MASTER DELIVERABILITY GUIDE

MASTER DELIVERABILITY GUIDE
Unlock the Secrets of Superior Email Deliverability for E-Commerce Brands. SKYROCKET your brand's revenue with this guide. Transform your email channel into profitable powerhouses with the most up to date guidance on deliverability in 2024.
mg
by max grantham
 
Check Out My Other Guides:
gamma.app
Top 5 Email Ideas From DTC Brands
Here are top 5 types of emails from DTC brands in 2023, along with why they're great, and how you can easily use them to make $$$$ for your brand.
Introduction
One of the biggest levers you can possibly pull to increase email revenue for your brand is improving email health. 
Let this serve as a guiding light for how you should methodically think about maintaining your email list.
Current best practices for setting up email infrastructure correctly and more lie ahead.
Enjoy!
P. S. We will be frequently referencing current best practices as relayed by Gmail, Yahoo, and our main ESP (email sending platform) we use, Klaviyo.
TABLE OF CONTENTS
What Deliverability Means
Factors Affecting Deliverability
How Do We Monitor Deliverability Reputation
Audit your own account
Sending Infrastructure
General best practices for ongoing maintenance of deliverability
Sending Architecture
Set up e-commerce stores
Unique Strategies Using An Optimized Email List
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AUDIT MY BRAND
1. What Deliverability Means
Deliverability refers to the placement of an email after successful delivery, with good deliverability meaning the email lands in the main inbox.
 It is influenced by sending habits, recipients, content, and infrastructure. 
Deliverability alone does not guarantee delivery, as delivery refers only to the email reaching the recipient's mail server.
But What Is Deliverability EXACTLY?
Deliverability is the likelihood that a successfully delivered email will land in the recipient's main inbox rather than spam folder. 
It depends on factors like list quality, content, sending practices, and IP reputation. 
Deliverability is best measured by user engagement with the email through actions like opens, clicks and conversions.
Let's break down what makes up successful deliverability.
List quality
How are your subscribers engaging (clicking and opening) with your emails?
Are they replying to you with feedback?
Are they purchasing from you? 
Are they reporting you to spam or immediately unsubscribing?
These all affect deliverability.
Are they opting in constantly with fresh subscribers coming in daily?
"Pruning" your subscribers by suppressing emails and cleaning your list maintain healthy deliverability
Content
The content of an email needs to be relevant to your brand  and subscribers' interests
A brand cannot send emails with spam trigger words in subject/body.
Emails need engaging design and calls to action to push them to click and scroll through your email
Sending practices
These are the best practices in order to main a healthy email list:
Ramp up volume slowly over time, don't suddenly increase from low to high volumes. This avoids appearing suspicious.
stuck sending to a small list of a few thousand, but you've been collecting tens of thousands of emails you haven't been taking advantage of? An example warm-up sequence would look like:
3k
6k
10k
15k
20k
start slow, then every 1-2 days test bigger and bigger volumes, and note whether or not your opens have dropped or not- you'll know by comparing past average open rates. This should give you a good idea as to where you fall on proper email list sending size
Maintain a consistent sending cadence, such as the same day/time each week. Irregular patterns look more like spam.
Don't send too frequently (e.g. daily can be too much). Find the right balance for your industry and subscribers. 
Test your campaign cadence and watch for when opens/click/conversion drops
Time your sends to avoid peak traffic hours when ISPs are more likely to flag messages. Early morning is usually best.
Send transactional emails like order receipts right away. Automated campaigns can wait until off-peak hours.
A/B test subject lines and content regularly to optimize engagement. Drop poorly performing versions.
Continuously measure open and click rates to ensure subscribers are actively engaging with your emails.
Use dedicated IPs for high-volume sending to avoid reputation issues from fluctuating shared IP pools.
Monitor spam complaint rates and block or suppress sending to domains/addresses that complain.
Following these practices helps ensure subscribers receive and engage with your emails as intended.
SEND TO ENGAGED SUBSCRIBERS!
