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
Klaviyo customers moving to a branded sending domain
- Existing Klaviyo customers moving to a branded sending domain, DO NOT have to warm your infrastructure again, as long as you have:
- 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).
- New Klaviyo customers follow the standard warming process, if you are a new Klaviyo customer (either on a shared or branded domain) and:
- Have engagement data (i.e., opens, clicks, etc.) OR
- Are using a Klaviyo-built integration that syncs open and click events
- Newly registered domains put in use by new or existing customers should also follow the standard warming process, if the newly registered domain was created and registered within the last 30 days and/or never used to send emails.
If you fall into the category of our standard warming process, you may see guided warming notifications appear in your account as you ramp up with Klaviyo or once you meet the requirements. During guided warming, a banner will appear in your campaign editor instructing you on best practices based on the stage of warming you are in.
Note that if you have qualified for guided warming but did not send an email in 45 days, you will see the warming notifications dismissed. Once dismissed, guided warming cannot be re-enabled. If you wish to warm your account (which we strongly advise), follow the directions in our guide on how to warm your sending domain in Klaviyo.
Klaviyo customer without engagement events or data
You should use the platform introduction process, if you:
- Do not fit into any of the use cases above OR
- Are not using a Klaviyo-built integration that syncs open and click events OR
- Simply do not have any engagement data that you are bringing over to Klaviyo (e.g., you only have date-based properties such as “last opened,” “last clicked,” etc.).
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.
- 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.