Why is your newsletter going to spam, and what helps in Klaviyo?

Start with a particular send and an affected recipient. A message rejected by the receiving server is a different case from an accepted message placed in spam. A message never sent to a suppressed profile is not a spam-filter problem either.

We would examine send status, error information and recipient domain together. A high delivery rate does not automatically mean every message reached the visible inbox. Equally, one test email in spam does not prove the entire campaign is affected. Klaviyo explains the investigation in its spam troubleshooting guidance.

This distinction matters to merchants because it prevents spending money on the wrong fix. A new template will not repair an incorrectly configured sender. A DNS record will not solve the problem of contacts receiving too many irrelevant offers.

A branded sending domain helps identify the technical origin of a message. It needs to align with the sender address in use. The setup and DNS requirements are covered in Klaviyo’s documentation.

SPF, DKIM and DMARC belong in this technical assessment. In simplified terms, they cover authorised senders, a verifiable signature and how sender authentication is handled. We would inspect an actual sent message instead of relying only on a green setup indicator. DNS changes need to be coordinated with the company’s other email services.

Gmail applies additional requirements to higher-volume senders, including SPF and DKIM, DMARC and appropriate unsubscribe support for marketing messages. The current Google sender guidelines are the reference. These technical requirements establish a foundation; they do not guarantee inbox placement.

Our proposed starting point is a focused assessment with traceable findings:

• Affected send: identify the campaign or flow, timing and specific recipient domains.
• Message status: distinguish messages not sent, rejected and accepted.
• Sender configuration: inspect the sending domain, authentication and actual message headers.
• Audience selection: establish contact sources, documented permission to send and suppressions.
• Message frequency: consider campaigns and automated messages together for each recipient.
• Follow-up: record changes and the comparison period; monitor complaints and delivery by mailbox provider.

This allows us to decide whether configuration, audience selection or scheduling needs attention first. Simply sending more messages to regain visibility would not be a sensible starting point while the cause remains unclear.

A large list is not automatically a good audience. We would check how contacts entered the list, whether unsubscribes are respected reliably and which groups still show meaningful interest. Possessing an email address does not explain why that person expects this particular message.

Campaigns and flows also add up. Consider a hypothetical merchant sending a weekly offer, a product sequence and a win-back message to the same contact on the same day. Each message might look reasonable on its own; together, they may be too much. In this example we would investigate overlap and exclusions first. This is not a claimed customer case study.

Klaviyo recommends relevant audiences and a controlled approach to sending. A changed sending domain can also require a gradual warm-up, depending on the circumstances described in its deliverability reference. We would therefore not sell a new domain name as a quick reset for poor results.

The connection between the store and Klaviyo helps determine which information is available for messaging. We would check, for example, whether purchases arrive correctly and whether customers leave an inappropriate reminder sequence after buying. Missing or delayed events can trigger messages that no longer make sense to recipients.

For PrestaShop and Klaviyo, we therefore consider integration and sending plans together. PrestaShop provides an adaptable foundation for individual business processes; reliable data delivery to Klaviyo depends on the specific integration. Changing the store platform alone will not improve sender reputation. Shopify and Shopware stores also need a careful assessment.

Our article on customer retention in ecommerce covers the longer-term design of useful messages. This article deliberately focuses on why messages fail to reach their intended audience reliably.

We would evaluate comparable sends and audiences and document technical changes. Rejections, complaints and differences between mailbox providers support the diagnosis. Clicks and orders add context, but answer a different question from delivery itself.

Open rates alone are not enough. Klaviyo notes that Apple Mail Privacy Protection can affect open data. A higher open count should therefore not be the sole evidence of improvement.

For a Klaviyo consultation with sjmedia, bring an affected send, the period in which the problem occurred and any known domain or integration changes. These let us define a concrete assessment and implementation scope. The aim is a sending process that can be monitored and maintained, without promising to bypass every spam filter.