Personalisation is the difference between another campaign in the inbox and an email that feels written just for your customer. Adding a subscriber’s first name is the quickest, safest way to make Klaviyo emails sound human.

Think about it: “Dear customer” gets ignored. “Hi Sarah, your early access is live”, sparks attention and a click.

Sounds simple? It is—but only if you know the exact syntax, fallback tricks, and testing methods that keep personalisation seamless.

In this guide, you’ll see how to add first-name personalisation in minutes, set smart fallbacks so nothing looks broken, fix messy name formatting, and prove the impact with quick A/B tests.

What You’ll Learn:

• The exact tag syntax and filters you need

• How to capture and clean first names at source

• Step-by-step setup inside Klaviyo’s editor

• Natural fallback options that keep your brand voice intact

• A troubleshooting checklist for common slip-ups

• Fast tests to measure uplift in opens and clicks

What Is the Klaviyo First Name Tag? 

The first-name tag is a dynamic placeholder that resolves to the profile’s First Name property at send time. You can use it anywhere a text field appears: email subject and preheader, body content, SMS, and push. Add it from the Personalisation icon, which also exposes a Default text field. 

Syntax breakdown (Django-style filters)

• {{ first_name|title }} → apply Title Case so “sARAh” renders as “Sarah.” 

• {{ first_name|default:'there' }} → show a fallback when the first name is blank. 

• Chain filters: {{ first_name|title|default:'Friend' }} (title-case if present, else “Friend”). 

Note: The title filter does not correct spacing or punctuation—only letter casing. For more advanced formatting, consider preprocessing the data before it enters Klaviyo.

Personalisation variables pull from the recipient’s profile (campaigns) or the event + profile (flow messages). Use Preview & test to select a profile (and the specific event for a flow) to check that tags resolve correctly before you ship. 

For a deeper breakdown of how customer actions trigger data-driven messaging, see our guide on Klaviyo Flow Triggers 101: Turn Customer Data into Revenue

Event properties only render in event-triggered flows—they won’t populate in one-off campaigns. First name, however, is a profile property and works in both. Use the Preview panel to see which variables are actually available for the message you’re editing. 

How Klaviyo Captures First Names 

The tag can only resolve if the profile has a first name. Klaviyo treats the first name as a standard profile property that you can collect and update from several sources: 

Data sources

• Sign-up forms. Add a Text input mapped to First Name to capture names at opt-in. 

• Checkout integrations. E-commerce platforms (e.g., Shopify, WooCommerce, BigCommerce) sync customer name fields into Klaviyo profiles once connected. 

• CSV imports. When importing, map your spreadsheet’s “First Name” column to the first_name property so Klaviyo stores it correctly. 

• Third-party tools. Lead sources like Typeform, FB Lead Ads, and Zapier can pass the first name to Klaviyo when fields are mapped. (These connectors write into profile properties.) 

• Profiles API. Update or create profiles programmatically—use the Profiles API to set the first_name attribute at scale. 

If you’re running on Shopify, our Shopify x Klaviyo: The Ultimate Integration Guide walks through how profile properties like first name flow automatically from checkout to Klaviyo.

Quality tips

• Use Title Case at render time with the title filter to normalise casing from forms. 

• Validate availability with the Preview panel; it shows the exact variables available for the selected profile/event. 

  
  

Source: Klaviyo 

• If your subscription flow relies on APIs, note that subscribing and editing custom properties may require separate API calls. 

Why this matters: Clean, available first-name data ensures your tag never renders blank—and lets you safely add name personalisation to high-visibility areas like the subject line.

Klaviyo First Name Tag Setup in 6 Steps 

Personalise your messages with confidence. This quick guide shows how to insert, format, and test Klaviyo’s first name tag—so every send feels personal, even when data’s missing.

1. Open your message. 

In a campaign or flow email/SMS/push, open the editor and click into the subject line, preheader, or text block.

