Grow your marketing list from a signup form
Each signup on your discount or newsletter form becomes a consented Klaviyo profile on the marketing list, ready for the welcome flow.
New submission on your newsletter or lead-capture form
Create or update the profile in Klaviyo and subscribe it to your marketing list with explicit consent
One-directional. A submission triggers the action — nothing is written back into your form.
A discount popup asks for a first name and an email, and the person expects the code within seconds. That only happens if the profile reaches Klaviyo consented and on the right list before the welcome flow looks for it.
This flow is built for shops running an offer at the door — ten percent off a first order, early access to a sale. The subscribe action records consent against the email channel, so the profile arrives ready to receive the welcome series rather than sitting in Klaviyo unsubscribed.
Setting it up
- 1
Publish the signup form as a popup or a slide-in on the pages where the offer runs, with the opt-in wording visible next to the submit button.
- 2
In Klaviyo, create or pick the list this form feeds — a Newsletter or Prospects list — and note its name, since the Zapier action asks you to choose it.
- 3
Add a custom profile property in Klaviyo for the interest topics, so the multi-select answer has somewhere to land beyond the standard attributes.
- 4
In Zapier, start the Zap with the New Submission trigger and select your signup form.
- 5
Choose Klaviyo's Subscribe Profile to List action rather than Create or Update Profile, because only the subscribe action records email consent alongside the profile.
- 6
Map Email Address to the profile email, First Name to the first name attribute, and Topics You're Interested In to your interest property.
- 7
Set the consent status on the action step to match the wording your form actually used, and point the step at the list from step two.
- 8
Submit the form yourself, confirm in Klaviyo that the profile shows as subscribed on that list, then turn the Zap on.
What maps where
Using the Newsletter Signup Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Klaviyo |
|---|---|
| First Name | The first name attribute on the Klaviyo profile, used by the welcome email's greeting |
| Email Address | The profile's email address — the identifier Klaviyo matches on, and the channel consent is recorded against |
| Topics You're Interested In | A custom profile property that segments the list before a send |
Variations worth knowing
Leave the code off the form's thank-you screen and let the welcome flow send it. The flow triggers on the list subscription, so the code only reaches a profile that consented, and you can rotate or expire it in Klaviyo without republishing the form.
Publish the same form at two placements, build a Zap for each, and write a different static value — homepage popup, footer block — to a source property in the mapping. Klaviyo then shows which placement produced which subscribers without any extra field on the form.
If something isn't arriving
Create or Update Profile on its own does not subscribe anyone, and a flow triggered by a list add will ignore that profile. Swap the action for Subscribe Profile to List, or add it as a second step, then replay the affected tasks from Zapier's history.
Multi-select answers pass through as a single value. Either keep the Klaviyo property as text and build segments with a contains condition, or add a Zapier formatter step to split the value into a list before the Klaviyo action runs.
Frequently asked questions
Is the opt-in on the form enough consent for Klaviyo?
Klaviyo stores the consent status and timestamp you pass it, but the record of what was asked lives on your form. Keep the opt-in wording next to the submit button and map that answer through, so the subscribe action reflects what the person actually agreed to.
What happens when the same person signs up twice?
Klaviyo matches on email address, so the second submission updates the existing profile instead of creating a duplicate. The name and topics are overwritten with the newer answers, and the existing list subscription stays as it is.
Can Klaviyo tell the form that someone unsubscribed?
No. The connection runs one way — a submission triggers an action in Klaviyo, and nothing is written back into the form. Klaviyo stays the record of who is subscribed and keeps unsubscribed profiles out of your sends by itself.
Related automations
- Add text message opt-ins to your SMS audience
Only people who answered yes to text updates reach Klaviyo, with their mobile number and SMS consent set on the profile.
- Put workshop registrations on their own reminder list
Each registration lands on a session-specific Klaviyo list and tracks a Registered event, so confirmations and reminders send themselves.
- Start a nurture flow with a Joined Waitlist event
A waitlist submission records a Joined Waitlist event in Klaviyo, so the nurture flow starts the moment someone signs up.
- Store review scores on the customer's profile
Every review updates the customer's Klaviyo profile with their score and tracks a Submitted Review event for the follow-up flow.
- Turn quiz answers into Klaviyo profile properties
Quiz answers arrive as custom properties on the Klaviyo profile, so budget, goal and experience level become segments you can send to.
- Add buyers to a customers list after each order
Each order form submission adds the buyer to a Customers list in Constant Contact for updates and repeat-purchase emails.
Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
Start free