You've just signed up with
Klaviyo and you're all excited because you want to
start sending emails to the 30,000 person mailing list
that you've been using with your other mailing provider. But hold on. You have to warm up your
Klaviyo account first, and that's what we're gonna
cover in today's video. So let's get into it. Hey, I'm Rod. Welcome to the channel. The reason that you need
to warm up your Klaviyo account is because when you
first start, you don't have any sender reputation. You're really starting
from a clean slate. And the procedure that you
should follow to protect your sender reputation does
depend on whether you are going to use Klaviyo shared
infrastructure, which is the standard account set
up, or you are going to use a dedicated sending domain. So if you were using a
dedicated sending domain in the past, and you've had that
registered for at least 30 days, then you won't have to
go through a warmup or ramp up process with Klaviyo. You can start sending to
your whole mailing list from the get-go if you want to. So for the purposes of
this video, I'm just gonna talk about those who are
using Klaviyo's shared sending infrastructure,
and you've already been sending emails in the past. Klaviyo break up the
warming process into two different types. There's the standard
account warming process, and that would apply if
you're bringing across some data from your previous
email management system. So you've got engagement data. For each of the profiles
that you are introducing into Klaviyo you've got when they
last opened an email, how many emails they been sent, when
they last clicked an email. If you have all that
data, then you'll be able to go through their
standard warmup process. If you don't have any of
that data from your previous system, then you would go
through what they call a platform introduction process. So if you're bringing across
all the engagement data from your previous EMS,
as you create campaigns within Klaviyo, it will
automatically guide you on the number of emails that
you should send, and how engaged the subscribers are
that you should send to. With your first email
campaign, you should really send that to anyone who's
opened or clicked an email in the last 30 days with your
previous email management system, up to the number of
people that Klaviyo recommend. So that's generally gonna
be around about five to ten thousand for the first email. Klaviyo will recommend for
the first couple of weeks that you just send to your
most engaged segment only. So stick with those who have
previously engaged with your brand in the last 30 days. And then as long as your
open rate is above 20%, then for the next couple
of weeks you can then expand that engagement
criteria out to 60 days. And then if your open rate
is once again above 20%, then for the fifth and six weeks
you can expand to 90 days. Then 120 days and then
180 days, and then the rest of your list. And as you send those emails,
if at any point the open rate drops below 20% after around
two or three days after the email has been sent, then
you may need to strengthen your sender reputation by
going back to the more highly engaged segments and just
emailing those people for a while before you try to expand
to less engaged segments. If you don't have any
engagement data, you go through what Klaviyo calls
their platform introduction process, which is a similar
kind of idea to the guided warming process but you
just need to do it manually. And because at this
stage you've got no idea who's engaging
with your emails or not. Then you need to first of all,
generate some engagement data. And you can do that by
creating a preview sample that you can then send an
email to to start generating some engagement data. So I'm gonna jump on the
computer and show you how you create the preview list. So here we are in Klaviyo,
and all you need to do is go to your audience, then list
and segments, and then pick the list that you've imported
from your other email system. So let's select this one,
and then you click on manage list, and then you
go to sample list members. And by default, it'll give you
a sample size of a thousand. You click on Create List and
it'll take a couple of minutes for that list to be created. Then if you go back to the
list and segments, you'll see that you've got a new
list that's created there, so that's the one that you
can use to send your first email campaign to if you've
got no engagement data from your previous email system. So how many people should
you send emails to when you've got no engagement data
from your previous system? Well, Klaviyo's got an
article on what you should do. I'll put a link to this
in the video description. Once your account is fully
warmed up, then you really should clean your email list. To learn how to do that,
have a look at this video. I'll see you in the next one.
