Expanding the use cases of email personalization is one of the biggest priorities for email marketers for the next year.
And we are not surprised.
Your subscribers have seen basic email personalization tactics like “First name in the subject line” so often that they are barely finding them “personal” anymore.
To top it off, if you’ve only personalized the envelope content, and subscribers dig deeper only to find that it’s an email for everyone, it’s likely to hurt your email performance.
Alison Gootee from Braze shared this with Litmus. We love it so much that sharing it here as well—“Less competition with crap in the inbox means that people are going to see your stuff sooner, better, and more accurately.”
Long story short, the more personalized your emails are, the more impactful the experience they create in the inbox. This is when Klaviyo comes into play.
In this blog, we’ll walk you through advanced personalization tactics you can use with your Klaviyo email templates to connect with your audience on a deeper level.
Advanced Email Personalization Tactics For Klaviyo Email Templates
So, what does advanced personalization look like with pre-built Klaviyo emails?
Klaviyo makes it easy for marketers to go deeper with personalization through its unique combination of pre-built Klaviyo segmenting, tagging, and leveraging behavioral data.
Let's explore great ways to build personalized emails by improving your Klaviyo email template personalization!
But before you start implementing these tactics, you must understand who you should target in these personalized emails. Segments allow you to understand a specific audience based on past activities and unique properties.
Dynamic Email Content Blocks
With dynamic email content, you tailor your Klaviyo email template to include relevant content that appeals to individual subscriber’s interests.
Klaviyo’s dynamic content blocks let you personalize different sections based on each reader’s interests and past behavior.
Does that mean the entire email is crafted differently for every subscriber?
No. It means only specific aspects are personalized, keeping the rest of the copy the same for everyone in your email contact list. So, instead of sending emails with promo codes to your entire contact list, you can create separate Klaviyo email templates—one with a promo code and one without it.
Here are some email elements you can personalize:
- Email Copy: Swap out paragraphs or sentences to customize for each audience.
- Visuals: Personalize images, videos, or GIFs.
- Buttons: Adapt CTA text based on user history.
- Product Offers: Show specific product recommendations based on a subscriber’s purchase history.
- Footer: Customize sign-offs or add links based on user segment.
Behavioral Triggers
Behavioral triggers help you respond to what your subscribers do. You can send them tailored emails at the right time.
Imagine someone looking at your newest collection but not buying anything. A helpful browse-abandonment email can change that. This email can remind them of what they liked. You might also offer free shipping. It could be just what they need to make a buy!
Klaviyo filters help you target exactly who should receive an email within an automated flow.
With trigger filters, you can set specific criteria for an action. Let’s say an email is triggered when a customer places an order. You can apply a trigger filter and narrow it down to only those who have bought a certain product type.
Want to use filters that go even deeper? Apply Klaviyo profile filters. These apply not just when a user enters the flow but also before each email goes out. Meaning if a subscriber stops meeting the criteria after a point, they’re automatically removed from the flow. Profile filters help keep the emails personalized and relevant by checking each subscriber’s status throughout the flow.
Personalize Product Recommendations
Integrate product recommendations in your Klaviyo email templates not just for the sake of doing it but to raise the bar for personalization. Make each suggestion feel hand-picked for individual subscribers. Rules-based product recommendations in Klaviyo will help you do that.
The platform’s user-friendly interface and advanced filters offer you absolutely unique ways to display well-matched products that will delight every customer.
How exactly can you deliver deeper customization? Multiple options for that.
One way is to build a product feed that shows customers the recently viewed products. It reminds them about the products they nearly bought or the latest arrivals they might have missed.
Often, when emailing a new customer, you won’t have much insight into their purchase history or browsing activity. No need to worry—you can still use rules-based product recommendations.
In which case, select a fallback sort order—just your best-sellers. This will not only make sense to the new customers but also encourage them to make their first purchase.
You can be more granular in your approach by adding price and inventory filters after deciding which products to display. These filters ensure you’re not recommending items that are about to go out of stock and that the suggestions fit within your customer’s budget.
Feature Customer Reviews
When it comes to building trust in your brand, nothing better than the reviews coming from fellow customers.
With Klaviyo Reviews, you can feature testimonials and star ratings in your Klaviyo email templates and create social proof.
In a more straightforward approach, you can feature 4-—to 5-star reviews of a relevant product. Just select the product you’d like to highlight and send it to those who are likely interested but need social proof that the item is worth the purchase.
If you want all the recipients to see the same review, Static review is the route to take. However, we recommend using the Dynamic review feature for a higher level of personalization. This means you pick and display customer reviews based on each customer’s unique interaction.
A customer who left an item in their cart will receive an email with a review highlighting exactly why a customer loves that item. This feature only works in event-triggered flows with product information.
Wrapping Up
Personalizing your Klaviyo email templates is less about ticking boxes and more about creating hand-picked messages for your audience.
Done well, they strengthen trust in your brand, increase engagement, and drive ROI for your business.
Here’s a quick checklist to keep in mind as you go:
- Know your audience, like really know. Use data to segment by behaviors, preferences, and past actions.
- Use dynamic content. Show and hide sections based on each recipient’s interactions with your brand.
- Lean on behavioral triggers. Let customer actions guide your emails’ timing and focus.
- Showcase real and relevant customer reviews. Serve customer testimonials tailored to what each subscriber is looking for.
- Test and refine. Analyze results and fine-tune your approach to fit your audience’s changing needs.
