Summary
When warming up a small email list for a migration from Mailchimp to Klaviyo, the consensus among experts, marketers, and documentation is to prioritize a gradual and engagement-focused approach. Key steps include segmenting your list based on engagement, starting with the most active users, and sending valuable content to encourage opens and clicks. It is crucial to properly authenticate your email (SPF, DKIM, DMARC) *before* initiating the warmup to establish a positive sender reputation with ISPs. Continuously monitor engagement metrics, and consider leveraging Mailchimp as a bridge during the transition. Consulting with Klaviyo's support for their specific recommendations is also advisable.
Key findings
- Authentication Prerequisite: Setting up SPF, DKIM, and DMARC is essential before starting any warm-up activities.
- Engagement-Based Segmentation: Segment your list based on past engagement (opens, clicks) and prioritize sending to the most active subscribers first.
- Gradual Volume Increase: Gradually increase sending volume to build your sender reputation slowly and steadily.
- Valuable and Relevant Content: Send valuable and relevant content to encourage engagement and prevent spam complaints.
- Monitoring and Adjustment: Continuously monitor key metrics (opens, clicks, bounces, complaints) and adjust your strategy based on performance.
Key considerations
- ESP Specific Guidelines: Consult Klaviyo support for their recommended practices, as each ESP has its own warmup process.
- Mailing Frequency Alignment: Align your warm-up schedule with your usual mailing frequency to avoid sudden spikes in volume.
- Existing Domain Reputation: Factor in your existing domain reputation and adjust the warm-up pace accordingly.
- Mailchimp Transition Strategy: Strategically use Mailchimp as a bridge during the transition to maintain consistent communication.
- Data Transfer Limitations: Be aware that Klaviyo might not have direct access to Mailchimp's data for precise warm-up guidance.
What email marketers say
11 marketer opinions
When warming up a small email list for a migration from Mailchimp to Klaviyo, the key is a gradual process focused on engagement. Experts and marketers consistently recommend segmenting your list by engagement level, starting with the most active subscribers. Send valuable, relevant content to these users to encourage opens and clicks, signaling to ISPs that your emails are wanted. Gradually increase sending volume over a few weeks, closely monitoring deliverability rates and sender reputation. Ensure your email authentication (SPF, DKIM, DMARC) is properly set up before starting the warmup. Some suggest using Mailchimp as a bridge until the Klaviyo warmup is complete. Monitoring tools, particularly Google's, are helpful in tracking delivery and engagement.
Key opinions
- Segment by Engagement: Prioritize sending to your most engaged subscribers (those who open and click your emails regularly) first.
- Gradual Increase: Slowly increase the volume of emails you send over a period of weeks to build your sender reputation.
- Valuable Content: Ensure your emails provide value to recipients to encourage engagement and avoid spam complaints.
- Monitoring is Key: Monitor key metrics like open rates, click-through rates, bounce rates, and spam complaints to assess the health of your warmup process.
- Email Authentication: Properly set up SPF, DKIM, and DMARC records to authenticate your email and improve deliverability.
Key considerations
- Mailing Frequency: Consider your usual mailing frequency when planning the warmup schedule. Adjust the ramp-up to align with your typical sending patterns.
- List Size: A smaller list might allow for a faster warmup, but still prioritize gradual increases to avoid triggering spam filters.
- ISP Guidelines: Different ISPs may have varying thresholds. Monitor performance across different email providers (Gmail, Yahoo, etc.).
- Bridge Strategy: Using Mailchimp as a bridge during the warmup can help maintain consistent communication with your entire list while establishing your Klaviyo reputation.
- Double Opt-In: Consider implementing a double opt-in process to ensure you are only sending to engaged and willing subscribers.
Marketer view
Email marketer from ActiveCampaign answers warming up your IP address will help build your sender reputation to improve deliverability. Start with your most engaged contacts and gradually increase the number of emails you send. Monitor your results to make sure that you are getting the results you need to keep your reputation high.
