9 Steps to Getting Started with Klaviyo

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Welcome to the Class

Welcome! In this course, we will walk you through the 9 steps to getting started with Klaviyo.

The Setup Wizard

The Setup Wizard is your first step in your Klaviyo journey. Let's go step-by-step through your options.

Setup Tab 
You'll begin by entering basic information about your business -- your website, the type of business you run, and your mailing address.

Design Tab
On this tab you'll upload or select your logo, then add your brand's colors, fonts and social links. This information is used to populate the built-in email templates in your Klaviyo account.

Setup Complete
This page confirms that you're fully setup, and ready to start using your Klaviyo account.

You can always access the setup wizard in your account by going to the top right corner and clicking on account and navigating down to Setup Wizard.

Uploading Contacts

Before you upload your contacts, make sure that they abide by Klaviyo's Terms of Service and that the people on your list actually opted-in to your marketing. If you're not sure if you're contacts are good to go, head to the guidelines for compliance.

Whether you're migrating from another email service provider or collected a list another way, you'll want to pull in your contacts into Klaviyo.

Head to your List & Segments tab create a new list and import your contacts as a CSV file. Make sure that your CSV file is formatted correctly before trying to upload it into Klaviyo. You can also add contacts by copy/pasting from Excel or by using the Quick Add feature to add in contacts one at a time. After your list is uploaded, you can point Signup Forms and Subscribe Pages toward your list so that it can continue to grow.


Having trouble with your lists? Head over to our troubleshooting guide for help.


Harness the full potential with your Klaviyo account by integrating with your current ecommerce, advertising, help desk, or former email platform. Your integrations will help pull in data from other sources that you can use in Klaviyo to better target your marketing.

If you didn't already integrate using the Setup Wizard or have more platforms you want to integrate with, head over to the Integrations tab and search for the platform you want to use and click Add Integration. If you need step-by-step instructions, head here to find a guide to your platform installation. Don't see your integration listed? Check out this guide for building custom carts or platforms. You can also reach out to our Customer Support team for questions you may have about integrating.



What is a segment?
A segment is a subset of your customer base that is separated out based on terms that you define. Segments are dynamic meaning that they will grow and shrink based on customer behavior and characteristics.

Why segment?
Segmentation allows you to send relevant information to the people who care. Your customers will have a better experience, your emails will perform better, customers will be more likely to purchase, and you'll have better deliverability.

Segmentation in Klaviyo
Your Klaviyo account will come with three built-in segments -- engaged profiles, new subscribers, and unengaged. When you integrate other segments like churn risk, potential purchasers, VIP customers, and win-back opportunities. At any time you can change the definitions of the pre-built segments as well as creating your own segment. You can segment based of off

  • What someone has or has not done -- customer behavior
  • Properties about someone -- characteristics about someone 
  • Location 
  • If someone is or is not in a list
  • If someone is or is not suppressed 

Want more segmentation ideas? Check out this article for some inspiration.

A clean list is a happy list. By cleaning your list you reduce your unsubscribe rates, increase your deliverability scores, better retain and engage customers, and better personalize your content to match your customer base. What does it mean to clean your list? To clean your list using Klaviyo, create a segment of unengaged profiles. You can find ideas of what those segments should look like here in the help center. Let that dead weight go and take your time instead to engage with your customers who care about your brand.

Campaigns vs. Flows

You've done the hard work of getting your Klaviyo account in order, now it's time to send your first email campaign. Before we do, just a brief word about the difference between campaigns and flows. Campaigns are one time email sends that you send to a particular list or segment. Each time you send a campaign you'll have to manually build it out. Flows are automated emails that are based off of set triggers and filters. Customers will enter the flow once they meet the conditions or do a behavior in the flow.


Sending Your First Campaign

In sending campaigns, you want to make sure that the appropriate group is targeted for your message. From newsletter updates to local event details, selecting the right group is key. Don't be shocked, however, if your list number is different from the number of expected recipients given in Klaviyo. Suppressed profiles and duplicated profiles will be removed, potentially changing the number between the two. It's best practice for general information emails to turn on Smart Sending to make sure that you're not bothering your customers with too many emails from you.

You'll also have the option to turn on Google Analytics tracking as well. From there you can design your email using the drag-and-drop editor. You'll have the option to use the drag-and-drop editor, go with a text-only email, or using one of the built-in email templates to build out your campaign. From there, you can customize until your brand shines through your emails.

In the last step in sending a campaign, Klaviyo will go through a checklist to make sure you email is in top shape. After reviewing your email, you can choose to send the campaign immediately or to schedule to send at a later time. If you schedule the email, you can choose to send to your list or segment as it is in the moment you scheduled your email or in the time before it is sent, as your list or segment may have changed size. Additionally, you can send to everyone at the same time, at a set hour by time zone, or in batches. No matter what you've chosen, you've just sent your first campaign in Klaviyo! Well done!

Setting Up Your Flows

What are Flows?
Flows are automated email series triggered by an activity or behavior. They can  contain one or more emails and can be configured to send to contacts after a range of different tracked events occur. Flows allow you to make your customers have a personalized experience with minimal time spent on your part. You can create a flow triggered off of someone being added to a list, join a segment, do a certain behavior, or center a flow around a certain date property. You can add further triggers that will target your flow even more specifically.

Creating Flows
Flows are easy to create Klaviyo's Visual Flow Builder where you can drag and drop the elements you want directly into the flow. You can add in time delays to space out your messaging, conditional splits to create different paths within a flow, emails that you can customize the same way as in your campaign send, or an update to a profile property within a flow. Within the flow you can also navigate to the analytics to see how your emails are performing. You can create your own flows from scratch or use the flow library for inspiration. Best practices for ecommerce accounts include, at the least, turning an abandoned cart and welcome series.


Signup Forms

In Klaviyo you can create signup forms to popup, flyout, or embed on your website. The Signup Form Builder makes it easy to build and style forms. You can add in texts, buttons, and images as well as, options various options for your customers to submit information. Additionally, you can set up subscribe pages that are full-page hosted landing page where you can direct people to signup for your newsletter, contest, or special promotion. Already using a third-party platform for list growth? Check out the Klaviyo integrations to see how to pull that information into your Klaviyo account.



So you've done it! You've set up your Klaviyo account, pulled in all of your integrations, sent your first email, etc. But how do you know if you're truly getting the most out of your Klaviyo account? The best way to check the effectiveness of your current marketing strategy, is to look into all of the reporting features that Klaviyo has to offer. You can access your flow and campaign analytics by clicking into the emails in question and navigating to the respective analytics tabs. Additionally, by navigating over to your analytics tab from your account dashboard, you can set up metrics that you want to see front and center when you enter into your Klaviyo account, including email and signup form metrics.

If you want to boost your open or conversion rates, try A/B testing your flows and campaigns or check out email best practices in the Klaviyo blog.


Getting Started Example

In the following series of videos, we walk through an example of setting up a Klaviyo account. This example begins after you've already signed up for Klaviyo and completed the setup wizard.

Uploading Contacts

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Sending Your First Campaign

Additional Resources: Create and Send a Campaign

Flows Setup

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Signup Forms

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Contacting Support

Great work. Now, where can you go if you need to get help? If you find yourself stuck, or looking for new ideas, reach out to our Customer Support team.

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