Integrate with Klaviyo

Klaviyo is a sophisticated marketing automation platform seamlessly integrated with Memberful. In this article, we'll show you how to integrate Klaviyo with Memberful to create a powerful email newsletter offering.

If you don't have an email newsletter with Klaviyo yet, you might want to send members-only newsletters via Memberful instead, at no extra cost!
Learn how to send newsletters with Memberful.

In this help doc:

Integrate Klaviyo

Navigate to Settings → Third-party services → Klaviyo from your Memberful dashboard.

To start syncing, you'll need to provide a private API key. You can create a new one in your Klaviyo dashboard:

  1. Navigate to Klaviyo → Integrations → Developer tools → Manage API Keys.
  2. Name your API key.
  3. Select Custom Key and enable Full Access for the List, Profiles, and Subscriptions scopes.
  4. Click Create.

    Klaviyo grant access

  5. Copy your private key.

    Klaviyo API key

  6. Navigate back Memberful → Settings → Third-party services → Klaviyo → API key, paste the API key and click Connect to Klaviyo.

Create a new Klaviyo list or select an existing one

After connecting to Klaviyo, you'll be prompted to either sync to an existing list or create a new one.

Klavito list

Review the two options below before moving ahead.

Select an existing list

Select an existing list and click Finish. You'll then be sent back to Memberful where we include a link for you to easily access your list.

Klaviyo enables double opt-in by default. Unless you've changed the list setting to single opt-in, your members will receive a confirmation email that they have to click before they'll be added to your list.

Klaviyo double opt-in

Go to Settings → Consent in your Klaviyo list to see or change the opt-in setting.

Sync to a dedicated Memberful list

Create a new list through Memberful and click Finish. You'll then be sent back to Memberful where we include a link for you to easily access your list. Your new list will be called Memberful + your account name.

One quirk to keep in mind: Your members will be subscribed to your list without having to opt-in by email, but they'll show up as "unsubscribed" in Klaviyo. This will not impact their ability to receive emails from you.

How we keep your list up to date and synced

When you connect, we'll either sync with your existing list or create a new list called Memberful + your account name. Members will be synced and mapped as Klaviyo profiles.

We'll then automatically and continuously update your subscriber list by adding new members and updating existing ones. We'll also sync important member details as custom profile properties. You can use these properties to build powerful segments.

Each custom property is prefixed with a "Memberful" string. Below is the list of possible custom properties for a profile:

We will not remove members from your list if their subscription expires. If the member's subscription expires, the related property will be updated or removed from their profile.

What happens if a member updates their email address?

When a member updates their email, the old Klaviyo profile is replaced with a new one on the synced list. The new profile retains the member's custom properties and synchronizes with the list.

Send a newsletter to all active members

To send a newsletter to all active members in Klaviyo, create a segment for members with an active subscription. This can be done via Audience → Lists & segments → Create List / Segment → Segment.

From the Definition dropdown menu, select Properties about someone, scroll to find the Memberful audience to target, select contains and Yes, and Type: List.

Klaviyo basic campaign

Want to delve deeper into customizing and personalizing Klaviyo's emails? Learn more.

Send a targeted campaign

If you want to get more granular, you can target members who are subscribed to specific plans by creating segments and selecting specific plans.

Target people who're subscribed to specific plans in Memberful

Send automated message flows

You may combine segments with Klaviyo flows to send unlimited event-triggered emails.

Your Klaviyo newsletter's "unsubscribe" link will not cancel a member's subscription in Memberful. Because of this, it's a good idea to add a Memberful account link to your email newsletter template:

Replace YOURSITE with your actual account name, which can be found in your Memberful dashboard via Settings → Website name and URL → Account URL.

This will allow your members to easily manage everything related to their membership including their personal information and subscriptions.

If you’ve enabled our referrals feature, you can add a referral link to your campaigns so members can earn rewards for referring others. We store your member's referral link as a custom property in their profile.

To insert a custom property, you can use the following code block in your campaign editor: {{ person|lookup:'' }}

The "person" keyword refers to the member's profile, while the lookup:'<CUSTOM_PROPERTY_NAME>' keyword retrieves the given custom property from the profile. For example, you can use the following to insert a member's referral link in their email text:

{{ person|lookup:'Memberful Referral Link' }}

Memberful referral link

Use custom field answers for segmentation and personalization

You can collect up to 5 custom fields right after your members complete the checkout form. You can then use those answers to segment your subscribers or personalize email campaigns.

Using custom fields to segment and personalize in Klaviyo

Fields with pre-defined options (checkbox and dropdown) are perfect for segmenting subscribers in Klaviyo. You could ask where they consume your content or what benefits they're interested in. Fields with free-form answers (text and comment) are great for personalizing email campaigns with things like nicknames, Discord/social handles, etc.

Each selected option in a checkbox or dropdown field becomes a new custom property inside Klaviyo:

Klaviyo custom properties

You can use these properties to build custom segments by choosing Properties about someone in the segment editor:

Memberful properties

You can also use them to personalize emails by clicking Add personalization in the campaign editor:

Personalize emails

Related help docs:

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