Why Your Klaviyo Domain Setup Matters

Struggling with low open rates or inbox placement problems? One of the most overlooked but critical steps in email marketing is properly authenticating your domain. Without it, your emails are more likely to land in spam or be show the ‘via klaviyomail.com’ label.

How to set up a branded sending domain — Klaviyo Help Center

Configuring your DNS for Klaviyo—such as adding SPF, DKIM, and a branded CNAME—enhances deliverability, fortifies your sender reputation, builds trust with your audience, and reinforces brand recognition. This authentication protects your sending reputation and gives campaigns a polished, professional appearance.

What This Guide Covers:

In this guide, you’ll learn:

• Why is domain authentication essential for email performance?

• The roles of SPF, DKIM, CNAME, and DMARC in protecting your brand.

• A step-by-step walkthrough to connect your domain in Klaviyo.

• How to troubleshoot common DNS issues and verify setup success.

• Up-to-date authentication standards for bulk email senders in 2024

Pro Tip: Don’t risk spam folders—authenticate your domain with SPF, DKIM, and DMARC to meet 2025 email standards and boost performance.

What Is Klaviyo Domain Authentication and Why It’s Essential

What Happens When You Connect Your Domain in Klaviyo?

• Improved Inbox Placement

 Authenticating your sending domain (via SPF, DKIM, and optionally DMARC) signals legitimacy to mailbox providers, helping your messages land in the inbox rather than being classified as spam.

• Removes “via klaviyomail.com” Branding

You present emails that look professionally polished by replacing the generic Klaviyo domain with your own brand name.

• Protects Your Sender Reputation

Email authentication prevents spoofing and phishing under your brand’s name. It safeguards your deliverability and reputation over time.

• Enables Branded Click Tracking Links

When authenticated, Klaviyo lets you use custom CNAME domains for click tracking, making links look like email.yourbrand.com instead of a Klaviyo default domain.

• Ensures DMARC Compliance for Gmail/Yahoo

With recent shifts in policy, Gmail and Yahoo now require authenticated email domains via SPF and DKIM—particularly for bulk senders—aligning with DMARC standards.
(Yahoo and Gmail)

When Should You Set It Up?

• Prior to sending your first Klaviyo campaign

• Ahead of high-traffic periods like BFCM

• Before transitioning to a dedicated sending setup to maintain consistency

Planning a seasonal spike like BFCM? Map your ramp plan with our BFCM strategy guide so domain warm-up, cadence and content land together.

DNS Records You Need to Connect Your Domain in Klaviyo

Understand the DNS Basics:

• Routing and Record Type 

When you connect a branded sending domain, you choose Dynamic routing (uses NS records and is recommended) or Static routing (uses CNAME records). Klaviyo also provides one TXT record for domain ownership verification.

• SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) 

You do not add separate SPF or DKIM manually. Klaviyo’s NS or CNAME records automatically enable SPF and DKIM for your branded domain.

• DMARC 

Required for bulk senders to comply with Gmail and Yahoo (since February 2024) and likely Microsoft (2025). Add a DMARC policy (e.g., p=none) outside Klaviyo in your DNS. Klaviyo provides a sample policy during setup.

• TTL (Time To Live) 

Determines how quickly DNS changes take effect.  (Generally standard in DNS management tools)

Once your domain is authenticated, verify that tracking is flowing by setting UTMs and reviewing GA4—start with our Klaviyo UTM tracking guide.

Root Domain vs Subdomain: Which Should You Use?

Recommended Best Practice: If you're running email campaigns via Klaviyo, using a subdomain like email.brand.com is often the safer and more scalable choice—especially when paired with proper SPF, DKIM, and DMARC records.

If you also rely on web events, confirm your pixel and API calls with our Klaviyo web tracking walkthrough.

Klaviyo Connect Domain in 7 Easy DNS Setup Steps

If you’re ready to connect your domain in Klaviyo, follow these exact steps, adapted from Klaviyo’s dedicated sending domain guide and DNS setup article. These instructions are valid for GoDaddy, Cloudflare, Shopify, Namecheap, and most other DNS providers.

1. Navigate to the Domain Settings in Klaviyo

• Log in to your Klaviyo account.

• Go to Settings → Domains (sometimes labeled “Email → Sending Domains” in newer layouts).

• Click Add Domain.

  
  

2. Enter Your Sending Domain

• Recommendation: Use a subdomain like email.yourbrand.com for marketing messages.

• Avoid using your root domain (yourbrand.com) directly—this keeps website and email deliverability risks separate.

