Since deliverability is the sum of many factors, you have to judge your performance using a collection of key performance metrics. This includes open rates, click rates, unsubscribe rates, bounce rates, and spam complaint rates. Benchmarks (in other words, what "good" looks like) for these metrics vary by industry, so you have a few ways you can check your deliverability metrics in Klaviyo.
Use the deliverability score tool in Klaviyo to monitor performance
In a perfect world, there would be a standardized deliverability score for your domain that's used across all inbox service providers. To make up for the fact that this doesn't exist, Klaviyo has developed our own scoring tool in the Deliverability hub that can help you get a general sense of your deliverability health. The score is calculated using a combination of key metrics, which you can also see on the same screen, and is updated daily based on the last 30 days of data.
Depending on what your score is, the Deliverability hub also provides personalized action center recommendations for actions that you can take in your account to improve your deliverability. We recommend prioritizing these tasks to strengthen your sender reputation and improve your deliverability.
Learn more about the deliverability hub and how to interpret your deliverability score in Klaviyo.
Benchmark your performance against competitors
Benchmarks are a helpful way to measure how your messages are performing in relation to other businesses similar to yours. This tool will give you a sense of whether or not you are on par with your peers in your industry.
When looking at benchmark data, you want to aim to be in either the "Good" or "Excellent" categories. If you are falling into the "Fair" or "Poor" categories on any metric, it's time to tweak your strategy.
Learn more about how to use benchmarks to improve performance.
Review the Deliverability tab within individual message performance reports
Every email message you send out of Klaviyo comes with a comprehensive performance report. For campaigns, you can access this by clicking on the campaign from your list of sent campaigns. For flow messages, select the message you want to inspect within the flow and click View Details in the Performance module.
You'll see a tab called Deliverability. This is where you can find a breakdown of key deliverability stats for that specific campaign. See the metrics that matter most at the top, with recommended actions below to help identify areas of improvement for your next campaign.