Hello,the domain warm-up has been completed, but after changing the sender, the open rate is very low. What should I do?

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 ​@partfool :) 
Make sure that your new sender address aligns correctly with your sending domain.
This requirement is part of the 2024 Gmail/Yahoo guidelines.

In order to be DMARC compliant, the domain in your friendly “from” address must align with the root domain in your branded sending domain.

So, if your branded sending domain is send.kvyodc.com, the root domain would be kvyodc.com. Therefore, using hello@kvyodc.com as your “from” address would align with the root domain.

Be sure to double-check all friendly “from” addresses for alignment in your flow emails and campaigns.

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!

• Is it true that bringing over designed emails from Canva (vs building in klaviyo) impacts deliverability? 
• What are the ideal image sizes for graphics (building in Klaviyo)?
• Are there industry standards for deliverability rates (fashion and ecommerce)?
   

Hello,
Our team would like to know, what are the most common reasons for low open rates in Klaviyo, and how can I determine which apply to my account?

Thank you!

Hi, 

Lately we’ve noticed a lot of our emails are going to spam - especially outlook. When we send it via another inbox, like our customer service mailbox for example, we noticed a significant increase in responses. (This specific example is from an event newsletter). Is there anything we can do to stopped being flagged as spam ? We did not had this issue before, and only noticed it around April this year. 

Hello ​@Jenna Lowe,

We recommend that images make up no more than 40% of your template, with real text accounting for 60-70%.

Templates made up almost entirely of images can hurt your deliverability, as this raises red flags with spam filters that view it as a common spam tactic.

Hello ​@EmersonP,

Noticing that some of your emails are landing in the spam folder doesn’t mean that all of your emails are ending up there. Your sender reputation can vary between inbox providers, you might have a great deliverability with one and a less engaged audience with another, which can cause your sender reputation to drop on that platform.

Additionally, landing in the Promotions tab is not considered a negative outcome, as it’s still part of the inbox.
This is where users expect to find promotional content. They are less likely to unsubscribe or mark the email as spam compared to when it shows up in the Primary tab unexpectedly. 
In fact, users actively open the Promotions tab looking for this type of content, which often leads to better engagement.

Hello ​@CWURM,

I would suggest making sure your DMARC policy is correctly configured and that your sending domain aligns properly with your sender address.
Landing in spam in a common issue when moving to a stricter DMARC policy if it’s not implemented correctly.

Feel free to create a ticket with our support team and we’ll be happy to review this for you.

Once you’ve confirmed there are no misconfigurations, start a new warming period by targeting only your most engaged users, gradually increasing the engament window. This should help optimise your reactivity and rebuild your sender reputation with inbox providers.

Hello ​@lheritagefinejewelry,

The best ways to improve your deliverability are to keep your list clean, regularly suppress disengaged users, enable double op-in during registration to prevent hard bounces and spam traps from entering your lists, and tighten the engagement window of the users you’re targeting, making sure you’re reaching out to profiles that have recently interacted with your emails.

This will help increase your sender reputation with inbox providers, who will in turn place a greater share of your sendings in the inbox folder.

Hello ​@Tara E.,

The best way to fix this issue is to suppress all the profiles from that list and only target users who have directly consented to receive your marketing emails.

Please note that using a third-party list of profiles who haven’t provided their direct consent is prohibited on our platform and goes against Klaviyo’s Acceptable Use Policy.

https://www.klaviyo.com/legal/acceptable-use-policy

Hello ​@kuishinbo :) Thanks for your message. It’s great to hear that your Klaviyo deliverability score is consistently Good or Excellent, that is a strong indicator overall. However I understand your concern about some business and transactional emails ending up in junk mail folders.

Even with a solid sender reputation, some emails may end up being marked as spam due to the following:  

Business Email Filtering
Even well configured emails can sometimes  land in Junk due to recipient’s specific filters or corporate email firewalls. I would recommend encouraging these contacts to mark your emails as “Not Junk”  this helps improve future delivery.

Transactional Email Content
Overly promotional language, excessive links or images in transactional emails can trigger spam filters. You can use our transactional email best practices guide to review and optimise your transactional emails.

Hello ​@Eddie Sun,

Yes, i would recommend focusing on your engaged segment and gradually ramping up your volume.
Avoid doubling your volume from a week to the next, instead increase it by a maximum of 20% week over week.

If you notice your metrics starting to drop, slow down and keep your volume stable for a longer period.

Hello ​@Jenna Lowe, 

Thanks so much for reaching out, and great question!

We completely understand the need for greater creative freedom, especially when working with visually led health and wellness brands. While designing full emails as images look better visually, there are some important trade offs to consider when it comes to deliverability.

Here are some benefits of using live text in emails:

Better Deliverability - Internet Service Providers (ISPs) and spam filters typically favour emails with a good balance of live text and images. Emails that are primarily image based especially with little to no live text are more likely to be flagged as spam or promotional.
 

Faster Load Times -  Live text generally loads faster than images, particularly on mobile devices or in areas with slower internet connections. Larger image files (even when sliced) can slow down load times and cause drop offs.

I would recommend a hybrid approach. Using live text for key messaging  such as headings, copy, and calls to action, alongside imagery which allows you to still have nice emails while supporting deliverability performance. Please have a look at our guide about email images best practices for more tips and recommendations!

Hello ​@Eddie Sun,

Thanks so much for getting in touch! It’s a common challenge, and you're not alone in trying to strike the right balance between email deliverability and driving revenue.

It’s encouraging to hear that the AI Repair Plan helped improve your deliverability previously and that is  a strong sign that your sender reputation is responsive to more targeted, engagement led sending.

As your deliverability has taken a dip again, I would  recommend running a repair plan again. While it may temporarily reduce your campaign reach it’s a valuable way to restore your sender reputation and improve inbox placement in the long run.

In order to reach your customers and get sales, your emails need to land in the inbox, so prioritising your deliverability for now would be beneficial in the long run. By focusing on subscribers who have engaged recently (within the past 30 - 60 days), you’re signalling to inbox providers that your emails are wanted and relevant, which can gradually improve your performance across the board.  Think of this as a “reset” rather than a permanent change in strategy.

Once your core metrics begin to stabilise, you can slowly start expanding your sending audience. Instead of including unengaged users in your main sends, try running separate re-engagement flows or one off campaigns tailored to those who have not engaged perhaps with an offer, a survey, or a softer CTA.

Hello ​@Cindy O , great question -  email deliverability is a critical part of a successful DTC email marketing strategy. Here are some common mistakes that negatively impact deliverability and cause emails to end up in spam:

- Poor List Hygiene

Consistently sending email to unengaged subscribers often triggers spam filters. High bounce rates, low engagement, and spam complaints which all harm sender reputation.

- Image Based Emails

 Emails that are mostly images with little supporting text can raise red flags with spam filters.

- Segmentation

 Sending too frequently to unsegmented lists.

- Missing Domain Authentication (SPF, DKIM, DMARC)

 If your sending domain isn’t properly authenticated, email providers can’t verify that your messages are genuine, which increases the chance of them being blocked.

For  best practices to improve deliverability please have a look at our guide here!