Whitelabeling authenticates your sending infrastructure so that, when emails reach inbox providers (e.g., Gmail, Yahoo, Microsoft, etc.), they will appear to come from your brand, rather than from the Klaviyo shared domain. There are several reasons you may want to whitelabel your domain, including to have greater control over your business’s branding and sending reputation. In this article, you will learn more about whitelabeling and how Klaviyo’s self service domain authentication tool works to accomplish this task.
What Is Whitelabeling?
The process of setting up a dedicated sending domain is called whitelabeling. Whitelabeling improves deliverability in the eyes of inbox providers since you will now send from your own sending domain. As such, your from address will match the domain you’re sending from. This means that your emails will no longer appear to be sent by a shared domain.
For example, in the image below, the “via klaviyomail.com” will no longer appear after this account is whitelabeled.
The steps you will take to whitelabel, and thus create a dedicated sending domain, are:
- Navigate to Domain Authentication
- Generate DNS Records
- Update DNS Records (not within Klaviyo)
- Verify Your Domain
- Apply Your Domain
- Warm Your Sending Infrastructure
Navigate to Domain Authentication
In the top right corner of the Klaviyo dashboard, click on your company name to expand a dropdown. Select Account.
On your Account page, select the Settings dropdown. Then, choose Domain Authentication from the main tab.
To begin the whitelabeling process, select Get Started.
Please note that, while this selection is available to all users, only those with Owner or Admin privileges can make changes.
Generate DNS Records
The next step is to generate Domain Name System (DNS) Records. After navigating to the Domain Authentication page, you will see text boxes titled Root Domain and Sending Domain.
Your root domain is the domain that you want your emails to be sent from. For example, if your company is called Hello World, your sender domain may read: helloworld.com. This is automatically populated in Klaviyo, so you cannot modify this text.
Your sending domain is the domain your customers will see your emails sent from in the email header. You will be able to modify the prefix before your main domain which will appear in gray here. Specify a subdomain (prefix) from which your emails should be sent.
Note that “send.” is the most common prefix for dedicated sending domains. For example, send.helloworld.com or emails.helloworld.com would both be valid sending domains.
Once both of these fields are ready, select Continue.
There is a limit of 10 record requests per company for each rolling 30 day period. Also, once records are generated, the Root Domain and Sending Domain fields will become uneditable.
Note that multiple companies can use a given sending domain, as long as all relevant DNS records are found upon verification. For example, if you manage multiple accounts for different global stores of the same brand, such as a US and UK account, you could use the same dedicated sending domain for both of them.
When you generate records for a given sending domain, there will be an output of TXT and CNAME records, which will look similar to those shown below:
After these records are generated, hover over and click the text to copy these records to your clipboard.
You will then need to implement the copied values into your DNS Records with your DNS provider in order to successfully verify your domain.
Update Your DNS Records
This step of the whitelabeling process requires you to complete tasks outside of your Klaviyo account. Go to your company’s DNS provider’s platform, or consult your IT team on next steps. Apply your new DNS records that were generated in Klaviyo to your domain.
The process of editing your DNS records will depend on which domain provider you are using. We've compiled links to documentation for some common providers here:
Not all domain registration services allow you to directly edit all DNS records. If you cannot update the records below, contact your DNS provider for information on how to update these records.
Verify Your Domain
After you confirm that your DNS records are updated and apply them via your DNS provider, it is time to verify your domain.
Click Continue to Verify Domain.
There is also an option to Cancel Dedicated Domain Setup. This allows you to return to your previous domain state (with your prior root and sending domains prefilled) if you decide not to proceed.
You will also be notified if your account has scheduled or current sending that will impact your deliverability. Campaigns are considered to be ‘conflicting’ if the estimated recipient count of a given sending or scheduled campaign at the time of page load exceeds 40% of your account’s emailable profiles, and is greater than 100,000 recipients.
If your records are valid, a success message will appear; if they are not, you will see an error.
Apply Your Domain
If your domain is successfully verified, your page will update to the final step of the whitelabeling process. You will see two final options: Apply Domain and Cancel Dedicated Domain Setup.
To apply your domain, select Apply Domain.
A popup will appear, verifying your choice to apply the domain. You check a box indicating that you understand that you must warm your infrastructure by changing your sending behavior.
If your sending goals do not permit this initial warming period, please consider moving to a dedicated sending domain at another time.
If you agree and wish to continue, click Apply Domain.
Klaviyo will now apply your dedicated sending domain to your account, and produce a success message when completed. If for some reason the domain cannot be applied, an error message will appear instead, directing you to try again. If the problem persists, reach out to a member of our Support Team for further assistance.
After you have set up your domain, when you return to the Domain Authentication page, you will see these changes in place. You will also see the date on which these changes took place, and instructions on how to warm your sending infrastructure in the next 2-4 weeks.
Warm Your Sending Infrastructure
It is essential to limit email sending in the first 2-4 weeks after setting up your dedicated sending domain; this process of limiting sending to only your most engaged subscribers is called warming. Warming your domain causes inbox providers to see you as a "good" sender and strengthens your sending reputation.
The basic process of whitelabeling is:
- Turn on high engagement flow emails (abandoned cart, welcome series, browse abandonment)
- Migrate your engagement data over from your previous email service provider
- Begin sending campaigns to engaged segments
- Monitor your performance
For more information on each step of the whitelabeling process, head to our article on warming your sending infrastructure.