Email marketing is one of the most effective tools for eCommerce businesses. But what happens when your meticulously crafted emails don’t reach your audience’s primary inbox? Instead of boosting engagement, your emails might land in promotions or, worse, spam.
Knowing where your emails end up is crucial for improving open rates and driving conversions. Today, we’ll explore how you can determine your email placement and optimize deliverability using tools like Klaviyo.
Understanding Email Placement and Its Impact
When you send an email, it travels through filters to decide whether it lands in the primary inbox, promotions, updates, or spam. For eCommerce businesses relying on email marketing to connect with their audience, email placement can significantly affect performance metrics like open rates, click-through rates, and sales.
Why Does Email Placement Matter?
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Primary Inbox: Ideal for personal and direct communication, leading to higher engagement.
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Promotions Tab: Common for marketing emails, with moderate visibility.
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Spam Folder: A nightmare for marketers, as emails are unlikely to be seen.
The Problem with Self-Sent Emails
Testing emails by sending them to yourself can be misleading. Algorithms recognize your engagement and often place these emails in the primary inbox. However, emails sent to new subscribers or unfamiliar recipients may end up in less favorable tabs.
Tools to Improve Email Placement
Klaviyo insights help improve email deliverability by identifying engagement trends, suppressing unengaged subscribers, and optimizing send times. By analyzing open rates, click rates, and spam complaints, you can refine your audience targeting and adjust your content strategy to maintain a strong sender reputation. Leveraging Klaviyo’s Smart Sending and segmentation tools ensures emails reach the right inboxes, reducing bounces and increasing engagement.
Step-by-Step Guide to Testing Email Placement
Analyzing Results
After sending your latest campaign, review the results in Klaviyo. You’ll see whether emails had a high unsub or spam rate, and could have a low open / click rate. If either of these are true, there is a good chance there is a portion of your list that are getting this email in either the promotions tab or worse, spam. If emails fall into unwanted tabs, identify potential causes like spammy keywords, misleading subject lines, or overly promotional content.
Refining Your Strategy
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Adjust Keywords: Avoid terms commonly flagged as spam, such as “free” or “guaranteed.”
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Improve Subject Lines: Keep them clear, concise, and relevant.
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Optimize Content: Use clean HTML, limit excessive links, and maintain a balance between text and images.
Leveraging Klaviyo for Enhanced Email Marketing
Klaviyo empowers eCommerce businesses to create personalized and effective email campaigns:
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Track Deliverability: Monitor open rates, click-through rates, and overall campaign performance.
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Segment Your Audience: Tailor messages based on user behavior and preferences.
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A/B Test Campaigns: Experiment with subject lines, email designs, and calls to action.
Best Practices for Email Marketing Success
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Focus on Relevance: Deliver content that resonates with your audience.
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Maintain List Hygiene: Regularly update and clean your email lists.
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Test Frequently: Continuously monitor and refine your strategies using tools like Klaviyo.
Conclusion: Take Control of Your Email Marketing
Email marketing remains a cornerstone of eCommerce success. By understanding where your emails are landing and leveraging tools like Klaviyo, you can optimize your campaigns for better engagement and conversions. Don’t let your efforts go unnoticed—test, refine, and ensure your emails make it to the right inbox.
Start today and take control of your email marketing journey!
