Convert foot traffic into opt-ins
Your store or event space can be just as powerful as your website for growing your list. It can give you more ways to collect consent and stay connected with customers after they walk away.
In this lesson, you’ll learn why in-person opt-ins matter and how they support your list growth and retention strategy. We’ll cover:
- Why collecting consent in person is just as important as online.
- How in-person opt-ins support your list growth and retention strategy.
- 5 ways to turn real-world moments into lasting relationships.
Note: This information is intended solely for educational and informational purposes and should not be construed as legal advice. The content provided is general in nature and may not reflect the most up-to-date information. Klaviyo strongly advises consulting with a qualified legal counsel to ensure your compliance with applicable laws and regulations in connection with your use of our services.
Capture subscribers anywhere your business goes
Before we explore the different collection methods, it’s important to know what qualifies as compliant consent for email and SMS marketing. In Klaviyo, this means you must have clear, explicit permission to contact someone, and you should be able to show when, where, and how that consent was collected. This applies whether you’re collecting signups online or in person. For more information, read Understanding explicit vs. implicit consent.
Now, let’s explore a few ways that you can collect consent in person.
Pre-built integrations
Perfect for brick-and-mortar stores where staff are already talking to customers. A quick ask at checkout, like “Want to join our list for updates and rewards?” can go a long way.
When to use this method:
If you’re using a pre-built integration to sync data to Klaviyo.
Best practices:
- Use pre-built point of sale integrations, like Shopify POS, to sync profiles to Klaviyo during checkout on your site.
- Collect email and SMS consent at checkout when customers opt in.
- For integrations that sync profiles without explicit consent, use the $source_name property (like pos) to segment in-store customers in Klaviyo.
- Display targeted sign-up forms to that segment to capture consent for future campaigns and flows.
Manual upload via CSV
Sometimes, a clipboard, tablet, or pen and paper at your booth does the trick.
When to use this method:
This method works when you collect names and numbers in person to upload later, whether you're at a craft fair, pop-up, or community event.
Best practices:
- Collect consent directly using paper forms or electronic devices (like a tablet or phone) during in-person interactions.
- Record consent details clearly, including what the customer agreed to, when, and how.
- Import new subscribers manually by importing a properly formatted CSV file into Klaviyo.
Just make sure you’re compliant and logging consent before importing someone’s contact information into Klaviyo.
QR codes
QR codes are a fast, hands-off way for customers to subscribe.
When to use this method:
They’re perfect for self-serve signups, large events, store windows, product packaging, flyers, and more. Stick 1 in your window, on your packaging, or at the register. Shoppers can scan, sign up, and keep moving; no need for conversation.
Best practices:
- Use signage, packaging, or windows to display QR codes linking to mobile-friendly forms.
- Ideal for passive collection, even outside business hours.
- Tailor flow messages based on signup source and customer expectations.
Unboxing has a near 100% open rate. Toss a QR code in your shipments to turn happy customers into loyal subscribers.
Text message subscribe keywords
Let people text a keyword (like JOIN or WELCOME) to your Klaviyo sending number to sign up for text message marketing instantly.
When to use this method:
Perfect for fast-moving crowds or mobile-first customers, like at a music venue or trade show.
Best practices:
- Display opt-in instructions on signage, packaging, receipts, or at checkout. This mobile-native method is great for concerts, food trucks, and festivals; anywhere a QR code feels like too much.
- Keywords trigger a double opt-in (if enabled), confirm consent, and can enroll subscribers into SMS flows.
Always follow SMS compliance best practices, including legal language and opt-out instructions like “Text STOP to unsubscribe.”
API
If you’re syncing ecommerce data from your brick-and-mortar locations, use the Klaviyo API to sync customer data like names, emails, and order activity, directly into your account.
When to use this method:
- You’re at a trade show, convention, or other tech-enabled event.
- You want to track location-specific behaviors (e.g., which stores customers visit).
Best practices:
- Keep your forms short so customers are more likely to fill them out.
- Only collect data you plan to use in the future.
- Make sure to log consent timestamps to keep your brand and your customers safe.
Follow list growth and engagement best practices
Collecting consent in person is a powerful way to grow your list, but it’s just as important to do it the right way. By following these best practices to grow your list compliantly and ensure your subscribers are engaged, you’ll protect your brand, stay compliant, and build stronger, more trusting relationships with your customers.
Get clear written consent
Always collect consent through a written method, whether it’s a paper signup form, an electronic form, a QR code signup page, or a text-in keyword that includes opt-in language. Verbal agreements (like saying "yeah, sure" at an event) aren't enough to meet legal standards. Consent must be clearly documented and voluntarily given.
Use double opt-in whenever possible to confirm consent and improve list quality.
Disclose key info upfront
Before a customer submits their information, they need to know exactly what they’re signing up for.
For text message marketing in particular, you must clearly state if they'll receive marketing texts, how often you plan to message them, that carrier fees may apply, and how they can opt out (e.g., “Reply STOP to unsubscribe”). This transparency is critical for compliance and customer trust.
Ensure your terms of service and privacy policy are updated and reviewed by your legal team to comply with data privacy laws, protecting you and your customers.
Remove any pre-checked boxes from your consent collection
A pre-checked box on a sign-up form is seen as a deceptive way of collecting consent, since customers must take an active step to opt in.
If you’re using an online form after a QR scan or on a checkout device, leave the opt-in box unchecked by default. Pre-checked boxes assume consent, which is not considered legally valid in most places.
Keep consent records
Maintain detailed records of how consent was obtained from subscribers. This includes the method (e.g., QR code, text keyword, paper form), the date and time, and any messaging the customer saw when signing up. Having these records protects your business if a compliance question ever arises.
Send messages at the right time
Klaviyo’s default quiet hours help delay texts during restricted times, but it’s your responsibility to review and follow local laws about when marketing messages can be sent. Following quiet hours protects your brand from legal risk, avoids customer complaints, and helps build trust by respecting your audience’s time.
When it comes to sending email campaigns, it’s best to send mainly to your engaged segments. Building an engaged segment is essential for a healthy email marketing program and good deliverability. For regular sends, prioritize sending to profiles in your engaged segment since they’re more likely to interact with your emails, helping strengthen your sender reputation.
Track your subscriber growth
To effectively measure subscriber growth, especially from in-person events, the subscriber growth report offers valuable insights.
This report allows you to track list growth over time and analyze subscriber sources, helping you identify which collection methods are most effective. From there, refine your in-person collection tactics; for example, you can introduce discounts or exclusive offers to encourage sign-ups. Regularly reviewing these metrics ensures your growth strategies remain effective and aligned with your marketing goals.