Getting started with Typeform

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You will learn

Learn how to integrate with Typeform, a tool that allows users to create engaging and conversational online forms, surveys, quizzes, landing pages, and more.

From Typeform, Klaviyo pulls in:

  • When someone filled out a form
  • The name & ID of the form the user filled out
  • Data collected from form fields

When you integrate with Typeform, you can automatically add form subscribers to specific Klaviyo lists. The Typeform integration syncs key information from Typeform forms to Klaviyo once every hour.

Before you begin

In order to sync subscribers into Klaviyo, your Typeform forms must include a single email input field. If your Typeform form lacks an email field, Klaviyo will not be able to sync your Typeform subscribers.

Table of contents

  1. Enable Klaviyo's Typeform integration
  2. Design your Typeform for syncing
  3. Understand your Typeform data
  4. Embed a Typeform in an email
  5. Segment customers using Typeform data
  6. Use Typeform data in flows

Enable Klaviyo's Typeform integration

  1.  Log in to Klaviyo.
  2. Select your account name in the lower left corner, then select Integrations.
  3. Click All Integrations, search for Typeform, and click Add Integration.
    Typeform listing on Klaviyo integrations tab with text Add Integration
  4. Here, click Connect to Typeform. You will be prompted to log in to your Typeform account to authenticate.
  5. After you've entered your credentials, you'll be taken back to your Klaviyo account and you can click to expand Advanced Options. Under Advanced Options, you can do the following:
    • Only Sync Specific Forms
      If you have many Typeform forms in use and only want certain forms to automatically sync into Klaviyo, you can simply copy and paste the IDs of each form that you do want to sync. To find the ID for a specific form, click on the form and find the ID at the end of the URL.

      Example form open in Typeform with ID highlighted in URL bar

    • Subscribe People to Lists
      If you would like to automatically subscribe those that fill out a form to a specific list in Klaviyo, you can map forms to lists here. You will want to enable Subscribe people to lists, and then paste in the ID of the Typeform form and choose a Klaviyo list from the dropdown. 

      Typeform integration settings in Klaviyo with Advanced Options dropdown open and Subscribe people to lists checked

  6. Click Update Typeform Settings when you are done. You can come back to this page at any time to update the advanced options.

Design your Typeform form for syncing

  1. When you design your Typeform form, be sure to include a single email input field. An email field is required in order for Klaviyo to track submissions from the form. Avoid including multiple email fields on your form, as this can lead to some submissions not syncing with Klaviyo. 
  2. When your Typeform question includes the word "name", the following happens:
    • If the words "business", "employer", "organization", or "store" are part of the question, the answer is set to the $organization property in Klaviyo.
    • If neither "first" or "last" is part of the question, the first and second words of the answer are set to the first and last name properties in Klaviyo, respectively.
    • If "last" is part of the question, the answer is set to the last name property in Klaviyo.
    • If "first" is part of the question, the answer is set to the first name property in Klaviyo.
    • Any additional form questions containing the word "name" will be recorded as custom properties in Klaviyo.

Understand your Typeform data

Klaviyo tracks one event from Typeform: Filled Out Form. To view synced events, click the Analytics dropdown in Klaviyo and select Metrics. Then, filter by Typeform. 

Metrics tab in Klaviyo filtered by Typeform with Filled Out Form in list

Whenever someone fills out a form, a Filled Out Form event from Typeform will be tracked in the person's profile in Klaviyo. If you expand to view the details of any event, you will find the form ID and name.

Example profile in Klaviyo named Tommy Tester with Filled out Form via Typeform event on timeline

When we sync a new form response, we'll look for form fields that represent email, first name, last name, organization/company, and phone number. If found, we will automatically sync these fields and set these properties on the individual's profile.

Any additional form questions will be recorded as custom properties on the individual's profile. The form question will show as the property label and the value will be the submitter's answer.

Information section of Klaviyo example profile showing custom properties

Embed a Typeform in an email

You will need to include an email field within the form you embed in the email, to ensure Klaviyo can collect the information from the form correctly.

You can embed Typeform questions in an email using a text block.

  1. First, drag a text block into your email template.
  2. Then, click Source code.
    Text block in Klaviyo email template editor with source code button highlighted
  3. Navigate to your Typeform account. To embed the Typeform form into your Klaviyo email, you’ll need to make sure your form is published and that the first question in your form is one of the following:
    • Opinion Scale
    • Multiple Choice
    • Picture Choice
    • Yes/No
  4. Once you meet both of those requirements, click Share > Launch in an email > Get the code > Copy code. This will copy the code of the form.
    Grab your email code popup in Typeform with white code with black background
  5. Go back to Klaviyo and paste the code in the Source code area of your text block.
  6. Click Done to view the embedded form in your email. 

Segment customers using Typeform data 

You can use Typeform’s Filled Out Form metric to segment customers and target them with a specific campaign. For example, you can create a segment of anyone who has filled out a form at least once in the last 30 days, and then send a campaign to that segment.

Segment in Klaviyo segment builder based on What someone has done or not done, has filled out form at least once in the last 30 days

You can also segment customers based on the information they’ve provided via a Typeform form, and then send a specific group of customers a targeted campaign. Information from the form exists as properties on an individual’s profile. For example, we’ve collected information on whether or not a customer has allergies, and if those allergies include nuts. Based on the answers and by using an AND condition, we create a segment of customers with nut allergies.

Segment in Klaviyo segment builder based on properties about someone, has allergy is true and properties about someone, allergic to, equals nuts

Use Typeform data in flows

You can use Typeform’s Filled Out Form metric to trigger a flow in Klaviyo. For example, you can trigger a flow when someone fills out a specific form by utilizing the form ID as a trigger filter. In the example below, the flow is triggered when the customer has filled out the form where the form ID: CIHFHQ.

Flow trigger in Klaviyo flow builder, trigger is filled out form ID CIHFHQ

You can also branch within your flow based on information gathered from your form, since that data exists as properties on an individual’s profile. For example, we use a conditional split to send separate messages to those with and without nut allergies.

Flow in Klaviyo flow builder triggered by filled out form ID CIHFHQ, flow branch based on nut allergies


You've now integrated Typeform with Klaviyo and learned about Typeform data in Klaviyo, designing your Typeform for syncing, embedding a Typeform in an email, segmenting customers using Typeform data, and using Typeform data in flows.

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