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How Do I Create Personalized Email Content with Klaviyo?

  • Writer: Dispatch Strategy Team
    Dispatch Strategy Team
  • Mar 11
  • 3 min read

Introduction


Personalized email marketing is no longer a luxury—it’s an expectation. Consumers want relevant, tailored experiences, and brands that deliver personalization see higher engagement, conversions, and loyalty. Klaviyo email personalization enables e-commerce marketers to create dynamic, targeted content that resonates with subscribers based on their behaviors, preferences, and demographics.


In this guide, we’ll cover how to leverage dynamic content in Klaviyo and set up personalized email campaigns in Klaviyo to drive engagement and revenue.


How Do I Create Personalized Email Content with Klaviyo?

How to Create Personalized Email Content in Klaviyo


The key to effective email personalization in Klaviyo is using custom properties, segmentation, and dynamic blocks to tailor messages based on individual subscriber data.


  1. Use Merge Tags for Personalization


  2. Leverage Custom Properties


  3. Segment Audiences for Targeted Messaging


  4. Utilize Dynamic Content Blocks


  5. Automate Personalization with Flows


Below, we’ll explore each method in detail.


1. Use Merge Tags for Personalization


Merge tags allow you to insert subscriber-specific details like names, locations, and purchase history into your emails.


How to Add Merge Tags in Klaviyo:

  1. Open Klaviyo’s Email Editor: Navigate to your campaign or flow email.


  2. Insert a Merge Tag: Click on a text block, then enter a merge tag like:

    • {{ first_name|default:"there" }} → Displays the subscriber’s first name. If unavailable, it defaults to "there."

    • {{ organization }} → Inserts the recipient's company name.


  3. Preview & Test: Use Klaviyo’s preview tool to see how the data will populate.


📌 Example: Before:" Hi there, check out our latest offers!" After (with personalization):" Hi Sarah, check out our latest offers!"


2. Leverage Custom Properties for Deeper Personalization


Custom properties store user-specific data, such as:


  • Birthday

  • Favorite product category

  • Purchase frequency

  • VIP status


How to Create Custom Properties in Klaviyo:


  1. Go to "Profiles": Click on any customer’s profile.


  2. Under "Custom Properties," Click "Add".


  3. Define the Property: E.g., favorite_color = "Blue".


  4. Use in Emails: Insert {{ person.favorite_color }} in your email templates.


📌 Example: "We noticed you love blue products, so here’s a 10% discount on our latest blue collection!"


3. Segment Audiences for Targeted Messaging

Audience segmentation ensures subscribers receive emails that match their interests and behaviors.


How to Create a Segment in Klaviyo:


  1. Go to "Lists & Segments" > Click "Create List/Segment".


  2. Select "Segment" > Add Conditions (e.g., "Placed Order at least 2 times").


  3. Save and Use in Campaigns.


📌 Example Segments:


  • High-Value Customers: Placed an order worth $200+ in the past 90 days.


  • One-Time Buyers: Made 1 purchase but never returned.


  • Inactive Subscribers: Haven't engaged in the last 6 months.


4. Utilize Dynamic Content Blocks

Klaviyo’s dynamic blocks allow you to show/hide content based on each subscriber’s profile data.


How to Add Dynamic Blocks:


  1. In the Email Editor, Click "Dynamic Content".


  2. Set Display Conditions: E.g., Only show this block if {{ person.vip_status }} = "VIP".


  3. Test & Preview.


📌 Example: If a user is a VIP, show an exclusive offer. If not, show a general discount.


5. Automate Personalization with Flows

Klaviyo flows enable automated, personalized email sequences.


How to Set Up a Personalized Flow:


  1. Go to "Flows" > Click "Create Flow".


  2. Select a Trigger (e.g., "Placed Order" or "Abandoned Cart").


  3. Add Conditional Splits: Example:

    • If VIP Status = Yes → Send exclusive offer.

    • If VIP Status = No → Send standard discount.


Best Practices for Personalized Email Campaigns in Klaviyo


✅ Avoid Over-Personalization: Too much data can feel invasive. Stick to relevant, meaningful details.


✅ Use Smart Sending: Prevent email fatigue by limiting how often subscribers receive emails.


✅ A/B Test Personalization: Test subject lines and content variations to optimize performance.


✅ Keep Data Updated: Regularly refresh custom properties and segments to maintain accuracy.


Conclusion


Using Klaviyo email personalization, brands can create highly targeted, engaging campaigns that drive conversions. By implementing merge tags, custom properties, audience segmentation, dynamic content, and automated flows, you can craft experiences tailored to each subscriber.


📩 If your email program isn’t maximizing engagement, let’s talk.At Dispatch, we help brands optimize email & SMS marketing for better performance.


👉 Connect with Dispatch today to take your email marketing strategy to the next level.

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