You spend 20 minutes building the perfect email campaign. Dynamic product feeds pull in trending sneakers for one subscriber, recently viewed leggings for another, new-arrival jackets for a third. Every inbox gets a different message with relevant product recommendations.
Then, you switch to text and type the same flat, one-size-fits-all blast for all of them.
That changes now. Product feeds are available in SMS and RCS messages inside Klaviyo, bringing the same dynamic, per-recipient product recommendations to your text channels without any extra setup.
Why text messages need more personalization
Product feeds in email are standard practice for many Klaviyo brands at this point. Brands configure a feed (think: trending items, recently viewed products, new arrivals, category picks) and every recipient automatically sees the products most relevant to them. Product feeds allow brands to automate getting personal.
And personal matters in text messaging because shoppers who opt into SMS are telling you they want to hear from you. Sending them the same generic message you send everyone else means you're wasting clicks from the people most likely to buy.
Earlier this year, Klaviyo launched Next Best Product in mobile channels, establishing the foundation for dynamic product content in SMS and RCS. Product feeds in text build directly on that momentum, extending the same 1:1 intelligence to the full range of product feeds you've already configured.
What product feeds in text actually do
When you add a product feed block to a text message, Klaviyo dynamically populates it with personalized product recommendations for each recipient. The feed type you've configured (like trending, recently viewed, new arrivals, or category-specific) determines what each person sees.
Where this gets especially interesting is RCS. With RCS for Business, brands can showcase multiple products at once in a rich, swipeable carousel. You can select a product feed and choose how many cards to generate. Each card in the carousel shows a different product from the feed, personalized per recipient.
Product feeds in text work in both campaigns and automated flows across SMS and RCS.
How it works: configure once, personalize everywhere
The process is deliberately simple.
You configure a product feed once inside Klaviyo, selecting the feed type and setting any filtering rules. That feed automatically surfaces the right products for each recipient at send time, whether the message goes out via email, SMS, or RCS.
You're not duplicating work across channels, nor maintaining a separate tool to personalize text messages. Configure once, and Klaviyo handles the per-recipient logic across channels.
Use cases that make product feeds in text worth setting up today
Here are four use cases worth configuring now:
- Post-browse nurture. A shopper browses sneakers on your site but doesn't buy. An automated flow triggers an SMS with the exact sneakers they viewed, plus similar trending styles, all pulled dynamically from a product feed. The message arrives while the shopper's interest is still warm, with content that matches what they actually looked at.
- New arrival announcements. Instead of a generic "new arrivals are here" text, each subscriber gets a message featuring new products from the categories they've shown interest in. A subscriber who browses home decor sees new throw pillows. Another subscriber who sees a new set of sheets. Same campaign, different content, zero manual curation.
- RCS campaign with product carousel. A brand launches a seasonal campaign via RCS, sending each recipient a personalized carousel of 3-4 products based on their purchase history and browsing behavior. Every card is swipeable, visual, and links directly to the product. It's the kind of experience that used to require a separate app, but is now possible right within Klaviyo.
- Trending and back-in-stock alerts. Automatically text shoppers when products they've viewed are trending or back in stock, pulling from your configured feed without any manual curation. The timing is automatic, the product selection is automatic, and the relevance is built in.
One place for every channel, powered by the same intelligence
Product feeds in text are a natural extension of how Klaviyo already works: real-time customer data powering personalized content across channels from a single interface.
For marketers in the day-to-day, this means less manual work, more relevant messages, and the ability to configure once and let automation handle the rest. You’re able to stop duplicating effort and start treating text like the high-performing, personalized channel it should be.
For brands evaluating their stack, text marketing becomes a stronger, more personalized revenue channel that no longer requires a separate SMS tool to match what email can do. That's one fewer vendor, one fewer data silo, and a lower total cost to operate.
Product feeds in text are available now in regions where SMS and RCS are supported.
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