Kajabi — Contacts and Forms

Okay, so we just covered much of the “front end” of your online business via Kajabi’s Website features.

Next, we’ll look at Contacts and Forms. I’ve grouped these together because they’re closely related, although they appear within different areas of the Kajabi interface.

In a nutshell, Contacts are the prospects and customers in your database, and Forms (such as the opt-in forms hosted on your site) are the way they typically get into your database in the first place.

So let’s explore these foundational Kajabi concepts.


What Kajabi calls contacts are what other platforms might call your email list, your subscriber list, or your contact database. Regardless, without contacts, you won’t have anyone to email or sell to. In fact, the majority of Kajabi’s most valuable features will be useless!

Essentially, contacts are people who’ve given you their email address (and maybe other information too) and who have some kind of ongoing relationship with your business.

Note: Although Kajabi uses the term “contacts” throughout its documentation, your contacts themselves are found within the “People” tab.

Let’s review the different types of contacts.

Subscribers vs Members

Kajabi differentiates between two basic types of contacts:

  • A subscriber is a contact who’s given you their email address and consented to receive marketing emails from you.
  • A member is a contact who’s bought (or been granted access to) one or more of your products.

In practice, contacts can be members or subscribers or both. A subscriber who’s not a member simply hasn’t bought anything yet, and a member who’s not a subscriber has opted out of your marketing communications. Make sense?

Active Members

Kajabi also tracks active members – members who’ve logged into your site and taken some meaningful action (e.g., completed a course lesson) within the last 30 days.

Note: Active members are important because Kajabi’s subscription plans have different limits on the number of active members.

Contact Fields

All Kajabi contacts have the following fields by default: Name, Email, Phone Number, Address, Address Line 2, City, Country, State and Zip Code (although only Email is required).

You can also define up to 50 custom fields to capture additional information that’s relevant to your business using the following field types: Text, Text Area, Checkbox, Select Box, Radio Buttons, Phone, Email and Country.

To give a practical example, if the size of a contact’s business is important to you, you could define a custom Radio Buttons field called “Business Size” with options like “1-10 employees”, “11-50 employees”, and so on.

Both types of contact fields are usually populated via a form, for example when a contact first opts into your email list or registers for an event like a webinar.

Note: In addition to these fields, each contact also has a separate text-based Notes field you can use to manually capture any additional information behind the scenes.


You’re probably already familiar with the concept of tags. Essentially, a tag is just a way of attaching a useful label to a contact.

Kajabi uses tags to store additional information about contacts, and unlike fields, which usually capture user-provided information that’s unlikely to change, tags can be added and removed behind the scenes to control how contacts are handled by your business.

For example, if a subscriber no longer wants to receive promotional emails about a certain product (but is happy to hear about other products) you could add a tag that allows them to be excluded from specific emails.

Side note: Kajabi doesn’t care what your tags are called and doesn’t understand what they mean. So if you have a tag called “Imported from MailChimp September 2021” it’s entirely up to you to make sure it gets applied to the right contacts.

Filters and Custom Segments

Kajabi’s People tab shows a list of all your current contacts, but as your database grows beyond a few hundred people, you’ll need a way to break things up a bit more.

To solve this problem, Kajabi provides filters and custom segments – both make it easy to divide your contacts into meaningful subgroups. In fact, the two concepts are closely related since a segment is really just a saved filter.

So what’s a filter exactly?

When looking at your list of contacts, you can choose to filter the results using a number of powerful criteria that cover almost every area of Kajabi.

Here’s just a small selection of what’s available:

  • Activity – a filter based on when a contact was added or last active;
  • Fields – a filter based on the value of a certain default or custom field;
  • Tags – a filter based on the contact having a specific combination of tags;
  • Offers – a filter based on whether the contact has bought a specific offer
  • Events – a filter based on whether the contact is registered for a specific event.

Using these you can build up a complex set of criteria to “slice and dice” your contact list, which is great for understanding how people are interacting with your business, but also allows you to target different groups with tailored messaging and offers.

For example, filters can be used to answer ad hoc questions like “Which members owning Product X were active in the last 30 days?” or “Which contacts registering for Webinar Y have the ‘Interested in Podcasting’ tag?”.

Any filter you might want to use again in future can be saved as a custom segment. Once defined, a custom segment can be used in other areas of the application, such as when creating email broadcasts.

Obviously, while your contact list is small, filters and segments will have more limited use, but as it grows these features will become increasingly powerful and valuable.

Note: Kajabi also defines the following default segments to help you filter your email contacts in useful ways – Members, Subscribed, Inactive, Hard Bounced and Excluded (explained in the next chapter).


When viewing a contact within the People dashboard, the “Lifecycle” screen shows you a detailed history of that person’s interactions with your business.

For instance, you can see which emails they’ve been sent (both broadcasts and sequences) and which were opened or clicked.

You can also see any offers that were purchased, tags that were applied and forms that were submitted.

In fact, this handy screen provides insights into every significant action taken on either side of the business-customer relationship.

Importing Contacts

If you already have a contact database on another platform, you may want to get that data into Kajabi. After all, those hard-won contacts represent a lot of potential value!

