Using Klaviyo for Personalised Product Recommendations: A Complete Guide
In today's e-commerce landscape, "spray and pray" marketing just doesn't cut it anymore. Studies show that 80% of consumers are more likely to purchase from brands that provide personalised experiences. As a Klaviyo specialist who's helped numerous businesses boost their email marketing performance, I've seen firsthand how personalised product recommendations can transform a good email strategy into a great one.
Why Personalised Product Recommendations Matter
Let's talk real results. One of my clients saw their Average Order Value jump by 35% after implementing strategic product recommendations in their email flows. Why? Because when you show customers products they actually want to see, magic happens.
Think about it: We all appreciate it when a friend recommends something that's perfectly suited to our tastes. That's exactly what personalised product recommendations do - they create that "friend who knows you well" experience at scale.
The benefits go beyond just immediate sales:
- Increased customer engagement (customers spend 2-3 times longer reading emails with personalised recommendations)
- Higher conversion rates (personalised recommendations can boost conversion rates by up to 150%)
- Improved customer lifetime value (customers who receive personalised recommendations are 47% more likely to become repeat buyers)
Understanding Klaviyo's Product Recommendation Tools
Klaviyo isn't just another email marketing platform, it's a powerhouse of personalisation. Here's what makes it special:
Types of Recommendation Blocks- Recently Viewed: Shows products customers have looked at but haven't purchased
- Best Sellers: Displays your most popular products
- Predicted Next Purchase: Uses AI to suggest what a customer might want to buy next
- Category Affinity: Recommends products based on categories customers have shown interest in
- Custom Collections: Create your own curated product sets based on specific criteria
The real magic happens when Klaviyo connects with your Shopify store. It pulls in real-time data about:
- Browsing behaviour
- Purchase history
- Product interactions
- Category preferences
- Price point patterns
Setting Up Product Recommendations in Klaviyo
Let's break down the setup process into manageable steps:
Connect Your Product Catalogue- Ensure your Shopify integration is active
- Verify product data is syncing correctly
- Check that product images and prices are updating properly
- Open the email template editor
- Drag in a "Product Recommendations" block
- Select your preferred recommendation type
- Set the number of products to display
- Choose your layout (grid, carousel, list)
- Customise the design to match your brand
- Set fallback products for new subscribers
Pro tip: Always test your recommendation blocks with different customer profiles to ensure they're working as intended!
Strategic Placement of Recommendations
Timing and placement are everything. Here's where product recommendations work best:
Email Campaigns
- Newsletter: Include personalised recommendations in the middle or bottom section
- Sale announcements: Show items similar to previous purchases
- New collection launches: Highlight items based on browsing history
Automated Flows
- Abandoned Cart: Show complementary products to the abandoned item
- Post-Purchase: Recommend related products or necessary accessories
- Welcome Series: Start with best sellers, then transition to personalised recommendations as you gather data
- Browse Abandonment: Feature the viewed item plus similar products
Advanced Personalisation Techniques
Ready to take it up a notch? Here are some advanced strategies:
Segment-Based Recommendations
- Create segments based on purchase history
- Tailor recommendations to customer lifetime value
- Adjust product selections based on browsing behaviour
Dynamic Content Blocks
- Use conditional splitting to show different recommendations based on customer data
- Implement price-point appropriate recommendations
- Adjust messaging based on customer engagement level
A/B Testing Strategies
- Test different recommendation types
- Experiment with number of products shown
- Try various layouts and placements
- Compare performance across different customer segments
Measuring Success
To optimise your recommendation strategy, focus on these key metrics:
Essential Metrics
- Click-through rates on recommended products
- Conversion rates from recommendations
- Average order value from recommendation clicks
- Revenue attributed to recommended products
Analysis Tips
- Compare performance across different recommendation types
- Track which products perform best in recommendations
- Monitor how different customer segments respond
- Analyse time-of-day performance
Taking Action
Ready to implement personalised product recommendations in your Klaviyo emails? Start with these steps:
- Audit your current email flows and identify opportunities for recommendations
- Choose one flow (like abandoned cart) to test recommendations
- Monitor performance for 2-4 weeks
- Optimise based on data
- Expand to other flows and campaigns
Remember, personalisation isn't just a nice-to-have, it's an essential part of modern e-commerce. Your customers expect relevant, timely recommendations that make their shopping experience easier and more enjoyable.
Need help implementing personalised product recommendations in your Klaviyo account? Let's chat about how we can boost your email marketing performance with strategic personalisation.