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Improving Klaviyo Deliverability
Score for OZ Smart

Overview

Client Background:

Store Name: OZ Smart
Industry: Retail (Sun Protection Products)
Products: Sun protection hats, umbrellas, water bottles, beach towels
Location: Australia
OZ Smart specializes in providing high-quality sun protection products tailored for outdoor enthusiasts in Australia. However, the store faced significant challenges with email deliverability, resulting in a low score of just 28.

Understanding the importance of effective email marketing, we implemented a series of strategic steps to enhance their deliverability and engagement.
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Overview

Objectives:

  • Increase the Klaviyo deliverability score
  • Improve engagement metrics
  • Optimize email campaigns for better performance

Strategies Implemented:

To achieve these objectives, we undertook the following steps:

Authentication:

The client had a dedicated sending domain and DMARC authentication
  • 1. Cleared Unsubscribe Link: Ensured the unsubscribe link was clear and functional to maintain compliance and improve the sender's reputation.
  • 2. Optimized Subject Lines and Preview Texts: Enhanced subject lines and preview texts to resonate with OZ Smart’s audience, focusing on seasonal promotions and product benefits.
  • 3. Updated Engagement Definition: Redefined the criteria for engaged audience segments to include recipients who had opened or clicked a specific number of emails within a designated timeframe.
  • 4. Engagement Report Analysis: Reviewed engagement reports for 30, 60, and 90 days. Engagement metrics for the last 90 days were below expectations, leading to a temporary pause on email campaigns.
  • 5. Exclusion of Non-Engaged Contacts: Excluded contacts marked as spam, bouncers, those who never engaged, and unsubscribed users from future campaigns.
  • 6. Enabled Double Opt-In: Implemented a double opt-in process for new subscribers to reduce bounce rates, particularly in the welcome flow.
  • 7. Dashboard Deliverability Card: Added a new card for domain deliverability metrics to actively monitor performance.
  • 8. Created a Soft Bounce Segment: Developed a segment for recipients who had soft bounced at least once in the last 30 days, ensuring they were excluded from campaigns to maintain sender reputation.
  • 9. Flow Filters: Applied filters in various flows to exclude bounced emails and focus on engaged recipients. This included:
    - Excluding recipients with soft bounces in the last 90 days.
    - Sending plain text emails for a more personalized approach.
  • 10. Never Engaged Segment: Created a segment for contacts who had never engaged, allowing for targeted re-engagement strategies.
  • 11. Gradual Send Strategy: Initially sent campaigns to a 15-day engagement segment, gradually expanding to a 30-day segment as deliverability improved.
  • 12. Condition for Engaged Segments: Added conditions to ensure only subscribed contacts were included in engaged segments.
  • 13. Turned Off Low-Engagement Flows: Deactivated win-back and sunset flows that were generating low engagement metrics.
  • 14. Flow Performance Improvements: Enhanced flow performance through strategic filters and improved targeting, leading to increased engagement.
  • 15. Suppressed Low-Performing Segments: Created a segment with 40 recipients who were marked as suppressed to further refine the audience.

The Results

Following these strategies, OZ Smart successfully increased its Klaviyo deliverability score from 28 to 58. This improvement is expected to lead to higher open rates, better engagement, and ultimately increased conversions, particularly as the summer season approaches in Australia.

Additionally, we successfully improved the domain reputation from medium to high, as confirmed by the Google Postmaster Tool.

Conclusion:

By implementing targeted strategies to improve email deliverability, OZ Smart is now better positioned to reach its audience effectively.

69%

 

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4.2m

 

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33%

 

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$15M

 

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Hashir

Co-founder, CEO

Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through Flows and Campaigns. ROI on Email Marketing is improving month on month. Recommended!Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through

Hashir

Co-founder, CEO

Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through Flows and Campaigns. ROI on Email Marketing is improving month on month. Recommended!Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through

Hashir

Co-founder, CEO

Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through Flows and Campaigns. ROI on Email Marketing is improving month on month. Recommended!Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through

Hashir

Co-founder, CEO

Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through Flows and Campaigns. ROI on Email Marketing is improving month on month. Recommended!Have worked with AlixEmail and find them super talented and dedicated regarding email marketing and Klaviyo. They improved our Revenue in less than 2 months through

What Our Clients Are Saying

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Sarah M.,

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I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail,

Sarah M.,

Founder of Blooming Trends

I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail,

Sarah M.,

Founder of Blooming Trends

I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail,

Sarah M.,

Founder of Blooming Trends

I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail, we saw an instant spike in conversions, and our customer retention is better than ever!I struggled to turn traffic into sales. After working with aliXemail,

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