Understanding the email deliverability hub in Klaviyo

You will learn

Learn about Klaviyo’s account-level email deliverability reporting. The Email tab in Klaviyo’s deliverability hub is a centralized space that allows you to analyze and diagnose your email deliverability health across all your sends.

The account deliverability hub 

The Deliverability hub in Klaviyo allows you to analyze and diagnose your email and SMS deliverability health at the account level.

To access the page, navigate to the Deliverability tab under Analytics.

To analyze your account's email deliverability performance, select Email.

The email deliverability hub in Klaviyo has 3 main tabs:

• Score
• Reports
• Bounce Details 

Score 

On the Deliverability score card, you’ll see a deliverability score that acts as a metric to represent your account’s deliverability health, or sender reputation. It is important to keep a high deliverability score to have the best chance of your emails reaching your subscribers inbox. The lower your score the more likely email will be sent to spam or not delivered at all.

Deliverability scores can range from 0 to 100, and are determined based on your performance in the following deliverability metrics over the last 30 days: 

• Open rate
• Click rate
• Bounce rate
• Unsubscribe rate
• Spam complaint rate

Next to the score is a badge that shows how your score is trending compared to the previous 30 days, along with one of the following health statuses based on your score:

• Poor (0 - 49
• Fair (50 - 74)
• Good (75 - 89)
• Excellent (90 - 100)

You can use the Over time option on the toggle to see more data around how your deliverability score has changed over time, or the Factors toggle to see the key deliverability metrics impacting your score and your performance with them.

You can use the deliverability score to monitor your sender reputation, and better understand how inbox providers may view your brand as a sender. To improve your score, take the recommended actions presented in the action center next to the deliverability score. Additionally, see our guide on how to repair your sender reputation. 

Key metrics impacting your score

When you set the Deliverability score toggle to Factors, you’ll see an overview of the key deliverability health metrics and your performance for each one.

 These metrics are:

• Open rate
• Click rate
• Bounce rate
• Unsubscribe rate
• Spam complaint rate 

Next to each metric, you’ll see an indicator that reflects your performance (i.e., poor, fair, good, or excellent) along with Klaviyo’s recommended benchmarks.

Action center 

The action center features key steps you can take to improve your sender reputation and overall deliverability. 

You’ll see key onboarding actions that your account should take for the best deliverability performance, that are presented in the order they should be completed. Once completed, the onboarding actions will no longer appear.

In addition to essential onboarding actions, you may also see actions appear in response to your deliverability performance with resolution steps. Actions triggered due to performance may appear multiple times after being completed if the deliverability issue appears again, and new actions will appear and disappear based on your specific Klaviyo account. Once an action is completed, you can select the Mark done button next to the task.

Campaigns performance

The Campaign performance card shows you some of the recent campaigns on your account that are impacting your deliverability score. 

You can toggle between campaigns that have a Healthy status and campaigns that have a Needs attention status. The Healthy toggle shows the 5 most recent campaigns that have all metrics in a healthy zone. When the Needs attention toggle is chosen, the 5 most recent campaigns that have at least 2 metrics in the Needs attention range will be shown. 

Flows performance

The Flows performance card shows you some of the recent flows on your account that are impacting your deliverability score. 

You can toggle between flows that have a Healthy status and flows that have a Needs attention status. The Healthy toggle shows the 5 most recent flows that have all metrics in a healthy zone. When the Needs attention toggle is chosen, the 5 most recent flows that have at least 2 metrics in the Needs attention range will be shown. 

Deliverability alerts

Above your deliverability score is a collapsable card that appears when a deliverability alert has been triggered for your account. Each alert indicates a key deliverability metric is experiencing poor performance, and provides details about the issue with a link to a troubleshooting guide for resolution steps. 

You’ll see alerts appear in the following cases: 

• Low open rate
• Low click rate
• High bounce rate
• High spam complaint rate
• High unsubscribe rate
• Overall account reputation issue

Once the deliverability issue is resolved, the alert will disappear.

Reports

On the Reports page, you’ll see account-level email deliverability reports that provide insight towards your performance with different inbox providers or email domains.

At the top of the page, you can set filters that apply to all the reports. 

You can filter the reports on the page with the date dropdown, and set the date ranges to: 

• Today
• Last 7 days
• Last 30 days
• Last 60 days
• Last 90 days
• Custom Dates

With the Filters button, you can set the following types of filters:

• Message type
  The type of email (i.e., all messages, all campaigns, or all flows). 
• Message category
  The groups you want to analyze deliverability performance (i.e., Inbox providers or email domains).
• Category value
  Select up to 5 specific inbox providers or email domains to analyze.
  

Email send volume

The Email send volume report shows a breakdown of your delivered and bounced emails across the 5 email domains or inbox providers with the highest send volume.

To see a breakdown of your email send volume over time, select the chart toggle switching to a line graph: 

Negative engagement metrics 

The Positive engagement metrics chart shows your negative engagement rates across the 5 email domains or inbox providers with the highest send volume on your account.

• Bounce rate
• Unsubscribe rate 
• Spam complaint rate 

You can switch between the available tabs on the card to see the breakdown for each metric.

Positive engagement metrics

The Positive engagement metrics chart shows your positive engagement rates across the 5 email domains or inbox providers with the highest send volume on your account.

• Open rate
• Click rate

You can switch between the available tabs on the card to see the breakdown for each metric.

Bounce details

The Bounce details page on the deliverability hub provides information around why your sends are bouncing. If you are seeing issues with bounces, you can analyze this data to take corrective action and improve your overall email deliverability. 

Filters

At the top of the Bounce details page are filters that allow you to analyze the page data based on: 

• Message type

• All messages
• All campaigns
• All flows
  

• Date range

• Today
• Last 7 days
• Last 30 days
• Last 90 days 
• Custom dates

Top bounce categories

The Top bounce categories card provides information about the types of bounces you are experiencing.

The card features a heatmap that shows:

• All 10 bounce categories.
• The 5 inbox providers with the most send volume.

Each box on the heat map will show the count of bounces for the corresponding category and inbox provider. The color of the box is based on the percentage of total messages sent in the chosen time period.

In the top right corner is a toggle between the heatmap view and the line graph view. The line graph shows the following information: 

• Date range
• Bounce count

The 5 lines on the graph each represent one of the inbox providers with the most volume, and match the values on the heatmap.

By default the top occurring bounce category is selected, but you can select a single bounce category to filter the line graph by. 

Bounce report

The Bounce report card shows a further breakdown of the bounces on your account. 

The report shows the:

• Count
  The number of bounces for the respective category and the percentage of the total number of bounces.
• Type
  Hard or soft bounce.
• Inbox provider/email domain
  The inbox provider experiencing the bounces.
• Category
  The bounce category.
• Definition
  A definition explaining the reason for the bounce.

Additional resources 

• Understand the deliverability tab in campaigns and flows 
• Understand sender reputation 
• How to strengthen your sender reputation for a specific inbox provider or email domain