A Checklist for Migrating from your Previous Email Service Provider to Klaviyo


If you are currently using an ESP like MailChimp or Constant Contact, but are considering a move to Klaviyo, know that Klaviyo can fully replace any other email platform you might use.

With Klaviyo, you can send everything from regular newsletter campaigns to fully automated triggered emails. But Klaviyo doesn't just want to replace your current ESP, we want to transform the way you send email and help you drive the conversions that matter most to your business. Ready to get started? This guide features some of our recommended guidelines and important things to consider as you make the switch to Klaviyo.

Key Guidelines

When you're preparing to switch fully to Klaviyo from a former Email Service Provider (ESP), here are a few recommended steps:

  1. Swap out embedded simple sign up forms: Make sure to switch all existing newsletter sign up forms on your site to Klaviyo forms to ensure these individuals now get added to your Newsletter list in Klaviyo
  2. Redirect integrated subscriber forms: If you're using any third party form tools (e.g. Wufoo, forms on Facebook, etc.) to send people to your ESP, make sure to adjust these so they point to Klaviyo
  3. Sync subscribers at checkout: If you're automatically collecting newsletter subscribers through your shopping cart checkout process, make sure these subscribers get synced to Klaviyo; for platforms like Shopify and Magento, this feature is available via the standard integration
  4. Import current bounces and unsubscribes: If you are using a built-in Klaviyo integration to migrate over from your former ESP, you're all set here; if not, you will need to ensure any lists of bounces/unsubscribes you might have get uploaded directly to Klaviyo's Suppression List
  5. Migrate current autoresponders: Migrate any existing autoresponders to Klaviyo Flows and turn them Live
  6. Migrate saved email templates: If you are interested in transferring existing newsletter email templates from your former ESP to Klaviyo, you can follow our guide here.
  7. Ensure all existing subscribers make their way into Klaviyo:
    1. If you are using MailChimp / Campaign Monitor / Constant Contact / MadMimi, you'll use a built-in integration with Klaviyo to sync over existing subscriber lists, as well as your unsubscribes and bounces. To do this, you will want to configure the relevant integration - if you navigate to your Integrations tab, click All Integrations, and filter the Category to Email, you will see all of our current built-in ESP integrations.
    2. If you are using an ESP that we do not currently integrate with directly, or otherwise already have an existing subscriber list in a CSV or Excel file, you can easily import or copy/paste your subscribers into Klaviyo.

Once you have completed all of these steps, you should be ready to close your prior ESP account and fully utilize Klaviyo for all of your email marketing needs!

Important Considerations

The biggest issue we've seen when customers switch over to Klaviyo is that sometimes, they don't remember/can't find all the places where different sign up forms are sending subscribers to their ESP. We recommend that once you think you've switched all of your existing forms to point to Klaviyo, wait a few days and watch your lists in your former ESP. If you notice subscribers are still being added to these lists, there's probably at least one form that still needs to be swapped out.

Another critically important thing to consider before importing any existing email lists is list cleaning. We highly recommend that you import clean lists into Klaviyo and send to an engaged list from your first send - if you intend to sync over existing email lists, or manually import existing lists into Klaviyo, your email deliverability may be at risk if you skip this step.

Your former ESP most likely provides a way to analyze the engagement level of your main list, using data points such as open rates, bounce rates, etc. Before you migrate any existing subscriber lists into Klaviyo, we recommend using all data available to isolate and remove any invalid or inactive emails that will only bloat your sending and drag down your deliverability. This should all be done in advance of your first send with Klaviyo.

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