How to segment on channel consent

You will learn

Learn how to build segments based on whether someone is subscribed to or able to receive marketing via a particular channel (i.e., email, SMS, or push notifications).

About marketing channel consent in Klaviyo

Consent for each marketing channel in Klaviyo is stored separately. This means someone can be subscribed to one channel, like SMS, while being unsubscribed from another channel, like email.

Additionally, consent works slightly differently for each Klaviyo channel.

• Email offers 3 consent statuses (i.e., subscribed, unsubscribed, and never subscribed).
  • Subscribed
    Someone who is actively opted in to receive emails.
  • Unsubscribed
    Someone who indicated that they do not want to receive emails. A list-specific unsubscribe does not by itself prevent a profile from receiving email marketing outside that list. Learn about global and list-specific suppressions.
  • Never subscribed
    Someone who has neither subscribed nor unsubscribed from email marketing. Never subscribed contacts are often added through general engagement with your site, like abandoning their cart.
• SMS offers 3 consent statuses (i.e., subscribed, unsubscribed, and never subscribed).
  • Subscribed
    Someone who actively opted in to receive SMS.
  • Unsubscribed
    Someone who indicated that they do not want to receive SMS.
  • Never subscribed
    Someone that cannot receive SMS, but has neither subscribed nor unsubscribed. These profiles were added through general engagement or when they consented to another marketing channel, which does not indicate consent for SMS marketing.
• Push notifications
  • Subscribed
    Someone who has enabled push notifications on at least one device (i.e., the profile has at least one push token that is authorized to receive push notifications).
  • Unsubscribed
    Someone who has push tokens but has not enabled push notifications on any device. For segmentation, cannot receive > mobile push marketing also includes profiles with no push tokens.

Segment on channel consent

To create a segment referencing channel consent:

1. Navigate to Audience > Lists & segments.
2. Click the Create dropdown.
3. Click Segment.
4. If a Create segment panel opens, enter a name and click Create segment to open the builder. Otherwise, enter a name in the builder.
5. Add the condition If someone can or cannot receive marketing
6. Choose can receive or cannot receive and select a channel.
   

7. Add additional filters as desired.
8. Click Create segment to save the segment.

In most cases, it is best to add your consent condition using an AND connector, rather than OR.

Email marketing consent

When can receive > email marketing is selected as a condition, profiles without an associated email address are excluded. List-specific suppressions do not affect this condition, so profiles with only a list-specific suppression can still be active profiles. When cannot receive > email marketing is selected, profiles without an email address are included. A list-specific suppression alone does not make a profile match this condition.

By default, can receive > email marketing can include profiles who have never subscribed, provided they have an email address and no global suppression. If your account is configured to require explicit email consent, these profiles match cannot receive > email marketing instead.

Additional filters for email consent status

To narrow a segment down to only email subscribers, choose can receive > email marketing. Before saving, click Add filter and select Subscribed under because person.

From here, you can click Add filter again to add additional criteria, like subscription method, subscription date, double opt-in status, and more.

Because Never subscribed contacts don’t have an active subscription reason or other details, you cannot add additional filters to a condition on contacts who can receive email because of general engagement.

Alternatively, choose cannot receive > email marketing, click Add filter, and select Unsubscribed, Hard bounced, Invalid email, or Manually suppressed under because person. For Unsubscribed, click Add filter again to filter by unsubscribe method or unsubscribe date.

Additional filters for SMS consent

After adding an SMS consent condition, click Add filter and choose Subscribed for can receive, or Unsubscribed for cannot receive. Click Add filter again to filter by the subscribe or unsubscribe method or date. Never subscribed has no subscription method or date to filter on.

Additional filters for push consent

Click Add filter after adding a push consent condition to identify push subscribers who opted in during a certain date range. This filter is only available when you select can receive > mobile push marketing.

Sample segments with consent

Use these sample segments as guides and inspiration for your own.

Engaged segment of email subscribers

If someone can or cannot receive marketing > can receive > email marketing > because person > Subscribed

AND

What someone has done (or not done) > Opened email > at least once > in the last 30 days

OR

What someone has done (or not done) > Clicked email > at least once > in the last 30 days

Engaged segment of everyone who can receive emails

If someone can or cannot receive marketing > can receive > email marketing

AND

What someone has done (or not done) > Opened email > at least once > in the last 30 days

OR

What someone has done (or not done) > Clicked email > at least once > in the last 30 days

Subscribed to both email and SMS

If someone can or cannot receive marketing > can receive > email marketing > because person > Subscribed

AND

If someone can or cannot receive marketing > can receive > text message marketing

Subscribed to email but not SMS

If someone can or cannot receive marketing > can receive > email marketing > because person > Subscribed

AND

If someone can or cannot receive marketing > cannot receive > text message marketing

Recent SMS unsubscribers

If someone can or cannot receive marketing > cannot receive > text message marketing > because person > Unsubscribed

Click Add filter again and select unsubscribe date > in the last > 30 days. This example includes profiles whose current SMS status is unsubscribed and whose unsubscribe date is within the last 30 days.

Additional resources