If your email open rates have taken a dive lately, your first instinct might be to blame the subject line.

Too boring? Not enough emojis? Should’ve used “last chance” again?

But here’s the thing: if your deliverability score is low, your subject line might not even be seen — because your emails may never make it to the inbox in the first place.

Let’s break it down.

What Is Email Deliverability?

Deliverability is the measure of how successfully your emails land in your subscribers' inboxes — not their spam or promotions folders. It’s influenced by your reputation as a sender, how engaged your audience is, and how consistently you follow best practices.

And if you're using Klaviyo, you’ll find a deliverability score right in your dashboard. (Spoiler: It matters more than you think.)

Why Your Deliverability Score Matters

📉 Low score = fewer inboxes = fewer eyeballs = fewer sales
📈 High score = more inboxes = more opens = more conversions

Even if you’re sending the most beautifully designed, conversion-optimised emails… it won’t matter if they’re not being seen.

What Hurts Your Score?

A few common culprits:

• Sending too frequently to disengaged subscribers
  

• Neglecting your welcome or post-purchase flows
  

• Not authenticating your domain (SPF, DKIM)
  

• Using purchased lists (just don’t)
  

And yes, this one might sting: ignoring your low engagement metrics and just… sending more campaigns.

3 Signs Your Deliverability Might Be Suffering

1. 📉 Your open rate suddenly drops across the board
   

2. 🕵️ Emails are going missing (or landing in spam)
   

3. 💬 Subscribers say “I never got your email”

If you’re seeing these? It’s time for a fix.

3 Quick Wins to Start Improving Deliverability

1. Sunset disengaged subscribers
    If they haven’t opened in months, it’s time to let them go (or re-engage them first with a targeted flow).
   

2. Start small
    Send campaigns to your most engaged segments first to rebuild trust with inbox providers.

3. Focus on flows
   Automated flows tend to perform better and help stabilise your score. Make sure you’re using them to guide customers through the journey.

Want to Know Your Score?

Your deliverability score is one of the most overlooked metrics in email marketing — but it could be the very thing holding your strategy back.

📩 Want me to take a look? That’s exactly what I do inside the Klaviyo Success Blueprint. You’ll get:

• A full audit of your setup
  

• Personalised video walkthroughs
  

• A clear, actionable plan to improve performance fast

✨ DM me your score if you’re not sure where to start — or click here to book yours now.

Let’s get your emails seen and selling.