How to create a not-opted-in segment

How to create a not-opted-in segment

Estimated 2 minute read

Updated Jul 7, 2025, 12:00 AM EST

Table of contents

You will learn
Create a not-opted-in segment
Outcome
Additional resources

You will learn

Learn how to use segments to identify profiles in your account that aren't explicitly opted in to marketing or cannot receive marketing. When sending campaigns, it can be useful to exclude this segment from some campaign sends. This can be done in place of adding conditions to your target segment to only include opted-in subscribers.

Create a not-opted-in segment

Email

Because there are a number of ways active profiles, or emailable contacts, are added to your account, it is important to exclude not opted-in contacts so that you don't receive high unsubscribe or spam complaint rates. Contacts who are not opted in and are not suppressed can still trigger flows. Learn more about how contacts are added to your Klaviyo account.

This segment contains profiles that cannot receive email marketing, including unsubscribed or globally suppressed profiles and profiles without an email address, as well as emailable profiles that have never subscribed. Profiles that never subscribed may have been added through general engagement (e.g., by initiating a checkout but not completing it).

To create a not-opted-in segment:

Navigate to Audience > Lists & segments.
Click Create > Segment.
Name the segment, for example, Not opted in - email. If a Create segment panel opens, enter the name in Name and click Create segment to open the builder. Otherwise, edit the segment name at the top of the builder.
Use the following segment definition:
If someone can or cannot receive marketing > cannot receive > email marketing OR
If someone can or cannot receive marketing > can receive > email marketing. Click Add filter, then select because person > Never subscribed.
Click Create segment to save the segment.

SMS or push notifications

To create a separate segment for SMS or push notifications, follow the creation steps above and use the definition below for the channel you want to exclude. With these channels, “never subscribed” contacts are unreachable for that channel, so only 1 condition is needed:

If someone can or cannot receive marketing > cannot receive, then choose text message marketing or mobile push marketing.

Outcome

When sending campaigns, select this segment under Don't send to to exclude it from your sends. Then, when you're ready to send your next campaign, clone the previous one within the same account. Cloned campaigns inherit active recipient groups and exclusions, so you don't have to select this segment again. Deleted or inactive groups are not copied. Before sending, check that the segment is still selected under Don't send to.

Additional resources

How to create customer persona segments based on activity

Learn how to use segmentation to create customer persona segments based on the actions they have taken. This allows you to send more relevant marketing communications so you can gain the most value from your audience. - Frequently asked questions about GDPR

Learn about frequently asked questions regarding GDPR to help you be compliant. - How to segment on channel consent

Learn how to build segments based on whether someone is subscribed to or able to receive marketing via a particular channel (i.e., email, SMS, or push notifications).

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