Marketing

Klaviyo

Klaviyo dominates DTC e-commerce email and SMS. Authentication uses a dedicated sending domain (often em.example.com) with two CNAMEs and Klaviyo-managed return-path.

DNS records to publish

Type	Host	Value
CNAME	em	`<unique>.klaviyomail.com` Dedicated sending domain
CNAME	kl._domainkey.em	`dkim.klaviyomail.com` DKIM
TXT	em	`v=spf1 include:_spf.klaviyomail.com -all` SPF for sending subdomain

Authentication setup

SPF

Klaviyo's setup wizard publishes SPF for the dedicated sending subdomain (e.g. em.example.com).

DKIM

Klaviyo generates and rotates the DKIM key behind a CNAME.

DMARC

Klaviyo recommends p=quarantine after their setup completes; many shops can ramp to p=reject within weeks.

Deliverability tips

Use suppression lists aggressively — Klaviyo charges per profile, so removing unengaged subscribers also saves money.
Run a sunset flow that removes contacts after ~120 days of no opens to keep complaint rates below 0.1%.
Separate transactional (order confirmations from Shopify) from marketing (Klaviyo) for cleaner reputation.

Klaviyo setup docs

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