KlaviyoEmail MarketingEmail Deliverability Rate
Email deliverability rate measures the percentage of Klaviyo emails that are successfully delivered to recipients' inboxes without bouncing. It encompasses hard bounces, soft bounces, and spam folder placement to assess the technical health of your email programme and sender reputation.
Klaviyo metric
Deliverability Rate = (Emails Delivered / Emails Sent) x 100
Email deliverability rate measures the percentage of Klaviyo emails that are successfully delivered to recipients' inboxes without bouncing. It encompasses hard bounces, soft bounces, and spam folder placement to assess the technical health of your email programme and sender reputation.
Full guide: definition, formula, and benchmarksHow to calculate Email Deliverability Rate
Deliverability Rate = (Emails Delivered / Emails Sent) x 100
Why Email Deliverability Rate matters for Klaviyo users
Every other email metric depends on deliverability. Open rates, click rates, and revenue attribution are meaningless for emails that never reach the inbox. Deliverability issues can silently erode your entire programme, with declining engagement rates masking the root cause.
Positioning deliverability rate at the foundation of your metric tree ensures technical email health is the first thing checked when downstream metrics decline. A 5% deliverability drop can cascade through your entire email funnel, affecting every metric above it.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Email Deliverability Rate with KPI Tree
KPI Tree connects deliverability data from your warehouse - bounce rates, delivery rates, and complaint rates - and positions them at the base of your email metric tree.
Assign RACI ownership to your email operations specialist. Set alerts for deliverability drops and track remediation actions such as list hygiene, authentication improvements, and domain reputation management.
Get started with your Klaviyo data
MCPPull metrics from Klaviyo directly through the Model Context Protocol.
Connect your existing warehouse where Klaviyo data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Klaviyo metrics Ready to add to your trees.
Email List Health Score
Email MarketingEmail list health score is a composite metric combining Klaviyo list growth rate, engagement distribution, bounce rate, complaint rate, and unsubscribe rate to produce a single indicator of overall list quality. It assesses whether your subscriber base is growing, engaged, and deliverable.
View metricEmail Open Rate
Email MarketingOpen Rate = (Unique Opens / Emails Delivered) x 100
Email open rate measures the percentage of delivered Klaviyo emails that were opened by recipients. While affected by Apple Mail Privacy Protection and other privacy features, it remains a useful directional indicator of subject line effectiveness, sender reputation, and brand affinity when tracked consistently.
View metricUnsubscribe Rate
Email MarketingUnsubscribe Rate = (Unsubscribes / Emails Delivered) x 100
Unsubscribe rate measures the percentage of Klaviyo email recipients who opt out of future communications after receiving a message. It serves as a direct indicator of message relevance, frequency appropriateness, and the overall health of the relationship between your brand and its subscribers.
View metricEmail Engagement Scoring
Email MarketingEmail engagement scoring assigns a composite score to each Klaviyo subscriber based on their open, click, purchase, and recency patterns. It provides a unified view of subscriber engagement that goes beyond any single metric to identify highly engaged, at-risk, and disengaged subscribers.
View metricClick-Through Rate
Email MarketingClick-Through Rate = (Unique Clicks / Emails Delivered) x 100
Click-through rate measures the percentage of delivered Klaviyo emails where the recipient clicked at least one link. It indicates how effectively your email content and calls to action drive recipients to take the next step in their customer journey.
View metricExplore Email Deliverability Rate across integrations
All Klaviyo metrics
Abandoned Cart Recovery RateCampaign Performance ComparisonClick-Through RateCoupon Redemption RateCross-Sell Email EffectivenessCustomer Journey Flow AnalysisCustomer Lifetime Value (Email)Email Attribution AnalysisEmail Engagement Cohort AnalysisEmail Engagement ScoringEmail Frequency OptimisationEmail List Health ScoreEmail Open RateEmail Revenue AttributionEmail ROIEvent-Triggered Flow PerformanceFlow Conversion RateForm Conversion RateList Growth RateProfile Enrichment RateRepeat Purchase Rate (Email)Segment Performance AnalysisTemplate Performance OptimisationUnsubscribe RateEmpower your team to understand and act on Klaviyo data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
