Use Buttons in an Email to Collect Information About Your Recipients



In Klaviyo, you can use links or buttons within an email to automatically collect information from your email recipients. For example:

  • In your newsletter campaigns, add buttons that let users specify how many times a week they want to receive emails from you
  • In a thank you email to a new customer, prompt the recipient to update profile details such as gender
  • In a winback email, prompt a customer to choose the category of products they are most interested in learning more about

In order to leverage this feature, you will first need to configure your Manage Preferences pages -- you may want to only update the preferences page for a particular list, or also update the preferences page for your default email forms.

This guide will explain how to configure a preferences page to collect the information from customers/subscribers, and then detail how to build email templates that include linked buttons for data collection.

Configure Your Manage Preferences Pages

The first step is adding fields for the data you want to collect to your preferences pages:

  • If you plan to insert these data collection buttons in a behavior-triggered flow email, or in a campaign email that is sent to a segment, you will want to update the preferences page within the Preference Pages tab in your account
  • If you plan to insert these data collection buttons into a list or segment-triggered flow email, or in a campaign email that is sent to a list, you will need to update the preferences page for a specific list

If you want to collect the same standard information from all of your contacts, we recommend making all of your preferences pages consistent. This way, when someone clicks to manage their preferences, they will have the chance to share all potentially useful information about themselves with you. You, in turn, can then leverage this information to further personalize and target your emails.

For preferences pages attached to a list, you will need to add fields to your list's subscribe page in order to have these fields populate on your preferences page. When someone first signs up, you will want to collect as much information at signup as possible since some subscribers may never decide to update their preferences.

You will want these exact same fields on your preferences page, however, so contacts have a way to keep any set preferences up-to-date. We automatically link these pages for you. This means that any fields you'd like to appear on your preferences page have to be added directly to the list's subscribe page. There is no "Add Field" section on the preferences page itself.



If you are editing the preferences page for your Preferences Pages tab, however, you will be able to add fields to this form directly.


Create Data Collection Links or Buttons in Your Email

At this point, you've already identified the information you want to collect and added the appropriate fields to your preferences pages. The next step is to add buttons or links to the email template that you plan to use. These will be just like any regular buttons or links, but when you first drag them into your template, you won't add a link URL. 



Rather than a URL, you'll add specific tags in the Link URL box that specify which value the link will be tied to. These look like this:

{% multipreference_link 'Field Property' 'Value from Manage Preferences' %} 

  • Use preference_link when there is only one option, e.g., radio buttons. This is best used for collection fields like gender or an age bracket. The preference_link tag assumes the property is a string (i.e. not a list).
  • Use multipreference_link when there are multiple options, e.g., checkboxes. This is best used for collection fields that prompt the user to select from a list of preferences. The multipreference_link tag assumes the property is an array/list

For the above example, we would use {% preference_link 'Gender' 'Male' %} for the "Male" button and {% preference_link 'Gender' 'Female' %} for the "Female" button. 


When someone clicks a data collection button or link, two things will happen:

  1. The value this person selects will be stored in Klaviyo and populated on his/her Klaviyo profile when they update their preferences.
  2. The contact will immediately be taken to their Manage Preferences page with the updated field highlighted so they can confirm.

In addition to providing confirmation that the field has been updated, this has the added advantage of also prompting the subscriber to submit more information after reviewing your full preferences page.

Using Data in Emails

Once you've started to collect data from your emails, you then use it in your emails.  This data is stored just like a regular customer property, and can be used to: 

  • Create segments that use these properties as conditions in the definition; for example, you can create a segment of your newsletter list that only includes those with a daily email preference
  • Split flows by different properties; for example, you could have a female-only winback and a male- only winback if you collect gender information
  • Personalize emails using this data; for example, if you prompt someone in an email to select, let's say, their favorite food, you can then insert this property variable into a follow-up email configured so each recipient will receive a message that says, "We've recorded your favorite food as ____!"
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