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What is the exact meaning of the segment builder option 'person can receive email marketing'?


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Hi,

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?

Many thanks,

Gareth

The segment builder entry

 

Best answer by In the Inbox

Hi ​@dartacus 

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. 

This Klaviyo article is helpful to define all of the Contact Statuses for reference. https://help.klaviyo.com/hc/en-us/articles/360037101072

 

If you have any additional questions, please let us know!

Thanks,

@In the Inbox 

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In the Inbox
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  • February 6, 2025

Hi ​@dartacus 

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. 

This Klaviyo article is helpful to define all of the Contact Statuses for reference. https://help.klaviyo.com/hc/en-us/articles/360037101072

 

If you have any additional questions, please let us know!

Thanks,

@In the Inbox 


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  • Author
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  • February 6, 2025
In the Inbox wrote:

 

Thank you for that detailed answer, that covers exactly what I need to know.

G


In the Inbox
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  • February 6, 2025

@dartacus Sounds great. Glad I was able to help! 


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  • Author
  • Problem Solver III
  • 58 replies
  • February 6, 2025
In the Inbox wrote:

@dartacus Sounds great. Glad I was able to help! 

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 :-)

Thanks again.

G