How to fix page not found on Klaviyo

Steps for Klaviyo

1. In your Klaviyo account, navigate to Content → Templates. Open every email or SMS template that contains links (CTAs, banners, text links, buttons) and use the editor's link inspector to identify any URLs pointing to the broken/404 page.
2. For each affected template, click the linked element, open the link editor, and replace the broken URL with the correct, live destination URL. If the page no longer exists, link to the best equivalent page (e.g., a parent collection or the homepage).
3. Navigate to Flows and, for every active flow (welcome series, abandoned cart, post-purchase, etc.), open each Email or SMS step, click 'Edit Template', and repeat the same link audit — replacing any broken URLs with the correct ones.
4. Navigate to Campaigns and check all Scheduled or previously Sent campaigns: for scheduled campaigns, edit the template and fix broken links before the send date; for sent campaigns, note the broken URLs so you can set up 301 redirects on your storefront (broken links in already-sent emails cannot be retroactively changed, but redirects will recover SEO equity and user experience).
5. On your storefront platform (e.g., Shopify Admin → Online Store → Navigation → URL Redirects), create a 301 redirect from each broken URL to its correct replacement page. This ensures that any traffic arriving from previously sent Klaviyo emails lands on a valid page and passes link authority correctly.
6. After saving all changes, send a test email/SMS from Klaviyo for each updated template and click every link to verify all URLs resolve with a 200 status and no redirect chains.

What is page not found?

A 404 ("Page Not Found") error means a URL on your store no longer exists — but other pages on your site still link to it. Every time a shopper or search engine follows one of those links, they hit a dead end instead of useful content. This can happen when you delete a product, rename a collection, restructure your URLs, or migrate to a new platform without properly redirecting old addresses.

Search engines like Google treat 404 pages as dead ends: any ranking authority ("link equity") that flowed through those internal links is wasted instead of boosting the destination page. Googlebot also has a limited crawl budget — time spent re-crawling broken URLs is time not spent discovering your new or best-selling pages, which can slow indexing and hurt rankings. For shoppers, clicking a link and landing on a 404 page destroys trust, interrupts the purchase journey, and directly costs you sales. If enough 404s accumulate, Google can downgrade its overall assessment of your site's quality.

See the complete Page not found guide for every platform and the full background.