  
  

Source: Klaviyo 

3. Copy the DNS Records Klaviyo Generates

• Klaviyo will generate either:

  • 4 NS records (Dynamic) 

  • 3 CNAME records (Static) for authentication, 

  • plus 1 TXT site-verification record. 

  • Examples:

    
    

• You can optionally add a DMARC record

  
  

• Keep this tab open — you’ll paste these into your DNS provider.

4. Log In to Your DNS Provider

• Examples:

  • GoDaddy: DNS Management in “My Domains”

  • Cloudflare: DNS → Records tab

  • Shopify: Settings → Domains → Manage

  • Namecheap: Domain List → Manage → Advanced DNS

5. Add Each DNS Record Exactly as Shown

• Host/Name: Often just the subdomain prefix (e.g. email instead of full email.yourbrand.com).

• Value/Target: Copy directly from Klaviyo.

• Propagation can take up to 48 hours, depending on the provider.

• Paste as plain text — no extra spaces or quotation marks.

6. Verify Your Domain in Klaviyo

• Return to Klaviyo and click Verify.

• DNS changes can take up to 24 hours (48 hours in rare cases).

• If any records fail verification, Klaviyo will highlight which ones.

  
  

7. Set as Your Sending Domain

• Once all checks are green:

  • Click Apply domain so future sends use your branded domain.

  • All future sends will now come from your authenticated domain.

Pro Tip: If you also want branded links (click.email.yourbrand.com), enable Klaviyo’s Custom Tracking Domains during the same session. Below are the link directly to Klaviyo’s click-tracking setup and SSL article:

• Klaviyo Dedicated Click Tracking 

• SSL for dedicated click tracking 

Want to customise your email content dynamically too?
Check out our full guide on using Klaviyo product blocks to personalise offers based on behaviour and products.

DNS Setup Instructions for GoDaddy, Cloudflare, Shopify & More

Confused by how to input those DNS records? Here’s exactly how to add your Klaviyo-generated DNS records across popular providers—each with a direct reference to official sources.

GoDaddy 

• Access GoDaddy DNS Management and locate the domain you want to edit. 

• Add the CNAME or NS records exactly as displayed in Klaviyo, plus the TXT verification record.

• Always copy-paste exactly—no extra characters.

• GoDaddy DNS Management Guide 

  
  

Source: Alore

Cloudflare 

• Go to the DNS tab in your Cloudflare dashboard.

• Add each Klaviyo DNS entry.

• Turn off Cloudflare proxying (“Proxied” toggled to DNS only), or records will fail verification. 

• Enable HTTPS settings via "Page Rules" afterward if needed for click tracking.

• Cloudflare DNS Records Guide

  
  

Source: Mailgun

Shopify (Shopify Domains) 

• From your Shopify admin, navigate to Online Store > Domains.

• Select the domain and edit DNS settings. Add the Klaviyo records in the proper fields.

• Shopify autodetects and applies the records quickly—allow up to 24 hours for propagation.

• Shopify DNS Settings

If you have not fully linked your stack yet, follow our Shopify x Klaviyo integration guide to keep data and deliverability in sync.

Source: GemPages

Namecheap 

• In Namecheap, head to Domain List > Manage > Advanced DNS.

• Enter the CNAME, TXT, and other records as generated by Klaviyo.

• Namecheap DNS Setup Guide

Note: Namecheap uses the “Host” field for subdomains—only the principal part (e.g., “send”, not the full domain).

Other DNS Providers

• Klaviyo supports many common hosts (Google Domains, AWS Route 53, Squarespace, AWS, BigCommerce).

• If your DNS provider does not support underscores in CNAME hosts for DKIM, Klaviyo advises contacting the provider or using a different DNS.

• Some platforms, like BigCommerce, do not support NS records—set your routing type to Static in Klaviyo and input CNAMEs instead.

How to Confirm Your Domain Is Verified in Klaviyo

1. Use Klaviyo’s Built-In Verification Tool

After adding DNS records, return to Klaviyo → Settings → Domains, and click Verify Domain.
Once DNS has propagated (DNS propagation typically takes up to 48 hours), successful verification will display green checkmarks. You'll then have the option to Apply Domain to begin sending from your authenticated brand domain.

2. Check with 3rd-Party DNS Tools

If domain verification fails, use external tools to confirm record setup:

• MXToolbox : Run DNS lookups for CNAME/NS records and TXT DNS checks for verification.

• DNSChecker.net or What's My DNS: Identify if DNS values are matching what Klaviyo generated.
  This helps pinpoint issues like missing values, propagation delays, or mismatches.
  
