Most eCommerce teams only think about email deliverability when open rates start dropping-or worse, when they land in spam without knowing why.
But by that point, you’re reacting to a mess that could’ve been prevented.
Inbox providers are constantly adjusting their filters. Even reputable brands with clean lists and great content are getting caught out because of invisible technical issues.
That’s why a strong deliverability setup isn’t just “nice to have”-it’s foundational.
Fixing it now protects every future campaign you send.
In this post, we’ll walk you through the first three essentials-and if you want to take it further, you can grab our complete deliverability guide for free.
Inbox providers like Gmail and Outlook aren’t just judging your emails-they’re judging your behavior.
If you suddenly increase your volume, get low open rates, or lack proper authentication, algorithms assume you’re spam. That’s because spam-like patterns often mirror poor sender practices:
→ Unverified domains
→ Generic IPs
→ Sudden volume spikes
→ Low engagement signals
It doesn’t matter if your offer is genuine-perception of legitimacy determines deliverability.
Klaviyo data shows that deliverability can swing open rates by 20–40% depending on setup.
Inbox placement (vs. spam folder) directly affects revenue-but most brands don’t even know what’s broken.
One of our clients improved deliverability by 20% in 30 days simply by fixing DNS records and warming their domain properly.
Now let’s break down the first 3 essentials from our complete deliverability guide.
Yes-these acronyms matter.
Scammers can impersonate your domain. Without proper authentication, inbox providers will assume you’re one of them.
These records are non-negotiable. They tell Gmail and Outlook: “This email is safe. We are who we say we are.”
Authentication Method | Purpose |
SPF | Lists which IPs can send email for your domain |
DKIM | Adds a digital signature to verify email integrity |
DMARC | Tells providers how to handle failed SPF/DKIM |
DNS | Hosts your authentication settings at the domain level |
Action Steps:
What You’ll See Improve:
✅ Lower bounce rate
✅ Higher open rate
✅ Reduced spam reports
If you go from 0 to 10,000 emails per day without warming up your domain, you’re asking to be flagged.
Mailbox providers are sensitive to new senders. Sudden volume = spam suspicion.
Action Steps:
Why It Matters:
✅ Higher inbox placement
✅ Fewer spam complaints
✅ More consistent revenue from email
(We’ll keep this one brief-because the full explanation is in the guide.)
Inbox algorithms prefer stability. Erratic sending triggers filters.
Send too often → fatigue and unsubscribes.
Send too infrequently → forgotten, flagged as spam.
The fix?
Maintain a predictable cadence, especially during ramp-up phases or after list cleanups.
These are just 3 of the 9+ critical strategies we cover in our full Email Deliverability Guide-built specifically for eCommerce brands using Klaviyo and Shopify.
If you want to:
👉 [Join the list here] to get the full guide sent straight to your inbox. (Your inbox will thank you. So will your bottom line.)
Your next big eCommerce win starts with better deliverability, and see how we can grow your email performance together.
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