How to customize your emails on Klaviyo?

Optimizing Email Personalization in Klaviyo

Personalization in email marketing allows for creating messages tailored to customer behavior and preferences. Klaviyo facilitates this approach through personalization tags and dynamic variables, thereby enhancing engagement and conversions.

Why is personalization essential?

• Personalized emails generate 6x more transactions than generic emails.
• The open rate increases by 29% with relevant personalization.
• Revenue per email can be multiplied by 5.7 thanks to personalization.

The fundamentals of Klaviyo personalization tags

Personalization tags are replaced with specific data when sent.

Standard profile tags:

• {{ first_name }} – First Name
• {{ last_name }} – Last Name
• {{ email }} – Email Address

Custom profile tags:

• {{ person.anniversaire }} – Birthday
• {{ person.programme_fidelite }} – Loyalty Program Level

Event tags:

• {{ event.OrderNumber }} – Order Number
• {{ event.Total|price }} – Formatted Total Amount

Advanced syntax and formatting

Formatting filters:

• {{ first_name|default:”friend” }} – Default value if the variable is empty
• {{ first_name|title }} – Capitalizes the first letter

Adaptive conditions:

{% if first_name %}
  Hello {{ first_name }},
{% else %}
  Hello,
{% endif %}

Practical implementation

1. Access the Klaviyo email editor.
2. Insert a tag at the desired location.
3. Use the "Preview as" function to test with different profiles.

High-impact use cases

• Welcome emails: "Welcome {{ first_name }}!"
• Product recommendations: "Discover our suggestions based on {{ person.last_viewed_category }}"
• Birthday reminders: "{{ first_name }}, enjoy your birthday discount!"

Best practices

• Regularly clean your database.
• Systematically test before each send.
• Use default values to avoid empty fields.

Discover how to personalize emails by language in our article here.

Conclusion

Mastering personalization in Klaviyo maximizes engagement and conversions. Gradually implement these strategies and analyze the results to optimize your return on investment.