How have other brands managed the move to Klaviyo without major sales drop-offs?

Forum|Forum|5 days ago
November 11, 2025
1 reply
23 views

GV_AB
Contributor I

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:

Did you face similar deliverability or engagement drops when moving over?
How did you mitigate the short-term loss in traffic and sales while still following good sending practices?
Did you use a phased approach — e.g., continuing limited sends on the old platform while warming up Klaviyo?
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

+27

Byrne C
Community Manager
574 replies
Forum|Forum|3 days ago
November 13, 2025

Hi @GV_AB,

While I haven’t personally migrated from another platform to Klaviyo for my business, I can definitely answer some of the questions you have. Hopefully, other members of our community can chime in as well with their experiences!

I understand that mid-November is a tricky time to switch platforms, because it adds the stress of migrating your subscribers and data, and learning that new platform, while planning your BFCM messaging. That being said, I don’t want to overstate the importance of warming your sending domain, which needs to happen any time you move to a new email service provider. You want to train inboxes to see you as a good sender, and when you migrate to a new ESP, your identity as a sender changes slightly. To ensure that inboxes don’t get suspicious, slowly ramping up your sending to a larger and larger audience is key. I get that it’s inconvenient right now, and preventing your sales from dropping is incredibly important, but gradually warming your sending domain is the best thing you can do in the long run, and will ultimately result in you being trusted even more as a sender, allowing you to send to a wider audience, generating more revenue. You also have more than 2 weeks until BFCM - enough time to send to at least a slightly larger audience!

To ensure you’re maximizing Klaviyo while you’re warming your sending domain, I’d recommend having the high-performing flows set up. Do you have a welcome flow (with multiple ways to subscribe to your list), a checkout abandonment, cart abandonment and browse abandonment flow? Additionally, do you have post-purchase cross-sell flow/customer thank you flow to nurture loyalty? Flows generate the most bang for your buck - they can create quite a bit of revenue on a small number of sends.

All of this to say, I understand your situation, and the need to mitigate a loss in sales! I’m confident that if you stay the course, gradually warm your domain, and ensure the relevant flows are set up, you’ll continue to see sales increase.

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