IP Reputation
IP stands for "Internet Protocol," and it's a set of rules that governs how data is sent and received over the internet.
Mailbox providers look at your overall reputation, including your IP's, when determining where to place an email (inbox, spam, etc). 
The IP reputation, domain reputation, recipient positive and negative engagements are just a few of the factors that influence your overall deliverability.
When you send an email, there are two main identifiers associated with it - the IP address it was sent from, and the domain in the "From" address or sender header. 
Mailbox providers like Gmail look at both of these to determine the reputation of the sender.
The IP address provides clues about the physical location and organization sending the email. 
If an IP has previously sent spam or abusive messages, it will develop a poor reputation.
Email Authentication
Mail servers use authentication protocols (SPF, DKIM, and DMARC) to verify that incoming emails are from legitimate senders and can reject emails that fail. 
SPF (Sender Policy Framework) - Allows domain owners to specify which IP addresses are authorized to send mail for their domain. Helps prevent spoofing.
DKIM (DomainKeys Identified Mail) - Digitally signs outgoing messages to verify the sender and prevent spoofing. Uses public/private keys to authenticate senders.
DMARC (Domain-based Message Authentication, Reporting and Conformance) - An email authentication protocol that extends SPF and DKIM. Domain owners can configure a DMARC policy to specify what receivers should do with any messages that fail SPF or DKIM checks (e.g. reject, quarantine). Helps enforce authentication standards.
We will break down how to add these to your email domain to further legitimatize and authenticate your email domain to improve email health and sender reputation below.
Here are some more, lesser known authentication records:
BIMI: A standard that pairs DMARC email authentication with brand logos in supported email clients, enhancing brand visibility and trust in emails.
rDNS: A method to match an IP address with the sending domain, using a PTR-record to verify that the email sender's server is associated with the domain.
MX-Record: A DNS entry that specifies the mail server for receiving emails for a domain, essential for validating the domain's ability to send and receive emails.
2. Factors Affecting Deliverability
Deliverability does not equal delivery, as delivery only refers to the email reaching the recipient's mail server. 
An email can be delivered but have poor deliverability by ending up in the spam folder. 
Deliverability also does not guarantee the recipient will engage with the email content.
Why deliverability matters
Optimizing deliverability leads to higher engagement and better ROI. 
mails landing in the main inbox rather than spam are more likely to be seen by the recipient. 
Improving deliverability increases the chance users will interact with the email and purchase products or services. 
This uplift in user actions directly impacts revenue for the business.
ROI from optimizing email deliverability
One of our clients we work has extremely healthy deliverability.
They have a properly authenticated and warm email domain
We regularly clean their list
We send to only engaged profiles
They get subscribers by running paid traffic that leads to a pop-up opt in form (compliantly opting in!)
We send entertaining, educational, and interesting emails that subscribers genuinely like
We have a predictable cadence
Many other factors but these are the top!
When you have a solid product, and a healthy email list, these are the potential results…
The current state of email deliverability
Currently, a few factors are weighing on email marketers as they try to navigate the often times vague guidance given by email providers (gmail/yahoo).
Currently, iOS15 and 2024 sender updates dominate the current state of email deliverability.
iOS15
Due to 2021 data privacy changes, Apple has impacted email marketing in a big way.
The three main changes are:
Turned off open tracking - Users can pre-load email images to hide whether they opened an email or not.
Block IP addresses - Users can block specific location data collected from their IP address.
Hide email addresses - Users can obscure click-through activity by using a proxy email address instead of their real oneWhat does this mean? It's hard to track if someone opened an email or not, so Klaviyo automatically counts any one using apple mail app who is sent an email as an "open".
Apple automatically triggers any email sent to them who uses their mail app as an "open", so it's not possible to know whether someone actually opened your email or not!
You can segment out apple privacy opens by using the below in klaviyo and gain clarity on who has actually opened your emails
Using revenue attribution tools like Triple Whale can help gain clarity on revenue attribution to email. 
Revenue will be inflated- +open rates are now inflated on average about 15%+!
