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Go deep with inbox provider data

Profile photo of author Shoshana Antunes
Shoshana Antunes
3 min read
Klaviyo news
April 1, 2023
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Pinpoint deliverability by provider

Generated by Klaviyo AI

The post explains how Klaviyo’s inbox provider data maps email domains to their underlying providers to improve deliverability analysis. It outlines where in Klaviyo users can group, filter, and report on metrics by inbox provider, and notes that this data is available from March 28, 2023 onward without historical backfill.

  • Domains vs providersClarifies the difference between email domains and inbox providers, and how multiple domains can be powered by a single provider like Apple.
  • Mapped provider visibilityShows how mapping all email domains to a central inbox provider helps isolate where deliverability issues originate.
  • Provider-based analyticsDescribes how to group or filter metrics, custom reports, campaign performance, and dashboards by inbox provider within Klaviyo.
  • Targeted segmentationExplains how to segment profiles by inbox provider, such as filtering bounced emails to identify provider-specific problems.
  • Data availabilityNotes that inbox provider data is available starting March 28, 2023 and is not backfilled for earlier activity.
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Have you ever suspected that you had deliverability issues and wanted to see your email open rates by inbox provider? Or wanted to see if an elevated bounce rate could be attributed to a specific email domain, or was just happening across the board? Now you can answer deliverability questions like these and more with our new inbox provider data.

Email domains versus inbox providers

Email domains are the registered name that emails come from, or the part of an email address that appears after the @ symbol. Email domains are powered by inbox providers – these are the Gmails, Yahoos, and Outlooks of the world.

Inbox providers can power multiple email domains, which makes it tricky to get granular when troubleshooting a deliverability issue. For example, someone could have an @me.com or @icloud.com email address. Both are powered by the Apple inbox provider. With inbox provider data, we now map all email domains to a central inbox provider. Having this deeper visibility helps you isolate where a deliverability issue may be stemming from.

Be a deliverability detective

With inbox provider data available in Klaviyo, you can go deep and analyze your deliverability performance. You’ll see this enhancement reflected in a few different areas, which help you do a lot of detecting. For example, now you can:

  • Group or filter email metrics by inbox provider – this allows you to see any email metric like open rate broken out by Gmail, Apple, Verizon, etc. Head to the metrics tab to start playing around
  • Create custom reports that are grouped or filtered by inbox provider – schedule a report with key deliverability metrics to deliver to your inbox that’s already broken out by inbox provider
  • Monitor campaign performance by inbox provider – the campaign deliverability tab centralizes core deliverability metrics to help you monitor your performance. We’ve added an additional card to this tab where you can view performance by inbox provider!
  • Build customized dashboards in Klaviyo from the Analytics tab – get a snapshot of email performance data grouped by inbox provider
  • Segment profiles by inbox provider – create segments to help solve deliverability mysteries. Experiencing issues with bounce rates? Build a segment using Bounced Email and filter for a specific inbox provider to help you understand where those bounces are coming from
Easily view email metric data by inbox provider

Inbox provider data is available as of March 28th, 2023 and will not be backfilled with historical data. Explore these new possibilities in your Klaviyo account today.

Shoshana Antunes
Shoshana Antunes
Shoshana Antunes is a senior product marketing manager at Klaviyo, focused on the platform’s email and review products. She is passionate about supporting SMBs and believes they are the heartbeat of communities, and offer the ability to create generational wealth for business owners and their families. She’s spent the last 6 years in tech and 8 years in marketing working to improve experiences and processes for small businesses. Outside of work, she often has her head in a book, working toward her goal of reading 30 books in 2024. She also (mostly) enjoys doing DIY projects for her fixer upper, though she says she isn’t particularly handy. Shoshana has her MBA from Boston University.
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