Megan Miracle | Klaviyo Email Deliverability Improvement

A Shopify skincare and bath care brand came in after close to a year of emails landing in spam. On paper, everything looked fine. SPF passed. DKIM passed. The sending domain was already connected inside Klaviyo. Every basic check a quick audit would run came back clean.

The domain had been verified inside Klaviyo but never activated for sending. That single gap meant every email was going out under Klaviyo's own shared domain instead of the brand's own, so DMARC could never align no matter how good the content or the list was. A year of steady email marketing had been quietly training Gmail and Outlook to distrust a domain that never actually got the chance to build its own reputation. Catching this took checking the real email headers on a live send, not just reading the settings screen, since the settings screen alone made everything look correctly configured.

Once the domain was switched on, a follow up test confirmed SPF, DKIM, and DMARC all passing cleanly under the brand's own domain for the first time. From there, the work shifted to rebuilding trust with mailbox providers directly, correcting misrouted test sends, keeping engagement active, and watching inbox placement move week over week rather than assuming one setting change would fix a year of damage overnight.

The Klaviyo deliverability score moved from 42, rated Poor, to 62, rated Fair, inside thirty days, with bounce rate and unsubscribe rate both crossing into Klaviyo's healthy range along the way. A campaign sent to the most engaged segment of the list during the recovery period pulled a 59.55 percent open rate and a 2.48 percent click rate, well above where the account average started. Revenue attributed to email climbed double digits over the same window as the domain rebuilt trust.

A separate compliance gap was caught along the way. Klaviyo rolled out a new authentication requirement for Unbounce webhook integrations, and a review of the account found a page that had a webhook set up with the actual security header never filled in, meaning it looked protected but never was. Every published page sending data into Klaviyo was corrected and secured ahead of the deadline, folded into the same engagement at no extra cost.

Services: Klaviyo deliverability audit and recovery, domain authentication (SPF, DKIM, DMARC), sender reputation rebuild, Unbounce and Klaviyo webhook security, ongoing deliverability monitoring.