Summary
Migrating to Klaviyo presents various deliverability challenges that are not unique to the platform but common across ESP migrations. These challenges often stem from issues with IP reputation, misconfigured sending domains and authentication (SPF, DKIM, DMARC), inadequate domain warm-up, improper list hygiene, poor data migration, lack of engagement history, incorrect DNS setup, exceeding sending limits, improper bounce and unsubscribe handling, failure to set up feedback loops, neglecting to monitor sender reputation, not thoroughly testing emails, and overlooking subscriber preferences. Addressing these factors is crucial for a successful Klaviyo migration.
Key findings
- General Migration Challenges: Deliverability issues are common to all ESP migrations, not just Klaviyo, and planning is essential.
- Authentication and Domain Configuration: Misconfigured sending domains and improper authentication (SPF, DKIM, DMARC) are key causes of deliverability problems. The domain needs to be correctly setup and warmed up.
- Data Quality and List Hygiene: Poor data quality and migrating unengaged subscribers significantly impact deliverability. List cleaning before migration is vital.
- Technical Setup and Monitoring: Exceeding sending limits, improper bounce handling, lack of feedback loops, and neglected sender reputation monitoring negatively affect deliverability.
- Segmentation & Personalization: Improper audience segmentation and not providing personalization impacts deliverability.
- Importance of Engagement: Engagement from subscribers dictates how mailbox providers view the deliverability score.
Key considerations
- Proactive Planning and Training: Focus on thorough planning, training personnel, and understanding existing email processes before migrating.
- Authentication Setup and Domain Configuration: Verify and correctly configure SPF, DKIM, and DMARC settings, and properly warm up the domain before the full migration.
- Data Cleaning and Validation: Clean and validate email lists to remove unengaged or invalid subscribers before importing data to Klaviyo.
- Monitoring and Analytics: Set up comprehensive tracking and analytics, establish feedback loops, and regularly monitor sender reputation using tools like Google Postmaster Tools.
- Gradual Ramp-Up & Segmentation: Begin with a gradual ramp-up of sending volume, targeting highly engaged subscribers first, and implement effective segmentation strategies.
- Email Testing: Test every email before launch to confirm it renders correctly.
- Subscriber Preferences: Always give subscribers options to opt in/out and customise the emails they wish to receive.
What email marketers say
9 marketer opinions
Migrating to Klaviyo introduces several potential deliverability challenges. These commonly stem from issues with IP reputation due to new Klaviyo accounts starting with fresh IPs that require trust-building with ISPs. Another key factor is poor list hygiene, as importing old or unengaged contacts damages sender reputation, making list cleaning essential. Furthermore, failing to segment and target effectively, improper bounce/unsubscribe handling, and neglecting tracking/analytics configuration hinder engagement and problem identification. Overlooking email testing, double opt-in processes, subscriber preferences, and segmentation relevance exacerbates these deliverability problems. Addressing these areas is vital for a successful Klaviyo migration.
Key opinions
- IP Reputation: New Klaviyo accounts start with fresh IPs, requiring proactive efforts to build trust with ISPs.
- List Hygiene: Importing unengaged contacts damages sender reputation; list cleaning is essential before migrating.
- Segmentation: Failure to segment and target effectively leads to lower engagement and deliverability issues.
- Bounce Handling: Improper handling of bounces and unsubscribes during migration negatively impacts deliverability.
- Tracking & Analytics: Neglecting to configure tracking and analytics hinders the ability to monitor performance and identify problems.
- Email Testing: Lack of previewing and testing of emails can lead to formatting errors and harm deliverability
- Double Opt-in: Failing to implement/maintain double opt-in leads to higher complaints and lower delivery rates.
- Subscriber Preferences: Overlooking subscriber preferences raises spam complaints and reduces delivery rates.
Key considerations
- Proactive IP Warm-up: Develop a strategy for gradually increasing sending volume to build IP reputation.
- Thorough List Cleaning: Remove unengaged subscribers and invalid email addresses before migration.
- Effective Segmentation Strategy: Implement segmentation based on engagement and subscriber data to target the right audience.
- Proper Bounce & Unsubscribe Handling: Ensure accurate transfer of suppression lists and proper handling of bounces and unsubscribes.
- Analytics Configuration: Set up comprehensive tracking and analytics to monitor deliverability performance.
- Pre-Migration Email Testing: Ensure all emails are tested before launch to ensure they are rendering correctly.
- Double Opt-in Enforcement: Use double opt-in procedures to ensure engagement.
- Preference Centers: Allow users to customise the emails that they wish to recieve.
