In the vast landscape of digital communication, email remains a key pillar in any ecommerce marketing strategy. Whether you’re a small start-up or established brand, one crucial factor often goes unnoticed - email deliverability. In this blog post, we'll delve into the intricacies of email deliverability, exploring what it is, why it matters, and how you can optimise it for successful communication and increased revenue generation.

What is Email Deliverability?

Email deliverability refers to the ability of your emails to reach the intended recipient's inbox without being flagged as spam. It's not just about hitting the 'send' button; it involves a complex interplay of factors that determine whether your email will successfully navigate through the digital channels and land where it's supposed to.

Why Does Email Deliverability Matter?

  1. Building Trust: High deliverability rates build trust between you and your audience. Consistently landing in the inbox signals to inbox providers that your content is legitimate.
  2. Maximising Reach: Your carefully crafted emails won't yield results if they end up in the spam folder. Improving deliverability ensures your message reaches a wider audience.
  3. Protecting Your Reputation: Inbox providers.g. Gmail and Outlook, monitor sender behaviour. If your emails generate high bounce rates or spam complaints, your sender reputation can suffer, affecting future deliverability.

Factors Affecting Email Deliverability

1. Sender Reputation:

  • Maintain a positive sender reputation by sending relevant and valuable content.
  • Minimise bounces and unsubscribes, as these can negatively impact your reputation.

2. Content Quality:

  • Craft compelling and relevant content to engage recipients and reduce the likelihood of being marked as spam.

3. List Hygiene:

  •  Regularly clean your email list to remove inactive or disengaged subscribers.

4. Consistent Sending Patterns:

  • Maintain a consistent sending schedule to establish predictability for both recipients and email providers.

Strategies for Improving Email Deliverability

1. Personalisation:

  • Personalised emails are more likely to be opened. Use recipient names and tailor content to their interests and past behaviour. 

2. Segmentation:

3. A/B Testing:

  • Experiment with different subject lines, content formats, and send times to optimise your email performance.

4. Monitor Metrics:

  •  Regularly analyse key metrics like open rates, click-through rates, and spam complaints to gauge your email performance.
  • Use industry benchmarks to understand how you compare to peers

5. Engage Subscribers:

  •  Encourage recipients to open and engage with your content with relevant and appealing messages
  • Always provide clear options for opting in or out and changing email preferences

Improve Email Deliverability with Klaviyo

If you are considering ways to improve your deliverability, and elevate your email marketing, a switch to Klaviyo could be a step in the right direction to help you achieve your goals. 

Unfortunately, there is no ‘quick win’ to increasing deliverability, as gaining trust from your audience and inbox providers takes time and implementation of best practice strategies. 

However, with Klaviyo you can access multiple tools such as email segmentation, automation, A/B testing and industry benchmarking. All of which will enable you to evolve and improve your email marketing, creating a more successful strategy for your business and greater connection with your customers.

To learn more about how we could support you, as a Klaviyo agency, click here


Email deliverability is a nuanced and critical aspect of successful email marketing. By understanding the factors that influence it and implementing effective strategies, you can ensure that your emails not only reach the inbox but also resonate with your audience, fostering a meaningful and lasting connection.


Nathan Hoare

Digital expert with extensive global marketing experience