Guide to Klaviyo 101


Guide to Klaviyo 101 includes everything you need to know to hit the ground running and leverage all of Klaviyo's exciting features. 

Checkout our Klaviyo 101 Video

Step I. Before You Start Sending

If you are switching to Klaviyo from a previous ESP (like MailChimp or Constant Contact) or otherwise plan to sync/import existing subscriber lists into Klaviyo, it's important to consider some best practices around email deliverability before you dive in. Klaviyo has consolidated the most important "before you send" considerations into the following guide: Getting Ready to Send

The key things covered in the above mentioned guide:

  • Why and how you should update your DNS records to avoid getting flagged as suspicous by email clients
  • The importance of sending to an "engaged list" when starting out with Klaviyo
  • How to "clean" your main subscriber list and start sending slowly so you don't put your email deliverability at risk

Step II. The Setup Wizard

Klaviyo's Setup Wizard is designed to walk you through setting up your account basics. We recommend that you complete each section here before moving on to explore Klaviyo's other features. Within the Setup Wizard, you will be able to:

  • Integrate an ecommerce store or other service/tool
  • Sync any existing email lists
  • Automate email template creation with your logo, brand colors, and font as well as web and social links
  • Set up web tracking
  • Establish key organization information


Setup Wizard without completing it, you can navigate back to it at anytime through the Account dropdown menu.

Click here to jump back to this Wizard now.

Step III. Adding Data to Klaviyo

To get the most out of Klaviyo, you'll want to sync as much user and customer data as possible. Our goal is to make this as simple as possible by supporting over three dozen one-click integrations and having a flexible API.

When you are getting started, there are three ways to add data to Klaviyo: 

  • By adding an Integration: With just a few clicks, you can connect Klaviyo to other tools you use to automatically pull over contact data.  A few key examples:Ecommerce Platforms: Shopify, Magento, Bigcommerce, WooCommerce, Volusion, OpenCart, 3dcartSupport Tools: Zendesk,, Help ScoutMarketing Tools: Unbounce, Wufoo, SumoMe, JustUnoBilling: Stripe
  • By using our API: You can also send us event data by either adding JavaScript to your website or by using our server-side API
  • Pasting it in: Finally, as a way to test out Klaviyo, you can also upload data; there are two ways to do this:Customer data: For basic facts about your customers (names, emails, type of customer, etc), you can upload a list that includes all of this data; when you upload a list, the extra columns will be saved as customer properties in KlaviyoEvent data: On the Integrations tab, there's also an option to paste in customer event data (such as purchases, sign-ups, etc); this is a great way to add historical data manually

If you have an ecommerce store, you were prompted to connect your store to Klaviyo through the second step of the Setup Wizard. Through the Setup Wizard, you were also prompted to integrate with any former ESP. The following outlines what to do next depending on the additional data you would like to add to Klaviyo:

API Documentation: If you are interested in setting up a custom integration using our API to sync data to Klaviyo, you can review Klaviyo's API Documentation here.

Ecommerce Integrations: Have an ecommerce store and still need to connect it to Klaviyo? Navigate to the Integrations tab on the left-hand navigation bar and filter the Category to Ecommerce in the All Integrations list. Here, you will see all of our built-in ecommerce integrations. If you need help getting integrated, check out our resources dedicated to all existing ecommerce integrations. 

Other Integrations: Need help identifying your integrations? You can filter by Category when viewing the All Integrations list in your account's Integrations tab to explore all of Klaviyo's current built-in integrations.


Existing Subscriber Lists: If you have an existing email list that you would like to import into Klaviyo, you can do this by uploading a file (if you have a large list) or copy/pasting data from a spreadsheet (if you only have a few people). To learn more, click here. Sign Up Forms and Subscribe Pages: While you'll find a more comprehensive section on sign up forms later in this guide, when you're first starting out you will likely want to learn how to create ways for contacts to subscribe to different lists in Klaviyo. Get started with this overview article: Build your Audience with Sign Up Forms

Step IV: Getting Started Checklist

After you've completed the Setup Wizard and considered how to begin adding data to Klaviyo, you're ready to explore the Getting Started Checklist.

