email marketing 17 min read

How to Grow Your Klaviyo Email List in 2025

Damilola Oyetunji May 29, 2025

How to Grow Your Klaviyo Email List in 2025

In 2025, building your own email list is more important than ever. Email gives you a direct line to your audience, unlike rented social followers or third-party platforms. An email address is something your customers own, so you own the relationship. This owned audience can’t be taken away by algorithm changes, and it makes personalization and automation possible. The more subscribers you have, the better you can segment and send targeted Klaviyo campaigns (e.g. abandoned cart emails, birthday offers) that customers actually want. In short: an engaged, growing Klaviyo email list is important– it fuels every Klaviyo strategy with real, first-party data and drives a higher ROI.

About Klaviyo

Klaviyo is one of the most-loved email platforms for e-commerce and marketing. It offers deep segmentation, automation, and built-in analytics tailored for online stores and growing brands. In Klaviyo you can tag and segment subscribers into highly specific groups, then send them targeted, personalized messages (e.g. cart-abandonment emails, win-back flows, birthday deals). Despite Klaviyo’s strengths, every platform needs leads. No matter how good Klaviyo is, it can only work with the people in your list. That’s why growing your Klaviyo email list is crucial: a larger list means more sales from your Klaviyo campaigns.

In this post, we’ll give you actionable tips to actively grow your Klaviyo email list. You’ll learn how to stop waiting for signups and start proactively capturing leads. We’ll cover tactics like smart popups, lead magnets and placement strategies to turn more site visitors into subscribers.

1. Shift from Passive to Proactive List Building

Simply waiting for visitors to find your signup form isn’t enough. Instead of passively hoping for sign-ups, take proactive steps to invite people in. A static form in the footer or a buried widget will only capture a tiny fraction of visitors. Instead, try using timed and behavior-triggered popups and forms to catch people when they’re engaged. For example:

Time- or Scroll-Triggered Popups: Don’t show a popup immediately. Wait until a visitor has had time to engage with your site (e.g. 30–60 seconds on a page) or scroll down far enough (like 50–60% of the page). This way, your popup appears only when the reader is already interested, not on first sight.
Exit-Intent Popups: Use exit-intent popups to catch people as they’re about to leave. These detect mouse movements toward the browser bar and only trigger when a visitor is heading away, which feels non-intrusive. An exit popup (see image below) can offer a last-minute discount or freebie right before they bounce. This technique “doesn’t interrupt the experience because it only shows up when the visitor is already on their way out”.
Two-Step Popups: Offer a button or teaser and only show a form when someone clicks it. This two-step approach (e.g. “Click here for a discount!”) often converts better, because the visitor chooses to engage.
A/B Testing: Continuously test different timings, triggers, and designs. For example, you could run two versions of a popup (different copy or timing) and see which builds the list faster. Using Poptin, you can easily duplicate popups and test variations. Over time, data-driven tweaks lead to better results – keep refining your approach.

By taking this proactive stance – using smart triggers and testing them, you turn ordinary visitors into opportunities. Rather than hoping for signups, you ask at the right moment with helpful offers. This is the shift from “if people sign up” to “we make sure they do.”

2. Turn Website Traffic into Subscribers with Popups

Popups (and similar overlays or slide-ins) are a great way to capture attention – when done right. Strategic popups convert casual visitors into email leads, especially when integrated with Klaviyo. Use eye-catching, well-timed popups to offer a clear, compelling reason to subscribe. Key tips for popups:

Clear Value & Call to Action: Your popup should present a single, enticing offer. For example, “Sign up now to get 15% off your first order!” or “Join our newsletter for exclusive tips.” Focus on benefits: tell visitors how subscribing will make life better. As one guide puts it, “You’re not going to hand over your email for random content… visitors need a good reason first”. This might be a discount code, a free eBook, early access, etc. Whatever it is, make it obvious and concise. Avoid jargon or too many words. Keep text short (a headline, a brief value bullet, and a single CTA button) and use action phrases like “Claim” or “Get.”
Design & Usability: Ensure the popup is visually appealing but not cluttered. Use whitespace, big clear fonts, and a strong button. Include a visible “close” button so people don’t feel trapped. Show just a few input fields (usually just an email field) – the less you ask for upfront, the higher your signup rate. Good design and respectful timing actually improve user experience and conversion.
Targeting & Personalization: Use Klaviyo data (if you already have some info) or site data to personalize popups. For example, offer a different incentive to new visitors vs. returning customers.

