Getting Started with Klaviyo: Session 3 - Email Deliverability

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This recording is the third in a five-part Getting Started training series. You can check out all the details and sign up for a live session by visiting the webinar series landing page.

This session covers Email Deliverability--getting your emails in front of your customers and prospective customers. We dig into the following topics:

  • Best practices for mass email sends (campaigns)
  • Optimizing your email sends for ROI
  • How to think about list management
  • Identifying the type of sender you are
  • Deliverability and compliance best practices



Use the following resources to learn more about the concepts covered in this webinar


Below are some questions customers typically ask about this topic.

How important is setting DKIM and SPF for deliverability? What do I have to do to configure DKIM and SPF with Klaviyo?

When you sign up with Klaviyo we handle all your DKIM and SPF settings for you automatically, so you don’t have to take any additional steps.

How can we determine the distribution of our lists? Is it possible in Klaviyo or would we need to export the data to use programs like SAS to determine this information?

After you’ve integrated and uploaded your data into Klaviyo, you can use our segmentation builder to determine how your customers are distributed by engagement or even other factors like purchase frequency.

I have clients who have stores with large lists but have never sent any emails to them ever. What's a good strategy to warm up a list that has forgotten about your brand?

You should always be sending to a healthy list. If you’ve got a list of emails that you’ve never sent to, your best bet is to either gather more data on how those emails were acquired or not send to them at all. If you focus your efforts on a healthy acquisition strategy and practice sending to engaged customers, you’ll maintain high open, click, and conversion rates. If you risk sending to a list of contacts that you have no data on, then you might generate a large number of spam complaints, blocks, and bounces, harming your deliverability reputation and not bringing you in any revenue.

I have a very large email list, about 800,000+ emails, that’s about 10 years old. I don’t get a lot of engagement through the current platform we’re using. Does Klaviyo assist with cleaning the list?

We’ve got a guide to list cleaning that walks you through the process of identifying your least engaged customers, and methods to clean them from your account.

Will all email subscribers we bring over from our old ESP count toward our storage/send volumes?

All of your active profiles will count toward your billing. You can bring over your customers who are unsubscribed to Klaviyo and they will not count toward your billing. 

If we upload all of our email subscribers, but only 50% of them fall into our engaged segment we are emailing, will we only be charged for the “engaged” population?

You will be charged for how many active profiles you have, not how many engaged customers you have. You will have customers with different levels of engagement and want to target them differently depending on their desired email frequency, how often or what they purchase from you, where they live, etc. 

What’s your recommended best practice for using double opt-in?

We recommend everyone to use Klaviyo’s built-in double opt-in settings, unless you’re using a third party signup form provider that already includes a double opt-in workflow. By default, all new Klaviyo accounts have double opt-in enabled. This protects you from having any of your signup forms targeted by spammers or bots, which in turn keeps your lists clean and healthy. You can read more in our guide to the double opt-in process.

Sorry, I’m new. What do you mean by opt-in?

Opt-in, or a opt-in confirmation email, is a quick email that sends to someone after they sign up to one of your forms. This helps ensure that the person submitting their email address used a real address, and is a real person. After receiving this email, customers can click a link to opt-in to receiving marketing communications from you.


Use the following resources to learn more about the concepts covered in this webinar.

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