Let Them Eat Cake! (Unless They Like Pie)

You've heard us say this before and we'll say it again (and again, and again, and again...): Treat emailing your subscribers as a privilege, not a transaction.

This includes being extra sensitive around some of the holidays many of us take for granted (for example, Mother's Day, Father's Day, Siblings Day, etc.).

Not everyone on your list will want to receive 5 emails in a row about your amazing Father's Day sale because maybe that's a very sensitive topic for them. By giving your subscribers the option to opt out of promotional emails related to holidays that are difficult for them, you're being a good listener.

And sometimes, just sometimes, we could all do a little more listening, and a little less talking.

Let's look at how to use links to collect information about your recipients, so you can send them the emails they want to receive (and will be more likely to purchase from).

If you're using Klaviyo as your email service provider of choice, you can easily insert links or buttons to collect information automatically from your recipients. Some use cases include:

  • In your campaign emails, you can add buttons that let users specify how many times a week they want to receive emails from you. 
  • In your first post-purchase thank-you email to a new customer, you can prompt them to update profile details like gender or products / collections they're interested in.
  • In a winback email (remember those?), you can ask customers to choose the category of products or the collection(s) they're most interested in or want to learn more about.

But what if you want to give your recipients the option to opt out of specific marketing campaigns? 

Easy, peasy, lemon squeezy. 🍋

You can create a link within the campaign template or use this link within a button.

In the case of a Father's Day opt out, let's say, you would be creating a property so when someone clicks the link, he / she would be given the property 'Father's Day Opt Out' and the value 'True'.

Then you can create a segment of users who have this property and exclude it from your Father's Day sends.

Clear as mud? Okay, let's look at one more example.

Say you would like to collect dessert preference information from your subscribers by asking them if they prefer cake or pie (we vote cake, definitely cake).

To create this survey, you would set the 'profile_property' to dessertsurvey, the 'property_value' to cake, and then send subscribers to a simple thank-you page.


You're telling Klaviyo to track whenever someone clicks the 'cake' button, which will update the 'dessertsurvey' profile property to 'cake,' and then go to a thank-you landing page.

So now, whenever you send cake-y content, you would only send it to the segment that has the profile property 'Cake' as 'True'.

The data you collect in this way is stored like a regular customer property. You can use this property to segment your audience, split flows by different properties (for example, cake lovers go down one path, pie lovers another), and most importantly, you can really personalize your emails. 

Click here for Klaviyo's full how-to article.