Let’s get to the fun part: growing your client’s list
After completing this lesson, you will be able to:
- Explain the difference between lists and segments.
- Import your existing email and SMS subscribers into Klaviyo.
- Publish a welcome popup form.
Explain the difference between lists and segments
While you, as a Klaviyo partner, are familiar with lists and segments, your clients might need a clearer picture. This quick guide will explain the key differences and help you choose the right tool for targeted marketing.
Lists
Lists are a collection of profiles who have opted in to receive marketing communication from your business (e.g. a person subscribes to your email list).
How do profiles join a list?
- Subscribing through a sign-up form.
- Syncing from third-party integrations.
- Manually uploading a profile to a list (i.e. through CSV upload, Quick Add, or Klaviyo's APIs).
When should you create a list?
Upload a list from a previous service provider or create a new list as you set up your Klaviyo account. This ensures that you have an organized spot to collect new subscribers and can communicate with them via their consented channel.
Klaviyo recommends using 1 main list for each marketing channel that your client uses; for instance:
- Email list: A list of all email contacts who have subscribed. Direct any email sign-up forms to this list.
- SMS list: A list for everyone who opted in to receive SMS. Direct any SMS sign-up forms or subscribe keywords to this list.
- Additional lists as needed: For example, create a list for push notification subscribers.
Segments
Segments are groups of profiles in your account that may constantly change based on the conditions you establish.
How do profiles join a segment?
- Meeting a segment’s condition.
Note: Segments will pull from everyone in your account. Therefore, Klaviyo recommends including the condition that a person has consented to receive marketing messages from your brand to ensure compliance.
When should you create segments?
Break down your subscribers list into different segments, or “groups of people.” Grouping people based on shared characteristics allows you to better personalize your messages and share more relevant information.
Take a look at a few segment examples:
- Recent purchasers: Customers who have purchased in the last week, then send them a message encouraging them to check out new arrivals.
- Window shoppers: Profiles who have viewed a certain product in the last month, send a message with product recommendations you think they would buy.
- Location based: Everyone located within 50 miles of your location, then send them a 10% off coupon to use at your brick-and mortar store or at an in-person event.
Grow your client’s audience
Start managing your client’s audience in Klaviyo by importing their existing subscriber list (if they have one), creating a sign-up form to grow their list, and learning how Klaviyo’s list and segment features empower you to get to know your client’s customers at scale.
Import your existing email and SMS subscribers
If you have integrated your previous email service provider with Klaviyo, skip to the next action step. If no integration was available for your previous ESP, you can manually import your subscriber data using CSV files.
Head to Audience > Lists & segments to add any existing subscribers to Klaviyo.
If you have both email and SMS subscribers, add them to separate lists (e.g., “Newsletter” for email subscribers and “SMS subscribers” for SMS subscribers). In addition to importing contact information and consent status, you'll also want to be sure to include all available engagement data such as date added, last opened, and last clicked. This will help you build engaged segments later on.
Create your first list in Klaviyo
Is your client new to ecommerce and did not have a previous service provider? Every Klaviyo account comes with 3 pre-built lists:
- Newsletter: your main list of email subscribers.
- SMS subscribers: your main list of SMS subscribers.
- Preview list: a list of those who you will send test campaigns to; we recommend including yourself and any team members who wish to preview campaigns to this list.
Learn more about these pre-built lists in Klaviyo's default lists and segments reference.
Keep in mind you have the option to create a new list that meets your needs. Follow these steps to create a new list:
- Navigate to Audience > Lists & segments.
- Click Create new in the upper right corner.
- Choose Create list.
- Give your list a name and add any applicable tags.
- Click Create list.
Publish a welcome sign-up form
Whether your client is new to Klaviyo or has existing marketing lists, you’ll want to continue growing their audience.
Forms can help you keep in touch with casual browsers and convert prospects into customers. For your first sign-up form, we recommend creating a welcome popup for new site visitors who have yet to subscribe.
Build a form from the form library:
- From Klaviyo's main navigation, select Sign-up forms.
- Select Create sign-up form from the top right corner.
- Browse the library of pre-built form templates. You can also use the filter options at the top to search for form templates by form type, goal, or both.
- Select your form template.
- Name your form and choose the list that your form will add subscribers to.
- Select Create Form to enter the form editor where you can edit the content and design to fit your brand.
If you’re collecting both email and SMS, we strongly advise using a multi-step form. This allows you to collect email separately from SMS, which is a compliance best practice.
Access pre-built segments
Klaviyo has you covered with a set of pre-built segments to use immediately. You can see 3 variations of your engaged segment pre-populated in Klaviyo, including:
- Engaged (30 days)
- Engaged (60 days)
- Engaged (90 days)
What is an engaged segment?
An engaged segment includes anyone who opened or clicked an email at least once recently, thus showing that they are interested in hearing from your brand.
How to use it?
If you are brand new to Klaviyo, you can use an engaged segment to:
- Send marketing campaigns to your 30-day engaged customers, who are usually your most engaged.
- Then, slowly increase your sending to 60- and 90-day engaged segments to warm your sending infrastructure.
Additionally, find inspiration for your first SMS or push segments:
Enable SMS consent at checkout
Collecting consent at checkout allows you to capture new subscribers as they place an order from your store. They’ve shown an interest in your brand and are primed to continue that relationship via text.
To set up consent at checkout, follow the instructions below:
- Click on the account dropdown in the lower left-hand corner of your client's Klaviyo account.
- Select Integrations.
- Choose their ecommerce platform from the list of enabled integrations.
The next steps vary based on your ecommerce platform. Below are step-by-step instructions by platform: