Improve Open Rates in Klaviyo (it's not only subject lines!)
When I first started email marketing, I was obsessed with writing the perfect subject line. I thought a clever subject line was the magic key to better open rates. And while subject lines are important, it didn’t take me long to realize they’re only the start of the story.
If you’re a Klaviyo user looking to get better open rates, you’ve got so many more tools at your disposal. Let’s talk about the strategies that truly make an impact.
Subject Lines: Just One Piece of the Puzzle
Don’t get me wrong—your subject line matters. But even the most eye-catching subject won’t work if your email doesn’t land in the inbox or if your audience doesn’t trust who it’s from.
Beyond the subject line, preheader text plays a major role. That’s the snippet of text that appears next to or below the subject line in most inboxes. Think of it as your supporting actor—it adds context or intrigue that can convince someone to open your email.
Example:
Subject Line: "Exclusive Deal Inside!"
Preheader: "Open now to get 20% off your next purchase."
Subject lines and preheaders work together, but they’re just the beginning.
Segmentation: Talk to the Right People
Imagine you’re throwing a party. Would you send the same invite to your best friend and a distant acquaintance? Probably not—and email marketing works the same way.
Klaviyo’s segmentation tools let you divide your audience into smaller groups so your emails feel personal and relevant.
Try These Segmentation Strategies:
Shopping Behavior: Create a segment for customers who’ve purchased specific products and recommend complementary items.
Engagement Levels: Re-engage customers who haven’t opened your emails in a while with a “We Miss You” campaign.
Location: Use geographic data to send emails timed perfectly for local events or time zones.
Sending targeted emails shows your audience that you understand their needs, making them more likely to open your messages.
Timing: When You Send Matters
The best email in the world won’t get opened if it arrives at the wrong time. Klaviyo’s Send Time Optimization tool analyzes your data to figure out when your audience is most likely to check their inbox.
If You’re Testing Manually:
Start with weekdays like Tuesday, Wednesday, or Thursday.
Experiment with times like 8:00 AM (for early birds) or 7:00 PM (for post-dinner browsing).
Over time, you’ll find the sweet spot for your audience’s habits.
Deliverability: Build Trust and Stay Out of Spam
Your email’s first hurdle is landing in the inbox—not the spam folder. This depends on your sender reputation, which is influenced by your email list’s health and how recipients interact with your emails.
Here’s How to Protect Your Reputation:
Keep Your List Clean: Remove invalid addresses and disengaged subscribers. For a more detailed guide, check out this blog post on the benefits of cleaning your email list.
Authenticate Your Domain: Use tools like DKIM and SPF to prove your emails are legit. For step-by-step guidance, check out my training.
Monitor Bounce Rates: High bounces signal to email providers that your list might be outdated.
Additional Strategies for Better Deliverability:
Warm-Up Your Domain: If you’re new to email marketing or using a new domain, gradually increase the number of emails you send to avoid triggering spam filters. For more detailed instructions, check out this guide from Klaviyo.
Engage Your Audience: Prioritize sending emails to your most active subscribers to improve engagement rates, which signals email providers that your content is valuable.
Avoid Spammy Practices: Refrain from using excessive exclamation points, all caps, or misleading subject lines—these are red flags for spam filters.
Want to dive deeper into deliverability strategies? Check out my training on mastering Gmail and Yahoo email requirements here. It’s packed with actionable tips to keep your emails out of spam.
Personalization: Make It Feel Like a Conversation
Would you open an email that feels like it’s written for everyone? Probably not. Klaviyo’s personalization features let you speak directly to each recipient, creating emails that feel like one-on-one conversations.
Ideas for Personalization:
Address recipients by name: “Hi [First Name], we’ve got something special for you!”
Reference past behavior: “Since you loved [Product], we think you’ll enjoy this.”
Celebrate special moments: Send a birthday email with a unique discount code.
Personalization isn’t just a nice touch—it’s a proven way to increase engagement.
Analytics: Learn, Adjust, and Repeat
Klaviyo’s analytics tools give you the data you need to improve over time. By tracking your performance, you can figure out what works and what doesn’t. For a deeper dive into key metrics, check out this blog post.
Key Metrics to Watch:
Open Rates: Which subject lines or segments perform best?
Click Rates: Are recipients engaging with your content?
Bounce Rates: Do you have outdated or invalid email addresses?
The more you test and tweak, the better your campaigns will get.
How to Get Started
Join My Mini-Training: Looking to master Gmail and Yahoo email requirements for seamless campaign deliverability? My training, Master the Gmail + Yahoo Email Requirements, provides step-by-step guidance.
Explore The Email Marketing Hub: For ongoing support, check out The Email Marketing Hub.
Custom Support: For hands-on help, visit my services page to see how we can work together.