Take your emails to the next level with dynamic content blocks

It’s common for US-based companies to design special campaigns around the 4th of July because, well, that date is obviously very important for Americans. Same with other national Holidays like Halloween or Mother’s or Father’s Day.

The problem is that as you grow, you’re more than likely to get more and more international clients and while the 4th is important for your domestic customers, for other’s it’s just another day in July. Even with holidays like Father’s Day, which is celebrated around the world, it’s not done on the same date in each country. The dates differ by months.

And when you want to show your appreciation for Canada Day, adding those greetings to your general campaign doesn’t make sense – it’s important for a sub-group of your customers, not everyone.

To get around this problem, you can use content blocks that appear for some people but not others. In Klaviyo, it’s done via dynamic content blocks and to understand how they work, keep on reading.

Customization via Dynamic Content Blocks

In Klaviyo, with every block (element) you add to your campaign, you have the choice of making it static or dynamic.

By default, all blocks are static meaning that they’ll display to everyone who receives the email. By switching the block to dynamic mode, you can set the profile properties and/or event variables to control who sees a given block.

You set the mode by clicking the “?” icon next to the block name. There you can toggle the mode “On” or “Off” and set the conditions under which the block is shown.

dynamic content

The conditions under which a block is shown can be based on two bigger groups of variables. Either profile variables (countries, cities, regions, states etc) or event variables (actions your customers have taken in your online store), but since the event variables can only be used in emails which are within a flow, we’ll concentrate on profile variables in this article.

Profile Variables

Profile variables are the variables that can be seen in a customer’s profile when you go to the Profiles tab in Klaviyo. For Klaviyo-specific variables, the format is always person.[Property Name].

In the example below, the block will only appear for recipients who live in Canada:

dynamic content

Continuing with the Country variable, other logical operations that can be used when setting condition(s) include:

  • Show block if property equals A
    person.Country = “A”
  • Show block if property doesn’t equal A
    person.Country != “A”
  • Show block if property isn’t set
    not person.Country
  • Show block if property doesn’t equal A or B
    person.Country != “A” and person.Country != “B”

You can use “or” statements to target people who have inputted one custom property or another.

For example, you may want to target people who live in Boston OR Providence:

  • Show block if property equals Boston or Providence: person.City = “Boston” OR person.city = “Providence”

However, please note that if you want to target people who do NOT live in Boston or Providence, you would use the following logic:

  • Show block if property doesn’t equal Boston or Providence: person.City != “Boston” AND person.City != “Providence”

You have to use the “and” syntax because you want to capture people who both do not live in Boston AND people who do not live in Providence.

Custom Properties

If you’ve added extra properties to individual contacts in Klaviyo, you can use them as dynamic content in an email with the person variable and the lookup filter. Custom properties are stored on a contact’s profile under the Custom Properties section.

The filter you will use will always be: person|lookup:'[Custom Property]’='[X]’

For this next example, let’s say that you’re targeting male and female customers with different targeted offers. For this, you first have to start collecting gender information from your customers by asking for it in a signup form or within email campaigns you send.

To target females, use the following: person|lookup:’gender’= “female”

And for males, use this one instead: person|lookup:’gender’= “male”

Additionally, you can use this operator to display the block when the lookup property is not set: not person|lookup:’gender’

This last one doesn’t make a lot of sense when gender is concerned, but can be useful when using other custom properties.

Like with Profile Variables, you can also use “or” statements when setting conditions to make sure that you capture everyone. This is especially useful when dealing with different possible spellings of a word.

With gender, the spelling could either look like“female” or “Female” – both are correct. To capture both groups in your targeting, you would use the following syntax: person|lookup:’gender’=’female’ or person|lookup:’gender’=’Female’

Use Cases

These are just examples of how profile variables and custom properties can be used. There really isn’t a right or wrong way to go about it – let your imagination run wild!

  • Special offers for Mother’s Day/Father’s Day that appear only for customers of the opposite sex
  • Shipping offers based on location. For example same-day delivery for local clients, free shipping for the continental US, discounted shipping for Canadian clients.
  • Customized messages for customers in a country with a national holiday on or near the time of a campaign launch
  • Special back-to-school offers for customers with children
  • Dynamic discount/coupon rate dependant on the previous purchases of the customer – needs to have custom tags added to profiles beforehand to make it work.  

Final Thoughts

Using Dynamic Content Blocks is an awesome way to design totally different experiences for your customers around the world without having to send out a multitude of different campaigns, all the important stuff can be displayed or blocked all within one email via dynamic blocks.

The use cases for this are literally endless. You can take a look at the few examples given in this article and iterate more on your own. We are very much looking forward to seeing how you’ll end up using this functionality in your campaigns.

Ott Niggulis
Ott Niggulis is a freelance writer who focuses on business, marketing and CRO. Marketing is a numbers game, and he loves numbers.
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