Dynamic Content in Klaviyo: Personalization That Actually Moves Revenue

"Hi " isn't personalization. It's a mail merge.

Real personalization is showing a customer in Phoenix a different product recommendation than a customer in Minneapolis — because one needs SPF 50 and the other needs a winter moisturizer. It's showing a VIP customer a "thank you for being loyal" message while showing a first-time buyer "here's why 12,000 people love us." It's featuring the exact products someone browsed last week at the top of their campaign email — without creating separate emails for every segment.

That's what Klaviyo's dynamic content does. And most brands are barely scratching the surface.

At GOSH Digital, we use dynamic content blocks across every major email campaign and flow for our 150+ clients. The revenue impact is consistent: 30-50% more revenue per send compared to static, one-size-fits-all emails. Same list. Same send. Better results — because every recipient sees content that's relevant to them.

What Dynamic Content Actually Is

Dynamic content in Klaviyo lets you show different content blocks to different recipients within a single email — based on their profile properties, behavior, location, segment membership, or any other data point Klaviyo has about them.

You build one email. Klaviyo automatically swaps sections based on who's receiving it.

Simple example: You have a campaign promoting winter products. With dynamic content:

• Customers in cold climates see winter coats and warm accessories
• Customers in warm climates see lightweight layers and transitional pieces
• Customers who've bought winter products before see "new arrivals in your favorite category"
• Customers who haven't see "discover our winter collection"

One email, four experiences. Zero extra design work per segment.

The 6 Dynamic Content Strategies That Drive the Most Revenue

Strategy 1: Product Recommendations Based on Browse/Purchase History

This is the highest-ROI use of dynamic content. Period.

How it works: Klaviyo can dynamically insert product recommendations based on what each recipient has browsed, purchased, or added to their cart. Instead of featuring the same 4 products to everyone, each person sees products chosen specifically for them.

Types of product recommendations:

• Based on browsing history: "Still thinking about these?" with the exact products they viewed
• Based on purchase history: "You might also like..." with complementary products
• Bestsellers in their preferred category: If they always buy skincare, show top skincare products
• New arrivals in their category: Personalized "what's new" based on past behavior

Setting it up in Klaviyo:

1. In the email editor, add a "Product" block
2. Choose "Dynamic" as the product source
3. Select the recommendation algorithm (Recently Viewed, Frequently Bought Together, Popular in Category)
4. Set the number of products to display (3-6 is optimal)
5. Klaviyo handles the rest — every recipient sees different products

Revenue impact: Dynamic product recommendations increase click-through rates by 25-40% and revenue per email by 30-60% compared to static product features. Across our client base, this single feature generates more incremental revenue than any other personalization tactic.

Strategy 2: Content Blocks Based on Customer Lifecycle

Different customers need different messages. A first-time browser needs trust signals. A repeat buyer needs new product discovery. A lapsing customer needs re-engagement.

How to implement:

Create conditional content blocks that show/hide based on the customer's lifecycle stage:

For first-time subscribers (0 orders):

• Show: Trust signals, reviews, brand story, first-purchase incentive
• Hide: Loyalty program perks, reorder reminders

For one-time buyers (1 order):

• Show: "Complete the set" cross-sells, review request, referral program
• Hide: First-purchase incentive (they already used it)

For repeat buyers (2-4 orders):

• Show: New arrivals, early access offers, loyalty tier progress
• Hide: Basic trust signals (they already trust you)

For VIPs (5+ orders):

• Show: VIP-exclusive products, personal thank you, founder note
• Hide: Generic social proof (they ARE the social proof)

Setting it up: Use Klaviyo's "Show/Hide" conditional logic on content blocks. The condition checks a profile property (like "Number of Orders") and shows or hides the block accordingly.

Strategy 3: Location-Based Content

This is underused and incredibly effective — especially for brands with seasonal products, regional events, or location-sensitive messaging.

Examples:

• Weather-based recommendations: Show customers in cold regions your warmest products. Show customers in warm regions your light and breathable products.
• Regional events: Show customers in Texas your rodeo-themed collection. Show customers in New York your fashion week picks.
• Shipping-relevant messaging: Show domestic customers "Free 2-day shipping." Show international customers "Ships worldwide — arrives in 7-10 days."
• Currency-relevant pricing: Show US customers prices in USD. Show UK customers prices in GBP.

Setting it up: Use the "Country" or "Region" profile property in your conditional content blocks. Klaviyo populates these automatically from signup and purchase data.

Strategy 4: Engagement-Based Content Depth

Not everyone reads your emails the same way. Some people scan for 2 seconds and click. Others read every word. Your email should adapt.

