Move from Klaviyo to MailNesto

Overview

Moving from Klaviyo to MailNesto

Klaviyo is built around online stores, so the shops that move to MailNesto usually want to keep store-driven email: cart reminders, product blocks filled from the catalogue, revenue per campaign. What they gain is billing in rupees with GST invoices, a sales CRM, event ticketing, and predictions of each customer’s spend over the next 12 months and next order date that work directly in segments and automations.

Profiles, consent fields, list and segment membership and suppressed profiles all export to CSV, and templates export as HTML. Flows don’t: Klaviyo’s own migration guide suggests setting them to draft rather than deleting them, so you can look at them while you rebuild. Event history such as Placed Order stays behind; connecting your store to MailNesto and importing past orders fills that gap.

Step by step

Five steps to switch

1
Export from Klaviyo
Audience > Lists & segments > (list or segment) > Manage list/segment > Export to CSV > choose properties > Start Export; download from Settings > Other > Downloads. For all profiles, first build a segment of 'can or cannot receive email marketing'.
2
Import into MailNesto
Contacts → Import: upload the CSV or Excel file (or paste it), map the columns, choose a list. Import only subscribed people, then paste unsubscribed, bounced and complained addresses into Audience → Suppression list so they never get email again.
3
Bring your designs
Content > Templates > (template) options menu > Export > copy the HTML from the Export template HTML dialog. Then import the .html or .zip in Templates, or start from one of ours.
4
Authenticate your domain
Add the SPF, DKIM and DMARC records MailNesto shows you, then send a test. New senders ramp up gradually to protect your reputation.
5
Rebuild automations
Start from a recipe (welcome, birthday, win-back, abandoned cart) or build your own journey with branches and goals. Note: Templates use Django-style tags such as {{ first_name }}. Flows, forms and event data do not carry over; export consent fields and suppressions separately.

Before you cancel Klaviyo

A short checklist

Keep Klaviyo running until your first campaigns from MailNesto look right.

Export unsubscribed, bounced and complained contacts too — they must stay suppressed
Note when and how people subscribed (consent) and keep it in a field
Download reports you want to keep; engagement history doesn’t move between tools
Replace merge tags — MailNesto uses {{first_name}} with optional fallbacks {{first_name|there}}
Update signup forms on your website to MailNesto’s forms or the WordPress plugin
Send to your most engaged people first while the new sender warms up

In Klaviyo

Exporting everything from Klaviyo

Menu names change from time to time — the steps below follow Klaviyo’s own help pages, linked at the bottom.

1
Build an “everyone” segment. Go to Audience → Lists & segments → Create → Segment. Use one definition: “If someone can or cannot receive marketing” → can receive → email marketing, OR the same condition with cannot receive. This is the segment Klaviyo recommends for exporting every profile. Never send to it, since it includes people who haven’t opted in. You need the Owner, Admin or Analyst role.
2
Export it to CSV. Once the segment has filled, open Manage segment → Export to CSV, pick the profile properties (up to 700, including the email consent fields, birthday and location) and click Start Export. Keep the page open; download again later from Manage segment → View exports or Settings → Other → Downloads.
3
Export each list you’ll keep. Repeat Manage list → Export to CSV for each list, so membership can be rebuilt list by list in MailNesto.
4
Export suppressed profiles. Go to Audience → Profiles → View suppressed profiles, clear any suppression-reason filters so the full list shows, then click Export CSV (or the three-dot menu → Export to CSV).
5
Export template HTML. In Content → Templates, open a template’s options menu, click Export and copy the HTML from the “Export template HTML” dialog into an .html file. Image links still point to where the images are hosted now, so for a clean move download them and import a .zip instead; images then land in your media library.
6
Keep the numbers. Flow analytics export from Flows, and custom reports from Analytics → Custom reports. Save them before you set flows to draft.

Translation guide

Klaviyo terms and merge tags in MailNesto

In Klaviyo	In MailNesto	Notes
Lists	Lists
Segments	Segments	Rules on fields, tags, opens and clicks, page visits, orders and predictions, with a live count.
Profile properties	Custom fields
{{ first_name }}	{{first_name}}
{{ first_name }} with the default filter	{{first_name\|there}}
{{ person.property }} or person\|lookup	{{property_key}}	Properties with spaces become keys with underscores, so “Favorite Color” becomes {{favorite_color}}.
{% unsubscribe %} and {% unsubscribe_link %}	{{unsubscribe_url}}
{% manage_preferences %}	{{preferences_url}}
{{ organization.full_address }}	{{company_address}}
Predicted CLV and expected next order date	Predictions	Spend over the next 12 months and next order date, calculated from your store orders.

Automations

Rebuilding your Klaviyo automations

Welcome Series → Welcome offer if you give a first-order code, otherwise Welcome series.
Abandoned Cart and Browse Abandonment → Abandoned cart recovery for Shopify checkouts, and Browse abandonment for people who viewed product pages but haven’t ordered (needs website tracking).
Post-Purchase → Thank-you & review request, followed by Goes well with… for a cross-sell a week after the order.
Winback → Win back lapsed customers (no order in 90 days) or Win back late customers, which waits until someone is two weeks past their predicted next order date.
Replenishment → Time to reorder, which emails three days before each customer’s predicted next order and stops as soon as they buy.

Watch out for

Common mistakes when leaving Klaviyo

Everyone in an import file comes in as subscribed. Filter your CSV to profiles whose email consent says subscribed before importing, and put the rest on the suppression list or leave them out.
Profiles without an email address (for example, phone-only profiles) can’t become contacts. They’re skipped and listed as “Email is empty” in the import results, which is expected.
Order history isn’t in the profile export. Connect Shopify or WooCommerce under Integrations and run the Past data import, so segments like “VIP customers (spent over ₹10,000)” and predictions start with real numbers.
Klaviyo sign-up forms and the onsite tracking code keep running until you remove them from your theme. Take them off when MailNesto’s forms and website tracking go live, or new sign-ups land in the old account.
Django-style filters other than a simple fallback (date formatting, loops over event data) have no direct equivalent. Use product blocks for item lists and conditional blocks for if/else content.

FAQ

Questions about moving from Klaviyo

Will my Shopify customers be duplicated when I connect the store?

No. Contacts are matched by email, so customers you already imported are updated, not added again. The Shopify connection only creates new contacts for customers who accepted email marketing.

Can I bring Klaviyo’s predicted values across?

You can import them as custom fields for reference, but MailNesto calculates its own predictions from the orders your store sends, and those are what segments and the Time to reorder recipe use.

How do I rebuild a flow with several branches?

Conditions and splits in MailNesto can have up to eight paths, and a goal such as “Placed an order” takes people out of the journey the moment they convert, counted in the automation report.

Should I delete my Klaviyo flows?

Not yet. Set them to draft as Klaviyo suggests, rebuild them in MailNesto, and close the account only after your first month of MailNesto automations has run cleanly.

Where these facts come from (43 sources)

Klaviyo is a trademark of its owner. This comparison is our own, made from public information on each vendor’s website (checked November 2026); we aren’t affiliated with them. Plans and prices change — check the vendor’s site before you decide, and tell us if something here is out of date and we’ll fix it.

How to move from Klaviyo to MailNesto

Moving from Klaviyo to MailNesto

Five steps to switch

Export from Klaviyo

Import into MailNesto

Bring your designs

Authenticate your domain

Rebuild automations