Anyone who opens the Deliverability Hub in Klaviyo for the first time sees a single number and wants to know what it means. This Klaviyo deliverability score explained guide covers what the score represents, how it differs from other reputation measures, why it may fall and how to bring it back up. It also explains what the score does not tell you, which is just as useful, because a healthy number can still sit alongside disappointing opens.

What the Deliverability Hub shows

Klaviyo's Deliverability Hub scores your account from zero to one hundred and pairs the score with actionable recommendations. It draws on the signals that shape whether mailbox providers trust your sending, such as bounces, complaints, engagement and how your list is being managed. Think of it as a regular health check for your programme rather than a verdict. The useful part is usually the recommendations underneath the number, because they point to the next thing to fix.

What counts as a good Klaviyo deliverability score

The question of what is a good Klaviyo deliverability score has no tidy answer, because the right target depends on your starting point and sending history. Klaviyo's own guidance gives a useful reference. In one example, an account that followed engagement-based sending and list suppression saw its score rise from the forties to above seventy-five within three weeks. That shows two things: scores can move quickly when you remove the causes of the problem, and a position in the seventies and above is a sensible direction to aim for. Treat it as a trend to track rather than a figure to chase.

Klaviyo sender score and other measures

People often mix up the Klaviyo sender score idea with the Deliverability Hub score. They are different things. Sender Score is an industry reputation measure, and values above eighty are generally regarded as very good. Google Postmaster Tools reports Gmail-specific spam and reputation data, and Klaviyo's score summarises your account within the platform. Looking at all three gives a fuller picture than any one alone.

Why a Klaviyo deliverability score dropped

When a Klaviyo deliverability score dropped, the usual causes are quite ordinary. A rise in hard bounces, often after importing an old list, is one. A spike in spam complaints after a heavy promotional push is another. Falling engagement, because you have been mailing subscribers who never open, drags scores down gradually. Broken or missing authentication, a change of sending domain, or a sudden jump in volume can also do it. The recommendations in the Hub often point straight at the culprit, so read them before changing anything.

How to improve the score

Start with the basics. Make sure your branded sending domain, SPF, DKIM and DMARC are all in place. Suppress profiles that have never engaged after roughly 180 days and five or more emails received, and remove hard bounces immediately. Build engagement segments for the last 30, 60, 90 and 180 days and weight your sending towards the people who respond. If your domain is new or damaged, warm it up over two to four weeks, beginning with your most engaged subscribers. Then keep monitoring, because scores reflect ongoing behaviour rather than a one-off clean-up.

What the score does not tell you

The score describes the health of your sending. It does not tell you which Gmail tab your emails land in. Tab placement is judged on separate signals, such as sender identification, content, link density, subscriber history and technical headers, so a brand can have a strong score and still see its campaigns in Promotions. If your score is healthy and opens are still weak, the next step is to check placement directly with seed tests and Klaviyo A/B testing. Mailmend's guide to diagnosing Klaviyo deliverability problems explains how to separate the two and when a placement tool is worth considering.

Making the score useful

A number on its own changes nothing. Check the Deliverability Hub weekly, note what you changed and when, and compare the score with open rate, click rate and revenue. If the score rises and revenue does not, placement or content is probably the issue. If the score falls and revenue follows, you have found a cause worth fixing quickly.

Frequently Asked Questions

What does the Klaviyo deliverability score measure?

It gives your account a score from zero to one hundred based on signals that influence whether mailbox providers trust your sending, with recommendations on what to improve.

Is the Klaviyo sender score the same as the deliverability score?

No. Sender Score is a separate industry reputation measure, while the Deliverability Hub score is Klaviyo's own summary of your account's sending health.

Why has my Klaviyo deliverability score dropped?

Common causes include rising bounces, more spam complaints, falling engagement, authentication problems, a new sending domain or a sudden increase in volume.

Can I have a good score and still land in the Promotions tab?

Yes. The score reflects sending health, whereas Gmail decides tab placement on separate signals, so strong scores do not guarantee Primary inbox delivery