How to Use Klaviyo’s Conditional Splits Like a Pro: Real-Life Use Cases for Smarter Flows

Table of Contents

1. Introduction to Klaviyo Conditional Splits

2. Why Conditional Splits Matter in Ecommerce Flows

3. Core Logic Behind Klaviyo Conditional Splits

4. Real-Life Use Cases for Klaviyo Conditional Splits

   • Gender-Based Product Recommendations

   • RFM Segmentation Logic

   • Purchase Frequency Filters

   • VIP Customer Recognition

   • Cart Abandonment with Behavioural Branching

5. Best Practices for Setting Up Splits

6. Common Mistakes to Avoid

7. Summary & Next Steps

Introduction to Klaviyo Conditional Splits

Klaviyo Conditional Splits are one of the most powerful tools inside Klaviyo Flows. Whether you’re running an ecommerce brand or managing a CRM strategy, using conditional logic can mean the difference between generic automation and personalised experiences that convert.

With Klaviyo’s intuitive Flow Builder, conditional splits allow you to branch messaging based on behaviour, profile properties, past purchases, predictive analytics, and more.

Why Conditional Splits Matter in Ecommerce Flows

In ecommerce, timing and relevance drive revenue. Conditional splits empower marketers to:

• Send personalised content based on user behaviour.

• Segment by gender, location, past orders, or even email engagement.

• Streamline communications, so only the most relevant messages go out.

Think of each split as a smart decision gate: if the contact meets the condition, they follow one path; if not, another.

Core Logic Behind Klaviyo Conditional Splits

At the heart of each conditional split is a rule. These rules check customer properties or actions. Common conditions include:

• Has placed order at least once

• Has opened email in last 30 days

• If Gender equals Female

• Predicted next order date is within 14 days

You can also use “AND” / “OR” logic to combine multiple conditions, making flows ultra-specific.

Real-Life Use Cases for Klaviyo Conditional Splits

Gender-Based Product Recommendations

Use gender data (from Shopify or custom properties) to serve relevant product blocks in emails:

• Female: Show women’s apparel or accessories.

• Male: Feature men’s items and collections.

• Unknown: Show unisex or bestsellers.

Great for post-purchase, cross-sell or browse abandonment flows.

RFM Segmentation Logic

RFM = Recency, Frequency, Monetary value.

Set splits for:

• High spenders (e.g. LTV > £500)

• Frequent shoppers (e.g. > 5 orders)

• Lapsed customers (e.g. last order > 90 days ago)

Tailor messaging accordingly:

• VIP: Exclusive drops, early access

• Lapsed: Win-back discounts

Purchase Frequency Filters

Use splits to distinguish one-time buyers from repeat customers:

• One-time: Nurture them with trust-building content.

• Repeat: Push loyalty signups or bundle offers.

This is ideal in replenishment and review request flows.

VIP Customer Recognition

Create a split to identify your top-tier customers using predictive analytics or tags.

• Offer birthday gifts

• Show hidden product collections

• Invite to ambassador programmes

Cart Abandonment with Behavioural Branching

In your abandoned cart flow:

• Split by item value: High-ticket vs low-ticket abandoned carts

• Split by previous cart abandonment: First-time abandoner vs serial abandoner

• Split by collection or category: Apparel vs tech vs food items

These granular paths can drastically improve recovery rates.

Best Practices for Setting Up Splits

• Label each split clearly so it’s easy to manage later.

• Avoid over-splitting: Too many branches can cause logic gaps.

• Test each path to ensure customers are routed correctly.

• Use preview and back-populate features in Klaviyo before going live.

Common Mistakes to Avoid

• Using conditional splits when filters would suffice (e.g., on the trigger level).

• Forgetting to include a fallback for “unknown” values (e.g., unknown gender).

• Creating overlapping logic that excludes key segments.

• Ignoring mobile-first email design in your branched emails.

Summary & Next Steps

When used effectively, Klaviyo Conditional Splits can supercharge your automations, personalise customer journeys, and increase ROI.

Ready to take it further? Optimise your flow structure with our Klaviyo Flow Optimisation Guide and master advanced targeting with Email Segmentation Tips for eCommerce.

Next up: Dive deeper into segmentation and personalisation with our step-by-step guides. Your customers will notice the difference—and so will your revenue.