How to audit your account health and deliverability
Take proactive steps to keep your sender reputation strong and ensure your messages consistently reach your audience. By regularly auditing your account's health and deliverability, you can identify and fix deliverability issues, correct data inaccuracies, and refine your segments, ultimately maximizing your email and SMS marketing impact.
In this video, we'll walk you through analyzing your Klaviyo attributed revenue, evaluating your email and SMS campaign performance, and assessing deliverability to optimize your marketing impact.
Monitor your email deliverability
Building on the importance of maintaining a strong sender reputation, we recommend exploring the Deliverability hub to analyze key metrics and improve your performance. In this section, we'll break down what the Deliverability hub is, the metrics you'll find, and how to use this information to enhance your email deliverability, ensuring your messages consistently reach and engage your audience.
Access the Deliverability hub
What it is:
The Deliverability hub is your go-to resource for pre-built reports on key engagement metrics that impact deliverability. It includes detailed insights such as inbox provider breakdowns (e.g., Gmail, Yahoo), bounce reports, and actionable alerts. Klaviyo will also measure a deliverability score for your account, as shown here.
Why it matters:
It provides a strategic overview of your email performance, helping you optimize open rates and boost email revenue.
How to access:
- For campaigns:
Navigate to a sent campaign and select the Deliverability hub. - For flows:
Go to your flow email, click Edit, then access the Deliverability hub.
Analyze key metrics
What they are:
Essential metrics that show how your recipients are engaging with a message.
Why they matter:
Understanding these metrics helps you evaluate how well your emails are performing and identify areas for improvement.
Email metrics to review:
- Open rate
Measures how often your emails are opened. - Click rate
Tracks how often recipients click on links within your emails. - Bounce rate
Indicates the percentage of emails that were not successfully delivered. - Unsubscribe rate
Shows how many recipients opted out of receiving future emails. - Spam complaint rate
Reflects how many recipients marked your emails as spam.
SMS metrics to review:
- Click rate
Measures how often recipients click links in your messages. - Conversion rate
Tracks the purchase rate after clicking links. - Unsubscribe rate
Indicates how many recipients opt out of your SMS communications.
For comprehensive guides on deliverability, review our articles Understanding email deliverability and Understanding SMS deliverability.
Understand performance targets
What they are:
Use benchmarks to assess whether your email performance is meeting industry standards.
Why they matter:
By regularly comparing your metrics against these targets, you will be able to identify any areas in need of improvement and promptly address any issues.
How to review your performance:
Within Klaviyo, you can analyze your account data in relation to Klaviyo's best practices, industry trends, and companies similar to your own. To do so:
- Navigate to Analytics.
- Select Benchmarks.
- Review pages most relevant to you (e.g., email campaigns, SMS campaigns, flows, etc.).
Tip: If any metrics fall into the “Room for Improvement” or “Needs Attention” categories, use our troubleshooting guide to address issues.
You can also learn more about where you stand on email open rates, click rates, conversion rates, and revenue per recipient within our report on Email marketing benchmarks by industry 2024.
Review performance insights
What they are:
Detailed performance data grouped by inbox provider, email domain, country, and email client.
Why they matter:
Analyzing these insights helps you identify specific areas for improvement and refine your email strategy based on performance across different segments.
Areas to review:
- Inbox provider:
Identify deliverability issues specific to certain inbox providers. - Email domain:
Check if there is a correlation between deliverability issues and specific email domains. - Country:
Understand deliverability performance across different countries to optimize send times. - Email client:
Gain insight into how your emails are viewed on different devices (desktop vs. mobile).
Note: Apple Mail Privacy Protection (MPP), which hides client information, may skew data.