5 steps to get out of spam in 2025.

Hey there,

It’s Konrad from DTC Inbox.

Deliverability is one of those terms that always creates a lot of buzz and misunderstanding.

Some people want you to see it as this mythical area that will transform your business.

But I want to break it down and show you how to improve your deliverability in just 5 simple steps.

Let’s get right into it.

Step #1 - Define your deliverability

I know, this might sound obvious but this has to be your first step.

Are your emails landing in spam, promotions or the primary tab?

And what about your deliverability per ISPs - what’s your Gmail vs. Outlook open rate?

What’s the inbox placement for engaged vs. unengaged inboxes?

All these questions are valid.

Make sure you analyze the stats in Klaviyo and Google Postmaster Tools.

Then use GlockApps and Gmass to run deliverability tests and see your inbox placement per ISP.

I know, the word “technical” might sound scary so let me simplify this whole thing.

You need to:

The first two you have to do just once and make health checks.

For removing your IP from blacklists, I suggest you use GlockApps and do this once per month/quarter.

What you want to do here is get rid of any emails and flows that have high bounce, spam and unsubscribe rate.

You can check this in your Klaviyo analytics or “deliverability” dashboards.

Usually these will be flows like site abandonment, sunset unengaged, customer winback, etc.

You want to turn these off.

Then for your key flows (welcome flow, abandoned cart & checkout, post purchase) you want to have 1-2 emails in each.

This is a temporary action that you need to take and you can resume the other emails after you fix your open rates.

Pro tip: If you want to get maximum results, make these 1-2 flow emails plain-text ones.

Dead profiles are bad for two reasons - they worsen your deliverability and increase the Klaviyo bill.

Both of these aren’t nice.

So what you want to do is create the segment below:

Then go to Settings → Other → Profile maintenance → Remove profiles → Select the segment you just created (the one above) and get rid of these.

You want to start sending campaigns to the most email engaged users.

Create different variations of your engaged segment - Engaged 7/15/30/60, etc.

Start with the most engaged segment - Opened 7 or 15 and keep expanding with each campaign.

You can start by sending 1-2 campaigns a week and then ramp it up to 3-4 per week.

Pro tip: Make sure at least one of your weekly campaigns is a plain-text one.

Need some extra help or resources:

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