  

• 3. Verify Email Authentication via Headers

Once sending, inspect email headers to verify SPF, DKIM, and DMARC pass status. In Gmail, these appear under “Authentication-Results”:

• spf=pass

• dkim=pass

• dmarc=pass

This confirms that your sending domain is authenticated and aligns correctly.

4. Monitor Domain Health Post Setup

Even after setup, keep tabs on deliverability:

• Use Google Postmaster Tools to monitor domain reputation.

• Track bounce, spam, and open rates in Klaviyo reports.

• If switching DNS hosts, reverify to ensure no disruption.

For weekly visibility beyond Postmaster, build a deliverability and engagement dashboard using our Klaviyo reporting and analytics guide.

Fixing Common Domain Setup Errors in Klaviyo

Setting up a branded sending domain in Klaviyo can boost deliverability and trust—but DNS quirks and provider limitations often cause roadblocks. Below is a quick-reference guide to the most common setup issues, why they happen, and how to fix them with confidence

Reference: Klaviyo’s official domain setup troubleshooting guide

If opens dip after a fix, test your subject and preheader against our open rate optimisation guide to recover engagement.

Post-Setup Monitoring and Domain Health Best Practices

You’ve connected your domain—now what?

Don’t Just Set and Forget:

• Monitor Performance Weekly: Track open, click, bounce, and complaint rates. Sudden changes can indicate deliverability issues.

• Use Smart Sending: Prevent over-emailing by enabling Smart Sending for all campaigns and flows. If you are sending frequently, align frequency with intent using Klaviyo Smart Sending to reduce fatigue and complaints.

• Reverify After DNS Provider Changes: If you move your domain (e.g., from GoDaddy to Cloudflare), double-check Klaviyo domain verification. 

• Remove Cold Contacts Regularly: Suppress contacts who haven’t engaged in 90–180 days to improve sender score. Automate list hygiene with a Klaviyo sunset flow so disengaged contacts stop dragging down domain reputation.

• Check Your Reputation Externally: Use Google Postmaster Tools and Microsoft SNDS to monitor how inbox providers view your domain.

  
  

• Test Authentication Records Periodically: Run SPF, DKIM, and DMARC tests using MXToolbox to ensure they’re still valid.

• Warm Up Before High-Volume Sending: Ramp up sending gradually before major campaigns like Black Friday/Cyber Monday to avoid sudden spam filtering.

Reference:

• Klaviyo – Monitor Deliverability Health

• Gmail Bulk Sender Guidelines 2024

FAQs

1. Can I connect multiple domains, and is DMARC required?

• Yes, you can authenticate multiple domains, but only one is the default sending domain. DMARC is required for bulk senders to Gmail/Yahoo and strongly recommended for all.

2. Will DNS setup affect my website’s performance?

• No, if you use a dedicated subdomain (e.g., email.brand.com) your website remains unaffected.

3. How long does DNS propagation really take?

• While most changes update within a few hours, allow up to 48 hours before re-verifying in Klaviyo.

4. What happens if I don’t authenticate my domain?

• Your emails are more likely to go to spam, show “via klaviyomail.com,” and suffer lower engagement.

Conclusion

If your emails aren’t hitting inboxes, your domain setup in Klaviyo might be the silent culprit. By following these 7 DNS steps, you’re not just ticking a technical box—you’re actively boosting your brand’s credibility, improving email deliverability, and protecting yourself from security threats like spoofing and phishing. A properly authenticated domain means your messages look polished, pass security checks, and avoid spam traps.

Think of it as building a secure bridge between you and your audience: every email crosses that bridge faster, safer, and with more trust. When your brand name shows up confidently in the inbox, you get more opens, more clicks, and better results from every campaign. Set it up once, keep it maintained, and you’ll see the payoff in every send.

To stay ahead after setup, track results with Klaviyo custom reports and confirm attribution with UTM tracking for GA4 so wins are visible to finance and leadership.

Key Takeaways

• Authenticate Early – Set up SPF, DKIM, and CNAME before sending campaigns.

• Use a Subdomain – Keep marketing emails separate from your main domain.

• Copy Exactly – Enter DNS records exactly as Klaviyo provides them.

• Verify and Monitor – Check domain status regularly in Klaviyo.

• Avoid Common Errors – Watch for proxying, SPF conflicts, and format mistakes.

• Maintain Domain Health – Reverify after changes and clean your list often.

Not sure if your domain connection is costing you opens and clicks?

Discover how a properly configured Klaviyo DNS setup can transform your email performance. We’ll guide you step-by-step to improve deliverability, build sender trust, and boost engagement. Click here to schedule your free audit with our experts today—let’s get your emails into inboxes.