Klaviyo's Getting Started page is designed to help you hit the ground running with all of Klaviyo's core features, from marketing automation to building your audience.

When you arrive at this page, your view will be customized based on what you told us about your business during the Setup Wizard. As you complete each Getting Started step, you will see the blue "Let's Go" button change to a gray "Done!" button. 


Step V: The Dashboard

The Dashboard is a key area of your account that has several subsections: 

Email Performance: The Email Performance tab features analytics that make it easy to see how engagement varies from campaign to campaign and across your flows. Learn more here.

Analytics: The Analytics tab contains customizable charts of metrics you've sent to Klaviyo as well as a timeframe selector to personalize the data you see when you log in. 

Lists & Segments: The Lists & Segments tab on the Dashboard is where you can find a collection of all starred lists and segments.

Activity Feed: The Activity Feed is your account's central source of real-time event data across all metrics. Here, you can filter by metric and click on any event to see further details. Dashboard to ensure that it provides the snapshot of information most meaningful to you.  Dashboard could always be just one click away? Good news! Klaviyo's app for Apple iOS makes it incredibly easy to monitor your campaign stats in real-time, as well as display your Klaviyo dashboard analytics on your iPhone, iPad, or iPod Touch. Download the app now in the App Store or learn more on our blog.

Step VI: Lists & Segments

  • Lists are what you find in a typical email platform. A list is collection of email addresses that generally doesn't change (unless someone's added from a sign up form or by being pasted in). 
  • Segments are defined by a set of conditions, e.g, everyone who's ever purchased, everyone who was on the website last week, everyone who opened a specific email, etc. Rather than a fixed list of people, a segment will grow as new people meet the conditions, and shrink as people no longer meet the conditions.

You can create both new lists and new segments by navigating to the Lists & Segments tab in our account.

More about Lists

There are 4 ways to add contacts to a list in Klaviyo:

  1. If you're starting from scratch with no emails, or want to grow a list, you can embed a sign up form or create a subscribe page
  2. If you have an existing list, you can upload it into Klaviyo by importing a CSV file
  3. If you only have a small number of contacts, you can copy/paste contacts directly from an Excel file
  4. If you are moving over from another ESP, you may be able to sync existing lists through one of our pre-built ESP integrations

Each list will have its own unsubscribe link. You can find this link by clicking on the list, and navigating to the Settings tab. Here, you will also see a checkbox regarding what happens when someone unsubscribes - you can choose whether the "unsubscriber" will just be removed from this one list, or if he/she will be unsubscribed globally.

In your account's Email Settings, you will find a link to the global unsubscribe page for your account.

Lists FAQ:

  • How do I merge or combine two or more lists? If you want to combine two or more lists, the easiest way is to configure a "master segment" using Klaviyo's Segment Builder. To build this segment, use the "If someone is in or not in a list" condition once for each list, and separate each condition with the "OR" connector. You can then target this master segment with any campaigns or flows. Should you prefer to just merge two lists completely, you can do this by exporting one list from Klaviyo, and then importing the file directly into your other list. Once you do this, you can delete the first list completely, as all of the contacts will now be in your new combined list.
  • How do I create a subsegment of my list? This is also where our Segment Builder comes in! Create a new segment where the first condition is "If someone is in or not in a list" and select your list. Then, add other segment conditions to create your desired subsegment.
  • When I upload a new list, do you automatically de-dupe? Yes. We will not create any duplicative contact profiles in Klaviyo if you upload a new list that contains duplicates. We will de-dupe by comparing and cross-checking email addresses.

More about Segments

From the Lists & Segments tab, you can create new segments as you consider how you want to analyze your data and refine your email marketing. You can create segments based on contact properties (such as Gender or Location). You can also create segments based on behavior and levels of engagement -- here are a few examples of useful segments that demonstrate the advanced capabilities of Klaviyo's Segment Builder:

  • You can create a segment of customers that purchase a new product before that product even goes to market, so you can watch the segment grow after launch
  • Capture your "Inactive Subscribers" by isolating those that have been on your list for at least 6 months but have never opened or clicked an email
  • You can create a dynamic VIP Customer segment, consisting of all customers that have purchased at least X number of times before or have spent over $X
  • Analyze the lifetime value (LTV) of your customer-base by creating segments that capture different ranges of total spending

Keep in mind, segments will curate automatically from all existing contact profiles in your account.

