emailrules.today

Platform changesKlaviyo

Platform ledger

What Klaviyo changed.

The easiest of the three to keep honest: every product-update card carries an ISO date and every API release is a dated revision. The help articles those cards link to carry no date at all, so they are cited here without one.

4 changesverified 2 Aug 2026read from What's New, API changelog
SharedThe platform covers the mechanical bit. The judgement is still yours.
Announced
Shared

Campaign batches can be scheduled by the minute

What changed: Gradual sending moved from hourly intervals to batches as small as one percent of the audience per minute.

Why it matters: Klaviyo frames this as protecting your website from traffic spikes. The deliverability use is the more interesting one. Complaint rate is measured against what actually lands, and a single-shot send to a cold or unusually large audience is how a programme crosses the 0.3 percent line at Gmail and Yahoo before anyone has seen a report. Batching by the minute buys you the time to stop a send that is going badly.

Do next: Pick your next campaign to a re-engagement or newly imported audience and schedule it gradually rather than all at once. Watch the complaint rate on the first batches before the rest goes.

Klaviyo changed · these did not

API revision
Shared

API revision 2026-07-15 added a backfill flag and a sending domains API

What changed: Two parts of this revision matter outside engineering. Create Event and Bulk Create Events took a top-level backfill flag that records historical events without triggering flows, which Klaviyo points at CRM migrations and bulk replay. Separately, a Sending Domains API arrived in beta on the same revision: it registers a domain, returns the DNS records to publish, re-runs verification while DNS propagates, and promotes a verified domain from pending to active. Klaviyo warns that activation is a cutover which replaces the account’s previous dedicated domain.

Why it matters: The backfill flag is the one to remember, because the failure it prevents is one people only notice from the replies. Replaying years of order history into a platform is how a welcome flow fires at customers who joined in 2021. Until this revision there was no supported way to load that history without arming the flows. On the domain side, DKIM setup stops being a screen someone clicked through once and becomes something you can script, verify and re-check.

Do next: If a migration or a bulk replay is anywhere on the roadmap, confirm whoever is writing it is on revision 2026-07-15 and using backfill. Klaviyo supports each revision for two years from release, so an integration pinned to an older one does not have this.

Klaviyo changed · these did not

Announced
Shared

Open tracking can be switched off per recipient

What changed: Klaviyo added controls that stop it recording email opens, either across the whole account or for individual recipients, and its help centre names France’s CNIL and Italy’s Garante as the reason. The pixel is still inserted and the recipient’s mail client still loads it; Klaviyo checks the incoming request against your settings and, when tracking is off, discards it without writing an Opened Email event. Open tracking consent is stored per recipient and per email address, and it is separate from email marketing consent.

Why it matters: Two rules on this site said no mainstream platform shipped a per-recipient path for this. One now ships part of it. Read the limits before you relax: Klaviyo is explicit that it does not remove the pixel, and that it has no recipient-facing way to collect an objection — no footer link, no preference page — so identifying who must be untracked, and setting them, is still yours. Turning it off also removes those people from open rate, from open-based segments and from any flow triggered on an open.

Do next: Settings → Email → Tracking is the account-wide switch, and any user with access to email settings can change it. For the per-recipient version, agree who is in scope with whoever owns privacy, then set them by CSV import, SFTP or API before the send, not after.

Klaviyo changed · these did not

Announced
Shared

Transactional and service mail can have their own branded sending domains

What changed: Klaviyo added separate branded sending domains per send type, so transactional and service email no longer share a sending domain — and therefore a reputation — with marketing volume.

Why it matters: Receipts, password resets and shipping notices are the mail people actually need, and they are the mail that suffers when a marketing campaign lands badly on the same domain. Splitting the domains is the standard fix and it is now a setting rather than a project. Worth being precise about what it does not do: moving a message to a service domain does not make it transactional. That is decided by content and by why you are sending it.

Do next: List what your account sends that a customer would call for if it went missing. If those messages leave on the same domain as your campaigns, this is the setting you came for.

Klaviyo changed · these did not

Only changes that touch deliverability, consent, classification or a number you report are listed. Klaviyo ships far more than this; a builder getting a new toolbar is not a change to what is true about your programme. Missing something dated? corrections@emailrules.today.

FAQ

Awkward questions

Who is this actually for?

People who ship email and are too busy to re-read every PDF: week-one marketers, lifecycle/CRM, deliverability, multi-country ops, DTC brands, agencies — on Klaviyo, Mailchimp, Braze, HubSpot, SFMC, or something else. Pick your tool and geos so product-specific pages only appear when they match. EU and UK are first-class filters. Not for people who sell tools about email and need a fake score to demo.

Why only ~40 rules? Isn’t that… thin?

On purpose. A wall of 400 undated “best practices” is how you look busy and still get burned. Every page needs a primary source we actually read. Thin and checkable beats fat and folklore. Europe, bulk inbox rules, measurement honesty, and protocol topics like BIMI/DMARC policy are on the shelf when we can cite them — not every Member State and not every vendor myth. Coverage map lists what we still refuse to invent.

Is this legal advice?

No. If it were, you’d have a billable hour and a longer PDF. This is a dated operator reference written by an email geek. Confirm anything high-stakes with counsel who knows your facts. Same for “will this make me compliant?” — no tool does that. Lawyers and judges do. We say what the sources say and what to do first on Monday.

Why no trust score out of 100?

Because we refuse to invent a number you can’t audit. Fake scores sell seed tests and panic. You get findings, dates, and links. If that feels less exciting than a red dial, good — you’re not the red-dial customer.

Why should I trust you more than my ESP’s blog?

ESPs sell seats. Seed-score vendors sell fear. AI invents citations when nobody watches. We sell nothing today — no pixels, no placement scores, no affiliate — so we can say when a tool is the problem. A human verifies, dates, and corrects in public. Tools may help draft; they do not ship unsourced claims. Check the primary links. Fail that test and leave.

Do I need an account?

No. Filters live in this browser and the URL. Share the link. That’s it. Accounts come later only if they earn it — not so we can nurture you about email.

I’m an agency. Where’s multi-client mode?

We tried a client-name CRM on the setup card. It made the product feel like work before it felt useful. Role filters + copy link + one-page brief (optional PDF title) is enough for now. Complexity comes back when the free shelf is habit, not before.

Is the quiet changelog a bug?

No. Quiet means nothing material moved. We don’t invent urgency so the homepage looks “alive.” Sticky risks still show what usually needs a person when the market is still.