Klaviyo is an email marketing automation platform that enables businesses to send targeted and personalized emails to their subscribers. While Klaviyo provides a robust set of tools and features to optimize email deliverability, it is still crucial for businesses to set up a dedicated sending domain and warm up their email account. In this article, we will explore the reasons why this is important and how businesses can do it effectively.
A dedicated sending domain is a domain that is solely used for sending emails from your business. This means that all emails sent from your Klaviyo account will come from your dedicated sending domain rather than a shared domain. This is important because it establishes your business as a trusted sender in the eyes of email service providers (ESPs) like Gmail, Yahoo, and Outlook.
Sending emails from a shared domain, such as Gmail or Yahoo, can negatively impact email deliverability because these domains are associated with personal email accounts rather than businesses. When a business sends emails from a shared domain, it can be flagged as spam, which can lead to email bounces and blacklisting of the sender’s domain.
A dedicated sending domain, on the other hand, establishes your business as a credible and trustworthy sender, which can improve email deliverability and avoid getting flagged as spam. Additionally, a dedicated sending domain provides greater control over your email reputation and allows for more precise tracking and analysis of your email campaigns.
However, setting up a dedicated sending domain alone is not enough to ensure successful email deliverability. Businesses also need to warm up their email account. Email warming is the process of gradually increasing the volume and frequency of email sends to establish trust and credibility with ESPs.
Email warming is essential because ESPs monitor the reputation of email senders to prevent spam and protect their users’ inboxes. If businesses send a large volume of emails from a new email account without warming it up, it can be perceived as spammy behavior and can result in bounces and email blocks.
To warm up an email account, businesses should gradually increase the volume and frequency of their email sends over a period of several weeks. This process allows ESPs to monitor the behavior of the sender and build trust gradually. During the warming-up process, it is also essential to maintain a clean email list and only send emails to engaged subscribers who have opted in to receive your emails.
In conclusion, setting up a dedicated sending domain and warming up your email account are crucial for email deliverability and overall email marketing success. By establishing your business as a credible and trustworthy sender, you can avoid getting flagged as spam and increase the chances of your emails reaching your subscribers’ inboxes. Additionally, email warming allows businesses to gradually build trust with ESPs and increase the success of their email campaigns. With the right approach and dedication to email deliverability, businesses can take full advantage of Klaviyo’s powerful email marketing capabilities and achieve their marketing goals.