How To Get Perfect Klaviyo Deliverability

Quick, direct banger on Klaviyo deliverability for Ecom brands today.

You MUST read this email if:

• Your open rates are below 30%

• Your deliverability score is below 75

• Your positive engagement metrics fall below the Klaviyo benchmark

• You don’t have a dedicated sending domain

• You don’t have a dedicated sending IP address

OR

• If you don’t know what any one of those 5 things mean.

STEP 1: Uncover If You’ve Got A Problem

There are 2 very simple ways to know if you’re landing in spam.

The first one is check your open rates. If they’re below 30%, you definitely have a problem.

If they’re below 40% overall, you likely have a problem with certain inbox providers.

You can check for sure by going to Klaviyo Analytics > Deliverability. There you can check your deliverability score and Klaviyo will give you some action items.

Then go to Reports. This will tell you your positive and negative metrics for each inbox provider.

If certain inbox providers are consistently falling below the benchmark for open rate, you have a problem.

STEP 2: Identify The Problem

Go to glockapps.com/ and make an account (not an affiliate link, I’m just helping you out).

Start a spam test, then start a manual spam test. Leave every box ticked.

It will give you a piece of code. Copy that, and go to your next campaign email in Klaviyo.

Paste that code in a text block anywhere in the email (you’re not sending this email to your list).

Then go to GlockApps and take the list of email addresses they provide. Make sure each email is separated by a comma.

Copy that list and go back to Klaviyo. On your campaign email select ‘send test’.

Paste the email addresses from GlockApps and send the test.

Wait a few minutes and GlockApps will spit out a bunch of info to you.

It will tell you where it’s landing for each provider AND give you actionable steps on how you can improve where it lands (spam, promotions, inbox).

STEP 3: Ensure Proper Email Infrastructure Is Set Up

What is that?

• Dedicated sending domain that isn’t a Klaviyo domain and isn’t your website domain

• Dedicated sending IP address

If you use the default infrastructure that Klaviyo gives you, you’re actually sharing with a pool of other Ecom stores, and they will be able to influence where you land in the inbox.

That’s not what you want.

You should have a dedicated sending domain for the emails to protect your main website domain.

E.g. your website domain is wesellthings.com

You should send emails from wesellthingsmail.com

You don't want to screw with your main domain if you mess up your deliverability.

To ensure you have your own IP address instead of a shared one, you need to speak to your Klaviyo Customer Success Manager.

STEP 4: Warm Them Up

Once you’ve got those things in place, you need to warm them up.

You can’t just start blasting your entire list. That’s a one way ticket to the spam folder.

To do that you create a 30 day engaged segment (opened or clicked email in last 30 days, and have never bounced) and you only send to that segment for the first 15-30 days.

Then you can expand to a 60 day engaged segment if your metrics look good.

That’s it.

That might look like a lot of steps, but don’t let it scare you. It’s really not that difficult.

Today’s Helpful Links

• Top 7 Email Marketing Tips to Boost Ecommerce Sales (for dummies)

• How to automatically clean your email list in Klaviyo

• Here's everything you need to do to make $100k/mo from your email list

Thanks for reading! If there’s anything specific you’d like me to cover in depth in this newsletter or on YouTube, reply to this email and let me know!

Much love,

Lachie

PS: If you run an Ecom Brand doing at least $50k/mo in revenue, book a 15-minute discovery call here to see if you qualify for our guarantee.