Make data migration look effortless
Data migration is more than migrating from a previous ESP or SMS solution. It's about connecting your client's entire tech stack to Klaviyo to unlock the power of deeper segmentation, personalization, and reporting. If you're a seasoned Klaviyo partner, then you've likely led multiple data migrations. But remember, this might be a first for your client, and that can cause anxiety.
In this lesson, we will:
- Explore the platforms you can connect to Klaviyo to supercharge your client's marketing capabilities.
- Learn the 2 main integration methods for a smooth data flow.
- Gain best practices for successful data migration from Elite Master Partner, Jenn Wallace from Northern Commerce.
By the end of this lesson, you will have the tools you need to lead an effective data migration that will drive strategic value for your client.
Use a strategic approach to data migration
Hear from Jen Wallace on data migration best practices. Her tips will elevate your integration workflow from a simple step-by-step format to an opportunity to drive value with a customer.
The 2 types of integrations
Your client's data migration approach depends on their size, complexity, and existing systems. While you likely discussed this pre-contract, a critical factor is the integration type: native or custom.
- Native integrations typically offer a smoother process due to pre-built connectors and established workflows.
- Custom integrations offer more flexibility but require more tailoring, potentially impacting complexity and timelines.
For a deeper dive on managing each type, check out our FAQson integrations and the tabs below to access some key recommendations from the Klaviyo team as to how to ensure that each integration runs smoothly.
Pre-built integrations
Klaviyo offers over 300 pre-built integrations for businesses of all sizes and industries, so you can easily centralize data from across your tech stack on Klaviyo.
You can find Klaviyo’s integrations by clicking into the Integrations tab of your Klaviyo account. Native integrations are straightforward, and the tabs below will help walk you through some of the most common native integrations we see.
Recommendations for partners
- Manage expectations: The size of your client’s list, quality of their data, and existing properties will dictate how complex this migration will be. Understanding these 3 factors will help you manage expectations around the data migration with your client.
- Let the integrations work for you: Your client will ask you lots of questions about how to do X,Y,Z and we highly recommend seeing our integration documentation to find an easier way to collect that information.
Custom integrations
Not to be confused with third-party integrations, which are integrations created and owned by our integration partners and can be treated like native integrations, there are a few ways "custom integration" can apply to Klaviyo:
- API integrations: Customers who build their own connection using Klaviyo's APIs.
- Non-standard platforms: Customers who aren't using pre-built integrations like Shopify or Magento.
- Unique use cases: Customers with specific ecommerce needs not covered by standard integrations.
For partners, "custom" integrations often mean:
- Increased complexity: These integrations can be more challenging to set up, maintain, and use.
- Stakeholder management: Your end users are usually not the ones who understand the backend and your developers are usually not the ones who understand the use case.
Recommendations for partners:
- Manage expectations: Clearly communicate potential delays due to custom integrations.
- Do your homework: Look at your client’s website and see how their custom integrations are interacting with their site. This will give you a big-picture idea of what they are trying to do.
- Deep-dive the requirements gathering phase: Prioritize understanding the client's desired Klaviyo experience in detail. This will help you bridge the backend and front-end experiences.
Note: Klaviyo’s API is always improving; to stay on top of new features and get more details on custom integrations, check out our Developer Portal.
Explain how profiles sync from integrations
As you integrate Klaviyo with various tools, it is important to keep your client aware of how profiles are collected and stored in Klaviyo. As detailed in the table below, there are 2 kinds of profiles: active and suppressed.
For more about profiles and consent statuses, head to our Help Center article: Understanding consent in profiles.
Profile Type | Definition | Traits | Is Active? |
Suppressed | Profiles that are suppressed when someone unsubscribes, an email hard bounces once, or soft bounces 7 consecutive times. | • Can receive transactional messages (e.g., post-purchase flow confirmations) • Cannot receive marketing messages | ✗ |
Manually Suppressed | Unengaged profiles that have been manually suppressed by you or your client, and can no longer receive marketing messages. | • Still have marketing consent, so can be unsuppressed in the future • Can receive transactional messages (e.g., post-purchase flow confirmations) • Cannot receive marketing messages | ✗ |
Subscribed | Those profiles who have explicitly consented to receive marketing from your client’s brand. | • Can receive transactional messages (e.g., post-purchase flow confirmations) • Can receive marketing campaigns | ✓ |
Never Subscribed | Profiles that have either not subscribed to marketing at all, or have only given your client implicit consent to be messaged. | • Typically receive automated flows like abandoned cart emails • Can receive transactional flow messages (e.g., post-purchase flow confirmations) • Cannot receive marketing campaigns | ✓ |
Action steps to integrate your client’s tech stack
By integrating your client’s tech stack, their data syncs into one central location: their Klaviyo account. Find more information in the dropdowns on key integrations for your client’s business with instructions on how to activate data from across their platforms.
Bonus tip: Follow along in Phase 2 of the Onboard a Client to Klaviyo project plan. There, you'll find step-by-step guidance for integrating popular e-commerce platforms with Klaviyo and migrating data from common ESP and SMS tools.
Ecommerce store
1. Click the menu with your company’s name in the lower left-hand corner of the Klaviyo app; then, choose Integrations from the menu that appears.
2. Click All Integrations, then scroll or search for your ecommerce platform.
3. Once you find your platform, click to open the integration tool and follow the on-screen instructions. You may be briefly redirected into your ecommerce platform to log in and authenticate. Pro tip: check Collect email subscribers in your integration settings so that future subscribers from your ecommerce platform are synced into Klaviyo.
4. Once you’ve successfully integrated, it may take anywhere from a few minutes to a few days for all your data to appear in Klaviyo depending on how much data you are syncing. To check the progress of your data sync, head to Analytics > Metrics.
Previous email service provider
If you are moving to Klaviyo from another email service provider (ESP) like Mailchimp or Constant Contact, import your contacts and engagement data (i.e., opens and clicks) into Klaviyo to better understand and target your audience.
- Click the menu with your company’s name in the lower left-hand corner of the Klaviyo app.
- Choose Integrations from the menu that appears.
- Click All Integrations.
- Select Email from the Category menu, then select your platform.
Don't see your previous ESP or CRM? Skip this step and continue on to the next page to learn how to import your subscriber data. - Once you find your platform, click to open the integration tool and follow the on-screen instructions.
For specific information on migrating your previous ESP data, review this set of articles in the Klaviyo Help Center.
Previous SMS service provider
The steps for migrating vary depending on your previous SMS provider. In general, though, you will need to:
- Export SMS contacts
- Export any additional data you want
Need additional support? Learn the steps for migrating from another SMS provider to Klaviyo.
For specific guidance on how to migrate, check out the available guides:
Social media for paid ads
Your social media platforms uniquely reach your audience and potential customers online. Meet them where they are and find more potential guests. Attract new guests and engage with your customers online by integrating with your social media.
Examples: Meta Ads and Google Ads.
Utilize your social advertising data to:
- Attract profiles that resemble your customers.
- Create sign-up links to your stories to grow your lists.
- Send targeted ads to your most frequent customers.
Loyalty or rewards
A loyalty program solution captures data on some of your client's most frequent and engaged customers, and allows you to build exclusive messages (often with loyalty points). Integrate with your loyalty provider to increase customer lifetime value from loyalty members.
Examples: Loyalty Lion and Friendbuy.
Use your loyalty data in Klaviyo to:
- Automatically welcome new loyalty members and educate on the benefits of your loyalty program.
- Reward VIPs with special offers.
- Reactivate lost loyalty members with promotions to win them back.