By using smart popups, you actively turn passing visitors into subscribers. Remember: timing and relevance are key – popups must feel helpful, not annoying. With tools like Poptin, you can set up popups in minutes, A/B test them, and see the increase in captured emails. A well-designed, well-timed popup could be the ticket to growing your Klaviyo email list efficiently.

3. Create Irresistible Incentives

Visitors won’t give you their email “just because” – you need to sweeten the deal. Offer something valuable enough that signing up feels like a win. Here are powerful incentive ideas:

Discounts & Promotions: A percentage-off or fixed-value discount on a first purchase is a classic motivator. For example: “Get 15% off today!” or “Free shipping on your first order.” Exclusive coupon codes or limited-time sales give urgency and make subscribers feel valued. Phrases like “members-only discount” or “subscriber-exclusive coupon” can boost appeal. You can use Poptin to automatically display a coupon code in the popup.
Freebies and Samples: Give away free value upfront. This could be a downloadable resource (an ebook, checklist, toolkit, or webinar) relevant to your audience. For example, a fitness store might offer “5 Healthy Recipes” or a “30-Day Workout Plan” for new email subscribers. Or a software company might offer a free trial or demo. By “providing freebies… you allow them to experience your value”. This builds goodwill and shows people what you’re about.
Exclusive Content & Access: Promise special content only to subscribers. This could be members-only blog posts, detailed guides, video tutorials, or early bird access to sales and new products. For example, “Join our mailing list to get our best tips first” or “Be the first to know about new collections.” You could even offer a mini email course or a VIP newsletter. Giving subscribers a sense of being “in the club” increases signup.
Rewards & Loyalty: Launch a points or rewards program tied to your list. For instance, “Sign up and earn 10 points toward your next purchase.” This not only gets the email but also encourages repeat purchases as they redeem rewards. Loyalty programs (points or tiered perks) make subscribers feel appreciated and prompt them to stick around.
Contests & Giveaways: Run a contest that requires an email entry. E.g. “Enter your email for a chance to win $100 gift card.” Make the prize relevant to your brand. Contests can generate buzz and encourage sharing. Just be sure to collect opt-in consent. A contest aligned with your brand can “generate excitement and engagement” – and entrants who don’t win might still want your emails.
Gamification (Spin the Wheel): A fun approach is a “spin-to-win” or “scratch-off” popup. Visitors spin a virtual wheel for a chance at various prizes (like different discount levels). Gamified popups grab attention and entertain visitors, making them more likely to opt in. For example, a Spin-to-Win popup might say “Spin the wheel for 10–30% off!” – the user enters their email to spin.
Early Access or VIP Invites: Offer email subscribers something first: early access to new products, flash sales, or limited edition items. Everyone likes being first. You can say “Subscribers get VIP access” or “Join now to receive early access notifications.” This exclusive positioning makes signing up feel special.

Whatever incentives you choose, make them clear and high-value enough that visitors feel it’s worth sharing their address. Always emphasize what’s in it for them, and consider adding a little urgency (e.g. “Limited time” or “Today only”). A strong incentive, combined with a timely popup, will significantly boost your Klaviyo email list growth.

It’s not enough to have one popup, you need sign-up opportunities wherever your visitors are most engaged. Think about high-traffic pages and natural sign-up spots on your site, then make it easy to opt in:

