Warming up a new client's email list in Klaviyo involves a multifaceted approach to build a positive sender reputation and improve deliverability. It starts with ensuring the list is properly sourced, cleaned of invalid addresses, and segmented based on engagement levels. Gradually increase sending volume, focusing initially on the most engaged subscribers with valuable content and a clear welcome message. Implement explicit opt-in processes and provide easy-to-find unsubscribe options to respect recipient preferences. Domain authentication (SPF, DKIM, DMARC) is crucial. Avoid sending to old or cold lists, and consistently monitor deliverability metrics to adjust your strategy. Proper IP warming is essential, especially with new accounts.
13 marketer opinions
Warming up a new client's email list in Klaviyo requires a strategic approach focused on building a positive sender reputation and ensuring high engagement. Key steps include verifying list origin and age, cleaning the list to remove inactive or invalid addresses, and segmenting based on engagement levels. The initial focus should be on sending valuable content to the most engaged subscribers, gradually increasing volume and broadening the target audience. Implementing a welcome series, offering clear opt-in options, and monitoring deliverability metrics are essential for success.
Marketer view
Email marketer from Campaign Monitor Blog explains to start with a welcome email. Don't assume they know you - explain the relationship and how they were added to your list. Make sure you deliver on what you promised to increase engagement.
21 Apr 2024 - Campaign Monitor Blog
Marketer view
Email marketer from Email Geeks shares options for implementing opt-in, including creating a form in Klaviyo, leveraging e-commerce platform integrations (like Shopify), or using Klaviyo's Subscribe to List API.
7 Sep 2021 - Email Geeks
4 expert opinions
Warming up a new email list involves obtaining explicit consent, avoiding old lists to prevent spam trap hits, gradually increasing sending volume from a new IP, and maintaining a clean, engaged list by removing inactive subscribers.
Expert view
Expert from Email Geeks advises to invite recipients to join the newsletter or marketing program, emphasizing the importance of obtaining explicit opt-in to avoid complaints. If opt-in is not possible, introduce the mail and provide a very easy-to-find unsubscribe link.
25 Aug 2021 - Email Geeks
Expert view
Expert from Spam Resource explains that using old lists will get you into trouble with spam traps. She advises how important it is to follow best practices in data handling from the very beginning, to not end up in the situation of sending to old lists.
4 May 2025 - Spam Resource
4 technical articles
Warming up a new client's email list involves gradually increasing sending volume, starting with engaged segments or transactional emails, and consistently monitoring deliverability. Authenticating your domain using SPF, DKIM, and DMARC is also crucial for building and maintaining a healthy sender reputation. Avoid sudden spikes in sending volume.
Technical article
Documentation from Microsoft 365 Documentation advises authenticating your domain using SPF, DKIM, and DMARC records to improve email deliverability and sender reputation. They also recommend monitoring your sending IP address for blacklisting and promptly addressing any issues.
5 Jan 2023 - Microsoft 365 Documentation
Technical article
Documentation from SparkPost advises starting with transactional emails, or targeted campaigns rather than mass bulk emails and gradually increase email volume by 10-20% per day. This helps establish a positive sending reputation.
26 Jan 2023 - SparkPost Documentation
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