Current State: February 2024 Update
Starting February 1st, 2024, Gmail + Yahoo are enforcing new sender requirements. Check out how to prepare below to avoid spam folders + remain in compliance.
New Sender Req's: DMARC Authentication
You need to set up a sending domain in order for you to create a DMARC record for that domain. 
The act of setting up the dedicated sending domain domain does NOT make  you DMARC compliant. 
You set up the domain, then set up the necessary DMARC record for that domain.
 Remember DMARC = domain-based message authentication. reporting, and conformance.
This protects your domain from unauthorized use and it's easy to set up.
New Sender Req's: Dedicated (Branded) Sending Domain
A branded sending domain allows you to send emails that appear to be coming from your brand and allows you to have better overall control of your sender reputation. Any company is eligible to create a branded sending domain.

This removes you from using klaviyo's shared pool of domains, giving you more control on the health your email domain.
Changes your From: in your inbox to come your BRAND instead of klaviyo.mail (free klaviyo accounts show this)
Learn how to set it up here
New Sender Req's: Make Unsubscribes clear
People think this is obvious and shouldn't be said…. but it's not true.
A big thing about the unsub button is that it has to be a ONE-CLICK UNSUB. Not click unsub, open a new window that ges to a preferences page, etc. 
You click it and you are unsubbed.
 Klaviyo will be implementing a banner that has the unsub link in it so Klaviyo users won't have to do anything about that!
And one of the most interesting thing is the new sender requirements clear threshold on Gmail: 
Spam complaints must be <.3% to stay of out junk/spam folders!
How to reduce spam complaints?
don't use spammy subject lines
make unsub button clear
monitor your deliverability performance unknown link
CLEAN your list
send good emails to engaged subscribers
Current State
Apple, Gmail, Yahoo, and all the big guys are trying to create an ecosystem where spam is reduced, and only legitimate companies are sending emails to the right people, legally.
So, given the current state of email deliverability, how can we set up the proper infrastructure, all bases covered, for the healthiest email foundation possible, to make the most money possible from our email list?
Let's break down deliverability reputation
Deliverability Reputation
"Sender Reputation," also known as Deliverability Reputation, refers to the score or assessment mailbox providers give to an email sender. This score is based on the sender's email practices, such as their sending patterns, response behaviors, and various other factors.
Each mailbox provider uses a unique combination of variables and data points to evaluate a sender's reputation.
These providers employ algorithms to analyze a wide range of data points. This analysis helps them evaluate the risk associated with IP addresses that send emails, particularly the likelihood of sending unwanted emails to their users.
The primary purpose of this system is to help mailbox providers decide how to handle incoming emails. Depending on the sender's reputation, their emails might be delivered directly to the inbox, filtered into the spam or junk folder, quarantined, or completely rejected.
Why Is this Important
Simply put, a higher sender reputation increases the chances of your emails landing in the recipient's inbox. 
On the other hand, a lower reputation can lead to your emails being delayed, filtered into spam, or even blocked entirely
Where Do We Go From Here?
You know what deliverability means.
You know why deliverability is important.
You know the factors that affect deliverability.
And you now know know the current state and trends affecting email deliverability.
Now you will begin to understand:
How do we monitor deliverability reputation?
Audit your own account
Sending infrastructure
General best practices for ongoing maintenance of deliverability
Sending Architecture
Set up e-commerce stores
3. Deliverability Reputation Monitoring
How would we know what to improve upon if we don't even know where our current deliverability health stands?
To gain a comprehensive understanding of a sender's reputation, we engage in an in-depth analysis of various indicators that Internet Service Providers (ISPs) communicate to us through multiple channels. 
RECOMMENDED INDICATORS: These channels include SMTP responses, Postmaster Tools, Feedback Loops, among others.
These indicators provide us with valuable information and specific instructions relevant to email senders.
 By examining these sources, we are able to ascertain whether emails are successfully reaching their destinations, or alternatively, to understand the reasons behind their being blocked, delayed, or filtered as spam.
These signals convey information and instructions for email senders!
