Your email stats are important for improving your deliverability and ensuring your emails land in inboxes. This includes your open rates, click rates and placed order rates. However, it also includes your bounce, unsubscribe and marked as spam rates.
What does this mean? Keeping a clean list is essential! We explain how to do so in terms of bounce rates below:
Segment out your bounces
In Klaviyo, you can create a segment of people who have bounced. We recommend doing this ASAP and using said segment as a ‘Don’t Send To’ list when sending out your campaigns.
Who do you include in your ‘bounced’ list, though? Play with the numbers. If you elect those that have bounced five or more times and the segment is relatively small, try to bring this down to bounced four or even three times. We always recommend giving customers the benefit of the doubt by providing those who have bounced once a second chance.
You can also choose those who have bounced over all time or within a certain period. This will typically be determined by how high your bounce rates are. For example, for high bounce rates, you probably want to use an ‘over all time’ segment. This is compared to lower bounce rates, which you can filter based on the last 180 days (or something similar).
Enlist the help of double opt-in
Bounce rates will grow when you’re collecting invalid email addresses. Unfortunately, this can’t always be avoided, especially when typos are considered. Bounce rates will almost always be higher if your POS system is linked to your Klaviyo, as customers could give invalid emails over the counter to attempt to score a discount.
For this reason, double opt-in can be a lifesaver for your bounce rates. Essentially, it sends a confirmation email to customers to confirm they want to subscribe to marketing. If they don’t accept the email, they will be omitted from marketing. In the case of invalid emails, they’ll never receive the confirmation email.
Avoid purchased lists at all costs
Purchased lists may seem like a fantastic way to improve your email database size and sales potential. However, they are the devil’s advocate. Why? Because you can’t confirm the validity of this data until it’s too late.
Purchased lists can have damaging effects, especially as you send to customer emails that either no longer exist or once existed. If you were to segment out the bounces after a few sends, you’d likely see that this makes up a major portion of your database.
Instead, try outreach strategies such as clearer pop-ups, Facebook lead gen campaigns and competitions to nurture healthy and quick database growth.
Need help? The Email By Design team is here
High bounce rates can lower your open rates and deliverability relatively quickly in Klaviyo. Are you worried about how it may impact your sending profile? The team at Email By Design are happy to audit your account and support you in nurturing it back to good health.
