Instant Audiences has deprecated Klaviyo lists in favour of Tags

Effective: 18 May 2024

Instant Audiences previously enrolled profiles to lists in Klaviyo, utilising two key lists - the "Instant Audiences - Net New Profiles" list and the "Instant Audiences - All" list.

The purpose of the "Net New" profiles was to keep track of profiles that were identified via Instant Audiences, however not previously in a merchant's existing Klaviyo database.

The "All" list, contained any profiles that were identified via Audiences, including existing opted-in profiles/ subscribers.

Audiences has deprecated it's usage of Klaviyo lists, and is using Custom Properties: 'Instant Audience Tags' on Profiles instead.

 

Why the change?

Klaviyo lists currently automatically subscribe all customers to Email Marketing in Klaviyo. This means:

• • A profile is inherently marked as opted-into email marketing by being added to a list.
  • The 'Net New' list includes profiles identified by Audiences that have shown enough intent to be enrolled into the relevant flow, however haven't specifically opted-into email marketing.
  • Some merchants email campaigns to anyone that is opted-into email marketing in Klaviyo instead of the newsletter sign up list, and it is inconvenient to segment out Net New profiles from receiving campaigns for those merchants. 

We have therefore phased out our List usage to accomodate these merchants and ensure they do not need to modify their campaigns after installing Audiences.

 

How will this affect you?

• This change will not affect the performance or results of Instant Audiences on your site.
• All 'Net New' emails will continue to be able to receive flows from high-intent actions on your site, however will be marked as "Never Subscribed" in Klaviyo, making it easy to ensure that they will not receive campaigns unless explicitly opted-in to your newsletter list.