Go ahead and check out one of these recommended indicators and see for yourself where you deliverability stands.
Deliverability Reputation Monitoring
Most ISP's provide "delivery signals", using different SMTP classifications about the delivery OR non-delivery of your email.
Understanding whether your email is filtered to primary, promotion, spam requires additonal signals such as
Sender Reputation
Engagement 
Authentication
Deliverability Reputation Monitoring: Frequency Of Use
Google Postmaster (GPT) is a good example - they provide a variety of signals about your sending reputation at Gmail, and how their filters identify if your email could be spam or not, using Bad, Low, Medium, or High reputation indicators. 
Key factors include recipient engagement and sender authentication (SPF, DKIM, and DMARC status). 
They also provide spam-complaint rates, which signal whether or not you follow good unsubscribe practices, and send to subscribers who want your content.
Deliverability Reputation Monitoring
The example below shows IP domain reputation monitored over three months, where gradual improvements. to the domain reputation lead to 100% inboxing.
Deliverability Audit For Ecommerce Brands
How can you self audit your own store in order to to see where you're deliverability standfs?
We'll show you how.
Create fresh email accounts with:
Gmail
Outlook
Yahoo
Apple mail (if you have a mac)
This is how you will be able to see where where flow/campaigns land (inbox, promo, spam). 
Klaviyo is the main ESP we use where we will be executing these tests
Deliverability Audit 
For gmail make two accounts: One where you do not engage with any of the emails. 
You do not open them nor do you open an email and click a link. 
We want this to have zero reputation with the brand so we can see where emails land. 
The second one you can open the emails and click links so there is some history with the brand
Deliverability Audit 
Use each email address to sign up for your own newsletter or whosever email account your testing this on.
This is an easy way to get the email accounts into Klaviyo so you can create a deliverability segment with them.
Also, when we send out campaigns, we can use them to monitor deliverability without doing specific tests.
Create a segment called "deliverability" and include those email addresses in the segment. 
This is used for testing campaign deliverability and also will be used for monthly deliverability tests.
Deliverability Audit
Make a copy of this deliverability audit log  
You will be using this to create a concise report of your deliverability tests.
Choose two or three top performing flows and two or three of the most recent email campaigns.
Using the chart below, try to see if a couple flow or campaign emails fall either under the "Room for Improvement" or "Critical" category and test these as well.
Deliverability Audit
Choose emails to test using the following:
Go into the flow and select "edit email" for the first email in the flow. 
At the top right click on "preview & test" and then in the top right click "send test" after entering in all the emails you created for testing separated by commas, and click "send."
Make sure you exit out of the flow without changing anything in the email you were using to test.
Do this for all flow emails you have chosen to test.
Deliverability Audit
Send test emails for both flows and campaigns by following the below:
In Klaviyo, under campaigns, find the campaigns you want to test the email of.
 Since in Klaviyo you can not test an email for a campaign that has already been sent we have to do things a little different than the flows emails.
You need to first clone the campaign we are going to test the email of. 
You do this by clicking on the 3 dots to the far right of the campaign that we want to test and choosing "clone."
You will then be shown a screen asking you what segment to send to and make sure to choose the deliverability segment you set up after you created your email addresses and signed up for the clients newsletter with them.
Click through until you can click on edit for the email. 
Once inside the email you can then send a test email without actually setting the campaign live. 
We might want to send live campaigns to our test segment just to see how live campaigns are hitting the inbox vs using the test domain from Klaviyo.
Once you are done sending the test email for the campaign you can exit it out of the campaign, and then delete it in the campaign screen.
MAKE SURE TO ONLY DELETE THE TEST CAMPAIGN YOU CREATED, DO NOT DELETE A CAMPAIGN THAT WAS ACTUALLY SENT.  YOU NEED THAT DATA!
Deliverability Audit
Note the details of the test in the Deliverability Audit log spreadsheet using following:
In the deliverability audit log sheet, make sure the tab "Provider tests" is selected:
In the "type" field, enter "automation" if you are testing a flow email, "campaign" if you are testing a campaign email, or "ecommerce" if it is a transactional style email.
