Why Dynamic Content Is the Future of Email Personalisation

Generic emails no longer cut it. Customers expect content tailored to them. Klaviyo’s dynamic content lets you show or hide blocks in your emails based on profile data, without cloning campaigns. This unlocks scalable personalisation, improves workflow, and delivers stronger engagement.

You’ll learn:

• What is dynamic content?

• How to set it up in minutes

• Real use cases with examples

• Syntax rules and common errors

• Best practices to avoid mistakes

Whether you're new to Klaviyo or scaling flows weekly, dynamic blocks are a low-effort, high-reward feature you can start using today.

What Is Klaviyo Dynamic Content?

Klaviyo dynamic content allows you to show or hide specific blocks (text, images, buttons) based on data like behaviour, preferences, or purchase history.

Why It Matters

• Scales personalisation without extra templates

• Saves time for lean marketing teams

• Increases engagement (open rates, CTR, conversions)

  
  

How to Set Up Klaviyo Dynamic Content (Step-by-Step)

Dynamic content lets you personalise blocks in Klaviyo without duplicating campaigns. Here’s how to build it fast:

1. Select a Block

• Open your campaign or flow email in Klaviyo’s editor

• Choose the block you want to personalise (text, image, or button)

  
  

2. Add a Display Condition

• Toggle "Add Display Condition" on the left sidebar

• Choose to show the block if any or all conditions are met

  
  

3. Set Your Rules

Use profile or event data like:

• Gender = Female

• Lifetime spend > $500

• Location = New York

• SMS Opt-In = False

Example:

4. Preview for Different Profiles

• Use Preview & Test to simulate how the email will look for various subscribers

• Make sure fallback content appears when no condition is met

  
  

5. Test Internally

• Create test profiles (e.g., VIP, first-time buyer)

• Send yourself different versions

Always set a default fallback to avoid broken layouts.

Source: Klaviyo 

10 High-Impact Practical Use Cases for Klaviyo Dynamic Content (with Examples)

Dynamic blocks = less duplication, more relevance. Here’s how real brands use them:

Klaviyo Dynamic Content Syntax 101: A Beginner’s Quick Start

Personalise without breaking your email. Klaviyo’s dynamic content uses simple logic and profile data. Here’s a quick guide to get the syntax right.

Essential Operators

These tell Klaviyo what logic to apply:

• == → equals

• != → not equal

• > / < → greater than / less than

• contains → includes a specific value

• not contains → excludes a specific value

Common Profile Lookup Examples

Use these to pull values from a subscriber’s profile:

• person|lookup:'Gender'

• person|lookup:'Last Order Date'

• person|lookup:'Location'

Example condition:

{% if person|lookup:'Gender' == 'Female' %}
Show women’s product block
{% endif %}

Frequent Syntax Mistakes to Avoid

Even one small error can break your block—watch out for:

• Missing {% endif %}

• Incorrect capitalisation in profile properties (e.g. 'gender' instead of 'Gender')

• Nesting too many conditions without testing

Real-World Previews: See Klaviyo Dynamic Content in Action

Dynamic content personalisation is not just theoretical—here’s how it transforms the inbox experience:

Example 1:

• Female subscriber: Sees a promotional block featuring a pink hoodie and exclusive styling tips.

  
  

• Male subscriber: Sees a tailored promotion for a black jacket and winter essentials.

  
  

Example 2:

• High-Value Customer: Receives a VIP loyalty banner with early access to a product launch.

• First-Time Buyer: Sees a welcome offer with 10% off their next order.

Example 3:

• US Subscriber: Highlights free domestic shipping offers.

  
  

• International Subscriber: Shows global shipping discounts instead.

  
  

Testing and Troubleshooting Dynamic Content

Before you hit send, ensure your dynamic content works as expected for every segment. Here’s how to QA it properly and fix common issues quickly.

QA Checklist Before You Send

• Test each condition using preview mode or test profiles.

• Check both desktop and mobile layouts.

• Ensure every block has a fallback to avoid blank space.

• Validate dynamic content shows correctly for all key segments (e.g. VIPs, first-time buyers, etc.)./

Common Errors and Quick Fixes

Pro Tip: Use Klaviyo’s “Preview as Recipient” tool with a few test profiles to simulate real-life views.

Dynamic Content Best Practices (Do’s and Don’ts)

Dynamic content works best when it’s focused and strategic. Use these do’s and don’ts to keep your emails clean, effective, and easy to manage.

Do:

• Use clear, simple conditions (aim for 3–5 max per email).

• Set a fallback block for each condition.

• Preview and test across major inboxes (Gmail, Outlook, Apple Mail).

• Keep dynamic blocks aligned with your campaign goals.

Don’t:

• Stack 10+ nested conditions—it creates chaos and increases risk.

• Skip testing default views (what a user sees if no conditions are met).

• Use dynamic blocks without a clear personalisation plan.

