In today’s email marketing landscape, relevance is everything. Customers expect personalized experiences that speak to their interests, behaviors, and needs. One of the most powerful tools in Klaviyo to achieve this is the dynamic content block.
Instead of sending separate versions of an email to different segments, dynamic content blocks allow you to automatically tailor content inside a single email based on each subscriber’s profile data, behavior, or preferences. The result? More relevant experiences, higher clicks, and stronger customer engagement.
What Are Dynamic Content Blocks in Klaviyo?
Dynamic content blocks are modular sections within an email that change depending on who receives it. Klaviyo uses customer data — such as purchase history, location, gender, loyalty status, or engagement behavior — to decide what content displays to each subscriber.
For example, two people may receive the same campaign email, but see entirely different product recommendations, offers, or CTAs based on their unique profiles.
Why Dynamic Content Blocks Matter
The beauty of dynamic content blocks is efficiency: instead of building multiple emails for different segments, you create one email with multiple tailored experiences. This not only saves time but ensures every recipient sees messaging that resonates.
Key benefits include:
- Increased CR – Personalized recommendations and targeted offers encourage more clicks.
- Higher engagement – Customers are more likely to interact when the content feels relevant to them.
- Stronger loyalty – Delivering value through personalization shows customers you understand them.
- Improved efficiency – Build one master email instead of juggling multiple versions.
- Reduce Unsubscribes: When subscribers consistently receive content that’s tailored to their interests, they’re far less likely to disengage or hit “unsubscribe.”
- Boost Revenue: Personalized product recommendations and conditional discounts not only capture attention but also drive higher conversions, leading to stronger sales and long-term revenue growth.
Ways to Use Dynamic Content Blocks to Drive Engagement
Here are some of the most effective applications in Klaviyo:
1. Personalized Product Recommendations
Use dynamic blocks to show customers content related to their previous purchases or to cross-sell complementary items. For example, if someone recently bought skincare, display complementary items like serums or moisturizers.
2. Conditional Discounts
Reward VIPs or first-time buyers with exclusive offers. For instance, “Free Gift with Purchase” may show for new subscribers, while returning customers see “20% Off as a Thank You.”
3. Location-Specific Content
Use dynamic blocks to display local store events, region-specific shipping updates, or seasonal promotions depending on the subscriber’s location.
4. Loyalty Benefits
Highlight reward points, referral bonuses, or member-only perks for loyalty program members — while hiding these blocks from non-members.
5. Hide Irrelevant Content After Purchase
If someone has already purchased a product, hide any blocks that promote it, and replace them with accessories, upgrades, or cross-sell opportunities.
6. Optimized Sign-Up Forms
Present a tap-to-text option for SMS on mobile devices and a phone number input on desktop within the same sign-up form. Each of these tactics ensures customers only see what’s most relevant to them, creating a valuable and tailored experience.
7. Abandoned Cart Recovery
Show the specific products a customer left in their cart to encourage them to return and complete their purchase.
Setting Up Dynamic Content Blocks in Klaviyo
Let’s say you’re an e-commerce brand selling coffee products. You want to send a promotional email but make it more engaging with personalized blocks.
Step 1: Create Your Base Email
- Start with a standard campaign in Klaviyo (e.g., “Shop Our Coffee Collection”).
Step 2: Add a Dynamic Block
- Insert a product block into your email template.
- Select “Show/Hide Logic” in the block settings.
Step 3: Define Display Conditions
- For customers tagged as espresso lovers, show new espresso blends.
- For filter coffee fans, show ground coffee bags.
- For VIP loyalty members, display a 20% off block.
Step 4: Add Fallback Content
- Always include default content for subscribers who don’t meet any condition, ensuring no blank sections.
Step 5: Test Before Sending
- Preview the email as different customer profiles to confirm the correct blocks appear.
Now, instead of sending three different emails, you’ve created one dynamic email that adapts automatically to each subscriber.
The Bottom Line
Dynamic content blocks in Klaviyo transform email marketing from generic blasts into personalized conversations. By tailoring messages with product recommendations, conditional offers, location-specific content, and loyalty benefits, you deliver value that resonates deeply with each subscriber.
The result? Higher click-through rates, stronger engagement, and more revenue — without the burden of building multiple campaigns.
In email marketing today, personalization isn’t just a nice-to-have — it’s the difference between being ignored and being irresistible. Dynamic content blocks make that personalization scalable, efficient, and impactful.
