Sync Shopify Accepts Marketing Customers into a Klaviyo List

Overview

Accepts Marketing is a Shopify custom property that is determined when a customer checks, or does not check, the Accepts Marketing box when starting or completing a checkout. This box often appears with the text, "Subscribe to our Newsletter" on the payment page of the checkout process.

From Shopify:

During the checkout process, customers have the option of receiving email updates from your store. By selecting Keep me updated - I want to receive occasional emails about new products, promotions and other news, customers will be added to the Accepts Marketing group and you can email them with store updates, newsletters, and discounts.

To learn more about Accepts Marketing feature in Shopify, click here.

The Accepts Marketing property in Klaviyo:

  • Klaviyo can sync the Accepts Marketing value for each contact when it's available through the Shopify integration; this value will either be True or False if it is assigned
  • Klaviyo can also automatically sync customers added to this "Accepts Marketing group" to a specific Klaviyo subscriber list

NOTE: When a shopper is added to the "Accepts Marketing group" during checkout, Klaviyo will only subscribe the shopper to a specific Klaviyo list if that shopper actually completes the checkout process (i.e. becomes a customer).

Shopify will add someone to the "Accepts Marketing group" even if they only begin a checkout when you have the "Subscribe to Newsletter" box checked by default -- Klaviyo will not automatically subscribe these cart abandoners to a Klaviyo list, even though they may have been added to the "Accepts Marketing group" in Shopify. This is because it's unlikely the shopper knew the box was checked and likely does not expect to be subscribed. Klaviyo will also not automatically subscribe shoppers who Accept Marketing upon account creation.

Before you Get Started

Before you begin to sync Shopify Accepts Marketing users to a Klaviyo subscriber list, there is one key thing to consider: Whether or not your "Subscribe to our Newsletter" box during checkout is checked by default.

We highly recommend keeping this box un-checked 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's Admin panel:

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Let's consider the following situation: A shopper - let's name her Julie - is browsing your site and adds an item to her cart. Julie then starts to checkout, but second-guesses the purchase and stops. If Julie made it to the payment page, and your "Subscribe to Newsletter" box there was pre-checked, Julie is now signed up to receive your regular newsletter communications despite never having consciously opted-in.

Two reasons why this is not a good thing:

  1. Not a great experience - Julie will likely unsubscribe, or ignore these emails until they start to filter to spam. Either way, you've lost your chance to cultivate Julie as a customer with relevant and targeted emails.
  2. 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!

While it may be tempting to keep this marketing box checked by default and watch your list grow quickly, it's important to remember that quality over quantity matters here. If you have a large list of people that aren't truly interested, your email marketing strategy is not off to a great start. 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.

Update the Accept Marketings Setting in Klaviyo

Navigate to your account's Integrations tab, then click on your Shopify integration. Just below the name of your store, you'll see a check box regarding Accepts Marketing. Check this box in order to have Klaviyo automatically subscribe customers who Accept Marketing to a Klaviyo list. After you check this box, you'll see a drop down of Klaviyo lists you can have people added to.
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Don't see any lists? If you haven't yet created a list for your newsletter, click Lists & Segments on the left, then Create List, to create a new list. After you've done this, repeat steps above and you'll see your new list appear in the dropdown menu. 

Once you complete these steps, we'll automatically sync over everyone who is assigned the Accepts Marketing in Shopify after checking the "Subscribe to our Newsletter" box during checkout. If you add people to Shopify's Accepts Marketing list manually, note that they won't appear in Klaviyo until they begin a checkout/place an order.

Accepts Marketing and your Welcome Series Flow

If someone is added to your newsletter list by clicking the "Subscribe to Newsletter" box upon checkout, they will not get queued up for your Welcome Series flow.

This is a default setting because typically a Welcome Series is designed for new customers/visitors. Someone could check this Accepts Marketing box for the first time during their 100th purchase, and it might not be appropriate for this person to get queued up for your Welcome Series. If you would like us to adjust this setting for your account, please contact success@klaviyo.com.

Accepts Marketing as a Dynamic Value

As you look to grow your subscriber list through Shopify's "Subscribe to Newsletter" box at checkout, keep in mind that the Accepts Marketing property exists independent of whether or not someone separately subscribes to receive emails through a sign-up form. 

This means that someone could elect not to check the marketing box upon checkout, but then decide to subscribe to your mailing list separately through a sign-up form. This person would end up on your subscriber list, but still have an Accepts Marketing property value of False.

Furthermore, the Accepts Marketing property value is also subject to change every time a customer begins a checkout. Every time someone begins a checkout, he/she will prompted to check (or not check) the Accepts Marketing box. If someone begins a checkout and checks the box, this person will get added to your list. If this person goes back to complete the purchase later and doesn't check the box, this person will remain on your list but the Accepts Marketing property value will change from True to False.

 
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