Homepage & Hero Section: Your homepage is prime real estate. Consider a banner, header bar, or hero image with a clear signup callout (e.g. “Join our newsletter” button). This can either link to a dedicated signup page or trigger a Poptin form.
Sidebar and Footer: Place an inline signup form in the sidebar or footer of every page. This way, no matter where someone is, there’s always a chance to subscribe. An inline form should offer a general incentive (like a newsletter), since it’s visible site-wide.
Content Pages & Blog Posts: If you have a blog or articles, include signup forms at the end (and even mid-content if appropriate). For example, after a helpful blog post, say “Enjoy this post? Get more tips by email” with a form or popup. Contextual CTAs like this catch readers when they’re engaged. (On longer articles, a scroll-triggered popup could appear when they hit 50% of the content.)
Product and Category Pages: On product pages, offer a discount or free shipping in exchange for an email. You could put a small signup box near product descriptions or in a slide-in. Also consider an exit-intent popup on checkout pages – for example, “Never miss out on deals. Enter your email for order updates and a 5% off coupon.”
Checkout and Thank-You Pages: If a visitor checks out without subscribing, present an opt-in on the confirmation page. Even if they leave the site, this last step can capture them for future campaigns.
“About Us” and Contact Pages: Visitors who read about your brand are likely interested. A signup form or prompt on the About Us page can convert that interest into an email.
Social Channels and Ads: Don’t forget off-site placements. Add a link to your newsletter signup in social media bios, and run ads or posts promoting your lead magnet. For example, post a link to your eBook signup landing page on LinkedIn or Facebook. Driving external traffic directly to a Klaviyo-connected signup page can fill your list.
Partnerships and Events: Guest blog posts or co-marketing pages (with influencers or other brands) can include email capture fields. Also, if you host webinars or events, require an email signup to register and push those into Klaviyo.
Chat & Popups: Even your live chat widget or automated chatbot can collect emails. For instance, use a welcome chat message that asks for an email in exchange for a quick coupon.
Contextual Placement: As one expert notes, place forms where they fit the experience. That means not interrupting content but adding sign-up prompts where users naturally look for the next step or more information.

The key is multiple touchpoints. If someone ignores a popup on the blog, they might notice the footer form later. By having sign-up forms “in all the noticeable yet natural placements”, you catch subscribers everywhere.

5. Get Creative with Your Approach

To really stand out and boost subscriptions, think outside the box. In addition to standard popups and forms, experiment with fun or unusual tactics that engage your audience:

Gamified Popups: We saw one example above with a spin-to-win wheel. Other gamification ideas include a “scratch-off” code or quiz that reveals a discount. These interactive elements make subscribing feel fun. For instance, you could set up a short quiz (using a tool) that recommends a product or free resource at the end, in exchange for an email. Gamification taps into human curiosity and reward, significantly increasing engagement. (Gamified popups like spin-the-wheel can triple or more popup conversion rates.)
Multi-Step Forms: Instead of one-step, use two-step popups where the first step asks a question (e.g. “Which of these topics interests you most?”), and the second step collects the email. Asking a question first warms up the visitor and boosts sign-up rates.
Exit Surveys: When a user is leaving, offer a very short survey (“Help us improve: What do you need?”) that ends with an email opt-in for the survey results or a future discount. This gives a voice to the user and a reason to share their contact.
Floating Bars: A thin banner or “sticky bar” at top or bottom of the page can unobtrusively prompt users. It remains visible as the user scrolls and can display a quick offer.
Landing Pages and Microsites: Create dedicated sign-up pages tailored to different audiences or campaigns. For example, a special landing page for a holiday sale that exclusively funnels visitors to join your Klaviyo email list first. You can drive ad traffic directly to these pages.
User-Generated Content: Encourage customers to share photos or stories for a chance to be featured, in exchange for subscribing. For instance, “Submit your story and get a free guide via email.” This not only builds your list but also content.
Live Events: Host a webinar or live Q&A, and require email registration. Then add those sign-ups to Klaviyo. Virtual events (even Instagram lives or LinkedIn events) are a great way to collect emails organically.
Collaborations: Partner with a complementary brand for a co-branded giveaway or bundle, capturing both audiences.
Chatbot Prompts: Program your site’s chatbot to ask: “Can I email you a special discount?” Users often consent in chat when they have a problem or question.
Unusual Offers: Think beyond discounts. For example, offer a “subscriber’s kit,” a unique freebie pack, or donate to charity on behalf of new subscribers. Sometimes an altruistic incentive (like a donation or planting a tree) works well with certain audiences.

All the popups and forms in the world won’t help if no one sees them. To fuel your growing list, drive more visitors to your site and signup points:

