Understanding the deliverability tab in campaigns and flows
You will learn
Learn about the deliverability tab in Klaviyo, which provides an overview of key deliverability performance metrics for your campaigns and flow emails. This can help you easily identify low-performing email domains and countries, so you can take action to protect your deliverability.
Deliverability tab
You can analyze the deliverability performance of each email campaign and flow email using the dedicated Deliverability tab.
To access this page for campaigns, navigate to a sent email campaign and select the tab called Deliverability.
To access this page for a flow email:
- Open the flow and select the email in the builder.
- Under Performance, click View details.
- Select the Deliverability tab.
This page displays data around your email's performance for key deliverability metrics, and an indicator showing whether your performance in these areas is Healthy, Room for improvement, or Needs attention.
These metrics include:
Deliverability performance targets
Metric | Needs attention | Room for improvement | Healthy |
Bounce Rate | >2% | > 1% to 2% | ≤ 1% |
Spam Complaint Rate | > 0.05% | > 0.01% to 0.05% | ≤ 0.01% |
Unsubscribe Rate | >1% | > 0.3% to 1% | ≤ 0.3% |
Open Rate | <27% | 27% to < 33% | ≥ 33% |
Click Rate | <0.8% | 0.8% to < 1.2% | ≥ 1.2% |
If your performance is labeled as Room for improvement or Needs attention in any of these areas, see our guide on troubleshooting declining performance.
Deliverability insights
The deliverability tab for campaigns and flow emails displays information regarding:
Performance by inbox provider
This chart helps you identify whether your deliverability issues are isolated to a specific inbox provider. It shows key deliverability metrics across the inbox providers your customers are using so you can easily identify differences in performance.
The chart initially shows up to 5 inbox providers. Providers marked Needs attention are prioritized, followed by those with the most delivered messages. Use the dropdown to choose which inbox providers to compare, up to 5 at a time.
This information is broken down into 2 categories:
Positive engagements
When chosen, the graph will display:
- Open rate
- Click rate
Negative engagements
When chosen, the graph will display:
- Bounce rate
- Unsubscribe rate
- Spam complaint rate
If you are seeing deliverability performance issues here, you can strengthen your sender reputation for an inbox provider.
Performance by email domain
This chart helps you identify whether your deliverability issues are isolated to a specific email domain. It shows key deliverability metrics across the different email domains your customers are using so you can easily identify differences in performance.
The chart initially shows up to 5 email domains. Domains marked Needs attention are prioritized, followed by those with the most delivered messages. Use the dropdown to choose which email domains to compare, up to 5 at a time.
This information is broken down into 2 categories:
Positive engagements
When chosen, the graph will display:
- Open rate
- Click rate
Negative engagements
When chosen, the graph will display:
- Bounce rate
- Unsubscribe rate
- Spam complaint rate
If you are seeing deliverability performance issues here, you can strengthen your sender reputation for a specific domain.
Performance by country
This chart helps you to better understand your contact base through a performance breakdown by country. This can help you optimize send times for your primary audience.
Learn more about how location is set for profiles in Klaviyo.
The chart initially shows up to 5 countries. Countries marked Needs attention are prioritized, followed by those with the most delivered messages. Use the dropdown to choose which countries to compare, up to 5 at a time.
This information is broken down into 2 categories:
Positive engagements
When chosen, the graph will display:
- Open rate
- Click rate
Negative engagements
When chosen, the graph will display:
- Bounce rate
- Unsubscribe rate
- Spam complaint rate
If you are seeing deliverability performance issues here, you can strengthen your sender reputation for a specific country.
Performance by language received
For emails with translations, this chart compares deliverability performance by the language recipients received. Select Positive engagements to compare open and click rates, or Negative engagements to compare bounce, unsubscribe, and spam complaint rates.
Performance by email client
This chart helps you gain insight into how recipients are viewing your email. You can see a breakdown between desktop and mobile usage, and can use it to determine if you need to optimize for one device or the other. It shows unique opens by email client, grouped by device type. Each client's share is shown as a percentage of the displayed opens, with its unique open count in parentheses. Opens from unknown email clients are excluded.
To optimize email content between desktop and mobile, you can use third-party tools such as Litmus or Email on Acid to preview your emails on a wide variety of devices and inbox providers.
Learn more about optimizing content for mobile in Klaviyo, and the basics of designing great emails.
Note that customers' email client is hidden when emails are opened with Apple Mail Privacy Protection (MPP). Open data may be skewed towards desktop if you have many customers using MPP.
This information is based on the user agent properties from the Opened Email event.
Email send volume breakdown
This email send volume breakdown shows the 5 highest-volume inbox providers, email domains, or countries and the percentage of total send volume each accounts for. Sent emails are also split by Delivered and Bounced. This helps you understand where the majority of your emails are being sent, and whether the sends are successful.
You can switch between the tabs available on the card to see the different volume breakdowns.
Note that this is reported as a percentage of total sends.
Dropdown health status
When an inbox provider, email domain, or country meets the conditions below, a Needs attention status appears next to it in the dropdown.
This status is visible only when 2 or more deliverability metrics are in the Needs attention range and the inbox provider, email domain, or country accounts for more than 5% of all delivered messages for the campaign email or flow email.