Learn how to let your Klaviyo subscribers opt-out of holiday marketing emails this Mother’s Day. Collecting the right information from your audience can majorly improve how your content is received, and particularly for delicate topics such as Mother’s Day, demonstrate that your brand is sensitive to your audience’s needs.

In this guide we will show you three different methods for collecting seasonal preferences:

1. Create a Mother’s Day specific opt-out campaign
This method requires the least amount of configuration, but does limit your ability to create future seasonal preference campaigns

2. Create an all-round seasonal opt-out campaign
This method allows subscribers to opt-out from multiple seasonal campaigns at any time, but requires an extra step from each subscriber ahead of Mother’s Day to communicate their preferences.

3. Create a Mother's Day opt-out campaign that can be used for other seasonal preferences in the future (Recommended)
This method is a combination of methods 1 and 2. It requires more initial setup, but offers the better user experience as well as future-proofs your holiday sensitivity efforts.

How to create an opt-out campaign

Method #1: Build a Mother’s Day specific opt-out campaign

Configuration required: Minimal

Choose this method if: You only want to collect Mother’s Day preferences and you don’t want to include seasonal opt-out options in your preference page.

1. Create a campaign template called “Mother’s Day opt-out”
   
   
2. Design your template. Be delicate with your language and make it as easy as possible for customers to act. Don’t use this as an opportunity to promote a sale or featured products: remember, for some this is a sensitive subject.
   
   
3. Where you ask customers to update their preferences (a button or linked text) paste the following into the link field, replacing REDIRECT_LINK with your confirmation page URL:
   
   {% update_property_link 'mothers_day_opt_out' 'True' 'REDIRECT_LINK' %}
   
   
4. Test the link by sending yourself a test campaign, clicking the link and checking your Klaviyo profile has updated. Please note, clicking a link in a preview email will not update your profile, so the email must be sent as a campaign to a test list.
   
   
5. Once you have tested and are happy with the results, clone your test campaign and send to your subscribers
   
   
6. Create a ‘Mother’s Day opt-out’  segment using the definition
   
   Properties about someone > mothers_day_opt_out = True
   
   
7. Ensure any Mother’s Day related campaigns exclude that segment from its recipients 

Method #2: Build an all-round seasonal opt-out campaign

Configuration required: More

Choose this method if: You want to allow recipients to opt-out from other holiday promotions if desired, now or in the future, using the same profile property

Some people may prefer to opt-out of certain seasonal campaigns at the point of entry to your mailing list, update multiple seasonal preferences at once, or have the opportunity to update their seasonal preferences all year long. To achieve this, we will be using the preference page function of Klaviyo.

1. Navigate to the preference page for your list. If you use global pages, this will be located in Settings > Other > Consent pages > Preference page.
   

2. In the preference page editor, add block > add multi checkbox
   

3. Navigate to the profile property section of this block. Type “Seasonal_opt_out” then select “Create Seasonal_opt_out”
   

4. Add the promotions you want to let subscribers opt-out from as labels, e.g.

1. Mother’s Day

2. Father’s Day

3. Valentine’s Day

Assigning each a property, e.g. Mothers_Day, Fathers_Day.

5. Publish your changes
   

6. To test, send a campaign to your test list which includes the manage preferences tag in the email content - {% manage_preferences %}
   
   (As in the previous method, profile properties cannot be updated in preview emails, so to thoroughly test you must receive the email as a subscriber would.)
   

7. Create a campaign following the steps from Method #1, but this time use {% manage_preferences %} as the link to opt-out of seasonal campaigns. This will open a window where the user can specify which promotions they wish to opt-out from.
   

8. Create segments for each seasonal preference using the same logic in Method #1, and exclude them from relevant campaigns ongoing.

Method #3: Build a Mother’s Day opt-out campaign future-proofed for other seasonal preference collection (Recommended)

Configuration required: Most

Choose this method if: You want to allow recipients the ease of a one-click Mother’s Day opt-out and you want to allow recipients to opt-out from other holiday promotions if desired, now or in the future, using the same profile property

This process requires you to update your preferences page before sending a Mother’s Day opt-out campaign in order to allow multiple potential values for a Seasonal_opt_out profile property. Although this method requires more configuration, it doesn’t require advanced technical ability. So if you have the time and resource, this is our advised method for creating your Mother’s Day opt-out campaign.

At this time, it is not possible to manually define the data type of a custom Klaviyo profile property. This means unless shown proof otherwise, when someone clicks a link containing a custom {% update_property_link … %} Klaviyo will interpret the value as text, i.e. a single value. 

If you then send a campaign before Father’s Day asking users to update the same preference, anyone who already opted-out of Mother’s Day will replace their Seasonal_opt_out value with Fathers_Day; there is now no value that shows they had previously opted-out of Mother’s Day too. 

"Can’t we just create a second, third, fourth profile property for any other seasonal opt-outs?" Technically yes, but picture the preferences page… Not ideal.

So how do we show Klaviyo we want Seasonal_opt_out to accept multiple values? We create a multi checkbox profile property block in the preference page first before sending our campaign with the one-click profile property update button.

1. Navigate to the preference page for your list. If you use global pages, this will be located in Settings > Other > Consent pages > Preference page.

2. In the preference page editor, add block > add multi checkbox

3. Navigate to the profile property section of this block. Type “Seasonal_opt_out” then select “Create Seasonal_opt_out”

4. Add the promotions you want to let subscribers opt-out from as labels, assigning each a property, e.g. Mothers_Day, Fathers_Day.

5. Publish your changes

6. Create a campaign template called “Mother’s Day opt-out”

7. Design your template. Be delicate with your language and make it as easy as possible for customers to act. Don’t use this as an opportunity to promote a sale or featured products: remember, for some this is a sensitive subject.

8. Where you ask customers to update their Mother’s Day preferences (a button or linked text) paste the following into the link field. Replacing ‘REDIRECT_LINK’ with your confirmation page URL. You may also want to add a secondary link here to the overall preferences page for users to review and update at the same time:
   {% update_property_link 'Seasonal_opt_out' 'Mothers_Day' 'REDIRECT_LINK' %

9. Test the link by sending yourself a test campaign, clicking the link and checking your Klaviyo profile has updated.
   Please note, clicking a link in a preview email will not update your profile, so the email must be sent as a campaign to a test list.

10. Once you have tested and are happy with the results, clone your test campaign and send to your subscribers

11. Create segments for each opt-out property, for example:
    Segment: ‘Mother’s Day opt-out’
    Properties about someone > Seasonal_opt_out = Mothers_Day

12. Ensure any Mother’s Day et al related campaigns exclude the relevant segment from its recipients

Any questions?

As your digital marketing agency, configuring and managing your Mother’s Day opt-out process is one of the many email marketing services we provide in your monthly retainer. To learn more, get in touch with our digital marketing team today to find out how we can work together on your email marketing and more.