bleh

“Bleh” - the word I used in the subject line was the first word of copy I wrote today. And I’m writing this after 1 pm. 

To make matters worse… 

I gotsalot of actual copy to write today. 

But instead, I’ve been diddling around in Klaviyo like Diddy did to Justin Bieber.

Why?

For all sorts of reasons: 

Klaviyo has dropped the ball recently. 

Deliverability is down—well, actual deliverability, not the deliverability metrics Klaviyo sets. Revenue is down. Emails being sent straight to the spam folder are up. But my opens are up. (It doesn’t help that every single update they’ve made for the past year or so has created an overall worse experience using their platform either.) 

I’ll be frank: I have no idea what’s going on inside some of my clients’ Klaviyo accounts. 

But, despite how annoying moving to a different email provider can be for one client let alone multiple clients, with each day that passes, I creep closer to that solution. 

Today, I ran another Spam Test in one of my clients accounts. 

The result? 

Well, as much as 50% of sends to certain inboxes end up in spam according to this test. 

But it ain’t my fault. 

The content checks all the “spam prevention” checkboxes. In fact, according to the test, my emails are being sent to the Promotions tab (which many would say is even worse than the spam folder, myself included) at a shockingly low rate. This tells me that it’s not a content problem but an infrastructure problem. 

The test confirmed this. 

Since Klaviyo uses a slew of rotating, shared IPs to send out emails, any one of my emails could end up in spam for nothing I can control. 

It’s frustrating. 

I’m currently in the process of figuring out if there’s anything I can do to improve some of these piss poor deliverability metrics that are out of my control. 

But alas - if no solution comes, I will jump ship to another email platform. 

Yes, even if that means adding a ton of extra work to my plate, which always happens when you change your ESP. 

Anyway, what’s the point of this email? 

I’m not totally sure. 

Except this: 

If you were planning to make a switch to Klaviyo, I’d reconsider. 

And this:

If you want someone in your corner who actually cares about you and your business, hit reply and let’s chat. 

John