Despite your business size and the volume of data to transfer, the migration process is a very complex task to handle. At the same time, it is an excellent time to re-evaluate your marketing strategies, see what needs to be improved, and consider new trends, such as contacting your customers through different communication channel. In this article, we walk you through the main steps in the transition process to help you migrate your customers' data and share our best practices.

Before you can start migrating, you need to connect your store to Omnisend. This integration will allow us to sync and pass the information about your customers, add our sign-up forms, and trigger automation workflows.

Important! We do not recommend closing your Klaviyo account before you transfer all of the data, re-create your automation workflows, and make sure everything works as intended. 

Checklist

You will need to take the following steps to migrate to Omnisend:

  1. Export contacts from Klaviyo
  2. Change the format of the customers' data
  3. Import your contacts to Omnisend
  4. Manage your Segments
  5. Migrate Templates, Forms and Automation flows

Export contacts from Klaviyo

Once you connect your store to Omnisend, we start importing the information about your customers, products, and orders they've placed. However, this information is not complete, and you may want to migrate the data you've collected with Klaviyo.

Note, the instruction provided below will guide you through your contacts export from Klaviyo. However, if you have any questions or need any assistance, we recommend checking their Help Center or contacting their Support for the up to date information.

To export a List or a Segment from your Klaviyo account, navigate to Lists & Segments section -> click on the List/Segment you want to export -> select Manage List/Segment -> Export List/Segment to CSV

In the Export Review section, you need to choose what fields you want to export. Even though we recommend selecting all of the properties, the most critical information includes:

  • Email address*
  • Phone number*
  • First Name 
  • Last Name 
  • Last Open date -> custom property in Omnisend
  • Last Click date -> custom property in Omnisend

Note, either the email address or the phone number of the contact should be provided; otherwise, the customer won't be added to the platform.

The information exported from Klaviyo also includes Klaviyo ID, City, State/Region, Country, Zip Code, Organization, Title, Address, Address 2, Latitude, Longitude, Source, Consent, First Active, Last Active, Profile Created On, Date Added, and Custom properties.

Note, the default date-added field will be set to the date when this contact was added to Omnisend. It can't be mapped with property transferred from your ESP.

Unsubscribed contacts 

It is also essential to migrate the information about your customers' subscription statuses. Klaviyo stores unsubscribed contacts in a List Suppression section. To export this list, navigate to the List & Segments section -> click on the Manage List -> List Suppression -> Export CSV.

Later these contacts should be uploaded to your Omnisend account and unsubscribed there.  

VIP & Loyal & Engaged

If you have any exclusive lists or Segments that are based on the data collected with Klaviyo, it is a good idea to export them separately. Although you can pass the timestamp with the last open and click date, it doesn't carry the information about the number of emails your customers have opened. That's why we recommend creating different Segments to understand how your customers interact with the emails sent with Klaviyo and then transferring them to Omnisend in a solid-state.

Create an Engaged Segment in Klaviyo
Create a VIP Segment in Klaviyo

Change the format of the customers' data

For your customers' data to be migrated successfully, the file needs to have an appropriate format. All information about each contact should go into one separate row, and each column should contain a single type of information, e.g., First name, Last name, City, etc.

Just like in the example:

Omnisend accepts the following data types:

  • String or Text
  • Boolean 
  • Date (should be in YYYY-MM-DD format)
  • Number value

Find more information on each of the data types here.

Based on our observation, the information exported from Klaviyo has the same format as Omnisend does. The only problem may arise when importing the phone number, as it should be recorded in the international format: +11231234567 (+ country-code area-code phone-number). 

Before uploading your contacts to Omnisend, make sure you have the country codes and the + signs in the file. To tell Excel to treat this data as a text, not a function, you may add an apostrophe ('+1 ...) or change the format of the cell to the text one.

Import your contacts to Omnisend

To import your contacts to Omnisend go to the Audience tab -> click on the Add contacts button -> File import -> Select file.

After selecting the file from your computer, you will need to map the properties imported from Klaviyo with the ones available in Omnisend.

Managing your customers data

All of the contacts added to your Omnisend account will get a source tag assigned automatically. source: platform tag will be added to the contacts imported from your store and source: manual import to those you migrate from Klaviyo. If you upload the same contacts to Omnisend, we will only update the information or add the missing one.

The fields exported to the file can either be mapped with the default properties available in Omnisend or assigned to the custom ones. If you see the default field for that data, it is better to use the default instead of creating the custom one. For example, the Birthday date field, which is recorded as a custom property in Klaviyo, can be assigned to the Default property in Omnisend.

When transferring your contacts for the first time, we recommend mapping all of the fields available for the import. 

Manage your Segments

Since the information you can export from Klaviyo is pretty limited, it would be a good idea to migrate some of the Segments to Omnisend. Here is the list of the Segments we would recommend to transfer:

  1. Unsubscribed contacts (Suppressed in Klaviyo)
  2. Engaged contacts & VIP customers
  3. SMS Subscribers
  4. Inactive contacts
  5. Any other Segment you find appropriate

After you export these Segments from your Klaviyo account, you may import them to the corresponding Segments in Omnisend. Check this article for the instruction on your contacts import to the Segment.

Unsubscribed contacts

Once you saved the contacts to the Segment, you should open the Segment -> select all contacts -> click on the Actions -> Unsubscribe.

Engaged contacts

When you are starting with a new service, it is essential to spend some time warming-up your sender's reputation. During this period, you should send your newsletters to the most engaged contacts that are likely to open and click through your emails. We highly encourage you to look through this instruction for more information on the warm-up plan concept. 

To define the Segment of engaged contacts, you can use the Segment you've transferred from Klaviyo or create one in Omnisend. To create such Segment in Omnisend, you can use the information imported from your store, about your customers' purchase behavior, and the custom fields about the Last Open and Last Click dates you've migrated from Klaviyo.

SMS Subscribers

In Omnisend, you can send SMS messages to the contacts both inside and outside of the US. While there are no specific regulations for the rest of the world (apart from the GDPR in EU), to send your texts to the US customers you need to be TCPA compliant. Both Omnisend and Klaviyo allow collecting your customers' consent, but the consent obtained with Klaviyo cannot be mapped with the corresponding property in Omnisend. 

Although Omnisend cannot take any responsibility for the consents collected with Klaviyo, still, we may recommend adding this consent as a custom property in Omnisend. In that case, you will be able to create a Segment of the customers that provided consent in Omnisend or in Klaviyo.

Migrate Templates, Forms and Automation flows

In Omnisend, we are not only trying to develop a powerful marketing tool but also a user-friendly platform with multiple channels included. We highly encourage you to look through the options offered by Omnisend before you decide to transfer your old templates. Recreating your contents will ensure that you have a responsive and well working setup on Omnisend. Check these articles for more information:

Nevertheless, if you cannot dedicate time to recreate all the email templates and other contents you created in Klaviyo, we have two options for you:

Next Steps

  • Make sure all of your forms are collecting subscribers, and automation workflows trigger emails when intended. You can always test those workflows performance by yourself or contact our Support Team for assistance.
  • Start working on building an outstanding sender's reputation with Omnisend by following our recommendations regarding the content and following the warm-up plan.
  • Overtake our idea of contacting your customers through the communication channel they prefer. 
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