How to set up smart sending correctly in Klaviyo

Smart sending skips a recipient if they were sent a marketing message within a recent window, so people are not hit with several emails close together. In Klaviyo it is a setting on each campaign and flow email. Keep it on for most marketing, and switch it off only for messages that must always reach everyone.

Have this ready.

• A clear view of how often you send campaigns and flows
• A list of messages that must not be skipped, such as an urgent notice
• Access to campaign and flow settings
• An understanding of the window length set on your account

Steps.

1. 1. Learn what the setting does

   Smart sending checks whether a profile received a marketing message in the recent window and skips them if so. It does not delay the message, it skips it.

2. 2. Check the campaign default

   Open a draft campaign and find the smart sending option in the settings or sending options. Note whether it is on by default.

3. 3. Check each flow email

   Open the settings on flow emails and confirm the choice. Flow emails can be skipped too, which surprises people when flow counts look low.

4. 4. Decide per message type

   Leave it on for promotions and regular campaigns. Consider turning it off for time critical messages, but only where the content really needs to reach everyone.

5. 5. Review skipped counts

   After a send, read the report or message details for skipped recipients. A large number means your sending is too dense or flows overlap.

6. 6. Fix the cause of heavy skipping

   Space out campaigns, remove flow overlap or trim the audience, instead of turning smart sending off to hide the problem.

7. 7. Document the rule

   Write down which message types have it off and why, so the next person editing a flow does not change it by accident.

Common pitfalls.

• Turning it off globally and doubling up sends to the same people.
• Expecting skipped people to get the message later.
• Ignoring skipped counts that point to overlapping flows.
• Leaving it off on a flow email by mistake.

Check it worked.

• Setting checked on campaigns and on each flow email
• Messages with it off are listed and justified
• Skipped counts read after each send
• Send spacing reviewed if skips are high
• Rule documented for the team

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our klaviyo email marketing service or book a free audit.