Run Your Klaviyo Account Through the Deliverability Checklist

SPF record published for sending domain

TXT record at root of sending domain. Include Klaviyo (`include:_spf.klaviyo.com`) plus any other senders. Verify with a DNS lookup tool.

DKIM signing enabled in Klaviyo + DNS records published

Klaviyo provides 2 CNAME records to add. Enables cryptographic signing of outbound mail. Verify in Klaviyo Account → Domains.

DMARC record published with at least p=none, ideally p=quarantine or p=reject

TXT record at `_dmarc.yourdomain.com`. Tells receiving servers how to handle mail that fails SPF/DKIM. Start with `p=none` for monitoring, escalate.

BIMI record (optional, requires DMARC at p=reject)

Brand logo in inbox. Requires DMARC at p=quarantine or p=reject + verified mark certificate.

Sending from a dedicated subdomain (not your root domain)

e.g. `email.yourdomain.com` rather than `yourdomain.com`. Isolates marketing reputation from transactional/business email.

Domain warmed before high-volume sends

Gradual ramp-up from low daily volume to target volume over 14-30 days. Critical for new domains and post-migration.

Consistent sending volume (no large spikes)

Sudden 10x volume increases trigger spam filters. Plan campaign volume to avoid abrupt spikes.

Engagement-based suppression active

Profiles that haven't opened or clicked in 90+ days suppressed from active sends. Improves sender reputation immediately.

Double opt-in for new subscribers (or strong single opt-in)

Confirms email validity before adding to active list. Reduces spam traps and bounces materially.

Bounced and unsubscribed contacts properly suppressed

Klaviyo handles this automatically; verify suppression list is being maintained, not bypassed.

No purchased or rented lists in account

Purchased lists contain spam traps that destroy sender reputation. One mistake here can invalidate months of good behaviour.

Sending primarily to engaged segments (not full list)

Segment to 30-90 day active for most campaigns. Full-list sends should be reserved for major events, and even then, segmented by engagement tier.

Send frequency matches list tolerance

Most ecommerce lists tolerate 2-4 sends per week to engaged segments, less for the broader list. Test cadence; don't assume more is better.

Send times optimised by recipient timezone

Klaviyo Smart Send Time or manual timezone-based routing. Avoids the "9am sender, 5am recipient" problem on national or international lists.