The majority of the emails we test will be either automations or campaigns as most transactional emails are handled by the ecommerce platform they are using, usually Shopify or WooCommerce.
In the "Message" field select what type of message the email conveys. Use your best judgement when choosing this, it isn't super important so don't stress over it. Just choose the one that fits the email the best.
Enter in the subject line of the email you are testing in the "subject" field.
Enter the from name (sender name) in the "from" field.
look at the email and decide if it is text based, image heavy (usually indicates a promotional email) or a hybrid of both. under the "style" field mark what style the email is based on your observation.
Enter the segment / list these emails are being sent to.
For most flows it will be the list attached to the flow or the segment used to trigger the flow.
You then want to go to your email accounts that you have set up and see exactly where the emails land:
for Gmail that can be inbox, promo, or spam
Once your gmail account is created you might have to go into settings and turn on the promo tab feature. Make sure to do this.
Mark where the email landed using the providers section which is to the right of the email details section in the provider tests section of the audit log.
We want to note if the SPF and DKIM have "passed" or "failed" in the respective sections of the original message details.
If the client is NOT using a dedicated sending domain then chances are that either SPF or DKIM will show failed when they are using Klaviyo as an ESP.
Mark that information down in the audit log in the "authentication" area which is to the right of the "providers" section.
Deliverability Audit
Check email IPs for blacklists
Take the IP addresses from the test emails that you find in the "show original" section of the email and use https://mxtoolbox.com/blacklists.aspx to check if the ips are on any blacklists.
Note: If the client is using a shared IP (not using a dedicated sending domain / dedicated IP address) then chances are high they are on at least one blacklist.
If they are on any blacklists make a note of it in the "Reputation - Black Lists" tab in the deliverability audit log spreadsheet.
Deliverability Audit
Now ask your self:
Were certain inbox providers landing in Spam while others were not?
maybe we want to think about creating a segment for Yahoo or iCloud and work on deliverability
2.     Did the emails show up on any blacklists?
This could potentially happen if you are spamming your lists constantly, using or borrowing or buying lists and uploading them against consent terms. You can request SORBS spam blacklist to remove your IP from their account. 
In general, if you upkeep your deliverability by following the tactics in this guide, you should avoid this all together.
3. how were your open/click rates? Were they under 20%? Constantly landing in spam?
It's time to follow a protocol for improving your sender reputation (←click this to learn how to do below)
Disable lower-engagement flows
Discontinue any 3rd party marketing
Send following the appropriate re-warm schedule
Remove unengaged subscribers
Setup dedicated infrastructure (I will break this down)
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4. Sending Infrastrucutre
Designing the sending infrastructure is usually the first step for any store looking to ensure their doing everything possible to attain a high sender reputation.
Why does this matter? The correct sending infrastructure plays a big role in the success of your email channel.
Your sending practices, volumes/patterns, data-quality (list collection), recipient engagement, negative intent signals and content, are all important factors to consider. We will break this down as part of understanding sending infrastructure.
How you are currently executing on your email channel directly reflects the current health of your email deliverability. 
it's important to RECOGNIZE what you are doing NOW , since they're alot of factors and trade offs.
Your "sending infrastructure" consists of:
Active list size 
Frequency of sending
Quality of data
Engagement
Type of Content 
Reputation Management
Sending Practices & Accountability
Cost
Important questions to ask yourself:
Are you willing to sacrifice the type of content or sending cadence as per email standards (sending spammy sales campaigns or too many campaigns a day/week) to try and generate more revenue?
Do you have enough contacts and do you email them regularly enough to establish a strong IP reputation?
Is your audience actively interacting with your emails? This depends on how they signed up, the relevance of your content, and how you manage your email campaigns.
What are the advantages and disadvantages of using a dedicated IP address for sending emails versus joining a shared IP pool? Could other users in a shared IP pool impact your email program?
Should you separate the email reputations for different aspects of your business, such as by domain, brand, type of program, or location?
