the difference between two email-related segments in Klaviyo

Also want to know the difference between this metrics with blue marked.

 

​@teachateau, good questions. 

Segment 1 (If someone can receive email marketing) will match all profiles in your account who have an email address who can receive marketing either because they explicitly opted in (consent status = subscribed) or because they haven’t explicitly opted out or been suppressesd in some way. This includes people who never explicitly subscribed if you’re collecting their emails in some way (I.e. consent status = never subscribed). 

Segment 2 (Person has subscribed to email marketing at least once over all time) will match all profiles in your account who have explicitly subscribed to email marketing at least once over all time. This doesn’t have anything to do with their current consent status. It’s possible these profiles haven’t changed their consent status since the event or that they have bounced, unsubscribed, or been suppressed. 

Regarding your specific follow-up questions 

• What exact criteria are used for “can receive email marketing”?

  • Does this only check the current email consent status (e.g. subscribed, not suppressed, not bounced), or does it also depend on historical subscription behavior?

    • This will return all profiles who are currently subscribed or never subscribed. It will not return anyone whose email has bounced or who is currently suppressed or unsubscribed.

• For “has subscribed to email marketing at least once over all time”, does this include profiles who:

  • Previously subscribed but later unsubscribed?

    • Yes, exactly.

  • Are currently suppressed, bounced, or marked as non-emailable?

    • Yes.

• Is this difference caused due to “double opt-in”?

  • No. Double opt-in is a different concept. This has to do with whether a profile is required to confirm their subscription before getting added to a list / subscribed. More details here: https://help.klaviyo.com/hc/en-us/articles/115005251108 

• Is it expected that the profile count in these two segments would be different? If so, could you explain the most common reasons that cause the difference?

  • Yes, it’s expected. As I described above these are very different segments, so it’s expected their membership and counts will be quite different. 

If your goal = to send email to only the people who explicitly subscribed to your marketing, you’ll want to take segment 1 and add one sub-condition to better target the right set 

Regarding your screenshot in your comment, the “Accepts Marketing” field is one set by Shopify.  The status of “Never subscribed” marks Klaviyo’s understanding of this profile’s consent status. This community post might be helpful to you - 

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Question 1: 
Why would “haven’t explicitly opted out or been suppressesd in some way. This includes people who never explicitly subscribed if you’re collecting their emails in some way (I.e. consent status = never subscribed). “ these people would be in segment 1 “If someone can receive email marketing”

It’s that only mean the email is normal and can send receive email, instead of meaning that customer have accecpt to receive our email?

Question 2:
For the “The status of “Never subscribed” marks Klaviyo’s understanding of this profile’s consent status.” statement, what kind of situation would be marked as subscribed in Klaviyo’ system?
Why in Shopify system the email is marked as “Accepts Marketing” but in Klaviyo still no? Does that mean only email which were subscribed through Klaviyo can be tag as Subscribed?

Question 1: 

Why would “haven’t explicitly opted out or been suppressesd in some way. This includes people who never explicitly subscribed if you’re collecting their emails in some way (I.e. consent status = never subscribed). “ these people would be in segment 1 “If someone can receive email marketing”

It’s that only mean the email is normal and can send receive email, instead of meaning that customer have accecpt to receive our email?

Kind of. Put another way: it means that Klaviyo would try to send an email to these profiles if they were included as part of a campaign’s targeting, or going through a flow. It does not mean that the customer has explicitly accepted / consented to receive email marketing from your brand. One update from your message — it’s possible the emails are bad and will bounce if you try to send. 
 

Question 2:
For the “The status of “Never subscribed” marks Klaviyo’s understanding of this profile’s consent status.” statement, what kind of situation would be marked as subscribed in Klaviyo’ system?
Why in Shopify system the email is marked as “Accepts Marketing” but in Klaviyo still no? Does that mean only email which were subscribed through Klaviyo can be tag as Subscribed?

It suggests that your Shopify integration is likely not configured to port “Accepts Marketing” to “Subscribed to Marketing” in Klaviyo. This is outlined in the Getting Started with Shopify help doc : https://help.klaviyo.com/hc/en-us/articles/115005080407. 

Specifically step 9 from that guide is important for your use case: 

Check the Sync your Shopify email subscribers to Klaviyo box to automatically add customers who accept email marketing at checkout, or sign up to any Shopify sign-up form, to the list you select from the dropdown.

• As a best practice for collecting consent, you should customize the Accepts marketing checkbox label in Shopify within your checkout settings. 

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hi Klaviyo, we still very confused about the definition/properties meaning between Klaviyo & Shopify, here is the points that we were confused:

1. If the customer is marked as “Accepted Email Marketing” in Shopify backend, then the properties about someone accepts Marketing is True. But why the “Email Marketing Consent” in Klaviyo is “Never_subscribed”?
 

2.If the customer was sign up from form. In Klaviyo side, the “Email Marketing Consent” in Klaviyo is “Subscribed”, but in Shopify side, the “Accepted Email Marketing” is “No”.
 

3.What is the recommend setting that if we would like to create a segment that indentified people who are accecpted to receive email from Shopify or Klaviyo side.? 

4. For this segment “Because person subscribed”, is the subscribed status equal to the Property “email marketing consent” when we export the list from Klaviyo? and also equal to the status in subscription details?

5. For those customers who were from subscribed to “email list from sign-up forms”, why the “Email Marketing Consent” still have “subscribed”, “unscribed”? And why would some email not in the list of “Person can receive email marketing”?

​@teachateau, can you post a screenshot of your Klaviyo’s Shopify integration settings? It seems like you are not syncing consent properly between the platforms which is leading to the discrepancies you’re seeing and questions you have here. 

Specifically, you want to make sure: 
1. the box is checked to sync your subscribers from Shopify to Klaviyo
AND 
2. you’re syncing data back to Shopify. Specifically you need to make sure the “Email subscription status” (at a minimum) checkbox is checked 

See this guide for the details 

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