Understanding next steps after warming

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You will learn 

Learn the next steps you can take after completing the warming process to continue building a successful engagement strategy. 

By creating an effective sending schedule and monitoring performance as you expand your sends, you can remain diligent regarding email deliverability issues and send emails that are both timely and relevant. 

Before you begin 

Any new sender must warm up their sending infrastructure when moving to a new email service provider, like Klaviyo. If you have not yet gone through the warming process, follow the appropriate steps outlined in our guide on how to ramp and warm your sending infrastructure before continuing.

Creating a sending schedule based on email engagement

As a new sender on Klaviyo, it's important to create a sending cadence that helps you identify when your subscribers like to be contacted, or reinforce an existing schedule that you are bringing to Klaviyo from a prior ESP.

Creating a sending schedule based on customer engagement is key to achieving strong open rates and maintaining a positive relationship with your subscribers. 

By creating tracks for daily, weekly, and monthly sending, you’ll have an informed sending cadence that allows you to adapt your sending strategy for different customers, so it best aligns with their engagement patterns. This also helps to support sending and deliverability best practices, as mailbox providers will begin to recognize your sending habits and reinforce these. Large gaps between sends could necessitate having to build up your reputation with these subscribers and mailboxes again as well.

Review our guide on how to create a sending schedule based on email engagement for instructions on how to create these tracks. 

Turn on higher-risk flows

Winback, re-engagement, and sunset flows may be high risk flows to turn on during the warming period, as they typically see lower engagement rates. It is not recommended to begin with these flows below until ramping and warming are both fully complete. 

However, after completing the warming process, you can turn these flows live to further nurture your audiences and help with maintaining clean lists. 

For more details on deploying these flows after warming, see the below resources:

Create advanced segments

After completing the warming process, you can take advantage of more advanced use cases for segmentation. With more advanced segments, you can group customers in a more strategic way to improve your email and SMS performance, signup forms, social media, and analytics capabilities.

See the Advanced segmentation reference for information about creating these segments. 

Optimizing email and form content

Make it easy to unsubscribe

It is essential to include an unsubscribe link that is easy to find in your emails. If someone wants to opt-out of marketing from your brand and is unable to find this link, then they are more likely to mark your email as spam. Spam complaints are serious and can significantly damage your email deliverability.

For example, do not design your link to have a light font on a white background or place it somewhere deep within the copy of the email. Instead, have this link at the beginning or end of your emails (or both) and make the colors stand out for ease of reading and accessibility.

Manage email preferences

You can add fields to your signup forms, as well as subscribe and manage preference pages in Klaviyo, so subscribers can submit information regarding their content and sending frequency preferences. You can then segment based on these to ensure your email sending takes into consideration the preferences of your recipients.

There are 3 possible routes to collect information from customers:

By collecting information regarding preferences, you can better personalize your content so it is both relevant and timely for different customers.

Monitoring performance and deliverability 

As you continue to send to your subscribers after warming, you’ll want to monitor your performance for key email metrics to make sure your sending audience is engaged and you are maintaining good deliverability. 

We advise using the following key email metrics:

  • Unique open rate
  • Unique click rate
  • Bounce rate
  • Unsubscribe rate
  • Spam rate

You can compare the performance of your own sends against key ranges for these metrics. If you find that your performance is declining or needs improvement, you can adjust your strategy accordingly.

Continued sending best practices

Send to opted-in customers only

Ensure that your main newsletter list only contains individuals who have opted-in and that you aren’t deliberately, or inadvertently, looping in those who never subscribed. We highly recommend that you keep customers and opted-in subscribers separate.

Emailing contacts who haven't opted in can cause your emails to be marked as spam and negatively affect your deliverability. For profiles that you cannot send to, consider alternative ways to market to those contacts.

Conduct regular list cleaning

Cleaning unengaged or inactive profiles from your list is crucial to maintaining good deliverability. Having a list that contains uninterested people or a high percentage of invalid emails will only hurt your efforts to reach those who actually want to receive your emails.

The process for cleaning your list involves two steps:

  1. Creating a segment of unengaged profiles
  2. Suppressing or deleting these unengaged profiles

Engaged sending

Even after completing the warming process, focusing on engaged sending is a good way to protect your sender reputation.

By sending to engaged segments, you’ll make sure that your sends focus on customers that are actually interested in your emails and you are following best practices. 

Since you have already completed the warming process you have more flexibility with the engagement frame timeframe of your segment, and can adjust it as necessary to make it more inclusive or restrictive. 

For more information regarding deliverability best practices, head to Understanding deliverability best practices.

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