Recipient Engagement
Recognize the importance of email engagement and its impact on deliverability. 
Engagement isn't about a single metric but involves understanding how recipients interact with your emails, considering both positive and negative interactions
Consistently positive or negative engagement affects sender reputation over time.
Effective contact strategies that adjust frequency and messaging based on user response can improve deliverability.
 Aim for a level of engagement that maintains a good sender reputation WITHOUT causing deliverability issues, thus optimizing reach and revenue. 
Always consider how your email strategy affect deliverability and adjust your sending segments and sending practices.
What are your main signals?
Unique Opens: Number and percentage.
Total Opens.
Unique Clicks: Number and percentage.
Total Clicks.
Opened without clicking.
Opened and clicked.
Multiple opens or clicks.
No opens.
Opened then deleted.
Deleted without opening.
Rescued from Spam to Inbox.
Sent from Inbox to Spam.
Moved to a different folder or tab.
Marked as important or starred.
Added to a contact list.
Marked as spam or junk.
Reported as phishing.
Replied to.
Forwarded.
Unsubscribe rate.
Unsubscribe as a percentage of clicks.
Recipient Engagement
Final word on this with a question we always get…
How many campaigns can I send without spamming our customers?
Check out what I said in this Q&A I did on my twitter (and follow me!)
The entire thread has a bunch of good questions answered about engagement, making money from campaigns, and spam.
And to elaborate on just one point below- as your email list gets bigger and bigger, it becomes very important to segment your list to upkeep deliverability. Learn how here (simple) and here (advanced).
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Content
Best way to improve engagement? Sending genuinely high quality content.
Make your subscribe laugh. 
Teach them something they didn't know. 
Visually stimulate them with inspiring imagery and brand design. 
Don't be boring. 
Don't spam them with constant sales. 
Don't talk to them like they don't know or understand your brand. 
Have genuine interactions with your subscribers and you will be rewarded.
The technical aspects of email, such as HTML code or templates, are less likely to influence deliverability compared to content relevance. 
Relevant content → drives engagement, which in turn enhances sender reputation.
 Irrelevant content → drives disengagement, unsubscribes, or complaints.
 Segmentation and targeted content are essential.
List Collection & Data Quality
Your list should consist of only people who:
purchased and checked the box to receive email marketing
explicitly opted-in to your pop up to receive an offer in exchange for their email and ability to email them
You should not use:
retention.com or other third party apps that scrape your website for visitors while funneling visitor's emails to your email lists who were cross-found on third party data collection databases
giveaways, raffles, or any third party method of email collection that is not directly hosted on your website via klaviyo's landing page builder
buying emails and importing them as consent-given emails.
email scraping or cold email outreach
buying, renting or sharing a list
List Collection & Data Quality
Your email list is EVERYTHING for your email channel
While growing your list is essential, growing your list with high-quality data remains key for your email channel's success. 
A clean list ensures better deliverability and compliance with legal standards.
Grow your list authentically and protect your main email health.
Focus on:
Gaining subscribers with compelling content and offers.
Being transparent about the opt-in process and consent.
Making subscription (and un-subscription) user-friendly.
Differentiating between explicit and implicit consent.
Monitoring lead sources for email validity and engagement.
Negative Intent Signals
Monitor these to protect your sender reputation from getting destroyed with ISP's!
Spam Complaints: when users report your emails as spam or junk. Leep complaint rates under 0.1 (as of new February 2024 requirements)
Bounces: Failure of email delivery, categorized into:
Soft Bounces: Temporary delivery issues by way of server downtime, full mailboxes, etc. 
Hard Bounces: Result from invalid or non-existent email addresses. Klaviyo automatically suppresses these, but it's vital to address and prevent them actively.
Spam Traps: These are email addresses that should not be in your list because they are not associated with real users. They're a tool used by ISPs to identify senders with poor practices in list collection and hygiene. Ensuring proper opt-in procedures and clear segmentation is crucial to avoiding spam traps and protecting your reputation.