To edit an existing segment's definition (i.e. update the conditions that determine who is/is not included), click Edit Definition in the top menu bar.


You can add as many conditions as you'd like!

A few things to keep in mind:

  • Using the OR connector between a sequence of segment conditions will make a segment more inclusive. We will check each condition in the sequence individually - if Joe meets one condition in the sequence but does not meet another, Joe will still be included.
  • Using the AND connector between conditions will make a segment more exclusive. We will check each condition separated by AND individually, but each condition must evaluate to TRUE in order for someone to get included. If Joe meets one condition but doesn't meet another, Joe will be excluded.

Explore our Segment Builder Interface

Segments FAQ:

  • How often do segments update? All segments update automatically and right away except those that rely on relative time conditions which are only true after a certain period of time. For those segments, we update them nightly.
  • Can I segment my customers based on _____? Our Segment Builder is very powerful - if the data you want to work with exists in Klaviyo, it is most likely possible to segment using it. You can segment customers based on any properties you collect/assign to them. For purchase activity, you can segment based on most aspects of an order, and also refine the segment based on frequency or timeframe. Learn more here.
  • Can someone subscribe/unsubscribe from a segment? No. Segments are defined by a set of conditions and thus anyone that meets the conditions will get added and remain in the segment until they no longer meet the conditions.

Step VII: Sign Up Forms

Subscribe Page: This is a Klaviyo-hosted subscribe page for a list. You can send the URL for this page to anyone (or link to it in an email) and they'll see all of the options for subscribing. If you want a smaller sign up form, the options below are likely a better fit.

Simple Sign Up Form: This is great for including a short sign up form in the header, sidebar or footer of your website. It will always be visible. 

Fly Out: Trigger a "fly out" when visitors stay on a page for a certain amount of time, scroll down or view multiple pages. This is a nice, less aggressive way to encourage sign ups as people are browsing. 

Pop Up / Modal: Show a pop-up form to visitors when they stay on a page for a certain amount of time or view multiple pages. 

In Klaviyo, you won't create a general sign up form or subscribe page for default use. You will customize a sign up form when you are creating one for a particular list. For this reason, you will find no tab in your account dedicated to sign up forms. Instead, you will find the Sign Up Forms and Subscribe Pages tabs only after you've clicked on a particular list.


Explore our resources on Sign Up Form Customization & Management

Redirecting existing sign up forms to Klaviyo

If you already have a sign up form, or popup, on your website, you'll need to make sure that subscribers using this form end up in Klaviyo. To start, consider the following:

If you are having any trouble configuring an existing or new signup form, feel free to reach out to our Success Team.

Step VIII: Email Templates

The Email Templates tab in your Klaviyo account is home to all of your saved email templates. If you are building a new flow or campaign, you will be prompted to configure your email content and will have the option to build your email directly in the flow or campaign Email Content window.


You will see four options here:
  1. If you have already designed your template directly in the Email Templatestab, you can select "Use Template" and choose a saved template from your Template Library.
  2. Select the Rich HTML option (the one with the magic wand) to build your email using Klaviyo's Drag-and-Drop Editor. Our template editor will allow you to create beautiful and responsive emails in no time.
  3. If you want to create a simple, text only email, click the middle option to design a Text Based email.
  4. To build your own template from scratch, using custom HTML, select the option to use our HTML editor.

When you design an email directly inside of a flow or campaign, the email you design will not automatically be saved in your Email Templates tab. To do this, you will need to save the flow or campaign email as a template.

What you'll get out-of-the box

When first getting started with Klaviyo, you will be prompted to complete our Setup Wizard. This wizard has a step where you can configure your logo, color scheme, fonts etc. Once you complete this step, we'll populate your account with a robust number of base email templates decked out with your branding.

