Email deliverability can make or break your email marketing success. It doesn’t matter how beautiful your design or clever your copy is — if your emails aren’t landing in inboxes, you’re leaving money on the table.
Today, we’ll walk you through the essentials of email deliverability, why it matters for ecommerce brands, and how you can protect your sender reputation, particularly when using Klaviyo. We’ll also touch on advanced authentication protocols like SPF, DKIM, DMARC, and how tools like InboxMonster can give you an even stronger edge.
What is Email Deliverability?
Simply put, email deliverability is the ability of your email to reach your subscriber’s inbox rather than being filtered into spam folders or blocked entirely.
When you send a campaign in Klaviyo (or any other platform), there are multiple checks performed by mailbox providers (like Gmail, Yahoo, Outlook) before they decide whether to deliver your email to the inbox, the promotions tab, or spam.
Deliverability isn’t just about whether an email bounces. It’s about whether your email actually lands where it can be seen and acted on.
Why Email Deliverability Matters in Klaviyo
Klaviyo is a powerhouse for ecommerce brands, but its powerful sending capabilities mean you must take deliverability seriously. Because Klaviyo allows dedicated sending domains, smart segmentation, and sender authentication, it gives you all the tools to maintain a pristine reputation — if you use them properly.
Failing to manage deliverability risks:
- Decreased open rates
- Reduced customer trust
- Lower revenue from email
- Potential blacklisting by ISPs
Good deliverability equals better engagement, more conversions, and ultimately higher customer lifetime value.
How Authentication Protocols Protect Your Deliverability
Authentication is like showing your ID at a club — it proves you’re trustworthy.
SPF (Sender Policy Framework):
- Authorises specific servers to send emails on behalf of your domain.
- Prevents spammers from forging your domain.
- Needs to be properly set up with your Klaviyo sending domain.
DKIM (DomainKeys Identified Mail):
- Uses encryption to verify that the email content wasn’t altered after being sent.
- Adds a digital signature tied to your domain.
- Essential for building long-term trust with mailbox providers.
DMARC (Domain-based Message Authentication, Reporting, and Conformance):
- Combines SPF and DKIM policies.
- Tells receiving servers what to do if authentication fails (e.g., reject, quarantine).
- Provides reporting so you can monitor potential abuse of your domain.
If you’re using Klaviyo, setting up these protocols is non-negotiable. You can easily configure a dedicated sending domain and set up SPF, DKIM, and DMARC to dramatically improve your deliverability odds.
Boost Your Deliverability with InboxMonster
InboxMonster is a game-changing tool for brands serious about their deliverability. It offers insights into:
- Where your emails land (Inbox, Promotions, or Spam)
- Real-time seed testing across multiple providers
- Blacklist monitoring
- Authentication health checks
Using InboxMonster alongside Klaviyo means you’re not just guessing — you have real, actionable data on your email health.
By integrating tools like InboxMonster, you can:
- Catch deliverability issues before major launches.
- Monitor sender reputation trends over time.
- Get ahead of blacklisting or domain authentication issues.
Pro Tip: Schedule regular deliverability audits, especially before critical campaigns like product launches, seasonal sales, or BFCM events.
Practical Steps to Improve Email Deliverability Today
- Warm up your domain before sending large campaigns.
- Use a dedicated sending domain in Klaviyo.
- Clean your lists regularly to remove inactive subscribers.
- Authenticate your domain with SPF, DKIM, and DMARC.
- Segment wisely: Send targeted content based on behaviour.
- Avoid spammy language (e.g., “BUY NOW!!!”, “FREE CASH”).
- Use a double opt-in to ensure high-quality subscribers.
- Monitor metrics like bounce rates, open rates, and complaint rates.
Every small adjustment you make compounds over time, leading to stronger engagement, a better sender reputation, and ultimately, higher revenue.
Conclusion
Email deliverability isn’t just a technical detail — it’s the foundation of a successful email marketing strategy. Especially when using a platform like Klaviyo, prioritising deliverability ensures your beautiful, conversion-focused emails actually get seen.
By setting up SPF, DKIM, and DMARC, using monitoring tools like InboxMonster, and adhering to best practices, you’ll future-proof your email marketing efforts against changes in inbox algorithms and subscriber behaviours.
Strong deliverability equals stronger relationships, more sales, and a brand that customers can trust.
📢 Ready to maximise your email deliverability and skyrocket your open rates? [Let’s talk and get your Klaviyo setup optimised!]
