Dynamic Content in Klaviyo: The Underrated Power of Lookup Filters

Table of Contents

1. What Is Dynamic Content in Klaviyo?

2. Why Lookup Filters Are a Game-Changer

3. How Lookup Filters Work in Klaviyo

4. Step-by-Step: Using Lookup Filters for Personalised Product Recommendations

5. Step-by-Step: Showing Localised Content Based on Location

6. Best Use Cases for Dynamic Content in Klaviyo

7. Tips to Optimise Dynamic Content with Lookup Filters

8. Common Pitfalls to Avoid

9. Wrapping Up: Make Your Emails Smarter

What Is Dynamic Content in Klaviyo?

Dynamic Content in Klaviyo refers to email or SMS content that changes based on the data tied to the recipient. Instead of blasting everyone the same message, you can tailor product recommendations, content blocks, or even calls to action based on user attributes or behaviour.

It creates personalisation at scale—and when used correctly, dramatically boosts engagement and conversion rates.

Why Lookup Filters Are a Game-Changer

Among Klaviyo’s dynamic content tools, lookup filters are often overlooked. But they unlock powerful use cases like:

• Showing location-specific content (e.g. different promotions by country)

• Recommending products based on custom profile data

• Delivering tailored content using custom events

Instead of building multiple segments or flows, lookup filters let you streamline everything in one smart template.

How Lookup Filters Work in Klaviyo

Lookup filters reference profile properties or event data and return specific values. The syntax uses Liquid logic and looks something like this:

{{ person.custom_property | lookup: 'key' }}

For example, you can use this method to:

• Pull in content from a custom field

• Translate location codes into readable names

• Map one property to another

The key benefit? You can feed a custom data structure into Klaviyo (like a product catalogue or region list) and dynamically show the right content per person.

Step-by-Step: Using Lookup Filters for Personalised Product Recommendations

Let’s say you want to recommend a product based on a customer’s favourite category.

Step 1: Set Up a Custom Profile Property

Use your ecommerce platform or Klaviyo API to store a property like favourite_category.

Example values: shoes, accessories, t-shirts

Step 2: Create a Product Map in Klaviyo

Use a JSON object or custom code snippet within the email:

{% assign product_map = {
  'shoes': 'Nike Air Zoom Pegasus',
  'accessories': 'Leather Wallet',
  't-shirts': 'Organic Cotton Tee'
} %}

Step 3: Use the Lookup Filter

Call the product dynamically in your email:

{{ product_map[person.favourite_category] }}

Now each recipient sees the product tailored to their interest.

Step-by-Step: Showing Localised Content Based on Location

Step 1: Use a Location Field

Ensure each profile includes a country_code or region field.

Step 2: Create a Country Message Map

Assign messages to country codes:

{% assign region_messages = {
  'UK': 'Free next-day shipping across the UK!',
  'US': 'Enjoy free returns in the US!',
  'AU': 'Check out our new summer range in Australia!'
} %}

Step 3: Insert Dynamic Content Block

{{ region_messages[person.country_code] }}

The right message shows for each user automatically.

Best Use Cases for Dynamic Content in Klaviyo

• Product recommendations based on previous browsing or category preference

• Localised promotions (e.g. weather-based, regional holidays)

• Loyalty tier messaging using custom tags

• Personalised offers based on predictive data (e.g. next order date)

• Language-based content pulled from user language settings

Tips to Optimise Dynamic Content with Lookup Filters

• Always set a fallback value to avoid blank content.

• Use clear variable names and comment your code for future edits.

• Combine lookup filters with conditional logic for powerful personalisation.

• Preview and test your emails using Klaviyo’s built-in tools.

• Keep your JSON or key:value objects short and manageable.

Common Pitfalls to Avoid

• Forgetting to map all possible values (leading to empty output)

• Hardcoding large datasets into the email (use data feeds instead)

• Not accounting for missing profile data

• Ignoring rendering issues in mobile previews

Wrapping Up: Make Your Emails Smarter

Dynamic Content in Klaviyo powered by lookup filters can help you move beyond static campaigns. With just a bit of logic, you can turn a single template into hundreds of personalised experiences.

Whether you’re looking to serve localised offers or personalised product picks, mastering lookup filters will set you apart from the average sender.

Looking to go even deeper? Go beyond basic flows with advanced conditional logic and real-life use cases that increase personalisation and conversions.