Feature Spotlight: Web Feeds

Add Data Feed

You may be wondering, “What are web feeds?” Put simply, web feeds allow you to display dynamic content from a webpage directly in your emails. So, if you have newsletters that link to areas of your site that are frequently updated, web feeds eliminate the need to manually update your email’s content, too. They’re a great tool, so we want to give you a little bit more information on how to use them.

What do web feeds do?

Anyone who consistently sends campaigns that are meant to reflect updates online can benefit from using web feeds. Instead of cloning campaigns and manually updating the content for each newsletter, web feeds allow you to simply clone the campaigns and send them as is – the content will update automatically, so long as you’ve updated the webpage the feed is linked to. This can make sending newsletters or other regularly sent campaigns much faster and easier.

How do web feeds work?

Web feeds fetch data from the URL you specify, so they’re updated in real-time and content can vary depending on when a recipient opens the email. Web feeds fetch JSON or XML data, and then automatically display the linked content in your emails. We recommend using JSON format, since Klaviyo will convert XML data to JSON before use anyway.

One thing to bear in mind when creating a web feed is that the URL you plug in must be in JSON or XML format, otherwise the feed will not display properly. When selecting the request method, you can choose from “post” or “get.” When you choose “post,” you’re requesting that the URL post the form data you submit. When you choose “get,” you’re requesting data directly from an HTTP resource. We strongly recommend using the “get” method.

Once you’ve configured your web feed in the Data Feeds tab, you can start inserting the feed into your campaigns. In the content editor, to add a web feed to your email you simply click “Data Feeds” button at the bottom of the page and select the web feed you would like to include. You can then call out your feed using the {{ feeds }} tag.

Why use web feeds?

Web feeds are super useful for ecommerce stores that update their websites daily, or have a specific webpage dedicated to flash sales. While use cases may vary by industry, web feeds are applicable to a wide range of purposes. For example, the food delivery service Munchery uses web feeds to reflect daily changes in menu options, and organizes their web feeds by day of the week and meal (lunch vs. dinner). And, since they operate in different cities across the US, their customers receive different meal options based on their locations.

In your web feeds, you can include as much or as little information as you’d like, so long as it corresponds with information on your site. You can also use up to five different feeds per email, which gives you a lot of flexibility when it comes to what external content you’d like to include.

Say you’re a retail store that has daily flash sales, and you’d like to display several items included in your sale in your newsletter. You can set your web feed to include the name of each item, the price, an image, and a short description in an ordered list. Or, you can choose to only display the name of the items and an image – it’s completely customizable per your preferences. Instead of reworking flash sale campaigns each day, now you can just clone them and they’ll be ready to send.


Web feeds require a bit more tech savvy than some of Klaviyo’s other features, but if you find yourself constantly sending campaigns that correspond with updates to your website, they will make this process much easier. While you may need to initially invest more time to get them set up, they can save you a ton of time in the long run.


7 ways to think like a targeted email marketing expert



Analyzing the Impact of the Ecommerce Newsletter



When Ecommerce “Personalization” Goes Awry


.yuzo_related_post img{width:260px !important; height:250px !important;}
.yuzo_related_post .relatedthumb{line-height:16px;background: !important;color:!important;}
.yuzo_related_post .relatedthumb:hover{background:#ffffff !important; -webkit-transition: background 0.2s linear; -moz-transition: background 0.2s linear; -o-transition: background 0.2s linear; transition: background 0.2s linear;;color:!important;}
.yuzo_related_post .relatedthumb a{color:#323b43!important;}
.yuzo_related_post .relatedthumb a:hover{ color:}!important;}
.yuzo_related_post .relatedthumb:hover a{ color:!important;}
.yuzo_related_post .yuzo_text {color:!important;}
.yuzo_related_post .relatedthumb:hover .yuzo_text {color:!important;}
.yuzo_related_post .relatedthumb{ margin: 0px 0px 0px 0px; padding: 5px 5px 5px 5px; }

jQuery(document).ready(function( $ ){
//jQuery(‘.yuzo_related_post’).equalizer({ overflow : ‘relatedthumb’ });
jQuery(‘.yuzo_related_post .yuzo_wraps’).equalizer({ columns : ‘> div’ });

Back to Blog Home
Get email marketing insights delivered straight to your inbox.