Collect consent
When growing your omnichannel marketing lists, consent must be top of mind. Learn more about what consent is and how to adequately collect consent for email, text messaging, and mobile push notifications in the video below.
You must collect explicit consent from subscribers before sending marketing messages. Review the table below to understand how explicit consent differs from implicit consent and to determine whether you can confidently message a profile.
Consent type | How consent is given | When it's appropriate to message | Example scenarios | Compliance risk |
Explicit consent | A person directly agrees to receive marketing from your brand. | Safe to message until they opt out. |
| Low when disclosures are clear. |
Implicit consent | Consent is inferred from an action rather than clearly stated. | Not recommended as a sending basis. |
| High. Laws vary by region and channel. |
Show consent forms when visitors demonstrate meaningful engagement rather than immediately on arrival.
Timing strategies:
- Trigger forms after a short delay to allow initial browsing behavior.
- Use scroll-depth triggers to surface forms after content engagement (e.g., appear when they scroll past 60% of the page).
- Display forms after multiple page views to prioritize higher-intent visitors.
- Adjust form display frequency to avoid repeated interruptions for returning users.
- Combine behavioral triggers (e.g., time delay + scroll depth) to refine targeting.
Use exit-intent targeting to capture consent right before a visitor leaves your site.
Exit-intent strategies:
- Trigger forms when a visitor shows intent to leave (e.g., cursor movement or rapid upward scrolling).
- Combine exit intent with engagement rules (e.g., scroll depth) to target more qualified visitors.
- Test multiple exit-intent variations (e.g., offer type, messaging, layout) to identify the highest-converting approach.
- Limit display frequency so returning visitors are not repeatedly interrupted
Use different forms and channels at distinct moments in the onsite journey, rather than relying on a single universal sign-up experience.
Layered form strategies:
- Present email sign-up forms early in the browsing experience to capture low-friction interest.
- Introduce mobile messaging opt-ins later, once visitors demonstrate stronger purchase intent.
- Use contextual forms (e.g., product pages, shopping cart, etc.) to align channel offers with engagement signals.
- Adjust form content and value exchange based on lifecycle stage and onsite behavior (how recently they subscribed to another channel, how often they shop, their loyalty tier, etc.).
Adjust consent collection experiences based on visitor location to maintain compliance and ensure channel relevance.
Location-based consent strategies:
- Target forms by country or region so consent requests align with local regulations and channel availability.
- Adapt form language, disclosures, and value exchange to reflect regional expectations and legal requirements.
- Create localized form variations for different regions to ensure you show them the most relevant channel to them and accurately handle consent (for local laws).
- Use location-based profile data or segmentation to refine where and how consent requests appear.
Use FAQ and support pages to collect consent from visitors seeking clarity at any stage of the customer relationship, not just before purchase.
FAQ targeting strategies:
- Place consent forms on help, policy, and support pages where customers look for guidance or reassurance.
- Align value exchanges with lifecycle needs (e.g., order updates, product education, loyalty benefits, service alerts).
- Offer channel-specific opt-ins tied to ongoing relationship moments, not just promotional messaging.
- Trigger forms after engagement signals such as scroll depth or time on page.
- Position consent experiences to support confidence, retention, and long-term engagement.
Further considerations
Along with collecting explicit consent from subscribers, keep the following best practices in mind to maintain compliance over time. Some of this may be a refresher, but it is nonetheless important to always keep top of mind.
Follow local laws and compliance best practices
Before sending messages in a new region, familiarize yourself with local laws and regulations for each channel you use. For example, if you message subscribers in the EU, you should keep GDPR in mind to collect adequate consent from subscribers and only show them exactly what they have opted in to receive.
We recommend that you consult with legal counsel prior to sending texts or if you have any questions around marketing consent across different regions. This will help you to ensure that you remain compliant in the countries your subscribers are based in.
Learn more about local laws and regulations. In particular, review text message compliance best practices to prevent hefty fines and improve message deliverability.
Maintain 1 main list per channel
It’s best practice to have 1 main list for each channel.
Doing so helps you:
- Maintain good data hygiene.
- Access a list growth report for each channel.
- Simplify the list cleaning process.
Klaviyo offers pre-built email newsletter and text messaging lists for any new account. Use these to save you time right from the start.
For push, you will need to manually build this list once you begin collecting push notification consent. That said, check in with your app developer to ensure you are saving contact information from this channel correctly first. If your team’s developer has not sent push contact information into Klaviyo, then you should instead create a push notification segment as your source of truth, focusing on anyone who has enabled push notifications via your app.
Enable double opt-in
When you enable double opt-in for a given list, then a new subscriber will be prompted to confirm their subscription before being subscribed.
While this is a best practice for email, it is a non-negotiable for text messaging. Carriers often require double opt-in, particularly for abandoned cart text messages.
Make it simple to unsubscribe
While it might sound counterintuitive, making it easy for someone to unsubscribe from your marketing is crucial.
Why? By allowing someone to easily unsubscribe from each channel, you will:
- Remain compliant with regional sending laws.
- Prevent excess spam complaints and delivery concerns.
- Increase consumer trust in your brand.
- Inform your sending strategy, as you’ll see more reliable unsubscribe rates.