Klaviyo & Email
Email Deliverability
Quick definition
The probability that your email reaches the inbox instead of spam or the promotions tab. Driven by sender reputation, authentication, and engagement.
What it actually means
Deliverability is determined by inbox providers, Gmail, Yahoo, Apple, Outlook, using signals: SPF, DKIM, and DMARC authentication, sender reputation, recipient engagement such as opens, clicks, and replies, bounce rate, spam complaints, and list hygiene. A clean Klaviyo account with consistent engaged sending can reach high inbox placement. A neglected account sending to unengaged subscribers can drop into spam and lose email revenue without an obvious alert. Deliverability is the quiet killer in eCommerce email programs.
Related terms
Segmentation (Email)
Splitting your email list into groups based on behavior, profile, or purchase data so each group receives relevant messaging.
SPF (Sender Policy Framework)
A DNS record that authorizes which servers are allowed to send email on behalf of your domain. Required for deliverability.
DKIM (DomainKeys Identified Mail)
A cryptographic signature added to email headers that shows the message was sent by an authorized server. Required for deliverability.