Mastering Klaviyo Account Warm-up

Mastering Klaviyo Account Warm-up

Table of Contents

  1. Introduction
  2. Why Warm Up Your Klaviyo Account?
  3. Types of Warming Processes in Klaviyo
    • 3.1 Standard Account Warming Process
    • 3.2 Platform Introduction Process
  4. Preparing for the Warming Process
  5. Conducting the Standard Account Warming Process
    • 5.1 Bringing Data from Previous EMS
    • 5.2 Determining Engagement Criteria
    • 5.3 Sending Emails to Most Engaged Segments
    • 5.4 Expanding Engagement Criteria
    • 5.5 Strengthening Sender Reputation
  6. Conducting the Platform Introduction Process
  7. Generating Engagement Data Manually
    • 7.1 Creating a Preview Sample
    • 7.2 Sending Emails to Generate Engagement Data
  8. Cleaning Your Email List
  9. Conclusion

Why You Need to Warm Up Your Klaviyo Account?

Hey there! So you've recently signed up with Klaviyo, a powerful email marketing platform. Congratulations! You're probably eager to start sending emails to your sizeable mailing list. However, before you can dive right in, there's an important step you need to take: warming up your Klaviyo account.

Why Warm Up Your Klaviyo Account?

When you first start using Klaviyo, your account has no sender reputation. This means you're starting from scratch in terms of email deliverability. To protect your sender reputation and ensure your emails land in your subscribers' inboxes, it's crucial to go through a warm-up process.

But what exactly does account warming mean, and how does it work in Klaviyo? Let's explore the different types of warming processes and dive into the steps you need to follow.

Types of Warming Processes in Klaviyo

Klaviyo offers two types of warming processes: the standard account warming process and the platform introduction process. The process you should follow depends on whether you're using Klaviyo's shared infrastructure or a dedicated sending domain.

Standard Account Warming Process

The standard account warming process is applicable if you're bringing data from your previous email management system—specifically, engagement data. This includes information such as when subscribers last opened an email, the number of emails they've been sent, and when they last clicked an email. If you have this data, you can proceed with the standard warming process.

Platform Introduction Process

If you don't have any engagement data from your previous system, you'll need to go through Klaviyo's platform introduction process. This process is similar to the guided warming process but requires manual input from your end. First, you'll need to generate engagement data, and then you can proceed with warming up your account.

Preparing for the Warming Process

Before you begin the warming process, it's essential to prepare your Klaviyo account. If you were previously using a dedicated sending domain registered for at least 30 days, you can skip the warm-up process and start sending to your entire mailing list right away. However, for shared infrastructure users, it's crucial to follow the steps outlined below.

Conducting the Standard Account Warming Process

For those using Klaviyo's shared sending infrastructure, let's walk through the steps of the standard account warming process.

Bringing Data from Previous EMS

To initiate the warm-up process, you'll need to bring over the engagement data from your previous email management system. This data includes information about your subscribers' email activity, such as opens, clicks, and recent engagement. By importing this data into Klaviyo, you can ensure a seamless transition and maintain continuity with your email marketing efforts.

Determining Engagement Criteria

Once you've imported the engagement data, Klaviyo will guide you on the number of emails you should send and which segments of subscribers you should focus on. In the first email campaign, it's recommended to send to anyone who opened or clicked an email within the last 30 days using your previous email management system. Klaviyo will suggest a specific number of subscribers to start with, typically ranging from five to ten thousand.

Sending Emails to Most Engaged Segments

During the first couple of weeks, concentrate on sending emails to your most engaged segment only. These are subscribers who have shown recent engagement with your brand within the last 30 days. By sticking with this highly engaged segment, you can gradually build up your sender reputation.

Expanding Engagement Criteria

Once your open rate remains above 20% for a couple of weeks, you can start expanding your engagement criteria. This means including subscribers who have engaged within the past 60 days. Continue monitoring your open rates and gradually extend the engagement criteria to 90 days, 120 days, 180 days, and finally to the rest of your email list.

Strengthening Sender Reputation

While sending emails to less engaged segments, it's essential to keep an eye on your open rates. If, at any point, the open rate drops below 20% within two to three days after sending an email, it's a sign that you may need to strengthen your sender reputation. To do this, revert to emailing the highly engaged segments for a while before attempting to expand to less engaged segments again.

Conducting the Platform Introduction Process

For users without any engagement data from their previous email system, Klaviyo offers the platform introduction process. This manual process involves generating engagement data to kickstart your email marketing efforts.

Generating Engagement Data Manually

To generate engagement data manually, you'll need to create a preview sample within Klaviyo. This sample list will serve as a test group to whom you can send emails and gauge their engagement. Let's walk through the steps to create a preview sample:

  1. Go to your Klaviyo account and navigate to the "Audience" section.
  2. Select "List and Segments" and choose the list you imported from your previous email system.
  3. Click on "Manage List" and then go to "Sample List Members."
  4. By default, Klaviyo will suggest a sample size of a thousand subscribers. Click on "Create List," and Klaviyo will generate the sample list for you.
  5. Once the list is created, you can use it to send your first email campaign if you have no engagement data from your previous email system.

Cleaning Your Email List

Once your Klaviyo account is fully warmed up and you've successfully transitioned your email marketing efforts, it's essential to regularly clean your email list. Cleaning your list involves removing inactive and unengaged subscribers to maintain a healthy and engaged audience, ultimately improving your deliverability and engagement metrics.


In conclusion, warming up your Klaviyo account is a crucial step to ensure optimal email deliverability and maintain a positive sender reputation. By following the appropriate warming processes, whether it's the standard account warm-up or the platform introduction process, you can gradually introduce your subscribers to Klaviyo, build engagement, and drive successful email marketing campaigns. Remember to regularly clean your email list to maintain a high-quality subscriber base. Now that you're armed with this knowledge, you're ready to make the most of your Klaviyo account and unleash the power of effective email marketing!


  • Understand the importance of warming up your Klaviyo account.
  • Learn about the two types of warming processes in Klaviyo: standard account warming and platform introduction.
  • Follow the steps to conduct the standard account warming process.
  • Discover how to generate engagement data manually through the platform introduction process.
  • Gain insights into cleaning your email list for improved deliverability and engagement.

Frequently Asked Questions (FAQ)

Q: Why is it necessary to warm up a Klaviyo account? A: Warming up your Klaviyo account is necessary because it helps establish a positive sender reputation and improves email deliverability.

Q: How does the warming process differ for shared infrastructure and dedicated sending domains? A: For shared infrastructure users, Klaviyo offers a standard account warming process, while dedicated sending domain users can start sending emails immediately without going through the warm-up process.

Q: What is the recommended engagement criteria during the warming process? A: Initially, it's recommended to send emails to the most engaged segment, focusing on subscribers who have recently engaged with your brand within the last 30 days. Gradually, you can expand the engagement criteria to include subscribers who have engaged within 60 days, 90 days, and beyond.

Q: How can I generate engagement data manually in Klaviyo? A: To generate engagement data manually in Klaviyo, you can create a preview sample list and send emails to that test group to gauge their engagement.

Q: Why is it essential to clean your email list? A: Regularly cleaning your email list helps remove inactive and unengaged subscribers, improving your overall email deliverability and engagement metrics.

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