Getting started with consent pages

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Learn about the different consent pages related to Klaviyo lists, including the preferences, subscribe, and unsubscribe pages, and how to customize them. 

In your Klaviyo account, there is one set of account consent pages that all lists will use by default. These account-level consent pages include your default preference pages, subscribe pages, email confirmation pages, and email unsubscribe pages. 

You can edit the style and design to standardize the look of your account’s default consent pages. However, you also have the option to override these defaults and customize a unique set of consent pages (e.g., a preference page, subscribe page, or unsubscribe page) for a specific list.

This article will cover how to use and manage consent pages within Klaviyo; however, if you would prefer to design your own custom coded consent pages, you can explore Klaviyo’s hosted pages feature. Navigate to Account > Settings > Domains & Hosting to enable this feature. Only accounts with a paid plan who have passed account verification have access to this setting. 

About consent pages in emails

Your default consent pages can be found by navigating to Account tab > Settings > Email Preference & Subscription. These pages are used by default in:

  • Emails sent to segments
  • Emails sent to multiple lists and/or segments
  • Segment triggered flows
  • Flows triggered by an event
  • Date triggered flows
  • Price drop flows

This means that when you insert an unsubscribe tag — {% unsubscribe %} — or a manage preference tag — {% manage_preferences %} — into a campaign that is sent to a segment, the default consent pages will be used. The same is true when you insert these tags into flow emails where the flow is triggered by an event.

When you send an email to a list that uses a customized set of consent pages, the default consent pages are not used. Instead, the customized consent pages that you created for that particular list will be used. To edit these pages further, navigate to the list you want to edit the pages for, then select Subscribe & Preference Pages.

While your account’s default consent pages are helpful for centralizing a consistent experience for your subscribers, choosing to customize consent pages per list is often helpful. For example, if a specific list is being used for a special contest or subscriber offer, you may want the consent pages for this list to look a certain way and display a unique set of subscriber preferences. 

Find your default consent pages

To navigate to your account-level consent pages:

  1. Click on your Account tab in the bottom left corner.
  2. Select Settings.
  3. Select Email Preference & Subscription from the top.

The pages available to edit include: 

Preference pages

  • Preferences page
    The page where existing subscribers can edit their preferences. Here, you can provide your subscribers with the opportunity to share more information about themselves like age, gender, or birthday, but also more detailed information like their preferred email frequency or which types of products interest them most. 
  • Preferences success page
    The page someone will see after updating their preferences

Subscribe pages

  • Subscribe page
    The page where interested shoppers can sign up to hear more from your brand
  • Confirmation page
    If your list is double opt-in, this is the page that new subscribers will see after they subscribe to your list via a sign-up form or subscribe page.

Note that you can collect phone numbers and SMS consent in your subscribe page to market to your audiences via SMS. 

Email confirmation pages

  • Confirmation email
    If your list is double opt-in, this is the email that subscribers will receive after they subscribe to your list via a sign-up form or a subscribe page.
  • Subscribe success page
    The page that subscribers will see after signing up via a sign-up form or subscribe page

Email unsubscribe pages

  • Email unsubscribe page
    The page someone will see when they click the unsubscribe link in one of your emails

    Note that the default email unsubscribe page includes a link to your preference pages at the bottom. Using unsubscribe and manage preferences pages together allows you to encourage recipients to change their email preferences, rather than unsubscribe completely.

  • Email unsubscribe success page
    The page someone will see after they unsubscribe from receiving emails 

These consent pages listed above come into play when you build sign-up forms that add new subscribers to your list. By reviewing and updating these pages, you can control the experience and messaging that your subscribers see when they first opt in, when they update their preferences, as well as when they unsubscribe.

When you create a list, each list defaults to using your account’s consent pages.

Customize consent pages for a specific list

While all lists will use your account's consent pages by default, you can choose to override these defaults and customize a unique set of consent pages for a particular list. To customize your consent pages, follow the steps below:

  1. Navigate to your Lists & Segments tab.
  2. Select the list for which you would like to customize new consent pages.
  3. From the top menu, select Subscribe & Preference Pages.
  4. Select Customize for this List to override the default pages.
  5. Here you will see a new set of consent pages available to edit. Find the consent page(s) you’d like to edit (e.g., the preference page), click Edit Page.
  6. Once you finish customizing the page in the editor, click Publish.

Note that you can revert to your account’s default consent pages if you no longer want your list to use these customized pages. However, all prior customizations will be lost and cannot be recovered if you reset back to the defaults. Click Reset All Pages To Default in the top right corner to re-link your list to the default consent pages.

