accounts using Klaviyo, and I had a question around best practices when it comes to using live text versus images in eDMs.

We work with several health and wellness brands, so creating visually appealing, design-led emails is a big focus for us. We’re exploring the idea of designing the full eDM in tools like Adobe or Canva, slicing it for loading purposes, and uploading it as images into Klaviyo. This gives us much more creative freedom than building with live text alone, which we’ve found to be a bit more limiting from a design perspective.

That said, we’re unsure if this approach could be negatively affecting deliverability, accessibility, or overall user experience. We're also not clear on what the actual benefits of using live text are (if any) in comparison to image-based designs.

We’d really appreciate any insights, recommendations, or resources you can share to help guide our decision.

Thanks,

Jenna :) 

Hi there! Our deliverability score is 81 (considered good), however all our customers are noticing our emails ending up in junk, spam, or promotions tab. Why is this considered good deliverability?

We’ve noticed other skincare brands, Rhode being a great example, who have figured out a way to structure their emails to end up in the primary inbox — not spam, junk, or the promotions tab. What are your recommendations for this? 

Our emails got spoofed -- and it hurt us big time. We tightened up our DNS, but now most of our own emails are going to spam or quarantine. How can we rebuild our credibility and get those emails back in inboxes?

I want to improve my deliverability score. What are the best ways to do that? Are there instructions how to do it successfully? Thank you!

I inherited a bad email list of scraped emails that never got explicit permission to send marketing emails. This has resulted in a large number of suppressed profiles, basically the entire list making it onto a never engaged segment, horrible deliverablity rates, domain bounces and more. I have set up flows and forms to encourage readers to sign up for mailing list but so far only one person has signed up. What can I do to fix any of this?

What are the five biggest mistakes DTC brands, using Klaviyo,  make in their email marketing campaigns that reduce deliverability and or end up in spam/promo/junk? What are the five best practices to reduce these issues? Thx

Hi! I’d really appreciate your insight on this.

Our email deliverability score is currently quite low, and Klaviyo suggests we use AI repair plan to skip sending to users who haven’t interacted with us in the last 30 days. The issue is, if we follow that, we’re left with a very small segment to send to.

We’ve tried the AI repair plan before, and it actually did help improve our score at the time. But recently, our deliverability has dropped again, and I’m unsure what the best approach is going forward.

The dilemma is:

When we send to the full list, our deliverability takes a hit — but we consistently see sales.

When we only send to engaged subscribers, our deliverability improves — but we see no revenue.

Would you recommend using the AI repair plan again and focusing only on the engaged segment for a while, even if that means sacrificing short-term revenue? Or is there a smarter way to balance both deliverability and sales?

Thanks in advance!

Hi. My brand’s deliverability score in Klaviyo usually sits in the Good or Excellent range. Anecdotally, though, I’ve been hearing from some individual and business customers that our emails have been ending up in their Junk Mail folder. I’m specifically talking about transactional or business correspondence emails, but I assume that the same rules apply for these types of emails as they do to newsletters. Generally speaking, I don’t think I have a problem when it comes to newsletter deliverability, but then again, I don’t know how many of those are also in junk mail folders.

My question: If my deliverability score is Good or Excellent already, what else can I be troubleshooting to solve this issue.

Thank you!