Setting up dynamic content blocks in Klaviyo emails

Setting up dynamic content blocks in Klaviyo emails allows you to personalize the content of your emails based on different customer segments and behaviors. Here’s how you can set up dynamic content blocks in Klaviyo:

Step-by-Step Guide to Setting Up Dynamic Content Blocks

Step 1: Create a New Campaign or Flow Email

1. Login to Klaviyo: Go to your Klaviyo account.
2. Navigate to Campaigns or Flows: Depending on whether you want to send a one-time email or an automated series, click on “Campaigns” or “Flows” in the left-hand menu.
3. Create a New Campaign or Flow: Click on “Create Campaign” for one-time emails or select a flow to add dynamic content to.

Step 2: Design Your Email Template

1. Select Template: Choose an email template to start with, or create one from scratch.
2. Drag and Drop Blocks: Use the drag-and-drop editor to add text, images, buttons, and other content blocks to your email.

Step 3: Add Dynamic Content Blocks

1. Conditional Logic: Click on the content block you want to make dynamic.
2. Settings: In the block settings, look for an option to add conditions. This is usually under an “Advanced” or “Conditional” tab.
3. Set Conditions: Define the conditions under which the content block should be displayed. For example:
   • Segment Membership: Show a block only to certain segments (e.g., VIP customers, recent purchasers).
   • Profile Properties: Use properties like location, gender, or custom profile fields.
   • Behavioral Data: Trigger content based on past behaviors such as purchases or email opens.

Step 4: Use Personalization Tokens

1. Insert Tokens: Within any text block, you can insert personalization tokens by typing {% and selecting the appropriate token from the list. Common tokens include:
   • {% first_name %}
   • {% last_order_date %}
   • {% location %}
2. Customize Content: Write your content using these tokens to dynamically insert personalized information for each recipient.

Step 5: Test Your Dynamic Content

1. Preview: Use the preview feature to see how the email looks for different recipients. You can select different profiles to see how the dynamic content changes.
2. Send Test Emails: Send test emails to yourself and other team members to ensure the dynamic content displays correctly.

Step 6: Save and Send

1. Save Template: Save your email template once you’re satisfied with the dynamic content setup.
2. Schedule or Activate: If it’s a campaign, schedule the send time. If it’s a flow, activate the flow to start sending emails based on the defined triggers.

Example Use Cases for Dynamic Content Blocks

Welcome Email Series

1. New Subscribers: Show a special welcome message and discount code.
2. Returning Customers: Display a personalized thank-you message and product recommendations based on past purchases.

Abandoned Cart Emails

1. First-Time Abandoners: Show a friendly reminder with a discount code.
2. Repeat Abandoners: Show a message highlighting the urgency and scarcity of the items in their cart.

Product Recommendations

1. Recent Buyers: Show products that complement their recent purchase.
2. Browsers: Display products they recently viewed but did not purchase.

Best Practices for Dynamic Content

1. Keep It Relevant: Only show dynamic content that adds value to the recipient. Irrelevant content can lead to lower engagement.
2. Test and Optimize: Regularly test and analyze the performance of your dynamic content to make improvements.
3. Use High-Quality Data: Ensure the data you’re using for personalization is accurate and up-to-date.

By using dynamic content blocks effectively, you can create highly personalized and engaging emails that resonate with your audience, leading to higher open rates, click-through rates, and conversions.