Whitelabeling Your Sending Domain



This guide covers the process of whitelabeling your sending domain, as well as the vital step of warming your sending domain.

It's important for any users who choose to whitelabel their sending domain to follow through and warm this new infrastructure after updating the related DNS records.

Setting Up a Dedicated Sending Domain

Establishing a whitelabeled sending domain requires adding 3 CNAME records to your DNS records with your hosting provider. We provide the records below, which you copy/paste into your DNS provider.

Type Hostname Value
CNAME send u161779.wl030.sendgrid.net
CNAME s1._domainkey s1.domainkey.u161779.wl030.sendgrid.net
CNAME s2._domainkey s2.domainkey.u161779.wl030.sendgrid.net

Depending on your DNS provider, the name of the Hostname and Value fields in the example above may differ. Below are a few examples, but check out our links below to the documentation for some popular DNS providers if you're having trouble.


Here is an example of what the Klaviyo CNAME records look like when added to a domain managed by GoDaddy.

You may have other records as well.

Google Domains

Here is an example of what the Klaviyo CNAME records look like when added to a domain managed by Google Domains.

You may have other records as well.

Digital Ocean

Here is an example of what the Klaviyo CNAME records look like when added to a domain managed by Google Domains. This domain is genobeanos.com. Notice how Digital Ocean automatically appends this name to the hostnames that were added.

You may have other records in addition to these.

If you're interested in using a dedicated sending domain, please contact support@klaviyo.com. We validate your updated records and update your sending infrastructure.

We also have a list of references to popular DNS providers to help you locate where and how to update your DNS records.

Warming Your Infrastructure

It is essential to warm your infrastructure any time you make updates to your DNS records, such as whitelabeling your sending domain.

The basic process is as follows:

  • Make your first few sends target highly engaged segments
  • Turn on high engagement flow emails
  • Begin sending campaigns to engaged segments
  • Monitor your performance

We cover each of these topics in the sections below.

Make your first few sends to highly engaged segments

Your new whitelabeled sending domain is a clean start, so your initial sends have a higher impact on determining your sending reputation. Sending to highly engaged segments helps ensure your reputation will not suffer from a one off email that doesn't perform as well as your normal sends.

Using a conservative schedule that increases daily is the best way to ensure a solid sending reputation. A rule of thumb is to aim for open rates of 20% or higher, unsubscribe rates less than 0.2%, and spam complaint rates less than 0.08%. Keep in mind that these specific numbers will vary per sender.

Turn on high engagement flow emails

Welcome Series, Abandoned Cart and Browse Abandonment emails are three types of flow emails known for getting high engagement. Set these up and have them running on the first day you begin using your new whitelabeled domain. If you've been sending any win-back or re-engagement flows, turn these off during the first couple weeks of your warmup to ensure that only highly engaged mail is being sent from your new domain.

Begin sending campaigns to engaged segments

Once you've turned on your engaged flow emails, begin sending campaigns periodically to engaged segments. For your first send, aim for open rates above 30%. Getting an open rate this high will likely require that you send to a segment of anyone who has opened, clicked, or recently opted-in in the last 30 days.

For subsequent sends, and as long as you're getting open rates above 20%, you can create a similar segment and relax the engagement criteria to 60 or 90 days. Continue with this strategy for a couple of weeks, and then further relax your engagement criteria to 120 or 180 days. As a best practice, avoid sending emails to subscribers that have been on your list but not opened or clicked in the last six months. Continuing to send to inactive subscribers will put you at risk of having your mail bulk moved to the spam folder for ISPs like Google and Hotmail.

If you've been using Klaviyo for at least a couple of months, ensure that you're creating and using engaged segments. If you're brand new to Klaviyo and coming from another platform, remember to include engagement data from your previous email provider in your engaged segments.

If you're having trouble building your engaged segments, please email support@klaviyo.com with details including a link to the engaged segment you're building, the prior ESP you've migrated from, and the list in your account that subscribers are added to once they've opted in.

Monitor your performance

These three items will help you monitor your performance as you warm your sending domain.

  • Sign up for Gmail's postmaster tools - these tools will help you track the reputation of your sending domain for your Gmail subscribers throughout the warmup
  • Review flow analytics - checking back periodically on your flow's open, unsubscribe, and spam complaint rates will help you gauge the engagement with these emails.
  • Monitor campaigns using the trends report - this report will show you changes over time in all the important email engagement metrics. In particular, keep an eye on the graph showing Marked as Spam and Hard Bounce rates, and make sure to look into campaigns that were responsible for any spiky behavior.

More on monitoring deliverability and email performance here.

Tips for Where to Update your DNS Records

You can update your DNS records wherever you registered or manage your domain names.

Not all domain registration services will allow you to edit all DNS records; if you cannot update the records below, contact your DNS provider for information on how to get these records updated.

The process of editing your DNS records will depend on what domain provider you are using. We've compiled links to documentation for some common providers here:

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