Getting Started with Klaviyo - Acquiring Subscribers and More Data About Them



This recording is part of our Getting Started webinar series. You can check out all the details and sign up for a live session by visiting the webinar series landing page.

This session covers how you can acquire subscribers and more data about them. We dig into the following topics:

  • Klaviyo signup form types
  • Building, styling, and adjusting the behavior of a Klaviyo signup form
  • Best practices for building a great signup form strategy
  • Targeting specific segments of customers with signup forms



Below are some questions customers typically ask about this topic.

What’s your recommended best practice for using double opt-in?
We recommend everyone to use Klaviyo’s built-in double opt-in settings, unless you’re using a third party signup form provider that already includes a double opt-in workflow. By default, all new Klaviyo accounts have double opt-in enabled. This protects you from having any of your signup forms targeted by spammers or bots, which in turn keeps your lists clean and healthy. You can read more in our guide to the double opt-in process.

I've heard that asking for additional fields like “First Name” and “Last Name” dramatically decreases opt-in rate. What's your take on this?
When you think of your signup form, think of the entire signup experience for your customers, and this should help you decide how much information to ask for. If you’re adding a popup that displays to all users that visit your site, then likely you’ll want to just ask for email. If your business provides a highly customized service (such as a customized clothing subscription box), then your customers are probably expecting to provide more information up front. As a general rule of thumb, if you want to collect more than just an email address, add 2-3 more fields to your form.

Sorry, I’m new. What do you mean by opt-in?
Opt-in, or a opt-in confirmation email, is a quick email that sends to someone after they sign up to one of your forms. This helps ensure that the person submitting their email address used a real address, and is a real person. After receiving this email, customers can click a link to opt-in to receiving marketing communications from you.

If you have multiple sign-up forms, is there a place in analytics that will show the performance of each form separately?
The analytics tab in your account comes with a pre-built view for all of your form analytics. Read our guide on analyzing signup form performance for more information.

Can I use the same pop-up form with different settings for Desktop and Mobile or do I have to create separate forms?
You can choose to target an individual form on either desktop, mobile, or both. Check out the Devices section on the Behaviors tab in the form editor.

Is it possible to A/B test sign-up forms?
We don’t currently offer the ability to A/B test signup forms. One workaround is to create two separate forms and run a two-week test. Publish one form for the first week, then unpublish the first form and publish the second form for the second week.

Can you have different welcome series flows for the different forms? For example, people signing up from the popup or signing up during checkout in Shopify?

Yes, you can trigger a flow when customers are added to a list. You can point your forms at different lists and create two separate flows that way. 

I’ve been told I can obtain more information later from subscribers, how can this be done?

The best way to do this is to target a particular segment or list with a signup form that has additional fields (i.e. birthday or gender). You can also send a campaign to a particular list to gather that information as well. 

If all popups map to the “Newsletter” list, is there a way to know where email subscribers are coming from (i.e. popup, footer, checkout, etc.)?

From the analytics dashboard, you can select the form overview setting to understand how your signup forms are performing. 


Use the following resources to learn more about the concepts covered in this webinar.

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