Rebranding in Klaviyo

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Overview

If you decide to rebrand and change the name of your ecommerce store, you will likely want to change your domain name in Klaviyo. In this article, you will learn how to change your domain name and best practices around maintaining good deliverability before and after this change.

Before Jumping In

Form a Rebranding Strategy

When rebranding, you will likely pursue one of three options:

  1. Rename your existing Klaviyo domain 
    If you choose to update and rename your current domain, follow the steps outlined in the sections below to adequately prepare your audience and edit any key marketing copy.
  2. Merge Klaviyo accounts
    In some cases, you may have two Klaviyo accounts that you wish to merge into one. This is often because your company has purchased or merged with another that uses Klaviyo. As with updating and renaming your account, follow the steps in the sections below to prepare your audience and edit key marketing copy.
  3. Set up an entirely new Klaviyo account
    If you want to start over from scratch and set up a new Klaviyo account, you do not need to follow the instructions outlined in this guide. Instead, refer to our Guide to the Setup Wizard for opening a new account and gain additional tips throughout our Getting Started Guides.

    Other resources that may be applicable for you include:

Prepare Your Account for 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:

  • Update Your Ecommerce Integration
    Update your ecommerce store and integration to account for new changes to your brand name. If your shop URL changes, make sure that this is reflected across your ecommerce store as well as in any logos or branded content. If you haven’t already, install web tracking and any other important tracking features you use with Klaviyo — for example, custom Added to Cart events for Shopify users.
  • Set All Flows to Manual
    It’s essential to set all of your flow emails to Manual mode. If they are Live, they will automatically send to your customers before intended while you are switching your domain name. To be sure that only accurate and timely information is sent in your flows, set their status to Manual before starting your domain name update or merge.
  • Review Our Guide to Warming Your Sending Infrastructure
    Warming your sending infrastructure is a required step after renaming your sending domain, so if you take that approach, this step is key. Even though you will still use the same Klaviyo account, inbox providers treat each new domain as an entirely separate entity. If you do not ease back into sending, you will risk damaging your deliverability. Prior to updating your domain name, review this article to make sure you are prepared for the warming process as soon as this change is in place.
  • Notify Your Customers of Change
    It is crucial to keep your customers up-to-date prior to rebranding so that you maintain good deliverability and customer relationships. If you change your domain without notifying your customers, they may think that you are an entirely new brand that they have never engaged with. See the section below for more information around notifying your customers ahead of rebranding.

Preparing Your Customers

Keep your subscribers in-the-know of any big changes like rebranding your account. If you do not, you risk confusing customers, who may stop engaging with your emails, mark them as spam, or unsubscribe. To avoid negative customer reactions, create and schedule a campaign that will alert your subscribers about the name change prior to the first send with that new domain name.

Head to your Campaigns tab and select Create New Campaign.

You will be taken to a page where you can choose the list or segment you wish to send to. Send this email to all of your subscribers, likely in your main newsletter list.

Having a single main list is best practice when using Klaviyo. Head to our article on The Benefits of Having a Single Main List for more information.

Select this main list from the dropdown under Who are you sending this campaign to and then select Save & Continue to Content.

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Because this content is informational and will likely stray from your usual email style, you may choose to build a text-based email to draw subscribers’ attention. Include both your current and new branding and logos. Your current brand content will help subscribers identify your business, and the new content will show them what they can expect in the future — letting customers get familiar with the branding before you jump right into sending it.

Transparency is key when it comes to maintaining a positive relationship with your loyal customers. In this email, explain the following:

  • Your new brand and logo
  • Any content or product changes
  • The domain name that they will soon receive emails from
  • The reason for the name change (e.g., rebranding, merging, etc.)

Alongside that email, you can also inform customers via SMS, push, social, or any other channel that you see fit.

For example, Swoon, formerly Be Mixed, merged Klaviyo accounts to consolidate their product into one brand. They kept the name Swoon and discarded Be Mixed; all the while, they communicated this change to customers via campaign emails to make the change more seamless.

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In your email, you may also choose to add a button asking customers if they still wish to continue receiving marketing emails from your new brand. Their answer: yes or no, will become a profile property

Using that property, create a segment of customers who you want to continue to receive emails. Suppress those who no longer want to receive your emails. For those who do not respond, trigger a sunset flow to either re-engage or suppress them depending on how they interact with your flow messaging.

Updating Your Sending Domain

Updating your sending domain only applies if you are changing your domain name. If you are merging accounts and thus keeping the name and domain of an account that already exists, skip this step and proceed to the next section.

The steps for updating your sending domain name include:

  • Adding Canonical Name (CNAME) records to your new domain name system (DNS)
  • Reaching out to our Success Team

Adding CNAMEs Records to Your New DNS

The first step to changing your store name in Klaviyo is to access your CNAME records. You can find these records by expanding the account dropdown in the upper right corner of your account and select Account.

Next, click Settings > Domain Authentication.

In order to proceed, you will need to have a dedicated sending domain. If you have not yet gone through the process of Domain Authentication, head to our article on Setting Up a Dedicated Sending Domain and follow the steps to gain your CNAME records before continuing.

Here, you will see a list of records. Add these CNAMEs records to your new DNS. Note that you can skip updating the TXT record.

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Contacting the Success Team

Next, reach out to a member of our Success Team and request to update your sending domain. In this email, include the current sending domain and specify what you want your new sending domain to be named.

For more information on reaching out to support, head to How to Contact Support.

Updating Your Brand Information in Klaviyo

Once your domain name is updated by the Klaviyo team or, for those simply merging accounts, you have informed your customer base that a change is imminent, your next step is to update the information that includes your former branding.

Key areas in Klaviyo to edit to reflect your new brand are:

  • From Email / Reply-To and Organization Settings 
    To access this information, head to Account > Contact Information > Organization. Here, edit your From Email/Reply-To address, which is the entity customers will receive your messages from. You can also edit other key pieces of information that may have changed during this rebranding process. When it is updated to your liking, select Update Information to save your changes.
    account_org.png
    For example, Swoon edited their From Email / Reply-To to Swoon| Be-Mixed so customers would best understand where their email content was coming from. 

    Note that changing the default in your Account Settings will not update current flows; you will have to manually do so, as described below.

  • From Email / Reply-To in All Existing Flow Emails
    Changing your Organization Settings will not automatically update any of your current flows. As a result, you must manually update your from/reply-to address for each email within a flow. Prioritize high-engagement flows such as your welcome series, browse abandonment, and abandoned cart flows so that you can set them live quickly. Once edited, you can toggle the status of these flows from Manual to Live.
  • 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 will likely include any copy, subject line content, brands, and linked content. For templates, update content and template URLs to ensure customers are routed to the right pages. 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.

    If you merge accounts, set your flows to draft and then copy all flows and templates you wish to save, sending them to the account you are keeping. For more information, head to our article on how to Copy Flows and Templates Between Klaviyo Accounts.
  • 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. Note that 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.

Warming Your Domain

After you update your ecommerce site, Klaviyo account, and any additional customer-facing materials, your next step is to warm your sending domain. Any time you make a big change to your sending domain it is essential that you warm, and thus take small steps toward large-scale sending, so that you do not harm your sender reputation. Warming your domain causes inbox providers to see you as a "good" sender and strengthens your sending reputation so that you avoid hitting the spam folder.

The basic process of warming is:

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