Marketer view
Email marketer from DigitalMarketer.com shares that a common issue is the lack of IP reputation when migrating, as new Klaviyo accounts start with a fresh IP that requires building trust with ISPs.
15 Dec 2024 - DigitalMarketer.com
Marketer view
Email marketer from Stack Overflow suggests that improper handling of bounces and unsubscribes during migration can lead to deliverability issues. It's crucial to accurately transfer suppression lists.
29 Dec 2021 - Stack Overflow
What the experts say
7 expert opinions
Migrating to Klaviyo, like any ESP, carries inherent deliverability risks. These are often not platform-specific but arise from factors like rate limiting, data migration problems, and lack of engagement history. A key issue is misconfigured sending domains. Experts stress proper authentication setup (SPF, DKIM, DMARC) *before* migration, alongside meticulous planning to understand existing processes and train personnel. Furthermore, prioritizing list hygiene and data quality by removing unengaged subscribers *before* migrating is crucial to avoid damaging sender reputation.
Key opinions
- General Migration Risks: Deliverability issues are common to all ESP migrations, not just Klaviyo.
- Authentication Configuration: Incorrectly configured sending domains and authentication records (SPF, DKIM, DMARC) are primary causes of problems.
- Importance of Planning: Thorough planning and understanding of existing processes are crucial for a smooth transition.
- List Hygiene is Critical: Migrating poor-quality data significantly impacts deliverability.
Key considerations
- Specificity in Troubleshooting: Be specific when seeking help; broad descriptions of "deliverability problems" are unhelpful.
- Pre-Migration Authentication Setup: Verify correct SPF, DKIM, and DMARC settings *before* initiating the migration process.
- Process Mapping & Training: Map existing email processes and ensure personnel are adequately trained on the new Klaviyo environment.
- Data Quality Assessment: Clean and validate email lists to remove unengaged or invalid subscribers *before* importing data to Klaviyo.
Expert view
Expert from Email Geeks pinpoints misconfigured sending domains as a primary cause of deliverability problems for Klaviyo users.
22 Aug 2024 - Email Geeks
Expert view
Expert from Word to the Wise stresses the importance of proper list hygiene and data quality prior to migrating to a new ESP, especially Klaviyo. Migrating poor quality data or unengaged subscribers can result in deliverability issues and sender reputation damage. Review your current data before moving it to a new system and take steps to clean it before importing to ensure only valid emails are sent to.
3 Jan 2025 - Word to the Wise
What the documentation says
5 technical articles
Migrating to Klaviyo presents deliverability challenges that require careful attention to technical details. Warming up the sending domain gradually by sending to highly engaged subscribers first is crucial. Ensuring the correct setup of authentication records (SPF, DKIM, DMARC) is vital to prevent emails from being marked as spam. Avoid exceeding Klaviyo's sending limits or encountering throttling, particularly during the initial migration. Setting up and monitoring feedback loops (FBLs) to promptly address recipient complaints is important. Consistently monitoring sender reputation using tools like Google Postmaster Tools helps identify and resolve any deliverability issues.
Key findings
- Domain Warm-up: Gradual domain warm-up is essential when migrating to Klaviyo.
- Authentication Records: Correct setup of SPF, DKIM, and DMARC is critical for avoiding spam filters.
- Sending Limits & Throttling: Exceeding sending limits can negatively impact deliverability.
- Feedback Loops (FBLs): Setting up and monitoring FBLs is important for addressing complaints.
- Sender Reputation Monitoring: Continuous monitoring of sender reputation is needed to identify issues.
Key considerations
- Start with Engaged Subscribers: Begin sending to your most engaged subscribers during the initial warm-up phase.
- Double-Check Authentication: Verify SPF, DKIM, and DMARC records before and after migration.
- Respect Sending Limits: Adhere to Klaviyo's sending limits and throttling guidelines.
- Implement Feedback Loop Monitoring: Configure feedback loops to receive and act on complaints.
- Utilize Postmaster Tools: Regularly use Google Postmaster Tools (or similar) to track sender reputation and troubleshoot deliverability problems.
Technical article
Documentation from Klaviyo Help Center emphasizes the correct setup of authentication records (SPF, DKIM, DMARC) as crucial for deliverability when migrating to their platform. Incorrect setup will lead to emails being marked as spam.
4 Sep 2023 - Klaviyo Help Center
Technical article
Documentation from Klaviyo Help Center explains the importance of warming up a sending domain gradually when migrating, by starting with sending to highly engaged subscribers and gradually increasing volume.
28 Jun 2021 - Klaviyo Help Center
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