Guide to Email Personalization

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Email personalization is at the core of great marketing. Klaviyo makes it easy to send targeted messages to your subscribers to build brand loyalty and brand community. Getting the right message to the correct audience is crucial to building an engaged customer base that comes back for a second and third purchase. This guide will run through how best to personalize your emails and give you tips on how to continue personalizing the shopping experience beyond email for each of your subscribers.

Before You Get Started

Before you jump into building your personalized emails, it’s important to think about your brand as a whole in order to properly segment your messaging.

Gather Information

If you have specific marketing personas, that’s a good place to start. If you don’t, check out our guide to Identifying the Audience for Your Ecommerce Store for a step-by-step guide and helpful template to build out your brand’s personas.

Once you have a solid, high-level idea of who your brand appeals to, continue to get to know your customers in a more granular way by asking them for information about themselves and their shopping interests. You can do this through a Klaviyo signup form, using buttons in emails, and also through a quiz integration.

Klaviyo Form

If you decide to use a Klaviyo form, build out a popup or flyout that asks questions around a browser’s collection preference, the motivation for their shopping, or their favorite color.


These questions should be based on how you want to segment your audience so that you can build out more targeted messages. 

Buttons to Collect Information

You can use buttons in your emails to gather information about your recipients.


A great way to gather information is during your welcome series flow when customers are the most excited about your brand. Head to our guide Use Buttons in an Email to Collect Information About Your Recipients for more information.

Third-Party Quiz Platform

If you use a third-party platform to host a quiz, integrate the platform with Klaviyo, build out your quiz in the integration, and publish it on your site.


As browsers fill out the quiz, data from the quiz will populate into your account.

Create Segments for Personalization

After you’ve gathered the information that you need for personalization, create segments for the different groups that you want to target.

Basic Segmentation

To start, you should have an engaged, unengaged, and VIP segment. Your engaged segment contains your customers who are the most excited about your brand. This should be the group you email most frequently to keep them up to date on your brand.


Conversely, your unengaged segment contains those who have not recently displayed interest in your brand. Exclude this group from all of your campaign sends and consider suppressing them to avoid accidentally messaging them.


Lastly, your VIP segment contains your customers that go above and beyond for your brand. What is considered a VIP will look different for each brand. Check out our guide to building a VIP program to learn more about how you can identify and nurture your VIP customers.


Make your VIPs feel special by clueing them into product releases early, asking for their feedback on your brand, and giving them access to any in-person events you may have.

These three segments form a good start for sending targeted messaging. Let’s dive into how you can build upon these segments to further personalize communication with your customers.

Behavior Targeting

During the course of the customer journey, your customers will want to hear from you in different ways. Building out segments around someone’s shopping behaviors is an easy way to ensure that customers get the right information based on their engagement with your brand. Head to our article on Create Customer Engagement Tiers for inspiration on the different types of segments you can build based on behavioral information.

  • Most commonly, brands build segments around the following conditions.
  • Signed up recently, has not yet purchased
  • Almost meets the conditions of your VIP threshold
  • Lapsed engaged customers
  • Lapsed VIP customers
  • Passed their expected date of next order by a substantial amount of time

Demographic Targeting

While you can show different content in your emails based on demographic information, as we’ll cover in the next section, you can also segment your customers based on demographic information and create different campaigns for each group. Sending separate campaigns instead of showing blocks to certain people in the same campaign is a best practice when the email that you want to send is a particularly lengthy one, as to avoid the email being clipped by an inbox provider.

The demographic information you choose to segment on will vary depending on the personas that we touched upon in the first section. Some common segments to target are based on someone’s predicted gender, location, collection interest, and how they found your brand. For example, if you sell shoes, you might create a gender segment, but if you sell outdoor equipment, location might play a bigger role in your marketing. Create a few segments that you find particularly meaningful to your brand to get started.

Email Personalization Tips

With your brand in mind and after building out key segments, let’s highlight how you can personalize your emails.

Insert Properties

Klaviyo makes personalization easy by pulling customer data directly into your email templates. As you’re adding in text blocks to your emails, you can pull in profile properties by selecting the Insert Property dropdown.


You can pull in someone’s first name, last name, the collection they are interested in, etc. In the birthday email below, we are pulling in someone’s first name to provide a more personal touch.


Likewise, the subject line pulls in their birth date to make the email feel targeted, as well.


You’ll want to include a default whenever you’re pulling in profile properties. In the above examples, there is a default to fall back for both properties if we don’t have insight into the property we are searching for. In the birthday email example, if there is no information on someone’s first name, their message will read “Happy Birthday, Gorgeous.”

Additionally, you can pull in information from your third-party integrations using the Insert Property dropdown. If you’re using a review or rewards program, this could be a great place to include information on your recipient’s reward level or how many points they have accumulated.

Learn more about how you can include profile properties in email templates in our Profile Properties Guide.

Show/Hide Blocks

You can choose to show different content to customers based on the information you have about them. For instance, you can showcase your women’s collection more prominently in your email to customers who have expressed interest in your women’s collection. Another common example is showing location-specific offers, like free domestic shipping, using someone’s location. For more information on using show/hide blocks, head to our article on Using the Show/Hide Block Feature to Personalize Your Emails.

Next Step in Personalizing

After you’ve customized your templates, continue to personalize someone’s shopping experience using signup forms, flows, and in your social media advertising.

Signup Forms

You can continue someone’s personalized email experience after they click your email onto your site. For instance, if you want to collect more information about your customers, but don’t want to do it directly in your email, you can add a special UTM tag to your call-to-action button and trigger a signup form to display to people who click on your email.

Additionally, you can show a special signup form that will only display to the segments that you built in the first section of this guide. For instance, build a segment of customers who browsed your site but didn’t purchase in the last five days.


You can display a special offer to those customers to try to get them to convert when they come back to your site.


Flows are an easy place to target your messaging because they are triggered by customer behavior. You can add conditional and trigger splits to change the content of your emails based on shopping behavior and profile data.


To understand the different splits you can add to your flows, check out our article on Introduction to Flow Branching.

Additionally, if you want to track someone’s journey through flows, use the update profile property action to flag customers going through your flow. A common use case is to flag customers that are going through your welcome series and exclude them from campaign sends so they are not bombarded with emails from you.



In your social media advertising, you can use segments from Klaviyo to personalize your social media ads. This will allow you to stay front of mind for customers whose expected date of next order is in the near future or to re-engage lapsed customers. For more information head to our article on Guide to Advanced Targeting on Facebook and Instagram.

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