How do I setup a subdomain for email sending with Klaviyo?
Michael Ko
Co-founder & CEO, Suped
Published 19 Jul 2025
Updated 17 Aug 2025
8 min read
Setting up a dedicated subdomain for email sending is a foundational step for anyone using an Email Service Provider (ESP) like Klaviyo. It's not just about getting emails out, but about ensuring they reliably land in the inbox and maintaining your brand's reputation.
With the recent changes from major mailbox providers like Google and Yahoo, email authentication and domain setup have become more critical than ever. A properly configured subdomain signals trustworthiness to receiving servers, which is essential for avoiding spam folders and mitigating the risk of your main domain being blocklisted (or blacklisted).
This guide will walk you through the process of setting up a subdomain specifically for email sending with Klaviyo, covering the necessary DNS configurations and common considerations to ensure your email program runs smoothly.
Understanding branded sending domains in Klaviyo
A branded sending domain in Klaviyo allows you to send emails from an email address that uses your own domain, such as newsletter@yourbrand.com. This is crucial for building trust with your recipients and improving brand recognition, as it clearly identifies you as the sender rather than a generic ESP domain. It tells the recipient that the email genuinely originates from your brand.
Klaviyo, like many other ESPs, strongly recommends using a dedicated subdomain for your email sending. A common choice is something like send.yourdomain.com or mail.yourdomain.com. This practice isolates your email sending reputation from your root domain. If your marketing emails encounter deliverability issues, such as landing on a blocklist or being marked as spam, it protects your main website and other crucial services from being affected. This is a key reason why you should use subdomains for outbound email delivery.
It's important to understand that when you set up a subdomain for email sending with Klaviyo, you're not directly assigning an IP address to it on your end. Instead, you'll be configuring DNS records that tell the internet that Klaviyo is authorized to send emails on behalf of that specific subdomain. Klaviyo handles the underlying IP assignment and management, simplifying the process for you.
Choosing your subdomain
When selecting a subdomain for your Klaviyo email sending, consider a clear and professional name. Common choices include send.yourdomain.com, mail.yourdomain.com, or updates.yourdomain.com. The key is to avoid using your root domain directly for marketing emails to protect its primary reputation.
The DNS records Klaviyo provides
When you initiate the branded sending domain setup within Klaviyo, the platform automatically generates a set of DNS records that you'll need to publish with your domain registrar or DNS hosting provider. These records are fundamental for email authentication protocols like SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail), as well as for tracking email clicks and opens.
The primary record type Klaviyo provides for email authentication is the CNAME (Canonical Name) record. A CNAME record points your subdomain to Klaviyo's servers, allowing them to manage the underlying SPF and DKIM authentication. This means you don't typically need to manually create SPF TXT records or DKIM public keys on your end. For a deeper dive, understand what DNS records are needed for email sending subdomains.
Klaviyo often provides several CNAME records, one for the primary sending domain and others for DKIM authentication. Additionally, a TXT record might be provided for SPF depending on how Klaviyo's internal setup works. These records delegate the authority to Klaviyo to send emails on your behalf, ensuring that emails sent through the platform pass authentication checks. Learning how to set up SPF and DKIM records for new subdomains with third-party services is crucial for successful deliverability.
Example Klaviyo DNS recordsDNS
TYPE HOST VALUE
CNAME send.yourdomain.com klaviyo.com
CNAME k1._domainkey.send dkim.klaviyo.com
CNAME k2._domainkey.send dkim2.klaviyo.com
TXT send.yourdomain.com "v=spf1 include:spf.klaviyo.com ~all"
Steps to set up your Klaviyo subdomain
The setup process begins directly within your Klaviyo account. You'll typically navigate to your Account Settings, then look for a section related to Domains or Email Sending. There, you'll find an option to add or configure a branded sending domain. For precise steps, refer to Klaviyo's official guide on setting up a branded sending domain.
After you input your chosen subdomain, for example, send.yourcompany.com, Klaviyo will display the exact DNS records you need to copy. These records will include CNAMEs for authentication and link tracking, and possibly a TXT record for SPF. These are the details you'll use at your DNS provider to establish the connection.
The next critical step is to log into your domain registrar's or DNS provider's control panel. Here, you'll create new records or modify existing ones to match what Klaviyo has provided. It is paramount that you copy these records precisely, paying close attention to the record type (CNAME, TXT), the host or name field, and the value or target field. Some providers might only require the subdomain part (e.g., send) for the host field, as they automatically append your root domain. For assistance with a specific provider, you can look up how to set up a subdomain in GoDaddy for email.
