Understanding active email profiles in Klaviyo

Last updated at:

You will learn

Learn about active email profiles, including how they differ from suppressed email profiles, and how you can contact the people represented by these profiles.

What is an active profile?

Any profile that can be emailed through Klaviyo is considered an active email profile. There are 2 main categories of active profiles: 

  • Subscribers
    Subscribers have filled out a signup form or otherwise explicitly consented to receive email marketing. 
  • Profiles added by general engagement
    It is possible for someone to share their email with you without explicitly consenting to ongoing email marketing. For example, someone who placed an order or abandoned a checkout on your site may have added their email address during the checkout process, but never explicitly opted in. 

Ecommerce integrations like Shopify and WooCommerce can add both types of active profiles to Klaviyo, depending on the actions a visitor takes while on your site. 

Viewing a profile’s consent status

To see if a profile is subscribed to email marketing, navigate to their profile. On the right side, scroll down to the Channels section to view their consent status. 

This area will contain the person’s email address (and may also include their phone number, if they’ve opted in to SMS). Next to each piece of contact information, you’ll see one of the following: 

  • A green checkmark
    This symbol indicates that the profile is a subscriber and has consented for email.
    Profile in Klaviyo that is consented to email
  • A red X
    This symbol indicates that the profile is suppressed for email.
    Profile in Klaviyo that is suppressed
  • No symbol
    If there is no symbol next to a person’s contact information, it means they have neither consented nor opted out. These profiles can still receive emails (e.g., an abandoned cart flow email), but exercise caution when contacting them.
    Profile in Klaviyo with no consent status

Profiles without a consent status

There are certain methods of adding a subscriber that will result in no consent status. For example, subscribers added through certain third-party integrations won’t have a green checkmark next to their email addresses under Channels

These profiles may have “implicit consent” depending on your local regulations, meaning you may be permitted to email these profiles. Make sure to use good list cleaning practices and consider each contact’s engagement when deciding whether to send to them.

Profiles added through general engagement

If a profile does not have a symbol under Consent Status and is also not a member of any lists, they were likely added by general engagement (e.g., through an ecommerce or other integration) or were not marked as subscribers when uploaded through a CSV. 

These profiles are eligible for campaign and flow emails, but we recommend exercising caution when contacting them. Make sure you’re only sending them emails you know they’ll be interested in, like abandoned cart flow messages or followup information from a recent order. 

Contacting active profiles

It is possible to contact all active profiles in your account using both campaign and flow emails. 

When sending campaigns, make sure you’re sending to engaged profiles or subscribers only, to avoid being marked as spam or hurting your deliverability. If you use segments to send emails, make sure your segment requires either engagement (e.g., What someone has done > Opened Email > at least once in the last 30 days), subscription (e.g., Properties about someone > $consent contains Email), or both.

Both subscribers and profiles added through general engagement are eligible for certain flow emails. Some types of messaging, like abandoned cart flows, can serve as helpful reminders for recipients and are generally well-received. However, keep in mind your local email compliance legislation and subscriber engagement. If needed, you can add the following flow filter to your flows to filter out profiles who haven’t explicitly opted in (i.e., general engagement profiles): 

Properties about someone > $consent contains Email

If you have integrations or third-party forms that do not set $consent in Klaviyo, you can add a list membership condition to your segment to capture them as well (e.g., If someone is in or not in a list > Person is in > Main list).

Additional resources

Was this article helpful?
191 out of 355 found this helpful