Ensure Transactional Emails Make it to the Inbox

You work hard to ensure your lists are healthy and have strong deliverability, but some of your emails can get marked as spam. While no one wants any emails sent to the spam folder, it’s much, much worse when essential messages like Order Confirmation or Shipping Confirmation emails end up being marked as spam.

For larger customers who have account managers, we now have the ability to send your essential messages on a separate infrastructure, a best practice for high volume senders.

What is a transactional message?

Transactional messages have two important attributes: they are (1) triggered by an action that the recipient took and (2) they are non-marketing emails, meaning the primary purpose of the email is informational. Examples of this are:

• Order confirmations
• Order processing notifications
• Shipping confirmations

 

Aren’t all my messages transactional messages?

Likely not. There are some flows whose primary purpose is marketing-related and they are triggered by customer action. Examples are:

• Welcome flow (after someone subscribes)
• Abandon cart flow (after someone starts a checkout but doesn’t buy)
• Browse abandonment (after someone looks at a product but doesn’t buy)

 

Can I turn transactional infrastructure on?

If you send more than 200,000 messages a month, have an account manager, and are sending transactional messages with Klaviyo like Shipping Confirmation and Order Confirmation emails, this feature is for you. Reach out to your account manager and let them know that you’d like to use transactional infrastructure for your transactional messages.

How does this work?

The process is simple. We send transactional emails through a separate set of essential-only IPs – either from a pool or dedicated infrastructure, depending on your account settings – and include unsubscribed profiles as recipients. To have a flow message be treated as transactional, an account manager will review the email content and verify it. In the flow builder, transactional email cards will be designated with an icon. This ensures that all of your customers receive the emails they need, while still respecting their subscription settings for your marketing content, allowing you to run even more of your business through Klaviyo.

If you think of other ways we can make Klaviyo even better, we would love to hear from you. Send us an email at product@klaviyo.com with “I have an idea” in the subject line.

 

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