How to ensure your Klaviyo Browse Abandonment Flow is GDPR Compliant
Klaviyo Browse Abandonment emails are triggered when a user visiting a Shopify store navigates through various product pages but leaves the site without completing the purchase.
Behind the scenes, Klaviyo tracks this browsing behavior through tagging on the website. If the user has previously either completed the checkout or even just entered their email address, this behavior can trigger a Browse Abandonment email. Note that they may not necessarily have signed up to receive campaign marketing emails.
The browse abandonment email, typically sent within a few hours of the abandoned session, gently reminds the user of the product(s) they were interested in, perhaps offering further details on the product, customer testimonials, or even a limited-time discount to encourage a return visit and completion of the purchase.
They’re popular with store owners because the process is automated and they allow for timely and personalised follow-ups that significantly increase the chances of converting abandoned browsers into customers.
Klaviyo’s browse abandonment emails, like all marketing communications, must adhere to GDPR (General Data Protection Regulation) compliance when targeting or involving EU citizens. GDPR demands that individuals give explicit consent before receiving marketing communications, including emails based on their browsing behavior.
To ensure GDPR compliance for browse abandonment emails, Shopify store owners using Klaviyo should:
- Obtain Consent: Ensure that you have explicit, informed consent from your users to track their browsing behavior and send them emails based on this activity. This involves clear communication about what you’re tracking, why, and how users can opt out.
- Privacy Notice: Update your privacy policy to include information on how you use data for browse abandonment emails. This should cover the types of data collected, the purpose of data collection, and how users can exercise their GDPR rights.
- Right to Opt-out: Provide users with an easy and straightforward way to opt out of receiving browse abandonment emails and other types of automated marketing communications.
- Data Protection: Implement appropriate security measures to protect the data you collect and process for browse abandonment emails, ensuring it’s used solely for the purpose for which consent was given.
Consentmo GDPR to the rescue
Klaviyo offers features and settings designed to help businesses comply with GDPR and other privacy regulations, including consent collection mechanisms and customisable email preferences, but it’s not GDPR compliant out of the box. For that, you need to integrate Klaviyo with your cookie consent management app. There are lots of options available, but we like Consentmo for its ease of use.
The Consentmo GDPR app offers seamless integration with Klaviyo Marketing service, ensuring that your email marketing efforts align with GDPR compliance standards. This integration is crucial for managing consent around Klaviyo marketing cookies.
To set up the integration you’ll need to add a script to your store’s theme files. This script controls Klaviyo’s activity based on the visitor’s consent. The script uses the Klaviyo cookie __kla_off. Setting this cookie to true ensures that Klaviyo refrains from tracking data if a customer opts out of Marketing cookies.
It’s essential for businesses using Klaviyo or any other marketing automation platform to understand their obligations under GDPR and implement the necessary measures to ensure compliance. This often involves consulting with legal professionals to ensure all aspects of their email marketing, including browse abandonment emails, adhere to GDPR requirements.