Migration is a difficult task to manage regardless of your company's size or data volume. Meanwhile, it's a great time to re-evaluate your marketing strategies, tweak where necessary, and examine new trends like reaching clients via a different communication channel.

This article walks 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.

Check out our special Klaviyo migration offer. To help make your move to Omnisend as smooth as possible, we're giving you a complete migration package valued at $1,000.

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


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 that the instructions 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 the Lists & Segments section click on the List/Segment you want to export, and 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 that either the email address or the contact phone number 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 that 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 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 the date, it doesn't carry the information about the number of emails your customers have opened. 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

The file needs to have an appropriate format for your customers' data to be migrated successfully. 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, ensure 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 and 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 those available in Omnisend.

Managing your customer's 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 duplicate contacts to Omnisend, we will only update the information or add the missing one.

The fields exported to the file can 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 the fields available for the import. 

Manage your Segments

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

  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

We advise importing your unsubscribed contacts (Suppressed in Klaviyo) under a specific tag. Once you saved the contacts to the Segment, you should open the Segment → , select all contacts click on the Actions Unsubscribe.

Engaged contacts

When starting with a new service, it is essential to spend some time warming up your sender's reputation. You should send your newsletters to the most engaged contacts that are likely to open and click through your emails during this period. 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 make such a Segment in Omnisend, you can use the information imported from your store, 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 the US. While there are no specific regulations for the rest of the world (apart from the GDPR in the EU), to send your texts to 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 consent 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 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 content 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 content you created in Klaviyo, we have two options for you:

Next Steps

  • Ensure all of your forms collect 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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