Learn how to sync Shopify email subscribers to a Klaviyo list, how the sync works, and best practices. Additionally, learn who gets added to your list and how the Accepts Marketing property works in Klaviyo.
Before getting started, make sure you’ve integrated your Shopify store with Klaviyo. During the integration process, you may have already checked the setting to sync Shopify email subscribers to a Klaviyo list. If not, you can follow the steps outlined in this article to edit your Shopify integration settings and sync your subscribers.
How to Sync Subscribers to a List
- Navigate to your Klaviyo account's Integrations tab
- Select Enabled Integrations and click on Shopify to be brought to your Shopify integration settings page
- Check the box next to Collect email subscribers
- Choose the list that you’d like to add subscribers to; as a best practice, add them to your main list such as your Newsletter (note that you cannot select a segment; you must add your subscribers to a list).
If you don't see any lists populate:
- Navigate to the Lists & Segments tab
- Click Create List to create a new list
- Navigate back to your Shopify integration settings to see your new list appear in the dropdown
- Click Update Settings at the bottom of the page
Who Will Be Added to My List?
Below is an example of an email subscription checkbox on a Shopify checkout page. As a best practice, we recommend not having this box checked by default.
Customers that check this box and then enter their email are added to your Email subscribers group in the Customers tab of your Shopify store.
Once you’ve checked the Collect email subscribers setting on your Shopify settings page in Klaviyo (as described in the previous section), customers from your Shopify subscribers group will only be added to your Klaviyo list if:
- The customer completed their purchase after checking the box. If a customer does not complete the purchase after starting a checkout, they will not be added to the list in Klaviyo.
- The customer’s Accepts Marketing property is set to true. Customers who subscribe to email marketing at checkout usually have this property set to true, but not always. For more information, read the section below.
Additionally, it is important to note the following:
- Customers that subscribe via a default Shopify signup form, such as a footer form, will also sync to your list. It is also important to note that if you use a Shopify third party theme, your theme's default signup forms must also apply the Newsletter tag to new subscribers in order for Klaviyo to automatically sync these subscribers to a Klaviyo list. Contact your theme developer, or if you're comfortable editing your theme's source code, add the following hidden input tag to your form's input group:
<input type="hidden" name="contact[tags]" value="newsletter">
- If you add contacts to Shopify's email subscriber list manually, they won’t be added to your Klaviyo list until they place an order.
Shopify syncs customer profiles to Klaviyo in real time.
About the Accepts Marketing Property and Subscribers
When you integrate your Klaviyo account with Shopify, one of the properties synced from your store is whether each customer accepts email marketing or not. The property can be either true or false. Below is an example of how the property appears on a customer's profile in Klaviyo.
To find a list of profiles in Klaviyo and view their details, navigate to the Profiles tab. You can also use the search bar at the top of your dashboard to search for individual profiles.
To learn more about how the Accepts Marketing property is managed in Shopify, view their documentation. This property always syncs to Klaviyo, but is set by Shopify, and so it might not always match whether a customer is subscribed to your newsletter.
There are a few situations which can cause someone to have Accepts Marketing set to false, but they're still subscribed to your newsletter:
- If a customer checks out and decides not to accept email marketing at that time, but later subscribes through a signup form, they'll still be added to your newsletter list.
- If a customer checks out and does accept email marketing, they'll be added to your newsletter list. If they check out again, they'll probably decide to not subscribe again since they're already subscribed. Depending on your checkout configuration, Shopify might see this as not accepting marketing (Accepts Marketing = false.) You probably don't want to treat this customer as an unsubscribe. Rather, you'll want to keep this customer on your newsletter list.
Klaviyo will not automatically sync historical subscribers to a list when a customer checks Subscribe new customers to a Klaviyo list. If you need to add historical subscribers to your newsletter list, you can do so with property and flow editing as outlined in How to Add or Combine Lists Without Triggering a Flow. You can export subscribers who have Accepts Marketing set to true as a CSV from Shopify and then add them to a Klaviyo list manually by following How to Add Subscribers to an Existing List.
Lastly, it's important to note that a customer who has Accepts Marketing set to false won't automatically be suppressed. Additionally, a customer accepting email marketing at checkout won't override a preexisting suppression in Klaviyo. To learn more about suppression, check out our article About Suppressed Profiles in Klaviyo.
Leave the Subscribe Box Unchecked by Default
We strongly recommend keeping your email subscription box on your Shopify checkout page unchecked by default to avoid damaging your sender reputation by accumulating passive subscribers. This option can be adjusted by navigating to Settings > Checkout in your Shopify store admin.
Leaving this box checked by default is not a recommended practice because it can lead to people who don’t wish to receive marketing communications from you getting added to your list. They are more likely to unsubscribe, ignore, or mark your emails as spam. If these contacts ignore your emails they will eventually filter to spam.
If a large percentage of your list consists of passive subscribers added in this way and your email engagement is low, you're putting your email deliverability at risk. By growing lists of engaged subscribers and focusing on the quality of your leads over quantity, you're setting yourself up for strong email deliverability and higher conversion rates.
While you should not send campaign emails to customers with the Accepts Marketing value set to false, it is still possible for these customers to trigger flows, like Abandoned Carts and Post-Purchases.
Email Subscribers and Your Welcome Series Flow
If a customer is added to your newsletter list by signing up to a default Shopify signup form, and your email subscriber list set up, this customer will be queued for your welcome series flow.
As of May 25, 2021, if someone is added to your newsletter list by clicking the Subscribe to Newsletter box upon checkout, they will also get queued up for your welcome series flow. You can use flow filters in your welcome series flow to filter out groups of customers that you wish to exclude from this behavior. This is now the default setting for checkouts and can no longer be changed.