How Do I Manage Consent and Opt-In Preferences in Klaviyo?

Introduction

With increasing data privacy regulations and growing customer expectations for transparency, effective Klaviyo consent management is crucial for e-commerce brands. Ensuring that subscribers have clear opt-in choices and the ability to manage preferences builds trust, improves email deliverability, and keeps brands compliant with GDPR, CCPA, and other data privacy laws.

This guide will walk you through how to set up opt-in preferences in Klaviyo, manage subscriber consent, and optimize preference centers to enhance customer experience and maintain compliance.

How Do I Manage Consent and Opt-In Preferences in Klaviyo?

To effectively manage consent in Klaviyo, you need to:

• Enable GDPR-compliant consent fields in your signup forms.

  
  

• Create a preference center where subscribers can adjust email and SMS settings.

  
  

• Segment users based on consent preferences for targeted messaging.

  
  

• Ensure compliance with data privacy regulations by recording consent and offering easy opt-out options.

  
  

Klaviyo provides built-in tools to set up opt-in preferences, collect explicit consent, and allow subscribers to manage their communication preferences easily.

Step-by-Step Guide: Managing Consent and Opt-In Preferences in Klaviyo

1. Log in to Your Klaviyo Account

• Go to www.klaviyo.com and enter your credentials.

  
  

2. Set Up Opt-In Preferences in Signup Forms

a. Create or Edit a Signup Form

• Navigate to Lists & Segments > Signup Forms.

• Click Create Signup Form or edit an existing form.

b. Enable GDPR Fields for Explicit Consent

• In the form editor, add a checkbox field for explicit consent.

• Click on the checkbox and enter consent language, such as:

  • “I agree to receive marketing emails and understand my data will be processed according to the privacy policy.”

c. Enable Double Opt-In for Extra Compliance

• In Lists & Segments, select the list linked to your signup form.

• Go to Settings and toggle Double Opt-In to ON.

• This ensures that new subscribers confirm their consent before being added to the list.

  
  

3. Create a Preference Center for Subscribers

A preference center allows users to manage preferences instead of fully unsubscribing, helping brands retain engaged customers.

a. Enable the Preference Center

• Go to Account Settings > Email Settings.

• Scroll to Manage Preference Pages.

• Click Edit to customize the page where users update their preferences.

b. Add Custom Preferences

• Allow subscribers to choose content categories, such as:

  • Promotional Emails

  • Product Updates

  • VIP Offers

  • SMS Notifications

• Customize the preference center design with your brand colors and messaging to keep users engaged.

  
  

4. Segment Contacts Based on Consent Preferences

Using Klaviyo segmentation, you can create lists of users based on their opt-in preferences.

a. Create a Segment for Subscribers Who Gave Explicit Consent

• Go to Lists & Segments > Create Segment.

• Choose Properties about someone.

• Select GDPR Consent > is True.

• Save the segment as GDPR-Compliant Subscribers.

b. Create an SMS-Only Segment

• Properties about someone > SMS Consent > is True.

• This ensures SMS-only users do not receive email campaigns they didn’t opt into.

  
  

5. Set Up an Opt-Out Process for Unsubscribing Users

a. Add an Unsubscribe Link to Emails

• Klaviyo automatically includes an unsubscribe link at the bottom of emails.

• To customize it, navigate to Email Template Editor, and add {unsubscribe} in your email footer.

b. Create a "Goodbye" Flow for Unsubscribers

• Navigate to Flows > Create Flow > Unsubscribe Confirmation Flow.

• Thank the user for being a subscriber and offer a preference center link if they reconsider.

  
  

Best Practices for Klaviyo Consent Management

1. Keep Consent Requests Clear and Transparent

• Avoid pre-checked boxes; users must take an action to opt-in.

• Use simple language explaining how you use their data.

  
  

2. Use Progressive Profiling to Collect More Data

• Instead of overwhelming users in signup forms, gradually collect data over time through surveys and engagement triggers.

  
  

3. Offer Multiple Opt-In Options

• Allow customers to opt-in via:

  • Signup forms

  • Checkout pages

  • Post-purchase emails

  • SMS consent pop-ups

    
    

4. Regularly Update Your Preference Center

• Analyze opt-in rates, unsubscribe trends, and engagement levels to update consent options and improve customer experience.

  
  

Common Mistakes to Avoid

• Not having a preference center: This leads to higher unsubscribe rates instead of retaining customers through tailored content.

  
  

• Failing to document consent: Always track consent status to stay compliant with GDPR and CCPA.

  
  

• Ignoring opt-in segmentation: Sending generic campaigns to all contacts instead of personalized messages reduces engagement.

  
  

Conclusion

Klaviyo consent management ensures that your email and SMS marketing complies with data privacy laws, reduces unsubscribe rates, and builds trust with your audience. By implementing GDPR-compliant opt-ins, creating a preference center, and segmenting users based on consent status, brands can improve email deliverability and customer engagement.

📩 If your email program is underperforming and you’re unsure how to manage consent and opt-in preferences, let’s talk.

At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.

👉 Connect with Dispatch today to optimize your Klaviyo setup and compliance strategy.