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. (Includes both global and list-specific suppressions.)
  • Never subscribed
    Someone that can still technically receive emails, but never provided explicit consent. 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 not enabled push notifications on at least one device (i.e., the profile has at least one push token that is not authorized to receive push notifications.

Segment on channel consent 

To create a segment referencing channel consent:

1. Navigate to the Lists & segments tab in Klaviyo.
2. Click the Create New dropdown.
3. Click Create segment. 
4. Add the condition If someone can or cannot receive marketing 
5. Choose can receive or cannot receive and select a channel.
   
6. Add additional filters as desired. 
7. Save the segment. 

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

Additional filters for email consent status

To narrow a segment down to only email subscribers, follow the steps above. Then, click Add filter and select Because person subscribed.

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, then click Add filter to add a suppression reason (e.g., unsubscribed, manually suppressed, marked as spam) and an unsubscribe method or date, if relevant. 

Additional filters for SMS consent

Click Add filter after adding an SMS consent condition to narrow your segment down based on subscribe/unsubscribe method and subscribe/unsubscribe date.

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 > SMS 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 > SMS marketing

Recent SMS unsubscribers

If someone can or cannot receive marketing > cannot receive > SMS marketing > because person > unsubscribed

Additional resources

• Segment conditions reference
• Segmenting with dates reference