The forms block lets you capture customer data directly within email, eliminating the need for third-party web-based form solutions.

Captured data is automatically added to each customer’s Klaviyo profile as attributes, enabling more granular segmentation and more targeted messaging.

Build Process

In short, the steps are:

1. Build and publish the form in Zaymo (Forms > Create new)

2. Open the email you want it in. For an email in a Klaviyo flow or campaign, open it in Zaymo and click Convert with Zaymo (or Edit in Zaymo if it's already converted). For a template in your library, open it from Templates.

3. Drag in the Forms block

4. In the right sidebar, select the form you want to use

That's it. Your changes sync to Klaviyo on their own about 10 seconds after you stop editing, and the form comes along with them. You don't need to add the form link in Klaviyo.

More detailed instructions are available here: 📄 Forms & quizzes: best practices

Supported Question Types

You can make any question a required question by toggling on "required" in the content tab on the right side bar in each question.

The forms block currently supports the following question types:

• Single select

• Multi-select

  • To limit how many answers a customer can pick, set Max choices in the content tab, from 1 to 20. Leave it at 0 or empty for no limit. Once a customer reaches the limit, the other choices fade and can't be picked until they unselect one.

• 5 star rating

• Short text

• Long text

• Phone number

  • This question type works the same as the SMS capture block, validating the customer's phone number on input

  • Numbers go to the list, keyword or sign-up method set in your SMS integration

• Opt in (a single button that records consent and subscribes the person to a Klaviyo list)

What can customers opt into?

The Opt in question is a single button. When a customer clicks it, Zaymo records their consent and subscribes them to the Klaviyo list you choose.

To set it up:

1. Add a question and pick Opt in from the question type picker.

2. In the right sidebar, choose the Klaviyo list people should be added to.

3. Optional: turn on Show a "No, thanks" button if you want customers to be able to decline.

Adding Logic

Customers can be directed to specific questions and end screens depending on their answers to each question. This can be done in two ways:

1. An answer to a specific question directs to a given question / end screen

2. Using answer tags

Answer tags

Answer tags let you control where customers go in your form (specific follow-up questions or end screens) based on how they’ve answered multiple prior questions.

Each answer option can have one or more tags applied to it. Those tags carry meaning across the form. For example: if a customer selects 5 answers tagged “Gryffindor” and 3 tagged “Hufflepuff,” the form can direct them to the Gryffindor end screen.

Forms: Styling Limitations and Workarounds

Styling part of your text

You can style a few words on their own instead of the whole line. For example, make one word bold, or put a phrase in your brand color.

1. In the form builder, click into the text you want to change.

2. Highlight the words you want to style.

3. Click the Style button that appears next to your selection.

4. In the right sidebar, change the font, font weight, font size, color, or letter spacing. Only the highlighted words change.

This works on:

• Question text

• Answer choices on single select and multi-select questions

• End screen titles and descriptions

Good to know:

• Highlight words within one line at a time. A selection that runs across two lines won't show the Style button.

• To change a styled piece again later, click it and adjust it in the right sidebar.

• The styling carries over to your exported email and to the fallback image, so customers see what you see in the builder.

• Product review questions don't support this.

Button and answer colors

Button colors: select a button and use Button color and Button text color in the right sidebar. These are separate from the Border color setting. On a required question, the Next button has two sets: Unanswered button color and Unanswered button text color (before the customer answers), and Answered button color and Answered button text color (once they have).

Typed answers: on Short text, Long text and Phone number questions, Text color sets the color of what the customer types, and Placeholder text color sets the hint text shown before they type. If you leave Text color unset, typed text uses your form's text color.

Creating an “Other” Option Workaround

Forms don’t have a built‑in “other” text field option for single‑select or multi‑select questions. To create this functionality:

1. Add “Other” as an answer choice in your single‑select or multi‑select question

2. Use logic to redirect customers who select “Other” to a separate short text or long text question

3. In the follow‑up question, customers can type their custom response

This workaround allows you to capture open‑ended responses while maintaining the structure of your form logic.

End Screens

End screens allow you to display custom images, text, and URL redirects/CTAs to your customers, rather than the default "thank you" ending.

If your form directs customers to a custom end screen, this also passes custom attributes to the customer's Klaviyo profile. The attribute name(s) and value(s) are configurable in the form builder UI.

Default end screen

Custom end screen

You can customize the redirect link by clicking the button, selecting Content, and updating the link to direct customers to your desired destination.

Block end screen

Notes about block end screens:

• Every block is included in email size, even when a customer is guided to 1 block

• Delete blocks that are not mapped because they are still included in email size, even if they are not visible to users