Modular Dynamic Block Library 

Klaviyo’s Modular Dynamic Block Library lets you personalise emails fast using reusable blocks that adapt to each subscriber. It cuts build time and lifts engagement. Here are four powerful examples:

VIP Offer Block

Targets high-value customers based on lifetime spend.

Example:
A beauty brand like Saie sends a VIP campaign to high-value customers titled “First In Line.”
The message thanks them for being part of the inner circle and offers early access to the brand’s biggest sale of the year, with tiered discounts:

• 15% off sitewide

• 20% off $60+

• 25% off $75+

The discounts are automatically applied at checkout, making the experience seamless.
CTA button: “TREAT ME” — a personalised, compelling prompt that aligns with the exclusive tone of the message.

This kind of VIP dynamic block could be shown only to customers whose lifetime spend exceeds a set threshold (e.g. £500), driving retention through recognition and reward.

Post-Purchase Recommendation Block

Suggests products that complement the last order.

Example:

A homeware brand emails a customer who recently bought a dinnerware set. The email highlights related items—like matching mugs or serving bowls—with a clear headline:

"Enjoy 20% off – Complete Your Collection"

It uses dynamic product blocks that pull in SKUs based on past purchase behaviour, displaying product names, sale prices, and "compare at" prices directly in the layout. The recipient sees tailored product tiles with “Shop now” CTAs, each reflecting current discounts and availability.

Region-Based Banner Block

Deliver localised CTAs using dynamic blocks based on a subscriber’s location.

Example:
A travel brand shows different banners based on the city:

• London: “Explore Covent Garden’s best-kept secrets.” → Book London Tour →

• Manchester: “Discover Manchester’s creative heart.” → Book Manchester Tour →

• Lake District: “Unwind in nature this weekend.” → Book Lake District →

Use person|lookup:'Location' to trigger the right block for each region—making every email feel locally relevant.

Product Category Preference Block

Adjusts content based on category interest (e.g., dog vs cat).

Example: 

Pet owners see dynamic blocks based on their preferences:

• Cat lovers get: “Love at First Meow! Treat your feline to our top-rated petwear.”

• Dog lovers see: “It’s Paw-licking Good! Snag treats and groom kits for your pup.”

Each block features matching visuals and CTAs—making content feel curated and fun.

Strategic Benefits of Klaviyo Dynamic Content

Dynamic content in Klaviyo isn’t just a nice-to-have—it’s a strategic advantage. Here’s how it supports better performance, smarter operations, and long-term customer growth.

• Drives Higher Engagement: Personalised blocks lead to more relevant emails, boosting open rates, click-throughs, and replies.

• Saves Time for Lean Teams: No need to duplicate emails for every segment. One dynamic template adapts to every audience.

• Increases Conversions: Dynamic content shows the right offer to the right person at the right time, leading to more sales.

• Improves Segmentation & Retention: Paired with smart segmentation, dynamic content deepens customer relationships and lifetime value.

Related Reads to Build Your Strategy:

• Mastering Klaviyo DTC Reporting & Analytics

• 3 Klaviyo Segmentation Strategies to Boost DTC Sales

• 8 Essential Klaviyo Flows to Boost Customer Loyalty

FAQs

1. Can I use dynamic content in Klaviyo forms or pop-ups?

• No, dynamic blocks only work in emails (campaigns or flows), not in forms or pop-ups.

2. Is there a limit to how many display conditions I can use?

• There’s no fixed limit, but Klaviyo recommends keeping conditions to 3–5 per email for performance and clarity.

3. Can dynamic blocks include images and buttons, or just text?

• Yes, you can apply conditions to any block—text, image, button, or even entire sections.

4. Will dynamic content affect my email loading speed?

• Not significantly. The logic runs before sending, so each recipient only gets the blocks meant for them.

5. Can I combine multiple conditions in one rule?

• Yes. You can use "and"/"or" logic to show blocks only when multiple criteria are met (e.g., Gender = Female AND VIP = true).

Conclusion

Klaviyo’s dynamic content isn’t just a fancy feature, it’s a strategic unlock for brands that want to personalise at scale without burning hours cloning emails. Whether targeting VIPs, tailoring product suggestions, or localising content, dynamic blocks let you speak to each subscriber like a person, not a data point. 

The best part? You don’t need to be a coder to do it. With a few rules and real examples, you can create emails that feel made for each customer because they are.

Key Takeaways

• Understand the Basics: Dynamic content shows or hides blocks based on user data—no need to duplicate emails.

• Setup Is Easy: Toggle display conditions in the Klaviyo editor and preview with test profiles.

• Use Smart Logic: Combine fields like gender, location, or last order date to serve the right content.

• Test Before Sending: Always check for fallback blocks and syntax errors to prevent empty sections.

• Think Strategically: Align dynamic blocks to your broader goals—retention, revenue, or relevance.

Feeling overwhelmed by the dynamic email setup in Klaviyo?

Our experts will show you simple, proven techniques to master dynamic content and maximise engagement. Click here to book your free strategy audit today!