Customer engagement data is central to deliverability. Without it, there is no way to tell whether or not customers are finding your messages helpful or bothersome. If you are moving over to Klaviyo from a different ESP, one of the first crucial steps to take is to migrate your email engagement data to Klaviyo. From there, you can use that data to build customer engagement segments, which will then power your warming strategy.
If you’ve been using Klaviyo for a while, or already have engagement data in your account, you can skip this lesson.
Work through the three steps below to plan and complete your migration. Use the controls to move forward and back between steps.
Transfer more than your database of email addresses. A complete migration includes:
- Email consent data
- Email engagement data
- Your unsubscribed users
If the ESP you’re migrating from doesn’t have an integration with Klaviyo, do a manual CSV import containing:
- Email address
- Date and time of email marketing opt-in
- Other opt-in details, such as opt-in source and IP address
- Email engagement data, such as open and click activity
- Any other unique profile information that can be stored as a profile property, such as birthdays, quiz answers, or survey responses
Export all of the unsubscribed contacts from your old ESP and suppress them in Klaviyo.
This step is easy to skip, because those contacts have already unsubscribed. Here is why it matters: if someone unsubscribed in your old ESP and then places an order while you’re using Klaviyo, a new profile is created for them and stored as an active email contact.
Suppressing them first means Klaviyo recognizes those contacts at checkout and will not create an active profile. That lets you keep personalizing your marketing and maintain favorable deliverability throughout the transition.