31 Jan 2022 - ActiveCampaign
Marketer view
Email marketer from Gmass answers when warming up your IP Address you need to start slow and send to your most engaged subscribers first, then gradually increase the volume of emails that you send until you can reliably deliver your message.
21 Aug 2023 - Gmass
What the experts say
6 expert opinions
Experts recommend a strategic approach to warming up a small email list when migrating from Mailchimp to Klaviyo, emphasizing the importance of email authentication (SPF, DKIM, DMARC) *before* starting the warm-up process. The consensus is to start by sending small amounts of mail to engaged subscribers, gradually increasing the volume, and avoiding sending to unengaged addresses until a decent reputation is built with mailbox providers. ESPs like Klaviyo are the best resources for their specific warm-up processes. The experts also point out that historical data from Mailchimp is unlikely to transfer directly to Klaviyo for warm-up guidance.
Key opinions
- Authentication First: Ensure SPF, DKIM, and DMARC are properly set up *before* initiating the warm-up process.
- Gradual Volume Increase: Start with small amounts of mail to engaged subscribers and gradually increase the sending volume.
- Avoid Unengaged Addresses: Do not send to unengaged addresses until a decent reputation with mailbox providers is established.
- ESP Specific Advice: Consult with Klaviyo's support for their recommended practices.
Key considerations
- Domain Reputation: Consider your existing domain reputation and introduce yourself a bit slower, even on shared IPs.
- Mailchimp Data Inaccessibility: Realize that Klaviyo is unlikely to have direct access to Mailchimp's data for warm-up guidance.
- Proactive Approach: Take a proactive approach in the email warm-up process to create a new good sender reputation with Mailbox Providers.
Expert view
Expert from Word to the Wise details that the most important is to start sending small amounts of mail to people who engage with your mail and gradually increase volume. Avoid sending to unengaged addresses until you have built up a decent reputation with mailbox providers.
10 Jun 2021 - Word to the Wise
Expert view
Expert from Email Geeks says the proposed warmup plan couldn’t hurt and that it's always good to introduce yourself a bit slower, even on shared IPs, considering domain rep. He emphasizes the importance of having DKIM auth in place before starting the warm-up process.
25 Aug 2024 - Email Geeks
What the documentation says
4 technical articles
Email deliverability documentation from Klaviyo, SparkPost, SendGrid, and Google all recommend a gradual ramp-up of sending volume, starting with a small segment of your most engaged subscribers. Key to this process is monitoring engagement metrics (opens, clicks, unsubscribes), bounces, and complaints to adjust your sending strategy. Ensuring proper email authentication (SPF, DKIM, DMARC) is in place is also a consistent recommendation.
Key findings
- Gradual Volume Increase: Start with a small segment of engaged subscribers and gradually increase the volume over several weeks.
- Monitor Engagement: Closely monitor engagement metrics (opens, clicks, unsubscribes, bounces, complaints) to assess the effectiveness of your warmup strategy.
- Email Authentication: Ensure proper authentication (SPF, DKIM, DMARC) is configured.
- Valuable Content: Focus on sending valuable content to encourage engagement and build a positive reputation.
Key considerations
- Adjustment Strategy: Be prepared to adjust your sending strategy based on the engagement metrics and feedback loops.
- Reputation Building: The warmup process is about building a positive reputation with ISPs by demonstrating responsible sending practices.
- Best Contacts First: Begin by sending to your best contacts to achieve high engagement rates.
Technical article
Documentation from Klaviyo recommends starting with a small segment of your most engaged subscribers and gradually increasing the volume over several weeks. Focus on sending valuable content and monitoring engagement metrics to ensure a smooth transition.
1 Feb 2022 - Klaviyo
Technical article
Documentation from SparkPost recommends a gradual ramp-up of sending volume, starting with your best contacts. Pay close attention to bounces, complaints, and unsubscribes, adjusting your sending strategy accordingly. Ensure proper authentication (SPF, DKIM, DMARC) is in place.
16 Jan 2024 - SparkPost
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