Understanding which warming process to use in Klaviyo
You will learn
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.
In this guide, we will walk through the warming processes as they relate to your particular use case.
All use cases below are for accounts on shared IPs. Learn more about the dedicated IP warming process.
Warming
Warming is an essential process that involves building an initial sender reputation by focusing on your most engaged customers, and gradually increasing email volume that is sent from a new domain or IP. Any new sender must warm up their sending infrastructure when moving to a new email service provider, like Klaviyo.
Ramping
Ramping is a process that aids in the overall warming process to become a reputable sender, whether you are using a dedicated or shared IP. Ramping involves starting out with smaller volumes of email sends, and then gradually increasing that volume over time. Learn more about the difference between warming and ramping.
How to choose your warming process (if applicable)
Depending on what type of Klaviyo customer you are, if you have engagement event data, are using a new domain, and other potential considerations, your warming process may differ. Use the guidance below to decide which process you should follow.
Note that if you are working with an Onboarding Specialist or Customer Success Manager, please review your specific warming needs with them first before starting a process below.
Use cases for warming
Existing Klaviyo customers moving to a branded sending domain
- Existing Klaviyo customers moving from a shared to a branded sending domain do not have to repeat manual warming, as long as you meet both conditions:
- A domain that has been registered for at least 30 days AND
- You’ve used the domain to send email already (e.g., you used this domain in the past with a prior email service provider or with Klaviyo in your from address).
If you are replacing an existing branded sending domain and your activation screen offers Move traffic with domain warming, this option gradually moves your email traffic to the new domain. Your previous domain is removed when the transition finishes. Follow the guide to moving to a new sending subdomain for setup and activation instructions.
New Klaviyo customers and new domains
- New Klaviyo customers follow the standard warming process, if you are a new Klaviyo customer (either on a shared or branded domain) and:
- Have historical open or click events available in Klaviyo, or
- Have synced open and click events through a Klaviyo-built integration.
- Newly registered or unused domains need warming for new and existing customers if the domain was registered within the last 30 days or has never been used to send email. Use the standard warming process if you have historical open or click events in Klaviyo. Otherwise, use the platform introduction process.
If you follow the standard warming process, you may see guided warming notifications if your account qualifies. During guided warming, guidance in the campaign editor helps you choose an audience for your stage of warming. For eligible single-channel email campaigns, Klaviyo can automatically exclude unengaged recipients when your selected audience is too large.
Guided warming can time out after more than 45 days without a single-channel email campaign delivered to at least 1,000 recipients. Flow emails and smaller campaigns do not reset this period. Once guided warming has timed out, it cannot be re-enabled. Continue warming manually by following the guide on how to warm your sending domain in Klaviyo.
Klaviyo customers without engagement events or data
Use the platform introduction process if you need to warm your sending infrastructure but do not have historical open or click events available in Klaviyo.
This includes having no engagement data to bring over from your previous email service provider, or only date-based properties such as “last opened” and “last clicked.”
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.
- How to create an engaged segment of email subscribers
Learn how to create an engaged email segment, which can help you improve your open, click, and conversion rates.
- Getting started with email deliverability monitoring and performance metrics
Learn what good email deliverability metrics look like by industry, and which strategies to use to help improve your email performance. In this guide, find out about the specific open and click rate, both for email campaign and flow messages, that you should strive for after depending on what vertical or industry you are in. Additionally, learn ways to help mitigate potential deliverability issues and how to continue to monitor these rates over time.