Migrating to Reach from Klaviyo or Mailchimp

To migrate from Klaviyo or Mailchimp, export your contacts as CSV files, import them into Reach lists with their subscription status intact, and rebuild your flows as Reach automations — flows do not transfer automatically. Plan the move in this order: suppression hygiene first, then contacts and lists, then automations, and finally a gradual sending ramp-up on your new sender domain.

Before you start, complete steps 1 and 2 of the Reach setup checklist — install the Zalify pixel and verify your sender domain — so there's somewhere for your data to land and a verified domain to send from.

What carries over and what doesn't

Carries over via CSV import:

• Contacts and their profile fields (email, name, and other properties you map during import)
• Lists — recreate each list in Reach and import the matching CSV into it
• Subscription status — who is subscribed and who has unsubscribed, if you include it in your import

Does not carry over:

• Flows/automations. Klaviyo flows and Mailchimp customer journeys must be rebuilt as Reach automations. Triggers, timing, and branching don't map one-to-one between tools, so treat this as a rebuild, not a copy. See Building an automation.
• Email templates. Email designs are created in Z1 Canvas, Zalify's design tool, and then run in Reach. Recreate your key templates there — your Brand Kit at /brand-kit (logo, colors, fonts, company address) feeds email footers and templates, so set it up first. See Brand Kit and Reach.
• Historical campaign stats. Opens, clicks, and revenue from your old tool stay in your old tool. Export any reports you want to keep before closing the account.
• Signup forms and popups. Rebuild them in Z1 Canvas and connect them to Reach lists — see Creating a form or popup.

1. Clean up before you export

Migration is the best moment to leave dead weight behind. Deliverability on your new domain depends on it.

1. In your old tool, export unsubscribes, bounces, and spam complaints separately. You need these to make sure Reach never emails them.
2. Decide on an engagement cutoff — for example, exclude contacts who haven't opened or clicked in the last 12 months. Importing a large cold segment and blasting it is the fastest way to burn a fresh sender domain.
3. Export your active, engaged contacts per list as CSV.

2. Import contacts and lists

1. Create your lists in Reach first, mirroring the list structure you want to keep — see Lists and segments. You don't have to recreate every legacy list; consolidate where it makes sense.
2. Import each CSV into its list and map the columns — email address, first name, and any custom properties you rely on.
3. Import or mark your suppression data (unsubscribes, bounces, complaints) so those addresses can't be emailed. Do this before sending anything. See Subscription status and unsubscribes.
4. Spot-check a few imported contacts to confirm fields and status came through correctly — see Managing contacts.

If your store is connected, order webhooks also create contacts in Reach going forward, so your buyer data keeps flowing in without any manual work.

3. Rebuild your automations

Rebuild your highest-value flows first — usually the welcome series, then abandonment and post-purchase flows. For each one:

1. Recreate the email designs in Z1 Canvas. Include *|UNSUBSCRIBE_URL|* and {{ company_address }} in the footer — see Merge tags reference.
2. Build the automation in Reach with the equivalent trigger and timing.
3. Test it end to end before switching off the old flow, so contacts don't fall in a gap — or worse, get both.

To avoid double-sends during the overlap, turn off each old flow as soon as its Reach replacement is live and verified.

4. Warm up your new sender domain

Inbox providers don't know your new sending domain yet, even if your brand has been emailing for years. Sending full volume on day one gets you filtered.

1. Verify your domain in Email Settings first — see Verifying your sender domain.
2. Start by sending to your most engaged contacts only (recent openers and clickers). Their opens and replies build your reputation.
3. Increase volume gradually over the first few weeks, watching bounces and spam complaints in your broadcast reports.
4. Follow Deliverability best practices and check Email sending limits before planning a large send.

Suggested cutover order

1. Pixel installed and sender domain verified in Reach.
2. Suppressions imported, then contacts and lists.
3. Welcome automation rebuilt and live; old welcome flow off.
4. First small broadcast to engaged contacts from Reach.
5. Remaining flows rebuilt one by one; old tool paused.
6. Volume ramped to normal; old account closed once you've saved any historical reports.

Take it in that order and you can migrate without a gap in your marketing — and without torching your deliverability on the way in.