Why did my email deliverability drop immediately after migrating to Klaviyo?

The initial dip is often due to the new sending IP (or shared IP space) and domain not having an established reputation with mailbox providers on Klaviyo . ISPs (Internet Service Providers) are cautious of new senders. You need to warm up your sending volume gradually by sending to your most engaged subscribers first.

What are the most common technical issues causing deliverability problems with Klaviyo?

Incorrectly configured DNS records like SPF, DKIM, and DMARC are common culprits. These records authenticate your emails, and without them, ISPs may view your emails as suspicious. Also, migrating an uncleaned list with many inactive or invalid email addresses can lead to high bounce rates and spam trap hits.

Do I need to migrate my suppression list when moving to Klaviyo?

Yes, migrating your suppression list (unsubscribes, bounces, complaints) from your old ESP to Klaviyo is critical. Failing to do so means you might inadvertently email subscribers who previously opted out, leading to spam complaints and damage to your sender reputation. It's a key step for maintaining compliance and good deliverability.

Which deliverability metrics should I track most closely after migrating?

You should closely monitor your bounce rate, spam complaint rate, open rate, and click-through rate. Use Klaviyo's built-in analytics, and leverage external tools like Google Postmaster Tools for Gmail and Microsoft SNDS (Smart Network Data Services) to get detailed insights into your reputation.

What are common deliverability issues encountered when migrating to Klaviyo? - Technical - Email deliverability - Knowledge base

Migrating email marketing platforms is a significant undertaking, and it often comes with a set of challenges, especially concerning email deliverability. While moving to a powerful platform like

Klaviyo can offer enhanced features and automation, it is common to experience initial dips in inbox placement rates. The transition involves many moving parts, and overlooking even small details can lead to emails landing in spam folders or being blocklisted.

I often see marketers grappling with deliverability setbacks when they switch email service providers. These issues are not unique to any single platform, as many factors contribute to email deliverability. However, there are specific common issues that arise when migrating to Klaviyo that, if addressed proactively, can ensure a smoother transition and maintain your sender reputation.

Technical setup challenges

One of the most frequent deliverability issues encountered during a Klaviyo migration stems from technical misconfigurations. Proper setup of DNS records is critical for authenticating your emails and proving to mailbox providers that you are a legitimate sender. Neglecting these steps can severely impact your ability to reach the inbox. It is essential to configure SPF, DKIM, and DMARC records correctly within your DNS settings.

An incorrect DNS setup is often the root cause of emails going to spam after a platform switch. Klaviyo provides specific instructions for setting up your sending domain. Ignoring these or making mistakes during the process can lead to authentication failures, making your emails appear suspicious to internet service providers (ISPs). Ensure your SPF record includes Klaviyo's sending IP addresses or domains and that your DKIM record is properly generated and published. DMARC, while not directly sending mail, relies on SPF and DKIM to enforce policies, so its correct configuration is also vital.

While Klaviyo generally handles most of the technical backend, correctly setting up your dedicated sending domain is paramount. This ensures that your emails are sent from your brand's domain rather than a shared Klaviyo domain, which helps build and maintain your specific sender reputation. One commonly overlooked setting can significantly improve Klaviyo deliverability, particularly concerning custom tracking domains.

Example SPF record for Klaviyo

SPF recordTXT

v=spf1 include:spf.klaviyo.com ~all

Audience hygiene and list migration pitfalls

A crucial, yet often underestimated, aspect of migration is the quality of your existing audience data. Many marketers simply import their entire subscriber list from their old ESP without proper cleaning or segmentation. This can quickly lead to deliverability problems, regardless of the platform, as it introduces dormant, invalid, or even spam trap email addresses into your new Klaviyo account.

Importing an uncleaned list can result in higher bounce rates, increased spam complaints, and hitting spam traps. These negative signals quickly degrade your sender reputation with mailbox providers and can lead to your emails being directed to the junk folder or even getting your sending IP (or domain) placed on an email blacklist or blocklist. It is always best practice to perform a thorough list hygiene before migrating, removing unengaged subscribers, hard bounces, and any known spam traps.

Furthermore, a lack of engagement history can present a challenge. When moving to a new platform, Klaviyo will not have the historical engagement data (opens, clicks, unsubscribes) from your previous ESP. This means that your initial sends from Klaviyo might not be as finely tuned, potentially leading to lower engagement rates. Starting with your most engaged segments and slowly warming up your new sending infrastructure is essential to build a positive reputation within Klaviyo.

Before migration

Uncleaned lists: Importing entire, aged subscriber databases with inactive or invalid email addresses.
No suppression export: Failing to export and import unsubscribes, bounces, and spam complaints from the old platform.
Ignoring engagement: Not considering the engagement level of segments before migrating them.