Once the DNS records are saved, return to your Klaviyo account to initiate the verification process. DNS changes don't take effect instantly; they need to propagate across the internet. This can take anywhere from a few minutes to up to 48 hours, though typically it's much faster. Be patient and re-check for verification in Klaviyo after some time.
Current DNS setup
Your root domain (e.g., yourcompany.com) is typically used for your website and primary email communication.
MX records: Point to your primary email service provider for incoming mail.
A records: Point to your web server's IP address, directing traffic to your website.
Klaviyo subdomain DNS
A new, dedicated subdomain (e.g., send.yourcompany.com) is created specifically for Klaviyo email sending.
Klaviyo CNAME records: Point your subdomain to Klaviyo’s servers for verification and operation.
SPF and DKIM: Handled by Klaviyo via these CNAMEs, ensuring your emails are authenticated.
Tracking domain: Often configured via another CNAME for robust click and open tracking.
Verifying your setup and troubleshooting
Once you've published the DNS records, Klaviyo will attempt to verify them. This verification confirms that the records are correctly published and that Klaviyo is authorized to send emails on behalf of your subdomain. If verification fails, it's typically due to a minor error like a typo in the record, an incorrect record type, or simply because the DNS changes haven't fully propagated yet.
A common troubleshooting step is to double-check that the hostnames and values you entered into your DNS provider's system are exact copies of what Klaviyo provided. Pay close attention to any extra spaces or special characters. If you need assistance, there are many resources available, including Klaviyo's help articles on branded sending domains or third-party guides for SPF, DKIM, and DMARC setup.
Proper email authentication, including SPF, DKIM, and DMARC, is crucial for email deliverability. Setting up a dedicated subdomain with Klaviyo is a significant step in enhancing your sender reputation. If you experience DMARC verification failures, it's important to understand how to diagnose and resolve DMARC verification failures when using a subdomain for email sending. Additionally, learning how to troubleshoot DMARC, SPF, and DKIM setup issues in Klaviyo is vital for maintaining good sender health.
Common verification pitfalls
Typo or extra spaces: Even a small mistake in the record can prevent verification. Copy and paste values directly from Klaviyo.
Incorrect record type: Ensure you're adding CNAMEs as CNAMEs and TXT records as TXT records, not interchanging them.
Hostname errors: Some DNS providers automatically append your domain name. Ensure you're only entering the subdomain part (e.g., send) for the host field, not the full domain.
Propagation time: It can take up to 48 hours for DNS changes to fully update across the internet. Wait a few hours before re-checking if verification fails initially.
Views from the trenches
Best practices
Always use a dedicated subdomain for marketing emails to isolate your primary domain's reputation and minimize risk.
Delegate DNS authority to Klaviyo via CNAME records for streamlined authentication management, simplifying setup.
Ensure all required DNS records (CNAMEs, TXT) are precisely copied from Klaviyo into your DNS provider's interface.
Common pitfalls
Forgetting that Klaviyo provides CNAMEs for authentication, not requiring manual IP addresses for the subdomain.
Not allowing sufficient time for DNS changes to propagate globally before re-checking Klaviyo's verification status.
Mistyping DNS record values (host or value fields), which commonly leads to verification failures and deliverability issues.
Expert tips
Monitor deliverability: Regularly check your email deliverability rates and sender reputation after setup to catch issues early.
Warm up new subdomains: For high-volume sending, consider a gradual email warm-up plan for your new subdomain to build reputation.
DMARC reporting: Utilize DMARC reports to identify any authentication issues or unauthorized sending activity with your new subdomain.
Expert view
Expert from Email Geeks says that you don’t need to create the subdomain directly, as for email it just needs to be created synthetically by setting up SPF and DKIM in DNS.
2024-09-24 - Email Geeks
Expert view
Expert from Email Geeks says that Klaviyo typically uses CNAMEs to manage SPF, DKIM, and custom link branding for email sending.
2024-09-24 - Email Geeks
Ensuring strong email deliverability
Setting up a dedicated subdomain for email sending with Klaviyo is a critical step in maintaining strong email deliverability and protecting your primary domain's reputation. By properly configuring the DNS records Klaviyo provides, you ensure your emails are authenticated and less likely to land in spam folders or trigger blocklists (or blacklists).
This foundational setup contributes significantly to long-term success in email marketing. Remember that ongoing monitoring of your sending performance and adherence to email best practices are also essential to ensure your messages consistently reach the inbox.
The setup process begins directly within your Klaviyo account. You'll typically navigate to your Account Settings, then look for a section related to Domains or Email Sending. There, you'll find an option to add or configure a branded sending domain. For precise steps, refer to Klaviyo's official guide on setting up a branded sending domain.