Edit the design of your consent pages

Whether it is your default consent pages or a particular list’s unique set of consent pages, you can customize the style and design of each page to give your site visitors a consistent, on-brand experience. 

If you would prefer to custom code your own preference, subscribe, or unsubscribe pages, click the dropdown arrow and select Use Hosted Page. Head to our guide on using hosted consent pages for more detail. 

  1. Find the consent page you’d like to edit (e.g., the preference page), click Edit Page
  2. Selecting a consent page will bring you to its respective editor, where you can customize the style and design to fit your brand. Choose what you would like to edit, these include:
    • Styles
      Use this section to edit design settings such as Form Background, Page Background, Form Styles, etc.
    • Add Blocks
      Use this section to add elements to your consent page, such as a text or image block. You can also edit any text in the preview by clicking on it and replacing the default text with your own.

      When adding blocks to your preference page and subscribe page, you also have the option to add input fields, such as a date field or a checkbox.

    • Button
      Click on the button in your preview (e.g. the Unsubscribe button or Update your preferences button) for options to edit the Button Text, Button Styles, and Block styles.
  3. When you're ready to share your consent page, click Publish. A green dot indicates a page is live, while a green circle indicates a page is live, but has unpublished edits. 

Be sure to edit each step of the consent page that you want to customize. You can also click Success page in the top menu bar of the editor to adjust the design of the success message that appears when a recipient completes the form.

Add profile properties 

If you add an input field to your consent page, you have the option to select a profile property from the dropdown menu. Klaviyo supports many profile properties that add personal information to someone’s profile when they fill it out on a form.


If you don’t see the property that you would like to use in the list, you can also collect custom properties by typing the property you want to use in the Filter box, and clicking Create Property.

Translate consent pages to different languages

If your customer base comprises different native speakers, it’s important that you create content that they will understand. The language on consent pages defaults to American English. However, to edit the language, follow the steps below. 

  1. Navigate to the builder of any consent page you would like to translate.
  2. Click on any text in the preview to edit it.
  3. In the menu that appears on the left, delete the default text.
  4. Type in the text that you would like to appear in the language of your choice.

    Be sure to follow this process for each step and each consent page you would like to translate (e.g., preferences pages, subscribe pages, email confirmation pages, and email unsubscribe pages).

  5. When you're ready to share your consent page, click Publish. A green dot indicates a page is live, while a green circle indicates a page is live, but has unpublished edits.

Find your subscribe page URL 

Klaviyo automatically creates a subscribe page for every list in your account, which you can use to enable potential subscribers to sign up for your email or SMS marketing. Once you’re finished editing the design, you can copy the subscribe page URL to share in an email or elsewhere to grow your audience.

To find a list’s subscribe page URL:

  1. Navigate to Lists and Segments.
  2. Choose your list.
  3. From the menu bar, select Sign-up forms.
  4. Here you will see all of your sign-up forms that are connected to this list. Scroll past these to find the list’s subscribe page. 
  5. If your list is using the default consent pages, you’ll see a menu reminder that you can customize consent pages for this list. Beneath this reminder, click Copy Subscribe Page URL. Alternatively, if you have already customized this list’s consent pages, hover over the page name and click Copy URL.

You can also retrieve the URL by clicking Edit Page, and copying the subscribe page URL from the overview menu.

Your subscribe page URL is now copied to your clipboard and ready to use in marketing campaigns or social channels. Check out this guide on using a subscribe page as a landing page on your website to learn more. 

Redirect opted-in recipients to a different website page

When a visitor on your website confirms their subscription via double opt-in and lands on a confirmation page, you have the option to redirect them to a different URL, such as a specific page on your website. This is a great way to maximize on site traffic from highly interested subscribers.

To use a redirect URL in a confirmation page:

  1. Navigate to your consent pages (this can be your account’s consent pages or a specific list’s consent pages).

    To reach your default consent pages, navigate to Account > Settings > Email Preference and Subscription. To navigate to a specific list’s consent pages, navigate to Audience > Lists & Segments, choose a list, and then click Subscribe and Preference Pages.

  2. Under Subscribe Page, click Edit Page.
  3. In the menu bar at the top, select Success page.
  4. Click Custom Redirect.
  5. Check the box to Skip page and redirect.
  6. Paste the URL that you would like subscribers redirected to.
  7. When you are finished with all other design edits, click Publish.

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