For highly engaged subscribers (high open and click rates):

• Show: Longer content blocks, detailed product descriptions, editorial content, blog links
• They're invested — give them the full story

For low-engagement subscribers (rarely open, rarely click):

• Show: Short, punchy content. One product. One CTA. Bold offer.
• You've got 3 seconds of their attention — make it count

Setting it up: Create a custom property or segment for engagement level. Use Klaviyo's engagement metrics (opens in last 30 days, clicks in last 30 days) to categorize subscribers as high, medium, or low engagement. Then set conditional blocks based on this property.

Strategy 5: Gender-Based Product Curation

If your brand sells products for different genders, showing everyone the full catalog is wasteful. Show each recipient the products most likely to be relevant.

The nuance: Don't just rely on Klaviyo's predicted gender. Use purchase behavior as the primary signal. If someone has purchased from your women's collection 3 times, show them women's products — regardless of what Klaviyo's prediction says.

Setting it up: Create a custom property called something like "Shopping Preference" based on past purchase categories. Use this property for conditional content blocks that show gender-relevant products and messaging.

Revenue impact: Gender-targeted product blocks increase click-through rates by 20-35% because every product shown is potentially relevant, not a 50/50 gamble.

Strategy 6: Offer Personalization Based on Customer Value

This is where dynamic content gets strategic. Instead of giving everyone the same discount, tailor the offer based on what each customer needs to convert.

VIP customers (high CLV): Show no discount or a minimal exclusive perk: "VIP early access — shop before everyone else." VIPs don't need discounts to buy. Don't train them to wait for one.

Mid-tier customers: Show a moderate incentive: "15% off this weekend." Enough to nudge without destroying margins.

At-risk customers: Show a stronger incentive: "We miss you — here's 25% off to welcome you back." This is a retention play — the deeper discount is worth it to prevent churn.

Discount-seekers (always buy on promotion): Show the promotion, but pair it with a minimum spend: "20% off orders over $75." This protects your AOV while giving them the deal they're looking for.

Setting it up: Use predicted CLV or segment membership as the conditional logic for showing different offer blocks within the same email.

Building a Dynamic Campaign: Step by Step

Let me walk through building an actual campaign with dynamic content:

Campaign goal: Monthly newsletter with product recommendations and an offer.

Step 1: Create the email in Klaviyo's editor with your standard header and footer.

Step 2: Add your first content block — the hero image and headline. This can be static (same for everyone) or dynamic (different hero based on segment).

Step 3: Add a dynamic product recommendation block. Set it to show "Recently Viewed" products for each recipient. Fall back to "Bestsellers" for recipients with no browsing data.

Step 4: Add a conditional content block for the offer section:

• Condition 1: If predicted CLV is high → show "VIP early access" messaging, no discount
• Condition 2: If predicted CLV is medium → show "15% off with code SAVE15"
• Condition 3: If predicted CLV is low → show "25% off with code COMEBACK25"

Step 5: Add a conditional block for supplementary content:

• If engagement is high → show a blog post or educational content
• If engagement is low → show nothing (keep the email short)

Step 6: Add your standard footer with unsubscribe and contact info.

Result: One email. Built once. Every recipient gets a personalized combination of products, offers, and content depth tailored to their profile.

Common Mistakes

Mistake 1: Too many conditions. If you have 15 different conditional blocks, the email becomes impossible to QA and maintain. Stick to 3-5 dynamic elements per email.

Mistake 2: Not testing fallbacks. What happens when Klaviyo doesn't have data for a recipient? If someone has no browsing history, no purchase history, and no location data, what do they see? Always set a default/fallback for every dynamic block.

Mistake 3: Forgetting to preview. Klaviyo lets you preview emails as specific profiles. Before sending, preview as 5-10 different profiles across your key segments to make sure every version looks right.

Mistake 4: Dynamic content without dynamic subject lines. The subject line is the first thing people see. If the email content is personalized but the subject line is generic, you're losing opens. Use conditional subject lines in Klaviyo to match the dynamic content inside.

Mistake 5: Over-personalizing. Showing someone "We noticed you looked at the blue sweater at 3:47 PM on Tuesday" is creepy, not helpful. Personalization should feel helpful and relevant — not surveillance-like.

Dynamic content is the bridge between "sending emails" and "having conversations at scale." Build it once, let Klaviyo personalize it for thousands of recipients, and watch your revenue per send climb.

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Mark Cijo is the founder of GOSH Digital, a Klaviyo Gold Partner agency that's driven over $70M in revenue for 150+ eCommerce brands. Want us to build dynamic email campaigns that convert? Book a free strategy call.