How to Migrate from Mailchimp to Klaviyo
E-commerce businesses switch from Mailchimp to Klaviyo for its deep integration with platforms like Shopify and WooCommerce. Klaviyo tracks individual customer behavior — page views, cart activity, purchase history — and uses that data to power highly targeted automations. Mailchimp offers basic e-commerce features, but Klaviyo's product recommendations, predictive analytics, and advanced segmentation are specifically built for online stores that want to maximize revenue per email.
What Transfers?
Method: CSV export/import
Export Mailchimp audience CSV. Klaviyo imports profiles with custom properties. Klaviyo also offers a direct Mailchimp import tool.
Rebuild in Klaviyo's template editor. Klaviyo's editor is more e-commerce focused with product blocks and dynamic content.
Recreate as Klaviyo flows. Klaviyo's automation model (flows) is more granular than Mailchimp journeys.
Create new signup forms in Klaviyo. Klaviyo forms support advanced targeting and A/B testing.
Historical campaign data stays in Mailchimp. Klaviyo will build its own analytics from the point of integration.
Method: CSV column or Klaviyo properties
Tags import as custom properties on Klaviyo profiles. Can also use Klaviyo lists to mirror Mailchimp segments.
Step-by-Step Migration Guide
- 1
Connect your e-commerce platform first
Integrate Klaviyo with Shopify, WooCommerce, or your e-commerce platform before importing contacts. This syncs customer purchase data and enables Klaviyo's most powerful features.
- 2
Use Klaviyo's Mailchimp import tool
Klaviyo offers a built-in Mailchimp migration tool under Settings > Import. Connect your Mailchimp account to import subscribers, lists, and segments directly. Alternatively, export a CSV from Mailchimp and import manually.
- 3
Map subscriber data and properties
Ensure Mailchimp custom fields map to Klaviyo profile properties. Review imported lists and segments. Create Klaviyo segments to match your Mailchimp audience segments.
- 4
Set up core e-commerce flows
Build Klaviyo flows for abandoned cart, welcome series, post-purchase, and win-back. These are Klaviyo's strengths — use the pre-built flow templates as starting points.
- 5
Recreate email templates
Design email templates in Klaviyo's editor. Add product recommendation blocks, dynamic content sections, and conditional logic that Klaviyo supports natively.
- 6
Configure sending domain
Set up a dedicated sending domain in Klaviyo. Add DKIM, SPF, and custom tracking domain DNS records. Warm up the domain gradually if your list is large.
- 7
Warm up your sending reputation
Start by sending to your most engaged subscribers first. Gradually increase list size over 2-4 weeks. Klaviyo provides a sending warmup guide specific to your list size.
Watch Out For
Klaviyo is significantly more expensive than Mailchimp at higher subscriber counts. At 10,000 contacts, Klaviyo costs around $150/month vs Mailchimp's $100/month. Budget accordingly.
Klaviyo's IP warming process is critical. Sending to your full list immediately on a new Klaviyo account can damage deliverability. Follow Klaviyo's warmup schedule.
Klaviyo's pricing counts both email and SMS profiles. If you enable SMS, contacts with phone numbers count toward your billing tier even if they only receive emails.
Mailchimp merge tags won't work in Klaviyo. Replace *|FNAME|* with Klaviyo's Django-style template syntax {{ first_name|default:'' }}.
Ready to switch to Klaviyo?
Start with Klaviyo's free plan and import your contacts.
What You Get with Klaviyo
Pros
- +Best-in-class ecommerce integrations (Shopify, WooCommerce)
- +Powerful segmentation with predictive analytics
- +Excellent deliverability (99%+)
- +Revenue attribution for every email and SMS
- +Deep customer data platform capabilities
Cons
- −Expensive for large lists
- −Steep learning curve
- −Free plan very limited (250 contacts)
- −SMS credits sold separately
- −Can be overkill for non-ecommerce businesses