How to Create and Manage Signup Forms

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Signup forms are a great way to ask for information about your customers, direct them to a particular page on your site, give people location-specific information, and much more. In the Signup Forms tab in your account, you can find a list of all the forms you've created. Here, you can also create a new form or edit your existing forms.

Regardless of the purpose, each form is connected to a list in your account. Keep in mind that, by default, all Klaviyo lists are set to double opt-in. For information on how to change your list to single opt-in, see our Guide to the Double Opt-In Process. If you plan to keep your form set to double opt-in, you’ll need to add your branding to the opt-in pages.

This article will run through creating a form and include tips to make sure you’re getting the most out of your signup forms. Note that only account owners, admins, and managers have the ability to create forms. 

Creating a signup form for the first time? Head to our guide on How to Create Your First Signup Form

Before You Begin

Before you create your form, having your objective front of mind is crucial to making a signup form that’s both aesthetically pleasing and functional. Here are some goals that you may have for your form:

  • Email opt-in
  • SMS opt-in
  • Highlighting a page on your site
  • Advertising a sale
  • Gathering birthday or preference information
  • Giving physical location-specific information or deals
  • Encouraging participation in a rewards program

For more ideas of how you can optimize your form experiences, check out our Guide to Optimizing Your Signup Form Experience.

Create a Form

To create a new signup form, navigate to Signup Forms and click the Create Signup Form button in the upper right. Here, you can create a form from scratch or browse the Form Library for inspiration. If you would like to build a form from scratch, click Create from Scratch. Then, you will be prompted to:

  1. Name the form
  2. Select the list you would like new signups to feed into (you can change this later by editing the form's submit button, if you would like)
  3. Choose the format that you would like to use
  4. Choose if you would like the default template to include data protection language 


Once you have filled out this information, you can design your form. When creating a new form, you will see a default base template with an email input, text block, and button to submit.

Edit a Form

To edit an existing form, navigate to the Signup Forms tab in your account and select the Edit Form from the settings dropdown.


The signup form builder uses a drag-and-drop interface, similar to the email template builder. There are two main areas you can edit: the subscribe form and the success message, which is what is displayed when someone submits the form. On the subscribe form, you can drag elements onto the form view from the blocks tab. These include the following:

In addition to the blocks tab, there are also the styles and behavior tabs. Changes made in the styles and behaviors tabs are applied to both the form and the success message.
Styles is where you can edit the look and feel of your form. Here you can adjust the font, font color, font size, type of form, and more. Behaviors is where you can edit when and to whom the form will display. For more information on signup form design, head to our Guide to Optimizing Your Signup Form Experience.

Change the List a Form Submits To

To change the list a form submits to, click the button block in your form. In the Button Click Action section, select a new list under List to Submit. Learn more about changing the list a form is connected to. 

Edit the Name of a Form

To edit the name of a form, navigate to the Signup Forms tab. Beside the name of each form, there is a dropdown menu.

When you select Edit Name, you will be prompted to rename your form.


Clone a Form

To clone a form, navigate to the Signup Forms tab. Beside the name of each form, there is a dropdown menu.

When you select Clone, you'll be prompted to rename your new, cloned form. By default, the form will be in Draft mode and connected to the same list as the original. However, you can select a new list by editing the form in the form builder.


View Form Analytics

To view the performance of a particular signup form, navigate to the Signup Forms tab. Beside the name of each form, there is a dropdown menu.

When you select View Analytics, you will be brought to the Form Analytics Overview page where you can see the performance of your form.


Delete a Form

To delete a form, navigate to the Signup Forms tab. Beside the name of each form, there is a dropdown menu. When you select Delete, you will then be prompted to confirm that you would like to delete the form.


If you would prefer to turn your form off without deleting it, use the Live or Editing dropdown to set it to Draft.

Save a Form

Forms save automatically, but while you are directly editing a signup form you may see it appear in "Editing" mode. If your form is in draft mode, your changes will be incorporated once you publish the form.
If your form is live, changes won't be displayed until you choose to publish the edited version on your site. This allows you to edit your form, come back to it, and review it with your team before publishing it on your site. For this reason, you will see your form in editing mode before you publish the new changes, even though they are saved automatically.

Publish a Form

When turning a draft form live, you will automatically be prompted to publish the form.

When making edits to a form that is already live, on the other hand, you will have to publish the edits before they appear on your site. Once you make a change to a live form, it will automatically be saved. However, you will then see the option to publish changes beside the form's live status. Once you're ready to push the edits to your site, click Publish Changes.


If you are creating an embedded form, there is one additional step to ensure that your form appears on your site. After you publish the form, in the modal, you will see the form's embed code (this can also be viewed in the behaviors tab). This code must be placed where you would like the form to appear on your site. Be sure to publish the form before adding the embed code to your website, otherwise, your form will not be visible. 

Not sure where to paste the embed code for your form? Head to Where to Paste a Form's Embed Code.

If you later want to unpublish the form, click the dropdown labeled Live or Editing in the editor and set the form to Draft.

Preference Pages

When people sign up through a form, they may see a number of preference pages, depending on the list's configuration (i.e., whether it is double or single opt-in). Preference pages include:

  • Subscribe Pages
    • Subscribe
  • Confirm Your Email
    • Email Confirmation
    • Opt-In Confirmed
  • Manage Preferences
    • Preferences
    • Preferences Confirmation
  • Unsubscribe
    • Unsubscribe
    • Unsubscribe Confirmation

If a list is set to double opt-in, when someone signs up through a signup form, they will receive the email confirmation form and the opt-in confirmed form.

To edit the opt-in related pages for a list, you must navigate to the specific list's Subscribe & Preferences Pages tab. Additionally, when emails are sent to subscriber lists (e.g., in a welcome series or campaign sent to a list), the email forms in the list's Subscribe & Preferences Pages tab will be the pages that a recipient will see. Head to our article on Editing Opt-in Related Pages for a List for more information.


In the Preference Pages tab in your account's main navigation sidebar, you can configure the default opt-in related pages. These are default email forms that are used in:

  • Emails sent to segments
  • Flows triggered by an event
  • Emails sent to multiple lists and/or segments

When you insert an unsubscribe tag — {% unsubscribe %} — or a manage preference tag — {% manage_preferences %} — into a campaign that is sending to a segment, the default email forms will be used. The same is true when you insert these tags into flow emails where the flow is triggered by an event. It’s vital to update your preferences pages, especially if you’re using double opt-in for your lists and segments.

Additional Resources

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