Email & Retention
Deliverability
The percentage of your emails that actually land in the inbox (not spam or promotions tab). Protected by list hygiene, sender authentication, and low complaint rates.
Deliverability is the percentage of your emails that actually land in the primary inbox, not in spam, promotions, or unknown-sender filters. It's the quiet foundation of every email program — and it's usually broken before anyone notices, because Klaviyo and other ESPs report "delivered" status based on whether the mail server accepted the message, not whether the human ever saw it.
The controls:
- Sender authentication: SPF, DKIM, DMARC configured for your sending domain.
- List hygiene: Sunset non-engagers; never buy lists; double opt-in where appropriate.
- Engagement-led segmentation: Send most-often to most-engaged; taper frequency for cooler segments.
- Complaint rate: Keep "marked as spam" complaints under 0.1% per send.
Articles mentioning Deliverability
- Black Friday & Q4: 40% of Your Annual RevenueThe 90-day prep, BFCM-week execution, and post-holiday retention plan that turn a regular-sized dropshipping store into a Q4 juggernaut.
- Email & SMS Flows That Recover 30% of Lost SalesThe seven Klaviyo flows every dropshipping store should run, with exact timing, real open rates, and the copy patterns that outperform templates by 3x.
- Email Subject Lines That Print MoneyThe 8 subject-line formulas behind the highest-revenue email campaigns in 2026 — with real examples, open-rate benchmarks, and the mistakes that tank your deliverability.