What to know if your Klaviyo send volumes drop suddenly

What is Klaviyo Reputation Repair?

Klaviyo’s new AI feature is intended to help brands who have poor deliverability get back on track. We all know how important it is to land in the inbox, and when deliverability is compromised, it can impact the effectiveness of your email campaigns, ultimately impacting your brand’s revenue.

How Klaviyo Reputation Repair works

If you're a bulk sender and your Klaviyo deliverability score drops below 50, Klaviyo will automatically activate their new Reputation Repair feature. The feature limits campaign recipients to those who have engaged or subscribed in the last 30 days, gradually increasing that window to 60, 90 and 120 days-engaged recipients, until your deliverability score gets back up to a healthy 75.

Depending on how frequently a brand sends campaigns, the repair process can take anywhere from 20 days to 3 months or more to get back to a 75 score.

Why send volumes are being impacted now

Reputation Repair AI was released in early Q4 2024, coinciding with the highest volume time of year for many ecommerce brands. In the lead up to Black Friday/Cyber Monday, many brands are focused on reaching their entire mailing list, engaging with typically less engaged customers for their biggest campaigns of the year. While potentially risky, your less engaged customers may be receptive to receiving messages during BFCM due to the nature of discounts and potential deals during the holiday season. However, higher send volumes to lesser engaged profiles still has the potential to negatively impact deliverability.

Compounding the challenges surrounding deliverability, an increase in popularity of de-anonymization tools for ecommerce brands has coincided with stricter requirements for bulk senders. These tools are useful for adding more prospects to your mailing list, but these prospects are by definition less engaged than those who have subscribed directly. With more prospective customers visiting brands’ websites during the holiday shopping period, brands using these tools will be capturing more top-of-funnel profiles, potentially impacting deliverability and email performance during the biggest time of the year.

How to manage your list during holiday sending

Between BFCM and the holidays, it may make sense for your brand to continue to send to less engaged customers, despite the impact on deliverability. If your brand is using Orita, we recommend enabling Engagement Levels to safely send to your entire list throughout the holiday season. If your brand is operating on Klaviyo, and your deliverability score is below 50, take the time to review the volume impact a tool like Reputation Repair will have on your holiday sends.

While improving deliverability is always a good idea, Black Friday and Cyber Monday may take precedence over an improved sender score. And when it's time to clean up that post-holiday mailing list, your friends at Orita are ready to help with a free email deliverability audit to tell you who to keep sending to - and who to put back on the naughty list!

About Orita

Orita’s machine-learning driven approach is tailored to your business, and helps ensure you land in the inbox when it matters most, driving sales to your most engaged customers.