How to fix contacts from paid ads through Typeform into Klaviyo not subscribing?

Key findings

• Integration issue: The primary cause is usually a misconfiguration in how Typeform data is passed to Klaviyo via Zapier, affecting subscription status.
• Deliverability vs. subscription: Internal subscription status in Klaviyo does not directly impact how mailbox providers receive emails (that's deliverability). The main concern is ensuring proper consent.
• Consent importance: Explicit consent is critical for maintaining good sender reputation and complying with Klaviyo's acceptable use policy (AUP).
• Double opt-in: This feature, if enabled in Klaviyo, can prevent contacts from being immediately subscribed until they confirm their email.
• AUP compliance: Sending to contacts who have not explicitly opted-in can lead to violations of Klaviyo's AUP, regardless of technical workarounds. Klaviyo's AUP is available on their legal acceptable use policy page.

Key considerations

• Verify explicit consent: Ensure that the paid ad campaign and Typeform unequivocally secure explicit opt-in from contacts.
• Review integration setup: Carefully check your Zapier configuration, ensuring that Typeform fields map correctly to Klaviyo properties, specifically the subscription status.
• Klaviyo list settings: Confirm that your Klaviyo list is configured to accept new subscribers and that double opt-in is either desired or correctly managed.
• Prevent bot sign-ups: Implement measures to prevent bot sign-ups that could pollute your list and impact deliverability.
• Troubleshoot flows: If contacts are entering flows but not subscribing, investigate the flow triggers and conditions. This could indicate why opted-in customers are not receiving emails.

Key opinions

• No direct deliverability impact: Marketers generally agree that a contact's subscription status within Klaviyo (subscribed vs. unsubscribed) does not directly affect how mailbox providers like Gmail or Outlook receive the email. This is an internal setting.
• Integration is key: Many marketers identify the problem as an integration issue between Typeform and Klaviyo, suggesting misconfiguration in data syncing.
• Consent validation: If contacts explicitly subscribe via Typeform, Klaviyo should accept them, provided the consent is valid and documented.
• Sending flexibility: Klaviyo allows sending to any contact not explicitly opted out, but this requires specific segment building and careful attention to consent practices.
• AUP awareness: There's an acknowledgment that Klaviyo's AUP sets higher standards than baseline legal requirements like CAN-SPAM, making proper consent non-negotiable for platform compliance.

Key considerations

• Check list syncing: Ensure the Typeform integration is explicitly syncing contacts to a designated Klaviyo list, not just creating profiles.
• Double opt-in status: Verify whether double opt-in is enabled for the target Klaviyo list, as this can delay or prevent immediate subscription.
• Consent documentation: Always ensure clear and explicit consent is obtained and recorded for every contact. Klaviyo Help Center provides guidance on troubleshooting sign-up forms for expected behavior.
• Review previous practices: If inheriting an account, investigate historical data collection practices to understand potential consent issues that may affect deliverability of imported leads.

Key opinions

• Consent is paramount: Explicit consent for email communication is essential, going beyond minimal legal requirements to meet ESP (Email Service Provider) standards.
• AUP compliance: Violating an ESP's acceptable use policy (AUP) by sending to non-opted-in contacts can lead to severe penalties, including account termination, regardless of technical workarounds. This is a common factor in why emails go to spam.
• Integration and settings: Proper integration mapping to a Klaviyo list and careful management of double opt-in settings are critical for accurate subscription status.
• Education on best practices: It's vital to educate internal teams and clients on email best practices, even if they are resistant to implementing them.
• Domain reputation impact: Poor consent practices directly harm domain reputation with mailbox providers.

Key considerations

• Audit consent process: Conduct a thorough audit of how consent is collected from paid ads through Typeform to ensure it aligns with both Klaviyo's AUP and global best practices.
• Configure double opt-in: If not already, consider implementing double opt-in in Klaviyo to enhance list quality, even if it adds a step to the subscription process.
• Monitor integration errors: Regularly monitor Zapier and Klaviyo logs for any integration errors that might indicate data transfer failures for subscription status.
• Educate stakeholders: Proactively educate clients or higher-ups on the long-term deliverability and compliance benefits of adhering to strict consent policies, rather than cutting corners.
• Review AUP: Familiarize yourself with Klaviyo's AUP to avoid practices that could lead to suspension or blocklisting. You can find their policies on their acceptable use policy page.

Key findings

• Troubleshooting guides: Klaviyo provides comprehensive guides for troubleshooting sign-up forms and integration issues, covering common problems and solutions.
• Integration setup: Documentation outlines precise steps for setting up third-party integrations, including webhooks and data transformation functions, crucial for tools like Typeform.
• Consent mandates: Klaviyo's Acceptable Use Policy clearly states prohibitions against emailing lists without explicit consent, emphasizing strict adherence to their terms.
• Account authentication: For ad platform integrations (e.g., Meta Ads), documentation often requires updating permissions and re-authenticating connections to resolve sync issues.
• Data mapping: Accurate mapping of form fields to ESP contact properties, especially consent fields, is detailed as a critical step in preventing subscription discrepancies.

Key considerations

• Consult help centers: Always refer to the official help documentation for Klaviyo (and Typeform or Zapier) for the most up-to-date troubleshooting steps. You can review Klaviyo's Meta Ads sync troubleshooting guide.
• Follow setup guides: Adhere strictly to documented integration setup guides to ensure all necessary parameters, including explicit consent fields, are configured correctly. Bloomreach has a Typeform integration guide.
• Verify API credentials: Ensure all API keys, webhook URLs, and other credentials used in the integration are current and correctly entered.
• Understand AUP specifics: Thoroughly review the acceptable use policy to understand what constitutes valid consent and prohibited activities on the platform.
• Utilize reporting: Leverage subscriber growth reports and activity logs within Klaviyo to track how contacts are acquired and their subscription status changes.