How to Manage Consent and Add a Preference Center in Klaviyo

Introduction

Ensuring subscriber consent management and offering an email preference center are crucial for e-commerce brands using Klaviyo. With increasing regulations like GDPR and CCPA, businesses must provide transparency on how they collect and use customer data. Additionally, a Klaviyo preference center enables subscribers to control their email frequency, content preferences, and opt-in settings, reducing unsubscribes and improving engagement.

This guide explains how to manage consent in Klaviyo, set up custom opt-in forms, and add a preference center link to emails to ensure compliance and improve customer experience.

How Do I Manage Consent and Add a Preference Center in Klaviyo?

To effectively manage consent and opt-in preferences, Klaviyo offers several built-in tools:

• GDPR-compliant signup forms to collect explicit consent.

  
  

• A preference center where users can manage subscription preferences instead of fully unsubscribing.

  
  

• Segmentation tools to group users based on opt-in preferences for personalized marketing.

  
  

• Data privacy management tools to allow users to access, modify, or delete their data as required by law.

  
  

By properly configuring Klaviyo consent management and preference settings, you can enhance subscriber trust, improve deliverability, and comply with regulations.

Step-by-Step Guide: Managing Consent and Adding a Preference Center in Klaviyo

1. Log in to Your Klaviyo Account

• Visit www.klaviyo.com and enter your login 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 select an existing form to edit.

b. Enable GDPR Fields for Explicit Consent

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

• Enter clear consent messaging, 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 GDPR 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 subscribers confirm their consent before being added to your list.

  
  

3. Create a Preference Center for Subscribers

A Klaviyo preference center allows users to update their email and SMS preferences instead of fully unsubscribing.

a. Access the Preference Center Settings

• Click on your Account Name in the bottom left corner.

• Go to Account > Email Settings.

• Locate the Preference Center section and click Edit.

b. Customize Your Preference Center

• Add sections for email categories, such as:

  • Promotional Emails

  • Product Updates

  • Exclusive Offers

  • SMS Notifications

• Include frequency options like daily, weekly, or monthly updates.

• Customize the design and messaging to match your brand.

c. Save and Publish the Preference Center

• Click Save and ensure the Manage Preferences link is active.

  
  

4. Integrate the Preference Center into Your Emails

a. Add a Link in Your Email Footer

• In your Email Template Editor, insert {preferences_link} to include a dynamic link to the preference center.

• Ensure the Manage Preferences link is easily accessible.

b. Promote the Preference Center in Onboarding Emails

• Encourage new subscribers to update their preferences in your welcome series.

• Explain how the preference center helps them control their email experience.

  
  

5. Segment Contacts Based on Consent Preferences

a. Create Segments for GDPR-Compliant Subscribers

• Navigate to Lists & Segments > Create Segment.

• Select Properties about someone > 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 that SMS-only subscribers are excluded from email campaigns.

  
  

6. Test the Preference Center and Opt-In Flow

• Preview the Preference Center: Use Klaviyo’s preview mode to check how it appears on desktop and mobile.

• Test Opt-In Forms: Subscribe with a test email to verify double opt-in, email confirmation, and consent tracking.

  
  

Best Practices for Klaviyo Consent Management and Preference Centers

1. Make the Preference Center User-Friendly

• Use clear headings and simple language.

• Ensure mobile responsiveness for easy access.

  
  

2. Provide Granular Subscription Options

• Offer content categories and frequency settings rather than an all-or-nothing opt-in.

  
  

3. Use Progressive Profiling

• Collect additional data over time instead of overloading users in the signup form.

  
  

4. Regularly Monitor Engagement Metrics

• Analyze opt-in rates, unsubscribe trends, and consent changes to improve preference management.

  
  

Common Mistakes to Avoid

• Forcing Users to Unsubscribe Instead of Managing Preferences

  
  

• Using Pre-Checked Boxes for Consent (GDPR Violation)

  
  

• Failing to Test the Preference Center Before Launching

  
  

• Not Keeping the Preference Center Up-to-Date with New Segments

  
  

Conclusion

By managing consent effectively and adding a Klaviyo preference center, brands can give subscribers more control over their communication preferences, reduce unsubscribes, and improve engagement. Following the step-by-step guide above will help you set up GDPR-compliant consent forms, create a custom preference center, and integrate it into your emails.

📩 If your email program is underperforming and you’re unsure how to optimize your strategy, 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 marketing strategy.