During and after migration

List cleaning: Validate and remove invalid or unengaged addresses prior to import.
Suppressions imported: Ensure all suppression lists are correctly imported into Klaviyo.
Segmented warming: Start sending to your most active subscribers first to build a new positive sending history.

Protecting your sender reputation

After migrating to Klaviyo, your sender reputation effectively starts building anew on the Klaviyo sending infrastructure. Mailbox providers like

Gmail and

Yahoo will view your sending domain with caution until a new positive history is established. This can lead to a temporary drop in inbox placement and open rates.

One common issue is the abrupt change in sending volume or patterns. If you migrate and immediately send a large campaign to your entire list, ISPs might perceive this as suspicious behavior, potentially leading to your emails being marked as spam or your domain being put on a temporary blocklist (blacklist). A proper IP warming strategy is crucial, even when using shared IPs, as your domain's reputation still needs to be built on the new platform.

Monitoring your sender reputation metrics (spam complaint rates, bounce rates, engagement rates) closely in

Google Postmaster Tools and other similar feedback loops is paramount during and after migration. This allows you to quickly identify and address any emerging issues before they escalate. A proactive approach to reputation management can mitigate most deliverability challenges.

Metric	Why it matters during migration	Monitoring tool
Bounce rate	High rates indicate list hygiene issues or a poor migration of invalid addresses.	Klaviyo dashboards, ESP reports
Spam complaint rate	Spikes suggest you are sending to unengaged subscribers or sending unwanted content.	Klaviyo dashboards, Google Postmaster Tools, Microsoft SNDS
Open rate	A sudden drop could indicate inbox placement issues or content relevance problems.	Klaviyo dashboards, Google Postmaster Tools

Content and campaign adjustments

Beyond the technical configurations and list quality, the content and strategy of your email campaigns can also influence deliverability during and after a Klaviyo migration. Changes in email templates, subject lines, or call-to-actions can sometimes trigger spam filters if they differ significantly from your previous sending patterns.

Klaviyo's powerful segmentation and automation capabilities are a major draw, but if not utilized properly, they can inadvertently cause issues. For instance, sending highly personalized campaigns to new segments without gradually building their engagement can lead to lower open and click rates, signaling to ISPs that your content isn't relevant or desired. It is important to match the sending cadence and content style you had with your previous provider, at least initially, to maintain consistency.

To address this, focus on maintaining high engagement levels with your emails in Klaviyo. This involves crafting compelling content, using clear subject lines, and ensuring your emails are mobile-friendly. Consistent positive engagement signals (opens, clicks, replies, adding to contacts) are the strongest indicators of good sender reputation and inbox placement.

Content and engagement best practices

Consistent content: Maintain your established content themes and tone during the initial migration phase.
Relevance over volume: Focus on sending highly relevant emails to engaged segments, even if it means lower initial volume.
Monitor engagement: Closely track open, click, and unsubscribe rates to gauge recipient interest.

Ensuring smooth Klaviyo migration

Successfully migrating to a new ESP like Klaviyo, or any platform for that matter, requires meticulous planning and execution. While initial deliverability dips are common, they are often a symptom of underlying issues related to technical setup, list hygiene, sender reputation management, or content strategy. By proactively addressing these potential pitfalls, you can ensure a smoother transition and quickly restore, or even improve, your email deliverability.

The key is to approach migration with a clear understanding of deliverability fundamentals and to continuously monitor your performance post-migration. With the right strategy, you can leverage Klaviyo's powerful features without compromising your ability to reach your subscribers' inboxes. Focusing on these areas will help ensure your messages continue to hit the inbox effectively.

Views from the trenches

Best practices

Always perform a thorough list cleaning process before importing subscribers to Klaviyo to remove unengaged and invalid addresses.

Carefully follow Klaviyo's instructions for setting up your dedicated sending domain, including SPF, DKIM, and custom tracking.

Start sending to your most engaged segments first and gradually increase volume to warm up your sending reputation on the new platform.

Common pitfalls

Importing an entire uncleaned list from a previous ESP can severely damage your new sender reputation on Klaviyo.

Failing to properly configure DNS records (SPF, DKIM, DMARC) leads to authentication failures and emails landing in spam.

Sending large volumes immediately after migration without a proper warming plan can trigger spam filters and cause blocklists.

Expert tips

Utilize Klaviyo's built-in analytics and segmentation tools to identify and target your most engaged subscribers early on.

Consider engaging a deliverability consultant for complex migrations or if you encounter persistent issues.

Set up alerts for sudden drops in open rates or increases in bounce/complaint rates to quickly address problems.

Marketer view

Marketer from Email Geeks says migration is always fraught with deliverability problems, regardless of the platforms involved.

2024-11-04 - Email Geeks

Marketer view

Marketer from Email Geeks says deliverability issues during migration are generally not platform-specific but rather common challenges like rate limiting, poor data migration, or incorrect DNS setup.

2024-11-04 - Email Geeks