You will find all of these templates waiting for you in the Email Templates tab of your account, labeled Newsletter #1 - Newsletter #7.  

Import a Custom HTML Email Template

With Klaviyo, you can use our template builder to create drag-and-drop templates as well as import HTML markup to save as a template in our template library.

Explore how to Import a Custom Email Template with Drag-and-Drop Support 

Klaviyo's Drag-and-Drop Editor

Klaviyo's powerful Drag-and-Drop editor makes it easy for you to design beautiful and responsive emails.


Edit Content window for any email template supported by our editor, or create a new template selecting the Drag-and-Drop editor option, you will see a right-hand navigation bar with the following tabs: Blocks, Styles, and Preview.

Blocks Tab: The Blocks tab will open a window with all available drag-and-drop block options. If you click on an available block, you will be able to drag it into your template. Once you drag and drop a block, you will have the option to edit, clone, delete, or move your block around. We have a whole guide dedicated to managing blocks in email templates.

Styles Tab: The Styles tab on the main navigation bar will reveal several styling options that will apply to your entire template. When you click on a specific block, however, a new navigation menu will appear on the right-hand side hat includes a Block Styles tab. The Block Styles tab is where you can edit a range of styling options pertaining to a particular block (including borders, colors, padding, margins etc). 

Preview Tab: Clicking Preview will allow you to preview your email template. You can choose to preview your email in Klaviyo, or send a preview email to yourself. If you are previewing the template in a flow that is triggered by an event, you should see a window that says, "Choose a recent event to preview with". This will allow you to preview your email with real customer data, and have your preview populate with dynamic content if your template contains variables.  guide on Template Tags & Syntax.


Explore our guide on Template Tags & Syntax

Explore our Guide to Using Coupon Codes in Klaviyo

Step IX: Campaigns

Create Campaign and get started:

  1. Name your Campaign
  2. Choose a List/Segment to target
  3. Enable/disable Smart Sending
  4. Enable/disable Google Analytics tracking

Next, you will have the opportunity to configure your campaign email's content. Learn more about campaign sending options here. Campaigns tab of your account, you will see certain high-level analytics for all sent campaigns. While you will always see Open Rate and Click Rate, you can adjust the third metric to show a conversion-related metric that is most meaningful to you. Export button at the top of the page.


<pKlaviyo's reporting includes the basics of delivery rate and data around opens/clicks, but that's just the start. The real value comes from seeing what happened after someone opened or clicked your email: conversions, purchases, and revenue that is directly attributable to each email. Watch Live feature that can give you quick, easy insight into where the majority of your active customers are located. Using this information, you can determine whether or not you should be sending your campaigns based on time zone, or if there are locations where people on your mailing list are more apt to purchase. If you select the “Watch Live” tab in your campaign overview page, you’ll be able to view a real-time world map tracking the locations of all key campaign send metrics.

Learn more about analyzing campaign analytics

Step X: Automated Email Flows

  • A Welcome Series flow that is triggered when someone subscribes to your newsletter
  • An Abandoned Cart flow that triggers to customers when they start to check out but then abandon the process
  • A Customer Winback flow that triggers to customers a certain number of days/weeks after a purchase to re-engage
  • A New Customer Thank You flow that sends to customers after their first purchase to build loyalty
  • For a Welcome Series, have Email #1 only send to subscribers that opted-in through a certain pop up on your website
  • For an Abandoned Cart flow, create separate flows for products that are particularly popular, or for certain categories of products - this way, you can customize these emails to maximize their conversion potential
  • For a Winback flow, you can send a "big spender" version of your winback series to customers that placed an order above a certain amount, or customize winback flows based on the category of products purchased
  • For a New Customer Thank You flow, this is a great opportunity to "thank" your customers in different ways based on what they bought/how much they spent - you can create different Thank You flows based on any information you know about your customers, such as their gender, location etc.

Explore our Introduction to Flows in Klaviyo <p> Explore our guide to Understanding Flow Triggers & Flow Filters

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