How to rebrand in Klaviyo

You will learn

Learn how to change your domain name during a rebrand and best practices for maintaining good deliverability throughout the change.

Before you begin 

Form a rebranding strategy.

When rebranding, you will likely pursue 1 of 3 options:

1. Rename your existing Klaviyo domain 
   Follow the steps below to adequately prepare your audience and edit any key marketing copy.
2. Merge Klaviyo accounts
   If you're merging 2 Klaviyo accounts, such as if your company has purchased or merged with another that uses Klaviyo, follow the steps below to update your account and inform your audience. 
3. Set up an entirely new Klaviyo account
   Starting fresh? Skip this guide if you want to set up a new Klaviyo account. Instead, check out our course on Getting started with Klaviyo.

Prepare your account for the change

Before starting to rebrand, there are a few action items that you must accomplish to maintain good deliverability and communicate accurate information to your customers. Follow these best practices before making any sweeping changes to your account:

1. Update your ecommerce integration.

   • Ensure your ecommerce store and integration reflect your new brand name, logos, and URLs.

   • Enable onsite tracking and any other important tracking features you use with Klaviyo; for example, custom Added to Cart events for Shopify users

2. Set all flows to Manual.

   • Switch all flow emails to Manual mode to prevent them from sending prematurely during the rebrand process. If they are Live, they will automatically send to your customers before intended while you are switching your domain name, which can create confusion.

3. Review our guide to warming your sending infrastructure.

   • Warming your sending domain is essential to maintain deliverability, and is a required step after renaming your sending domain. Even if you keep the same Klaviyo account, inbox providers treat each new domain as an entirely separate entity. Review our guide to warming your domain before proceeding. 
4. Notify your customers
   • Inform customers of your rebranding ahead of time to avoid confusion and prevent issues with deliverability. Create email (and SMS, if applicable) campaigns that alert your subscribers about the name and brand changes prior to the first send with your new domain name.
   • What to include in customer notifications: 
     • Email campaign: Create a text-based email to draw subscribers’ attention that includse both current and new branding. Your current brand content will help subscribers identify your business, and the new content will show them what they can expect in the future.
     • SMS campaign: Include the current brand name, new brand name, and, if possible, an image of the new logo. Linking to a page that shows off your new branding can also help inform your subscribers. 

Update your Klaviyo account

1. Update your sending domain
   • This step applies if you're changing over to a new domain. If you are merging accounts, and thus keeping the name and domain of an account that already exists, skip this step.
   • Follow the instructions in our guide on setting up a dedicated sending domain. If you're moving to a newly registered domain, you will need to warm you infrastructure. 
2. Adjust your brand information in Klaviyo
   • Once your domain name is updated or, for those simply merging accounts, you have informed your customer base that a change is imminent, edit your brand details within Klaviyo by selecting your account name, then Settings > Account > Organization. From here, update:
     
     • Your default sender email address, which is the entity customers receive your messages from.
     • Other information settings that changed during your rebranding process, such as your Company/organization name. 
     • Be sure to Save all changes.
       

       Changing the default sender email address in your organization contact information will not update current flows; you will have to manually do so, as described below.

3. Manually change the default sender email address in each email within active flows.
   • Changing your Organization Settings will not automatically update any of your current flows. You must manually update your sender email address for each email within a flow. Prioritize high-engagement flows, such as your welcome series, browse abandonment, and abandoned cart flows
   • Once updated, switch these flows from Manual to Live.
4. Refresh your brand library
   • Head to Content > Images & Brand to upload new content (e.g., images, brand assets, fonts, etc.) to align with your rebranding, as well as preview, delete, and update existing content and settings.
5. Edit content in flows and templates
   • In addition to the email address associated with your flow emails, you will want to edit any flow content and email templates to reflect the new branding. This includes any:
     
     • Copy in your emails or SMS messages
     • Subject line content
     • Linked content
     • Template URLs
   • If you merge accounts, set your flows to draft and then clone all your flows and templates to the account you're keeping.
   • You can also create new templates to start from scratch if you choose to redesign your store content entirely. For more information on editing your templates, head to create, edit, delete, and manage templates.

Transferring profiles and engagement data

If you merge accounts, you will want to transfer existing profile data to the account you intend to keep. You can export your main list to a CSV file and then import that information directly into your next account.

The only engagement data that will transfer into your other account is First Click and Last Click. You can use these timeframes to gauge engagement in your new account and resume messaging.

Warm your domain

Warming your domain causes inbox providers to see you as a "good" new sender and strengthens your sending reputation so that you avoid hitting the spam folder. Any new Klaviyo customer, or those using a newly registered domain who have engagement data or are using a prebuilt integration, will need to follow the standard guided warming process. Otherwise, if you are coming to Klaviyo without engagement data or not using one of the prebuilt integrations, you can follow the platform introduction process.

Additional resources

• How to change your account's organization name
• How to ramp and warm your sending infrastructure
• Guide to building a brand voice
• Understanding dedicated vs. shared sending domains