For many, personalization means cloning campaigns for different segments and rewriting content from scratch. That slows things down, increases the chance of mistakes, and burns time your team could spend elsewhere.
There’s a simpler way.
With Klaviyo’s dynamic content tools, you can build one campaign and change what each subscriber sees based on their profile, behavior, or preferences. This includes offers, product blocks, banners, and messages.
You keep everything relevant without juggling a dozen versions.
Personalized messages feel more relevant, which keeps customers engaged. According to McKinsey, 71% of consumers expect personalized communication from brands. When they get it, engagement rises. When they don’t, many tune out or unsubscribe.
Relevance also drives trust. Showing discounts only to new customers avoids alienating your returning buyers. Featuring new products only to those who haven’t purchased helps avoid fatigue. Small shifts in tone or messaging make the brand feel sharper, more thoughtful, and more in touch.
Klaviyo dynamic variables work by wrapping certain content blocks in logic. This is done using the show/hide block feature.
Here’s a basic example using conditional logic:
{% if person|lookup:’IsCustomer’ == ‘true’ %}
<!– Customer-specific content –>
{% else %}
<!– New visitor discount offer –>
{% endif %}
You can do this in headers, product blocks, footers, or even full content sections. Klaviyo lets you preview the email from different recipient perspectives before sending.
New subscribers see a 10% off offer. Returning customers get a thank-you message instead.
Hide new product announcements from customers who’ve already tried the item. Focus instead on converting new traffic.
If a subscriber clicked on your Black Friday teaser, show them a countdown. If not, skip it.
Create a profile property for subscribers who opted out of sensitive seasonal campaigns. Use dynamic logic to exclude those blocks.
People who entered your giveaway see a banner update or winner announcement. The rest of your list sees the usual message.
Low-balance customers see a reminder to redeem points. High-balance users see a progress bar toward their next tier.
One Shawfire client was sending five separate campaigns every week to manage different audience segments. After switching to dynamic blocks, we merged everything into one master email. The team saved over 8 hours per week and increased click-through rates by 22%.
This change also improved consistency. Every message was aligned. No more version conflicts or last-minute rewrites.
If you’re still duplicating campaigns for every segment, we can simplify your stack, improve deliverability, and boost performance.
Get in touch if you'd like us to take a look.
