The Klaviyo list building toolset is a fine solution for many brands but does not offer the level of customization available in competitors such as JustUno or Optimonk. However, most brands can get great results with the Klaviyo solution.

We usually recommend getting started using the built-in Klaviyo tool, then testing out another more advanced third party option if you want to try out other forms of on-site messaging or build more intricate popups.

In this guide we'll be focusing on using the Klaviyo popup builder only, and getting a basic but effective campaign up and running quickly. It is worth noting that Klaviyo also supports embedded forms which you can use on a dedicated landing page, or inside content pieces such as pop ups.

As a starting point we suggest brands build a two-step popup using the Klaviyo sign up form tool which collects an email address on the first step, then an optional SMS number on the second step.

This gives you the highest chance of capturing the largest overall number of subscribers for both email and SMS on both desktop and mobile devices in our experience. A unique coupon code is then presented on the popup confirmation page, as well as being sent in a welcome email.

You can see the basic structure of how this looks below in the graphic.

This isn't the world's most gorgeous popup campaign, but it can be setup in just a few minutes and will do a good job of building email and SMS lists effectively for a brand which has solid levels of website traffic and wants to put something simple but effective in place. 

The video version of this guide also shows how this simple campaign was built inside of Klaviyo.

So why the two-step configuration?

Asking for the email address only in the first step of the popup will almost always convert at a higher rate than also asking for an SMS number straight away. Even if the SMS field is optional, many users will just see the two fields on your popup (email and SMS) and assume they need to give both pieces of contact information.

We don't want to lose potential email subscribers because some people are put off by thinking a phone number is needed to get your welcome offer. Even though SMS is becoming more popular and is incredibly effective, many users are still not comfortable giving their SMS number to a new website or brand they're not familiar with. Email marketing is still king!

So with this in mind: Ask for the email address in step 1 - then the SMS (optional) in step 2 - then give the user a unique coupon. As shown below.

As you'll see in the video we recommend using simple targeting options for Klaviyo email and SMS popups which strike a balance between maintaining a good user experience/customer journey, and having high conversion rates for maximum list growth.

Here are some good popup trigger starting points for a regular discount offer giving users a percentage or fixed monetary discount on their first order:

• Exit intent trigger (for desktop)

• Timer delay, 10-20 seconds (desktop and mobile)

• 50% page scroll (desktop and mobile)

• Exclude transactional pages such as the cart, checkout, order confirmation, and shipping/customer service pages.

• Don't show the popup to anyone who closes it for at least another 5 days

• Exclude existing Klaviyo profiles. These people are already on one of your lists.

These trigger and targeting settings are further explained and demonstrated in the video version of this Klaviyo popups guide. All of these settings can be configured on the same screen in the Targeting and Behavior section of the popup builder.