As per screenshot below, I’d like some clarification on what the segment builder option ‘if someone can or cannot receive marketing’ -> ‘can receive’ -> ‘email marketing’ covers, please.
Does this cover consent as well as subscription status?
Does this definitely mean marketing emails, and not just ‘has an email address’?
Does this require someone to be in a list?
Does this cover suppressions?
Does this cover unsubscribes/spam complaints?
Basically, if I rely on this as the main criterion for emailing people with marketing emails, will it be sufficient to ensure I am only emailing people I am entitled to email?
Thank you for submitting your question in the community! The “Can Receive Email Marketing” in the segment build specifically identifies people who have provided an email address and have explicitly opted-in “subscribers” or they have a status of “Never Subscribed.”
Never subscribed means they provided an email (likely through the checkout started or by placing an order) but did not explicitly opt-in.
In fact, you can add a filter to the “Can Receive Email Marketing” segment builder to differentiate between these two classifications.
To answer your questions specifically:
Does this cover consent as well as subscription status? If you add the filter and specifically select “subscribed,” then Yes, this would include explicit consent as a subscription status.
Does this definitely mean marketing emails, and not just ‘has an email address’? “Subscribed” will definitely mean marketing emails and not just an email address. “Never Subscriber” is the implicit opt-in and does not definitely mean marketing email.
Does this require someone to be in a list? No. Klaviyo is not list-centric. You can add additional parameters to the segment builder if you want to only include someone who is part of a specific list, but its not a requirement.
Does this cover suppressions? Yes. If a contact is suppressed or unsubscribed, then they would not be eligible to receive email marketing and would not have a status of Subscribed or Never Subscriber.
Does this cover unsubscribes/spam complaints? Yes. If a user marks any message as Spam, Klaviyo will automatically unsubscribe. Anyone who also explicitly unsubscribes, will also not be eligible to receive email. In this case, the segment would be cannot receive email marketing.
Thank you for submitting your question in the community! The “Can Receive Email Marketing” in the segment build specifically identifies people who have provided an email address and have explicitly opted-in “subscribers” or they have a status of “Never Subscribed.”
Never subscribed means they provided an email (likely through the checkout started or by placing an order) but did not explicitly opt-in.
In fact, you can add a filter to the “Can Receive Email Marketing” segment builder to differentiate between these two classifications.
To answer your questions specifically:
Does this cover consent as well as subscription status? If you add the filter and specifically select “subscribed,” then Yes, this would include explicit consent as a subscription status.
Does this definitely mean marketing emails, and not just ‘has an email address’? “Subscribed” will definitely mean marketing emails and not just an email address. “Never Subscriber” is the implicit opt-in and does not definitely mean marketing email.
Does this require someone to be in a list? No. Klaviyo is not list-centric. You can add additional parameters to the segment builder if you want to only include someone who is part of a specific list, but its not a requirement.
Does this cover suppressions? Yes. If a contact is suppressed or unsubscribed, then they would not be eligible to receive email marketing and would not have a status of Subscribed or Never Subscriber.
Does this cover unsubscribes/spam complaints? Yes. If a user marks any message as Spam, Klaviyo will automatically unsubscribe. Anyone who also explicitly unsubscribes, will also not be eligible to receive email. In this case, the segment would be cannot receive email marketing.
You’ve actually saved me from a potentially embarrassing mistake, for which many thanks. I was on the verge of emailing about 20k profiles who have not subscribed because I assumed that ‘can receive email marketing’ meant that they could, in fact, receive email marketing.
I’ve raised this in another forum post and referenced your answer - that option is not very well worded and if I hadn’t been cautious and checked exactly what it meant...oof. Don’t want to think about it :-)
Thank you for submitting your question in the community! The “Can Receive Email Marketing” in the segment build specifically identifies people who have provided an email address and have explicitly opted-in “subscribers” or they have a status of “Never Subscribed.”
Never subscribed means they provided an email (likely through the checkout started or by placing an order) but did not explicitly opt-in.
In fact, you can add a filter to the “Can Receive Email Marketing” segment builder to differentiate between these two classifications.
To answer your questions specifically:
Does this cover consent as well as subscription status? If you add the filter and specifically select “subscribed,” then Yes, this would include explicit consent as a subscription status.
Does this definitely mean marketing emails, and not just ‘has an email address’? “Subscribed” will definitely mean marketing emails and not just an email address. “Never Subscriber” is the implicit opt-in and does not definitely mean marketing email.
Does this require someone to be in a list? No. Klaviyo is not list-centric. You can add additional parameters to the segment builder if you want to only include someone who is part of a specific list, but its not a requirement.
Does this cover suppressions? Yes. If a contact is suppressed or unsubscribed, then they would not be eligible to receive email marketing and would not have a status of Subscribed or Never Subscriber.