Content Marketing & SEO: Create valuable blog content around your niche and optimize it for search. Content that ranks in Google will continuously bring new visitors, who you can then convert with popups/forms. Each new article is another opportunity for an email capture placement (e.g. an inline blog signup form).
Social Media Promotion: Share your lead magnets and signup incentives on social platforms. For example, post a snippet of your free ebook on LinkedIn with a link to download after subscribing. Run polls or challenges that require an email to join.
Paid Ads & Partnerships: Use targeted ads (Facebook, Instagram, Google) to promote a valuable lead magnet or discount. You can also cross-promote with partners – for instance, guest blog on an industry site and link back to your signup page.
Email Forwarding & Referrals: Encourage existing subscribers to forward your newsletter or refer friends. Add a “forward to a friend” link or run a referral contest (“Give a friend this code and you both get X”). Word-of-mouth can organically expand your list.
Affiliate and Influencer Marketing: Work with influencers or affiliates in your niche. They can promote your signup offer to their audience (e.g. “Get 20% off with our list – link below”).
Events and Webinars: Host webinars, workshops, or live demos and require email registration. Then bring those new contacts into Klaviyo. You can advertise the event on LinkedIn Events, Zoom, or Meetup to fill it up.
Press and PR: If relevant, get featured in media or podcasts. A brief mention of “subscribe to our newsletter for more tips” in an interview can send targeted traffic to your signup page.
Optimize Conversion Rates: Use Google Analytics or Klaviyo’s dashboards to see which pages get the most traffic but have low signups. Improve those pages by adding popups/forms at the points we discussed. For instance, if a product page gets thousands of visits, test an exit-intent or scroll popup there.
A/B Testing Traffic Sources: If you run ads, test different ad creative and audiences to find the most engaged visitors. Then double down where people are converting to subscribers.

In essence, promote your list everywhere your customers are. Think omnichannel: website, social, paid, events, and partnerships. Each new visitor is a potential email subscriber – so widen your funnel at the top. (And remember, email itself is a top ROI channel, so driving traffic to collect emails is an investment with big payoff.)

7. Track Your Growth and Keep Improving

Finally, measure everything and refine your approach. Data tells you what’s working and what needs adjustment:

Monitor Signup Metrics: Track how many new subscribers you get each week or month. Look at conversion rates for each popup/form and placement. Klaviyo and Poptin both offer analytics: see which popups had the highest sign-ups, which sources (e.g. blog vs homepage) drive most leads, and trends over time.
A/B Test: As noted earlier, continuously test. For example, try two different headlines or designs on a popup to see which converts better. In email campaigns, split-test subject lines and content to improve open rates. According to industry guides, A/B testing “provides data-driven insights” and leads to “increased ROI”. Regularly change one element at a time (offer, CTA button color, copy) to find the most effective version.
Segment and Analyze: Use Klaviyo to segment new subscribers (by source or behavior) and see who is most engaged. If a certain incentive or page attracts higher-quality leads, focus there. Also monitor email engagement (opens, clicks) – if new subscribers from a popup aren’t engaging, tweak the onboarding email series.
Check Source Data: Use UTM parameters to know where each lead came from (pop-up A vs pop-up B, blog vs landing page). This shows which methods are best. For example, you might find that social-driven popups convert at 10% while SEO-driven traffic converts at 5%. Invest more in the high-performing channels.
Optimize Based on Feedback: If people unsubscribe quickly or complain, reevaluate. Maybe your incentive didn’t match expectations. Surveys or direct feedback can guide improvements.
Set Goals and Benchmarks: Define targets (e.g. “increase list by 20% by Q3”). Compare against industry benchmarks: a typical email list grows 1–3% per month naturally, so proactive strategies should beat that. If results lag, iterate faster.
Use Reporting Tools: Klaviyo has built-in reports for email growth and revenue. Keep an eye on overall ROI (remember that 3600% stat); aim to maintain or improve it as your list grows.

By systematically testing and analyzing, you’ll continuously improve your Klaviyo email list building strategy. The key is never to be complacent – marketing trends and customer behavior can shift. A/B tests and data dashboards will keep you agile. With every test and tweak, your Klaviyo email list and revenue will climb higher.

Conclusion

Building your Klaviyo email list is all about active, strategic effort. We covered the big pieces: shifting from passive to proactive capture, using popups effectively, tempting subscribers with irresistible offers, placing signup forms in all the right spots, and getting creative with tactics like gamification and personalization. We also emphasized driving traffic to those signups and measuring results so you can refine your approach. The core message is: own your audience. Email marketing still delivers unbeatable ROI, but only if you have the subscribers to send to.

Ready to get started? Give Poptin a try – it’s an easy way to create beautiful, Klaviyo-integrated popups and forms without coding. With Poptin’s drag-and-drop builder, you can spin up targeted popups in minutes, then automatically send new leads into your Klaviyo email list. Take control of your traffic and turn more visitors into subscribers.