Kajabi allows you to import email contacts via a simple text file and provides a simple interface for mapping existing data to your Kajabi default and custom fields.

When importing contacts you can also choose to grant them an offer (e.g., give access to a product), add extra tags and/or subscribe them to marketing emails.

The bottom line is that unless you have a large database with lots of complex fields, you should be able to migrate your existing contacts to Kajabi relatively easily.


We’ve explored Kajabi’s capabilities as they relate to contacts, but let’s see where it falls short.

Maximum of 100 Tags

Kajabi only allows a maximum of 100 tags per website, regardless of the subscription plan you’re on. To some people that might feel a little restrictive.

On the other hand, if your business really needs to tag contacts in more than 100 different ways, you probably need a more heavyweight platform than Kajabi.

Note: I’ve heard that if you ask the Kajabi team nicely, they’ll increase your tag limit.


Forms in Kajabi are essentially opt-in forms – a way to capture information from your website visitors and sign them up to your contact database. (You can also use forms to update data for existing contacts.)

A minimal form might only require an email address, whereas a more complex form might ask for extra information such as a company name, industry category, and so on.

Kajabi has a dedicated area for creating, editing and deleting forms. As well as the forms you’ve created yourself, you’ll also see forms that were automatically created by other parts of the application, for example when creating a new Pipeline (see Chapter 6).

Note: Kajabi forms are logically separate from the landing pages that embed them. This neatly separates the form configuration from the page design and means that multiple pages can embed the same forms.

Creating Forms

When you create a new form in Kajabi, you simply give it a name and then choose which fields you want to add. You can choose from the default contact fields (name, email, phone number, etc.) and any custom fields you’ve already defined.

If you want to capture some type of data not already provided for, you can create a new custom field directly within the form and it will automatically be added to all of your contacts.

Configuration Options

In addition to the basic configuration of your forms, you have a bunch of other options to refine the form’s behaviour or provide additional functionality.

Single or Double Opt-in

This option determines whether you require new contacts to confirm their email address before being added to your database. We’ll talk about that in more detail in a moment.

After Submission Actions

For each form, you can choose a number of different actions to take after the form is submitted.

Here are the main options:

  • Send a notification to your team – a simple option to notify one or more people by email that the form has been submitted. This is useful if you want to follow up in some manual way, e.g., via a phone call.
  • Send the contact to a third-party email provider – if you’re using a third-party email provider (e.g., ConvertKit) to handle your email marketing instead of Kajabi, this is where you’d integrate your form with that provider.
  • Send the contact to a custom thank you page – this is fairly self-explanatory but it gives you the option to send visitors to a specific landing page after submission instead of the generic Kajabi “thank you” page.

For additional behaviour tied to form submissions, you can use Automations.


We’ll cover automations in full in Chapter 6, but essentially they are “action rules” that are set up to trigger under certain conditions. Most of the major functional areas in Kajabi have ways to trigger automations and forms are no different.

Creating automations with a form means you can specify an action to be taken once the form is submitted, for instance adding a tag to the newly created contact record or granting access to a free product.

Embed Code

This option allows you to grab the “embed code” for the form if you want to use it on another site. This recreates the form on another site but any submissions are sent to your Kajabi application to be handled there.

Note: This feature is essential if you decide to have your public-facing website on another platform like WordPress instead of building it on (or migrating it to) Kajabi.


A “webhook” is a technical mechanism that gives you a way to send the details of a submission to a third-party service.

This doesn’t bypass Kajabi’s handling of the data, i.e., creating a new contact in its database, but allows you to notify another service at the same time.

What Is “Double Opt-in”?

The default behaviour for every form you create is to require “double opt-in”, which is an extra layer of protection against adding people to your list who don’t want to be there.

Here’s how it works. When someone completes a form, they’re automatically sent an email with a confirmation link. Only once that link is clicked are they added to your list.

Double opt-in is considered best practice for responsible email list owners, but it tends to reduce your sign-up rate a little since not everyone will remember to click the confirmation link. On the plus side, you’ll get fewer complaints and that should improve your sender reputation and email deliverability over time.

Choosing double opt-in for a form gives you a couple of additional options:

  • Send custom confirmation email to new contacts – instead of a generic confirmation message you can create one that’s specific to each form.
  • Redirect contacts to custom confirmation page – instead of a generic page, contacts are sent to a custom landing page after clicking the confirmation link.

Note: If you do choose single opt-in, Kajabi recommends enabling reCAPTCHA in your settings to prevent “spambots” from adding unwanted contacts to your list.


Forms are a relatively simple concept but there are a couple of limitations to Kajabi’s implementation you should be aware of.

No Field Labels or Descriptions

Form fields in Kajabi have a name and a type and that’s all. You can’t add a field label or a description with, for instance, more information about why you’re collecting the data (although you could put this elsewhere on the page that includes the form).

No Customisation of Validation Messages

If a form field is configured as being required but the form is submitted without that field being completed, Kajabi displays a red message underneath the field that says “can’t be blank”.

You don’t seem to be able to configure the wording or the presentation of these messages. A minor point, but it’s worth knowing.