Understanding the platform introduction process in Klaviyo
You will learn
Learn about the platform introduction process in Klaviyo, an alternate warming method if you cannot use standard warming.
Before you begin
Before starting, check whether your brand needs warming and whether to use the standard warming process or the alternative platform introduction process. If your brand falls in the platform introduction process category, follow the recommendations in this guide. If you need warming and have usable engagement events, follow the steps for the standard warming process.
Platform introduction process
If you cannot use the standard warming process (e.g., only have date-based data properties like “last open” or “last click”, or have no engagement data available), you can use a modified version of warming. Platform introduction does not require that you have historical engagement data. Instead, it is a manual process that involves creating segments or using random sampling.
Platform introduction starts out with smaller audiences, allowing you to gradually increase sending volume. How long this takes depends on how often you send and how your emails perform.
Choose your starting audience
If you have no engagement data, start with a random sample of your email subscribers. Use the engagement suggestions in the tables once that data is available. If your list or segment is larger than the recommended volume for a send, create a smaller sample:
- Open the list or segment of email subscribers you want to sample.
- Click Manage list or Manage segment, then select Create random sample.
- Enter a List name and a Sample size at or below the recommended volume in the table for your sending frequency.
- Click Create list and wait for the new list to populate.
When choosing recipients for your email campaign, select the new sample list under Send to. Selecting the original list or segment as well would expand the audience beyond your sample. Before sending, check that the estimated recipient count stays within the recommended volume.
After your first send, you'll begin to have Klaviyo engagement data in the platform. For best performance, it's suggested to include engaged segments during this ramp up period.
Choose a sending schedule
The two charts below outline the following information:
- Recommended maximum sending volumes: per day for daily senders, and per email for weekly senders (second column)
- Suggested engagement segments once available (third column)
These charts provide details for brands that either send daily or brands that send weekly.
Please note that the weekly sending chart below includes possible 1, 2, and 3 times a week suggestions.
Before increasing volume or moving to full volume, review your open, click, bounce, unsubscribe, and spam complaint rates. If engagement declines or negative engagement rises, pause the increase and address the cause. See how to monitor email deliverability. When the table says you are ready to send at full volume, continue to use the suggested engagement criteria.
Daily senders: suggested email volume and engagement for the first 4 days
Day | Daily subscriber volume (max.) | Suggested engagement to use |
1 | 2,000 | Clicks from the last 30 days |
2 | 4,000 | Clicks from the last 30 days |
3 | 8,000 | Clicks from the last 30 days |
4 | 12,000 | Clicks and opens from the last 30 days |
Weekly senders suggested email volume and engagement
Week | Subscriber volume per email (max.) | Suggested engagement to use |
1 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| Clicks from the last 30 days |
2 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| 3 sends per week: clicks and opens from the last 30 days 2 or 1 sends per week: clicks from the last 30 days |
3 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| 3 or 2 sends per week: clicks and opens from the last 30 days
1 send per week: clicks from the last 30 days
|
4 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| 3, 2, or 1 send per week: clicks and opens from the last 30 days |
5 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| 3 sends per week: clicks and opens from the last 60 days 2 or 1 send per week: clicks and opens from the last 30 days |
6 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| 2 sends per week: clicks and opens from the last 60 days 1 send per week: clicks and opens from the last 30 days |
7 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| 1 send per week: clicks and opens from the last 30 days |
8 | If sending 3 times per week:
If sending 2 times per week:
If sending 1 time per week:
| 1 send per week: clicks and opens from the last 30 days |
Content to include during platform introduction
During the platform introduction process, you're still getting started with sending on Klaviyo or a new domain. In addition to the sending volume recommendations above, you should consider the content you want to include in your sends.
You should aim to confirm your recipients’ subscription preferences so that you can market to them with relevant, timely content that they want to see in their inboxes. This demonstrates to inbox providers that you are sending engaging content to your subscribers that they want to receive, and helps to establish a strong sender reputation with Klaviyo.
Use preference pages in Klaviyo to give subscribers an opportunity to update their preferences. You can use preference pages to collect information about subscribers like age, gender, or birthday, but also more detailed information like their preferred email frequency or product interests.
Additional resources
- Understanding branded vs. shared sending domains
Learn more about branded sending domains (also known as dedicated sending domains), how they differ from shared sending domains, and when they may be beneficial for your business to use. In the world of email marketing, your sending infrastructure, including your sending domain, is very important. Sending domains are a key component of your email infrastructure, that to help build a positive reputation and promote domain alignment.
- Understanding which warming process to use in Klaviyo
Learn how to choose the right warming process in Klaviyo, so you can establish a strong initial sender reputation and be viewed favorably by inbox providers.
- How to warm your sending domain in Klaviyo
Learn about how to warm your sending infrastructure in Klaviyo. Warming your sending infrastructure trains inbox providers to view you as a good sender, and is essential any time you move to a new email service provider.