Why your Klaviyo emails go to spam and how to fix it

Klaviyo emails land in spam when mailbox providers distrust the sender, usually because of weak domain authentication, complaints from unengaged contacts, or risky content. Fix authentication first, then tighten who you send to, then review the message itself.

Have this ready.

• Admin access to Klaviyo and to your domain DNS settings
• A recent campaign that you know reached spam, plus a seed inbox at each major mailbox provider
• Access to your postmaster or complaint data if the provider offers it
• A clear idea of when the problem started

Steps.

1. 1. Confirm it is really spam

   Send the same email to your own inboxes at several providers and note where it lands. If only one provider is a problem, the cause is likely reputation with that provider, not your template.

2. 2. Check domain authentication

   Open your account settings and look at the sending domain setup. Make sure the domain is verified and that your DNS records are published and passing, then fix anything marked as missing.

3. 3. Send from your own domain

   If you still send from a free mailbox address or a shared default, move to a branded address on a domain you control. Mailbox providers trust a consistent, authenticated brand sender more.

4. 4. Look at who you are mailing

   Build a segment of contacts who never open or click and pause sending to them. Mailing people who ignore you is the fastest way to raise complaints and lose inbox placement.

5. 5. Review recent complaints and bounces

   Check campaign reports for complaints, bounces and unsubscribes. A sudden jump after one send tells you which audience or message caused the damage.

6. 6. Clean up the content

   Remove image-only layouts, broken links, misleading subject lines and shouting punctuation. Keep a sensible balance of text and images and include a visible unsubscribe link.

7. 7. Rebuild trust gradually

   Send to your most engaged contacts first for a while, then widen the audience in steps as placement improves. Do not jump straight back to full volume.

Common pitfalls.

• Changing several things at once, so you never learn which fix worked.
• Buying or importing a cold list while trying to repair reputation.
• Hiding the unsubscribe link, which pushes people to hit the spam button instead.
• Trusting open counts alone when privacy features inflate them.

Check it worked.

• Sending domain shows as verified and authenticated
• Test emails reach the inbox at each major provider
• Unengaged contacts are excluded from regular sends
• Complaint and bounce counts are falling send over send
• Every email has a working unsubscribe link

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our klaviyo email marketing service or book a free audit.