Understanding List Growth Tools in Klaviyo

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Whether you're new to email marketing or already have a list of subscribers, continuing to build your audience with signup forms or subscribe pages is a critical part of any online marketing strategy.

This guide covers the various options for adding signup forms or subscribe pages with Klaviyo:

  • Signup Forms
    Create and style popup, flyout, and embedded forms inside your Klaviyo account that can then be published on your website.
  • Subscribe Pages
    Embed a subscribe page on your site to serve as a landing page or link directly to a subscribe page in an email or elsewhere.
  • Legacy and Custom Signup Forms
    Custom code your own popup, flyout, and embedded forms.
  • Third-Party List Growth Tools
    There are a number of third-party tools that integrate with Klaviyo that you can use to build signup forms and still ensure that new subscribers flow into Klaviyo.

Want to learn more about acquisition strategies in Klaviyo? Head to our Academy course, Creating an Effective Acquisition Strategy Using Signup Forms.

The Signup Form Builder

The signup form builder allows you to build and style forms within your Klaviyo account. Navigate to your signup forms by clicking on the Signup Forms tab, and check out our guide to creating a signup form to get started.

Legacy and Custom Signup Forms

Klaviyo's legacy signup forms are customizable forms that can be added directly to your website. These forms must be custom coded, but you can find the default embed codes in the corresponding docs:

Check out all of our legacy signup form resources.

Subscribe Pages

You may also want to have a hosted landing page where you can direct people who want to sign up for your emails.

Subscribe pages are great for contests, special promotions, or if you want to include a subscribe link in an email that leads to a hosted form. 


Klaviyo provides a hosted subscribe page for all lists. You can customize these pages using the editor.

Third-Party List Growth Tools

While Klaviyo allows you to design and use a number of different built-in signup forms, there are also many third-party list growth tools that offer additional features and integrate easily with Klaviyo including Justuno, SumoMe, Privy, WisePops, and more. Contacts collected through any of the listed third-party tools will automatically flow into whatever list you choose in Klaviyo.

Search for list growth tools in Klaviyo's Integrations Directory

Sync Existing Forms to Point to Klaviyo

If you are just starting out with Klaviyo but already have existing sign up forms on your website, you can modify your form to pass signups to a list in your Klaviyo account. To start, use the following flow chart to find your next step:


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