The power of personalization
According to Octane AI, 80% of consumers are more likely to buy from a brand that gives them personalized experiences. How can you better personalize content across channels?
This starts by understanding key touchpoints in the customer journey to ensure you are speaking to them: their behaviors, attributes, preferences, and more. Let’s dive into what this looks like in action with an example from SWAK Cosmetics.
Now that we’ve discussed why and what you can do to personalize messages in Klaviyo, let’s dive in to how. We’ll run through best practices and key steps to take to build a personalized message, starting with email below.
Design personalized emails
Once you’ve determined who to target, it’s time to build out email content. Let’s run through a few key strategies to seamlessly tailor your email sends to each individual recipient. You’ll also see related examples that show how brands across industries can implement each of these strategies in Klaviyo.
Add personalization tags
Personalization tags populate content about a recipient, such as their first name, favorite color, or recently viewed items. You can add them directly into your email template copy as well as the subject line.
How:
- Select personalization tags from the Add personalization menu in the email editor when building your next message.
- Add default text; meaning, if Klaviyo does not have a value for the property, then default text will appear in its place. For example, if you start your email with:
Hi there {{ first_name|default:'friend' }} and you do not have their first name saved, then the email will say: “Hi there friend.”
Show or hide specific content blocks
Show/hide blocks will only appear to certain recipients. That means that you can save time by building one base email, and then set certain portions of that email to only appear to those who relate to the content.
How:
- Select the block you want to appear to certain groups.
- Select Display Options.
- Click Create Logic.
- Add this condition: person|lookup:'Profile property' == 'Property value'.
Note: While show/hide blocks are a great time-saving personalization tool, you may want to create separate emails for each target segment instead when your email becomes particularly lengthy.
Promote relevant products
Incorporate relevant product blocks in emails to spur a customer’s next purchase. For instance, show information based on what they recently browsed.
How:
You can create either of the following blocks to emails by dragging in the Product option from the email template editor:
- Static: will show product information that you manually select from your catalog; then, target a segment that may be interested in this.
- Dynamic: will populate the product information most relevant to your recipient based on conditions you set; it pulls from a dynamic catalog feed.
Incorporate customer reviews
Feature 4- to 5-star reviews of a relevant product in your email. You can select the exact product you’d like highlighted, then send to those who are most interested in that product but may need to see social proof that this item is worth the purchase.
How: You must enable Klaviyo Reviews in your account to access this option.
- Drag a Review quote block into your email.
- Select the review you’d like to feature.
- Customize the format to align with the style of your email.
Bonus tips: Save relevant blocks to use again in the future in your account. As you build personalized blocks for your emails, click the star icon to save content, and then reuse them across your emails going forward. Plus, if you have specific templates that are useful in one account, you can likewise clone the template across accounts.