Overview
If your emails keep ending up in the spam folder, you’re not alone.
Even top brands lose thousands of dollars each month because their campaigns never reach the inbox.
The good news is that you can fix deliverability issues quickly with a few focused actions.
Here are the five most effective steps to improve your email deliverability and make sure every campaign gets seen.
Step 1: Clean Up Your Email List
The biggest reason emails go to spam is poor list hygiene.
When you keep sending to unengaged or invalid contacts, inbox providers start flagging your domain as low quality.
What to Do
Remove unengaged subscribers every 60–90 days
Use verification tools like NeverBounce or ZeroBounce
Run a re-engagement campaign before removing inactive users
Avoid purchased or rented lists
Healthy lists lead to higher engagement, which signals to inbox providers that your emails are valuable and trustworthy.
Step 2: Authenticate Your Domain
Without authentication, your emails can look suspicious to inbox providers.
Think of authentication as your digital ID card that proves your emails really came from your brand.
Set Up These Three Records
SPF (Sender Policy Framework) – Verifies which mail servers can send emails for your domain
DKIM (DomainKeys Identified Mail) – Adds a digital signature that confirms the email was not altered in transit
DMARC (Domain-based Message Authentication, Reporting & Conformance) – Tells inbox providers what to do if an email fails SPF or DKIM
If you use Klaviyo, these settings can be added directly under Account → Settings → Domains. It takes just a few minutes and can drastically improve inbox placement.
Step 3: Protect Your Sender Reputation
Your sender reputation is like a credit score for your domain.
The higher your score, the better your inbox placement.
How to Protect It
Keep bounce rates under 2%
Maintain open rates above 30%+
Avoid spammy words like “FREE,” “Act Now,” or “100% Guarantee”
Send emails on a consistent schedule
Warm up new domains slowly by sending to small, engaged segments first
You can use Google Postmaster Tools to monitor your domain reputation and stay ahead of deliverability issues.
Step 4: Send Engaging, Relevant Content
Even with a clean list and proper authentication, low engagement can hurt deliverability.
Inbox providers track how recipients interact with your emails. If your audience ignores or deletes them, your future campaigns may end up in spam.
How to Improve Engagement
Personalize subject lines and content with first names or purchase history
Segment your audience based on behavior or activity level
Write short, curiosity-driven subject lines
Encourage replies and two-way conversations
Occasionally ask readers to move your emails to their Primary tab or mark them as important
Example:
“Hey {{first_name}}, hit reply and tell me which product you want us to restock next. I’ll read every response.”
That kind of personal interaction helps build trust and improves inbox placement.
Step 5: Monitor Your Deliverability Metrics
You can’t fix what you don’t track.
Monitoring your deliverability helps you identify small issues before they become serious problems.
Watch These Metrics Weekly
Delivery rate (aim for 98% or higher)
Open rate (target 30% or higher)
Bounce rate (keep under 2%)
Spam complaints (stay under 0.1%)
Use tools like Google Postmaster Tools, Mail-Tester, or GlockApps for visibility into how your emails perform.
Klaviyo also provides deliverability reports that show how your flows and campaigns are performing across domains.
Final Thoughts
Improving deliverability isn’t about tricks or hacks. It’s about consistency, trust, and relevance.
When you keep your list clean, authenticate your domain, protect your sender reputation, and send great content, inbox providers will reward you with higher placement and stronger performance.
Because every email that lands in the inbox is another chance to drive sales and build loyalty.
Need help improving your deliverability?
At Bylders.io, we help Shopify brands audit, repair, and optimize their Klaviyo accounts.
Our clients routinely see better inbox placement, higher engagement, and stronger ROI within 30 days.
👉 Book a Free Email Deliverability Audit
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