You will learn
Learn how to run a contest or giveaway in Klaviyo using a subscribe page to collect contestants, and then take a sample of 1 from the list to find a winner. While you can accomplish this using a third-party tool that integrates with Klaviyo, you can also run a contest strictly using Klaviyo.
For both methods, you'll need to:
- Create a new subscribe page for a new list (that is separate from your main subscriber list).
- Take a random sample of 1 to determine the winner.
- Use engagement criteria to integrate contest/giveaway subscribers into your engaged main segment.
Set up a way for people to enter the contest
- Create a dedicated list for contest by navigating to Audience > Lists & Segments > Create List / Segment. Shoppers who fill out the form will add to this list.
- Select List.
- Name your list and add any tags. Using a name that relates to your contest plans will help you keep organized.
- Click Create list.
- Choose to Configure a Subscribe Page. Subscribe pages have shareable URL's, which make it easy to share a link for your contest in emails and other social channels.
- A modal will populate informing you that your new list is currently using your account's default consent pages. Click Customize for this List to create a new set of consent pages for this list.
Consent pages include the manage preferences page, subscribe page, and unsubscribe page. When you customize consent pages for a list, Klaviyo creates a new one of each specifically for the list. All can be edited; however, the subscribe page is the only one needed for creating a contest.
- Under Subscribe page, hover over the page name and click Edit Page.
- Using the editor, customize the design and style to match your brand.
- Recommended: Add a checkbox to indicate whether a registrant accepts marketing or not.
- Oftentimes, the leads you get from running a contest aren't as high quality as your typical leads, so asking them if they want to receive future emails gives you engagement criteria that you can use to message them later on.
- For example, if someone has the profile property "Accepts Marketing" equals "Yes" on their profile, you can add them to your engaged segment.
- Oftentimes, the leads you get from running a contest aren't as high quality as your typical leads, so asking them if they want to receive future emails gives you engagement criteria that you can use to message them later on.
- Once you're finished editing, click Publish.
You can copy the subscribe page URL from the Overview menu in the subscribe page editor to share in emails or other marketing campaigns. Recipients who click on this link will be brought to your subscribe page where they can sign up for your contest.
Take a random sample to choose the winner
When it comes time for you to choose the winner of your contest, take a random sample of 1:
- Go to Manage List > Sample List Members.
- Create a sample size of 1.
This will randomly select one person from the pool of registrants as the winner of your contest.
How to market to contest or giveaway subscribersHow to market to contest or giveaway subscribers
SMS marketing for sweepstakes is only permitted on US and Canadian short codes. Learn more about compliance requirements around sweepstakes and contests.
Research has shown that subscribers acquired from a contest or giveaway are less likely to make a purchase than your typical subscribers. Because of this, you should consider these contacts lower-quality leads and market to them differently than your typical subscribers. Klaviyo recommends following step 9 above, as well as these other guidelines for filtering leads from a contest:
- Keep your contest/giveaway subscribers in a separate list
It's best practice to keep your contest or giveaway subscribers in a list that's separate from your main list. You should always create a new list to use when running a contest or giveaway so you can keep track of this. You can create one "main" list for all your contest/giveaway subscribers if you run these initiatives frequently. - Create a specific welcome series for your contest list
Create a specific welcome series flow for everyone added to your contest/giveaway list that contains 2-3 emails sent over the course of a week. These messages should:- Be explicit in your content about why subscribers are receiving these messages.
- Use subject lines that remind recipients that they signed up for the contest/giveaway.
- Have a clear call-to-action that allows contacts to unsubscribe if they no longer want to receive marketing from you.
Note that you can also create an SMS welcome flow if you collected phone numbers and SMS consent in your subscribe page.
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Add conditions to your engaged main segment
Do not email contest/giveaway subscribers who did not engage with your welcome series, as this can harm your deliverability. Instead, add the following conditions to your main segment to include people who opened or clicked at least one email in your contest-specific welcome series flow.