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/DMARC authentication, sender reputation score, recipient engagement (opens, clicks, replies), bounce rate, spam complaints, and list hygiene. A clean Klaviyo account with consistent engaged sending will hit 95%+ inbox placement; a neglected account spamming unengaged subscribers can drop to 50% or below — silently losing half your email revenue. Deliverability is the #1 silent killer in DTC 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 proves the message was sent by an authorized server. Required for deliverability.