This in-depth guide walks you through the process of moving from Klaviyo to CRM, including how to transfer contacts, segments, automations, forms, and other key assets. It’s designed to help you make a smooth switch while taking full advantage of CRM’s expanded marketing features and functionality.

Preparation for Migration

Step 1: Review Current Klaviyo Setup

Identify Key Assets: List all critical assets in Klaviyo, including contacts (profiles), segments, automations (flows), forms, and email/SMS campaigns.
Document Workflows: Take screenshots or notes of all automation workflows, segments, and campaigns that are essential for ongoing operations.
Evaluate Data Volume: Assess the amount of data (contacts, custom fields, automations) that needs to be migrated.

Step 2: Define Migration Objectives

Set Clear Goals: Identify the key reasons for migrating to CRM, such as integrated CRM functionality, enhanced automation, or better pricing.
Prioritize Critical Features: Focus on migrating the most critical features first to ensure uninterrupted operations.

Step 3: Prepare Backup

Export Data from Klaviyo: Export all necessary data, including contact lists, custom fields, segments, and automation sequences.
Backup Data: Ensure all exported data is securely backed up before starting the migration process.

Migrate Contacts

Step 1: Export Contacts (Profiles) from Klaviyo

Export Contacts: Navigate to the Profiles section in Klaviyo and select the profiles you want to export or use the export option for all profiles, then click Export profile data and download the data as a .zip file.
Export Segments: Document or export all segments from Klaviyo. Note the criteria used for each segment so that they can be recreated in CRM.
Export Automation Flows: Record all automation sequences, triggers, and actions by taking screenshots or documenting them manually.

Step 2: Import Contacts into CRM

Import Contacts: In CRM, go to Contacts > Import Contacts and upload the CSV file exported from Klaviyo, then map the custom fields from Klaviyo to CRM during the import process.
Recreate Segments: In CRM, navigate to Contacts > Smart Lists to recreate the segments from Klaviyo, and use the criteria documented from Klaviyo to ensure accurate segmentation.

Recreate Web Forms

Step 1: Recreate Forms in CRM

Rebuild Forms: Use CRM’s Sites > Forms to recreate forms from Klaviyo, and ensure that the design and fields closely match the original Klaviyo forms.
Configure Submission Actions: Set up actions for form submissions, such as adding tags or triggering workflows, similar to Klaviyo.

Step 2: Embed Forms on Websites

Integration with Websites: Embed the CRM forms on your website using the provided embed codes.
Test New Forms: Test the forms to ensure they function as expected and integrate seamlessly with CRM.

Recreate Automations and Email Campaigns

Step 1: Review Existing Automations (Flows) in Klaviyo

List Active Flows: Identify all active flows, including email/SMS sequences, triggers, and conditions.
Document Automation Flows: Take detailed notes or screenshots of each automation flow to facilitate recreation in CRM.

Step 2: Recreate Automations in CRM

Build New Workflows: Go to Automation > Workflows in CRM, then recreate the automations from Klaviyo, using CRM’s triggers, conditions, and actions to achieve similar results.
Test Workflows: Test all recreated workflows thoroughly to ensure they function correctly, making any necessary adjustments.

Step 3: Recreate Email and SMS Campaigns

Campaign Setup: Navigate to Marketing > Email Campaigns or Marketing > SMS Campaigns in CRM, then recreate the campaigns, ensuring to match the targeting, content, and schedule as in Klaviyo.
A/B Testing: If A/B testing was used in Klaviyo, replicate the tests in CRM’s campaign builder.

Setup Analytics and Reporting

Step 1: Review Klaviyo Analytics

Document Key Metrics: Record important analytics from Klaviyo, such as open rates, click-through rates, and conversion metrics.
Identify Top-Performing Campaigns: Note down the top-performing campaigns and flows to focus on replicating their success in CRM.

Step 2: Set Up Analytics in CRM

Performance Dashboard: Navigate to Dashboard > Performance in CRM to set up and monitor your marketing analytics.
Custom Reports: Use CRM’s custom report builder to create reports similar to those in Klaviyo, focusing on the metrics that matter most to your business.

Final Checks and Training

Step 1: Perform Final Data Validation

Cross-Check Data: Verify that all data has been successfully migrated, including contacts, segments, automations, and forms.
Validate Workflows: Ensure that all workflows and automations are operational in CRM.

Step 2: Train Team Members

CRM Training: Provide necessary training to your team on using CRM’s CRM, automation, and marketing tools.
Leverage Support Resources: Encourage your team to utilize CRM’s support resources for ongoing learning and troubleshooting.

Step 3: Monitor and Optimize

Monitor Performance: Continuously monitor the performance of your CRM setup, making adjustments as needed to optimize operations.
Continuous Improvement: Regularly review your setup to ensure it meets your evolving business needs.

Decommissioning Klaviyo

Step 1: Transition Period

Run in Parallel: Consider running both Klaviyo and CRM in parallel during the transition to ensure no disruptions in operations.
Gradual Phase-Out: Slowly reduce reliance on Klaviyo as you become more comfortable with CRM.

Step 2: Cancel Klaviyo Subscription

Final Data Backup: Ensure that all necessary data is securely backed up before canceling your Klaviyo subscription.
Official Cancellation: Follow Klaviyo’s process to cancel your subscription and terminate any associated services.

Step 3: Post-Migration Review

Review Success: Evaluate the success of the migration, documenting any challenges faced and lessons learned.
Ongoing Monitoring: Keep an eye on your CRM setup post-migration to catch and resolve any issues promptly.