2. Insert the tag. 

Click Personalisation → First name. In the Default text field, add a fallback that fits your tone (e.g., “Friend”). This generates the tag for you and ensures a clean result when the name is missing. 

Source: Klaviyo

3. Refine with filters. 

For manual entry, use {{ first_name|title|default:'Friend' }} to fix casing and provide a fallback in one step.

4. Preview with real data. 

Click Preview & test. For campaigns, choose a profile; for flow messages, also select the triggering event. Confirm the name renders and that your fallback appears for profiles without first name. 

Source: Klaviyo

5. Inbox testing (optional). 

Use Inbox testing to preview how the personalisation looks across clients before sending. 

Source: Klaviyo

6. Send a test. 

Send yourself and a teammate a test to check tone and spacing in real inboxes.

Copy ideas:

• Subject line: “{{ first_name|title|default:'Friend' }}, your picks are back in stock.”

• Body greeting: “Hey {{ first_name|title|default:'there' }} — your early access starts now.”

To understand where personalisation fits across the full lifecycle, check out 8 Essential Klaviyo Flows to Boost Customer Loyalty—each can be strengthened with first-name tags in subject lines and greetings.

Setting Up Fallbacks That Match Your Brand Voice 

A fallback is what subscribers see when the first name is missing. In Klaviyo, you can set this two ways: (1) in the UI via Default text when inserting the variable, or (2) in code with the default filter, e.g., {{ first_name|default:'there' }}. Both approaches are supported everywhere personalisation is available (email, SMS, push). 

Pick a tone and stick to it

Style guardrails

• Chain title before default to keep names neat when present: 

{{ first_name|title|default:'Friend' }}. 

• Read the sentence aloud with the fallback—if it sounds robotic, re-write the line (e.g., “Hey there,” vs “Hi Subscriber,”).

• Sanity-check with Preview & test across a few real profiles: one with a clean first name, one with odd casing, and one blank. 

Why this matters: Fallbacks protect your brand from awkward greetings, while still letting you benefit from personalisation wherever possible. A consistent fallback also simplifies QA and copy reviews across teams.

For more tips on keeping brand tone consistent while scaling emails, see Klaviyo Brand Voice: 7 Steps to Stay Consistent & Convert More

Troubleshooting Klaviyo First Name Tag Issues 

If your first name tag isn’t rendering the way you expect, work through these common checks and fixes:

1. First name not showing

Open the customer profile and check if the First Name field is actually populated. If it’s blank, the tag won’t display. Fix this by:

• Collecting names via signup forms

• Making sure API events pass first_name

• Updating missing data through CSV import

2. Tag not rendering at all

• The most common culprit is syntax. Klaviyo requires double curly braces with filters separated by pipes, for example:

{{ first_name|title|default:'Friend' }}

•  If you miss a brace or quotation mark, the tag will fail. Always copy valid syntax from Klaviyo’s Preview panel to reduce typos.

3. Wrong data in flows vs. campaigns

Campaigns only pull from profile properties, while flows can also use event data. If you insert an event variable into a campaign, it won’t work. 

4. Imports mismatched

 If you’ve uploaded a CSV and names still don’t appear, check the column header. It must map to first_name. If it’s labelled differently (e.g. “name” or “firstname”), Klaviyo won’t recognise it. Correct the header and re-import.

5. Unsure which variables are available

Not every variable works in every context. Open the Preview panel to see exactly which profile or event properties are available for the message type. If in doubt, re-insert the tag via the UI picker (Personalisation → First name) and set a Default text—this removes guesswork.

Strategic Use Cases for First Name Tag

Personalisation should support clarity and intent—not clutter every message. In Klaviyo, you can safely use first-name tags across subject lines, body content, SMS, and push. Always pair them with a fallback using the Default text field or the |default filter.

High-Impact Placements:

• Welcome: “Hi {{ first_name|title|default:'there' }} —Let’s get you set up.”

