Segment Your Lists for Targeted Communication

Overview

As you grow your main newsletter list, the more data you collect about your subscribers the more targeted and personalized your communications can be. Here are a few tips on what information to collect in order to create a better experience for your subscribers.

Collect Information that Matters

You can collect additional information from your subscribers when they sign up, or you can collect it within an email.

Determine Your Subscribers' Content Interests

If you sell a variety of different products (men's and women's, for example), it is useful to know what your subscribers are interested in. If someone is only interested in women's products, you miss an opportunity to show them something they're interested in if your emails only contain men's products. 

If you ask your subscribers what they're interested in, you can create dynamic segments of your main newsletter list based on these key data points.

Determine How Often Subscribers Want to Hear from You

If you plan to send out regular marketing emails, you may also want to ask your subscribers how often they want to hear from you. If someone prefers weekly or monthly emails and you start sending daily newsletters, this person is more likely to ignore all of your emails or unsubscribe.

By asking each subscriber to tell you their email frequency preference, you can then segment your main newsletter list by frequency. You can then schedule monthly campaigns to your monthly segment, send daily emails to your daily segment, etc. You can also include a managed preferences link (discussed below) in every email so that your subscribers can update their frequency preferences. 

Update Your Preferences Page

Preferences pages make it possible for subscribers to update their preferences any time. For example, someone may sign up to receive your daily newsletter, but later decide that they only want to receive one weekly.

Customize Your List Preferences Page

Navigate to your main newsletter list, and click on Subscribe Pages from the main menu bar. You will be taken to a window with your list's subscribe page. This is where you can add data collection fields to match what you have included in your actual sign up form. This subscribe page is a Klaviyo-hosted signup page that is automatically created for every list in your account.

While you may choose to use an embedded signup, pop-up, or fly out form on your website, you can also share a link to this subscribe page as an alternative.

The subscribe page here is linked to your list's preferences page. If you click View All Pages, you will find the preferences page itself within the Manage Preferences section. You will notice that this preferences page shows exactly the same fields as your subscribe page. You will always need to add fields to a subscribe page first in order to have them populate in a preferences page.

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When someone clicks the Manage Preferences tag in an email, and that email was sent specifically to a list, the manage preferences tag will lead to the preferences page you've customized for that specific list.

Customize Your Default Email Forms Preferences Page

If someone clicks the Manage Preferences tag in an email, and that email was sent to a segment, or was part of a behavior-triggered flow, the manage preferences link will lead to the preferences page within your default email forms.

Default email forms give your contacts a way to adjust how they engage with your emails beyond a specific list. Since the action of subscribing only exists in the context of a list, there is no default subscribe page.

There is, however, a default preferences page and a default unsubscribe page. You will want to ensure that a default preferences page has all of the same data collection fields as the preferences page for your main newsletter list. 

Navigate to your default preferences page by clicking on the Default Email Forms tab in your account, clicking View All Pages > Preferences Page.

Segment Your Newsletter List

Once you start collecting detailed information about your subscribers, you can use the segment builder to create dynamic lists based on this information. When someone provides information through a signup form, this information automatically gets added to his/her Klaviyo profile as a custom property based on the fields you've added to your form.

In the example below, you can see that we've created a Chocolate Lovers segment based on the custom property "Fav_Candy" and the preference value "Chocolate." 

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Keep in mind that name you give your additional form fields will become the name of the custom property created.

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