Deliverability AMA: your BFCM success starts in the Inbox

 Hello ​@MAUJH , great questions! If you import the entire design as one large image, and use that as the whole email, deliverability can suffer. Inbox providers prefer emails with a balance of text and images, because they rely on text content to understand what the email is about and whether it's likely to be spam. However, if you're using Canva to create individual images and then building the layout and adding text directly in Klaviyo, you're much less likely to run into deliverability issues. The ideal image sizes and ratios can be found in our guide: About email images best practice. For industry benchmarks please check out our guide: 2025 email marketing benchmarks by industry.

Hello ​@Bartok Team 

Great question, low open rates can be caused by several different reasons such as:

• Poor List Quality or Engagement
• Inbox Placement Issues (Emails Going to Spam)
• Subject Lines 
• Sending Frequency and Timing
• Lack of Personalisation 

In order to determine what is directly affecting your account I would recommend the following:

• Check Your Deliverability Metrics
• Review Segments and Engagement
• Test Subject Lines & Send Times
• Check Domain Authentication

Please read our guide on how to improve your open rates here.

Hello ​@ren_lipari thanks for reaching out,  this is a common issue, especially with Outlook, which can be particularly strict when it comes to filtering. If your emails suddenly started landing in spam around April, that suggests a reputation or authentication change.

Here are a few things to check and actions you can take to improve inbox placement:

•  Check Domain Authentication (SPF, DKIM, DMARC)
• Avoid image only emails or overly designed emails
•  Review engagement segments
• Compare sending behaviour
•  Check for reputation or volume changes around April

I’d also suggest starting a warming period dedicated to these mailboxes, targeting your most engaged Outlook users and monitoring the results.