Hi everyone,
We’re currently in the process of moving from our previous email platform to Klaviyo and are running into a few challenges that I imagine other brands have faced too.
We migrated 745,000 profiles, suppressing around 400,000 of those who hadn’t engaged in over three years or had unclear subscription logic. On top of that, Klaviyo’s “Never Engaged (Email)” suppression segment removes another 94,000 profiles for 90 days — which means we’re now unable to email more than half of our historical audience.
The current recommendation from Klaviyo support is to tighten segments to target only profiles engaged within the past 30–180 days. While this makes complete sense from a deliverability perspective, it’s not workable for us right now from a business and revenue standpoint.
We’ve seen that even though our sending practices on the old platform were far from ideal (we essentially sent to the full list frequently), sales and traffic were significantly stronger than what we’ve experienced so far in Klaviyo. Restricting our send volume this drastically, especially during one of our busiest periods, creates a major performance gap that’s difficult to justify internally.
I’d love to hear from other brands that have gone through something similar:
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Did you face similar deliverability or engagement drops when moving over?
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How did you mitigate the short-term loss in traffic and sales while still following good sending practices?
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Did you use a phased approach — e.g., continuing limited sends on the old platform while warming up Klaviyo?
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How long did it take before your Klaviyo results began to match or exceed your previous platform?
Any insights, case studies, or lessons from teams who managed this transition successfully would be incredibly helpful.
Thanks in advance