Does this cover unsubscribes/spam complaints? Yes. If a user marks any message as Spam, Klaviyo will automatically unsubscribe. Anyone who also explicitly unsubscribes, will also not be eligible to receive email. In this case, the segment would be cannot receive email marketing.
Hi @In the Inbox, just read your reply and unfortunately I still don’t understand the difference between those two definitions.
After reading several Klaviyo blog pages, I’ve just created a Never Engaged segment, wich starts with the prompt “Some can receive marketing = true”. What would be the difference if I selected “is in List X” instead? Which one is more appropriate for a never engaged segment? Conversely, I want to set up a VIP segment, which the help pages suggest to start with “is in List X”. Why don’t we use the same condition as with never engaged, i.e. “can receive marketing”? In fact, why don’t we universally use one or the other? What if I select “is in List X” AND “can receive marketing”?
@NatM the basic point here is to NOT rely on ‘Someone can receive email marketing’ because, by itself, it is not enough. It is very badly worded and anyone not knowing how Klaviyo works, reading that definition for the first time, would almost certainly think that they are entitled to email those people. You are not - someone can be included in ‘Someone can receive email marketing’, but have not given consent, implied or explicit.
All it actually means is ‘this person has an email address’. I have no idea why it’s worded the way it is, it’s outright dangerous.
For never engaged you need to have:
Someone can receive email marketing with the filter ‘because person subscribed’ - that’s the safe option that keeps you within GDPR rules
and then filters for ‘never opened an email’ or ‘never clicked’ etc etc
Hi, I am just setting up various segments while cross-referencing Klaviyo help articles and am uncertain about a few of the conditions. Any info would be appreciated!
So, following the above, it is now clear that “can receive marketing” should be followed by “because subscribed” to ensure only opted in profiles are emailed.
To stay GDPR compliant, shouldn’t that condition be applied to all segments/outgoing emails? Other than transactional emails (post-purchase order confirmation etc), I can’t think of wanting to send to “Never Subscribe” profiles (i.e. can receive marketing but didn’t opt in).
According to Klaviyo, anyone who is in a list, e.g. a master list, is there because they explicitly opted in. In that case, can I not just use the condition “is in list X” instead of “can receive marketing because subscribed”?
For those people who purchased and we want to include them in a post-purchase flow, would you just target them via a metric trigger filter instead of being triggered by a segment?
As I understand, people at checkout may enter their email address but not explicitly opt in (i.e. they’re never subscribers). Where do these emails get added? To the master list? Klaviyo also says that these can be emailed (e.g. abandoned cart) but caution should be applied. If they haven’t opted in, I would assume that also excludes all promo emails?
If I only have one list, do I need to use the condition “is in list X”? FYI: I have a discrepancy between the number of profiles in my master list and those who can receive marketing because subscribed, the latter is half the qty. This is again different from who can receive AND is in list X.
From what i understand, “if someone is/is not suppressed” has been replaced with the above “can/can not receive marketing”. However, do suppressed profiles get automatically excluded from emails or is there any condition we need to manually include to omit them?
Is the number of suppressed profiles included in the total profile count, e.g. if profiles = 10,000, suppressed = 2,000, does that mean 8K + 2K or 10K + 2K?
Sorry, I know this is a lot but the various conditions are so confusing. I currently don’t know if I am not reaching all the people in my list that I could be reaching or if I am emailing people I shouldn’t be. I simply want to send emails to those who opted in, send transactional emails only to those who didn’t.
Again, any insight would be immensely appreciated.
I can't answer all of your quesitons, but I can answer a few. 1 - Yes, to stay GDPR compliant, the conditions of "can receive marketing emails" because "subscribed" should be added to all segments. 2 - Profles in Klaviyo CAN be in a list without explicitly opting in, so only using "is in list X" would not work for everyone. For example, if they provide their email address at checkout, they can be added to your master list. (Some companies caution against this, but it can be done). Companies who are based in the United States and only sell to customers in the United States (including myself) have more leeway in this area because our spam laws are not as strict as GDPR. 4 - Never Subscribes are added as profiles. They aren't added to a list unless you add them to a list manually or with a flow (or by another method I’m not thinking of at the moment). If they haven't opted in, and you are under GDPR, then I would not send them promo emails. 6 - Suppressed profiles (ie, cannot receive email marketing) are automatically excluded from all sends, EXCEPT emails that are transactional. I don't know a lot about transactional sends in Klaviyo because my company doesn't use Klaviyo for our transactional sends, but I think they have to be approved as transactional BY Klaviyo. By default, all your emails are considered promotional until they are approved as transactional. 7 - Suppresed profiles are included in your total profile count. So, using your example: 2,000 supressed profiles out of 10,000 total profiles would leave you with 8,000 active profiles.
