Updates to “can receive email marketing” logic

We’re excited to announce updates to the “can receive email marketing” condition in segmentation and flows, so that it better aligns with the “active email profile counts” on the Profiles page and in Billing. We’ll be rolling this update out to all Klaviyo accounts between June 17 - July 1.

Note (June 17, 2025): We originally planned to rollout the updates between June 11-25. We extended this out slightly to allow for additional testing, but all details remain the same.

What’s changing?

For segments and flows with the “Can receive email marketing” condition:

• Profiles that have no email address (ex. SMS-only profiles) will now be excluded
• Profiles that are list-suppressed but not globally suppressed will be included

For segments and flows with the “Cannot receive email marketing” condition:

• Profiles that have no email address (ex. SMS-only profiles) will now be included
• Profiles that are list-suppressed but not globally suppressed will be excluded

Why are you making this change?

• The previous logic followed older conditional logic due to limitations in the options we offered for channel consent. We’ve expanded our available tools to give customers greater flexibility around how they define channel reachability, and this is a necessary step to building out those improvements. 
• This new logic better aligns the “can receive email marketing” condition in segments and flows with how we define “active profiles” in the Klaviyo platform.

How do I use it?

The new logic will be automatically applied to your account starting June 17. You can continue to build segments and flows as usual.

Will my existing segments and flows be impacted?

Any segments that you currently have which include the “Can receive email marketing” or “Cannot receive email marketing” conditions will be automatically updated to use the new logic. These changes may cause segment counts to significantly increase or decrease in accounts where one or both of the following conditions are true:

• Many profiles without an email address exist (ex. SMS-only profiles)
• List suppressions is enabled, and many profiles have list suppressions

As these changes go into effect, you may see the number of recipients on campaigns change accordingly. Note that profiles without an email address could not receive email marketing in the first place, so this will affect the estimated recipient count and segment count, but it will not actually reduce recipients. For campaigns, only profiles with an email address and a list suppression will be affected in terms of actual recipients.

Segment-triggered Flows that use these conditions will not be triggered by these changes. After the update, the segments these flows are tied to will start using this new criteria.

Flows that use “can/cannot receive email marketing” as either profile filters or conditional splits will start to evaluate using the new criteria starting June 17. We encourage you to check any Flows that use these conditions and ensure that once the change is applied, the evaluations still work as desired.

Does that mean I have to manually make changes to these segments and flows?

We will automatically update your segment(s) and flows so that the new logic applies. You do not need to take any further action unless you wish to modify the definitions.

If you are sending SMS messages to customers using “can receive email marketing” as a condition, we strongly recommend that you also add the condition “can receive SMS marketing” (via an AND/OR) if you want SMS-only profiles to continue receiving SMS messages on those flows and campaigns. Otherwise, those profiles will evaluate as ‘false’ after our update, and you will see recipients to those SMS messages decrease.

FAQ

Will this impact the active profiles used to calculate my billing plan?

No. Your active profiles will stay the same. We are making this update so that the “billing active profiles” and the profiles in a “can receive email marketing” segment are the same. 

What can I do if I think my segment count is no longer correct?

Besides the logic changes outlined above, segments should evaluate criteria in the same way. Refer to our article on marketing channel consent or reach out to support.

Will these changes to segment counts be reflected in my segment growth report?

Yes, if you have an increase or decrease in the number of profiles captured by a segment, that will be visible in the segment growth report. Unfortunately it won’t show a specific reason for the change because the conditions themselves are not changing, only the underlying logic is. If you see a spike in profile counts during the rollout timeframe (June 17 - July 1), that will very likely be due to this particular change.

How can I tell if my account is using the new logic?

All flows will start to use the updated logic when their segments convert.

Segment updates require a backfill and will be applied on a rolling basis between June 17 and July 1. Unfortunately we are unable to offer direct guidance on when your specific account has been completed. All segments will be updated by July 1, 2025.