Blocklisting: Being added to a blocklist indicates recognition as a problematic sender by networks like Spamhaus & Cloudmark, which share data with ESPs and ISPs. Removal from these lists can be resource-intensive and harm your engagement with customers.
So focus on proper data collection, explicit consent, and awareness of these negative signals- they are essential for avoiding delivery issues and identifying opportunities for improving reach and engagement.
5. Sender Architecture
Your sender architecture is the foundation in which your email list sits upon. Optimize your architecture in order to improve how you are perceived by mail-box providers.
Pay close attention to this section, and implement these steps.
We will go over setting up a dedicated sending domain, list cleaning, and a sunset flow.
Dedicated Sending Domain
What is it? This allows you to send emails that look like they are coming from the brand. It also allows you to have sender reputation management you didn't have before.
Any company can set this up for themselves.
The default is using a shared IP from klaviyo domain, where email messages appear as "via klaviyomailc.com"
Setting this up removes the klaviyomail message displayed by the sender email address, and you will no longer be on a shared domain. Remember, this a requirment now in February 2024.
Before starting this process, new Klaviyo accounts should make sure that you'll have time to warm your infrastructure. You not have to warm your infrastructure if a domain that has been registered for at least 30 days AND you’ve used the domain to send email already
Connect branded sending domain on klaivyo and generate the required DNS records. 
You will need to add a root domain (the domain you registered), and an email address that reflects this domain ([email protected]). 
root domain: tabschocolate.com
email address: [email protected]
Go to settings > Email on klaviyo and you will see options to set up a branded sending domain.
Branded Sending Domain
this is the domain used to send from klaviyo that appears on email headers. This must be UNIQUE and UNUSED. the most commonly used branded sending domain is send.helloworld.com
you choose this on your own.
Select your brand's DNS provider and login to your account, click the text to copy the generated DNS records, and update your DNS records.
Click verify your records, and when you're set up and good to go, you will see this:
List Cleaning
Cleaning your list routinely is KEY for MAINTAINING email health.
Create an unengaged segment:
This segment will also serve as the trigger for the sunset flow.
Use a timeframe that will encompass the majority of unengaged subscribers. Check this by creating the segment and then modify it for different time frames to see which segment encompasses the most unengaged without bleeding over into engaged segments.
Export unengaged segment to csv
Once you have the segment you created above, go into the segment and at the upper right click on "Manage segment" and from the pop up box choose "export segment to CSV"
Upload exported csv of unengaged segment to suppression list:
Create segment to use for monthly list cleaning based on sunset flow
The days for this segment is the same amount of time you have chosen for the sunset flow, which will always be longer than the amount of time in a Winback flow.
Monthly list cleaning:
Export "Monthly suppression" segment to csv, then upload to suppression list on monthly basis
Follow direction for suppression here
Sunset Flow
Follow this guide from klaviyo for set-up, I couldn't relay this information better than them!
6. Unique Strategies Using An Optimized Email List
BFCM or SALE STRATEGIES
When doing your biggest sales of the years, this is the time to take advantage of your un-engaged and suppressed lists.
Unsuppress all of your contacts, open engaged segment to everyone who has opted-in for marketing. and send to your unsuppressed segment/list.
Your spam complaints should still be under the thresholds (spam complaints <.01%). This is a viable strategy to increase revenue on the email channel
When your sale is done, downgrade your billing, and suppress your unengaged emails again.
This is an incredible way to take advantage of the emails you've acquired in a compliant manner WHILE maintaining health deliverability.
Conclusion
You've learned:
What deliervability means
Factors affect deliverability
How do we monitor deliverability reputation
Audit your own account
Sending Infrastructure
General best practices for ongoing maintenance of deliverability
Sending Architecture
Set up e-commerce stores
Unique strategies using optimized email list
That's it! You should now have a complete understanding of email deliverability as it relates to ecommerce brands, and how to set this up for your own store or for others.
Follow me on twitter for more strategies on utilizing your email lists effectively, and book a call with us if you need us to audit your brand, or need help with your email/sms channel!
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