• Abandoned basket: “{{ first_name|title|default:'Friend' }}, your cart is waiting.”

• Loyalty: “Congrats {{ first_name|title|default:'Valued Guest' }}—you’ve unlocked a reward.”

• Re-engagement: “We miss you, {{ first_name|title|default:'Legend' }}

Pair with Dynamic Content:

• Combine greetings with personalised modules like product recommendations, price-drop alerts, or last-item-viewed.

• Use the Preview panel to copy valid variables safely.

Need inspiration beyond the greeting? See Klaviyo Dynamic Content: Unlock 3x Engagement and 8 Strategies to Boost Your Open Rates for copy and module ideas that work with name personalisation.

Test the Impact of Name Personalisation 

Think of first-name usage as a testable hypothesis: “Adding a name to the subject line increases open rate without harming clicks.”

Simple A/B Test Setup:

• Control: “Your new arrivals are here.”

• Variant: “{{ first_name|title|default:'Friend' }}, your new arrivals are here.”

How to Run in Klaviyo:

• Campaigns: Use built-in A/B testing → split traffic, choose KPI (e.g. open rate), and declare a winner after a set percentage of sends or statistical significance.

• Flows: Use Flow A/B Split to test greetings, hero copy, or subject lines within automations.

Best-Practice Guardrails:

• Test one variable at a time

• Stick to 2–4 variations max

• Ensure adequate sample size before reading results

Measure & Learn:

• Inspect the winning variant for open and click lift.

• Repeat tests across key journeys (welcome, abandoned basket, win-back).

• If lift is marginal or negative, revert to fallback-only—personalisation should help, not distract.

For a broader view of how to structure meaningful experiments, read Klaviyo Split Testing: 12 Proven A/B Tests to Boost Flow Conversions, Campaign Clicks & Form Sign-Ups

FAQs

1. Can I personalise both the subject line and preheader with the first name?

• Yes—both fields accept Klaviyo personalisation tags. Just insert via the Personalisation menu and add a fallback to avoid blanks.

2. Does personalisation work in SMS and push notifications?

• Yes. First-name tags are supported across email, SMS, and push. Use the Default text in the UI to guarantee consistent output.

3. What if I only collect full names in my forms?

• Split the field at the form or platform level, or parse it before syncing to Klaviyo, so first_name is properly populated.

4. Will personalisation slow down campaign sending?

• No. Tags are resolved at send time automatically by Klaviyo’s backend, so there’s no performance hit.

5. Should I personalise every message with a first name?

• No. Overuse can feel forced. Use strategically in high-value moments like welcomes, abandoned baskets, loyalty updates, and win-back flows.

Conclusion

Adding a first-name tag in Klaviyo is one of the quickest ways to make your campaigns feel more personal and human. With just a few setup steps, clean data, and smart fallbacks, you’ll avoid awkward blanks and lift engagement. More importantly, you’ll build trust at scale—because every subscriber wants to feel recognised, not just marketed to.

This small detail is often the first step toward more advanced personalisation. Start with names, then explore segments, dynamic content, and flows that match each customer’s journey. Together, they form a retention engine that drives repeat sales and loyalty.

Key Takeaways

• Use clean syntax: Insert {{ first_name|title|default:'Friend' }} for safe, polished results.

• Always set fallbacks: Avoid awkward blanks with the Default text field or |default filter.

• Capture first names at source: Collect via forms, checkout, API, or imports to populate profiles.

• Preview with real data: Validate tags in the Preview panel and send tests before launch.

• Test strategically: Run A/B tests in campaigns and flows to prove lift before scaling.

• Match brand tone: Choose fallbacks that align with your voice—friendly, premium, or playful.

Not getting higher open rates from first name personalisation?

We’ll audit your Klaviyo setup, fix data and fallback issues, and show you exactly how to boost engagement. Click here to schedule your free Klaviyo email audit today.