Klaviyo is one of the best platforms for dynamic email, largely because of the data it holds. Browsing behavior, order history, custom properties, event details from flows: it's all there, ready to shape what each subscriber sees.
Creating dynamic emails in Klaviyo means using that data at two moments: when the email is sent, with Klaviyo's own features, and when it's opened, with open-time content from Alterable. Here's how to combine both.
The basics: {{ first_name }}, {{ person.city }}, and any other profile property, inserted into text. Add a default filter so empty values don't leave gaps, like {{ first_name|default:'there' }}.
Any block in a Klaviyo email can be shown or hidden based on conditions. VIP customers see an early-access section; everyone else sees the standard offer. First-time buyers see a welcome discount. Subscribers in a certain region see local shipping information.
Klaviyo's product blocks can pull items from your catalog, including personalized recommendations based on each profile's behavior. In flows, you can show the exact items from an abandoned cart or a recent order.
Flow emails have access to the event that triggered them. An abandoned checkout flow can reference the checkout's items and value; a post-purchase flow can reference the order. That data can drive text, blocks, and, as you'll see below, images.
All of this is decided when the email is sent. Once it's in the inbox, it's fixed.
Some content needs to be right at the moment of reading. A countdown needs the current time left. A product's price and stock can change. A store map should show the nearest location. A loyalty balance should be current. For this, you add Alterable content to your Klaviyo email as an image that's generated at each open.
Alterable covers six content types: countdown timers, dynamic images, dynamic products, local maps, surveys, and scratch cards. Each one is a single image tag you paste into a Klaviyo HTML block.
Two Klaviyo quirks to remember: property names are case sensitive, and only first_name and last_name are written without person. Get either wrong and the value silently arrives empty.
Klaviyo's flow triggers the email and supplies the checkout data. An Alterable image shows the product left behind, drawn into your brand's artwork using the event data. An Alterable evergreen countdown shows how long the reserved discount lasts for that subscriber. Show/hide logic adds a free shipping message for carts over your threshold.
Klaviyo segments by tier and chooses the right message for each. An Alterable hero image shows the subscriber's name, points balance, and progress to the next tier. A product block shows items they can redeem.
Show/hide logic tailors the offer by customer type. An Alterable countdown shows the real time left at every open, then switches to an "offer ended" image after the deadline, so late openers see your new arrivals instead of a dead offer.
Klaviyo targets subscribers in regions with stores. An Alterable local map shows each reader their nearest location, distance, and hours, and tapping it opens directions. Passing the profile's stored city makes the map more reliable than location detected at open.
A post-purchase flow sends at the right time after delivery. An Alterable one-click survey lets customers rate their order without leaving the email.
Use Preview & test with real profiles, including ones missing data you rely on. For flow emails, pick a recent event so event variables resolve. Check how show/hide blocks and Alterable images look together for each type of recipient. And test on mobile and in dark mode.
If you already use Klaviyo's send-time features well, open-time content is the next step. Alterable has a dedicated Klaviyo guide, works with Klaviyo's tags as shown, and includes every content type on its free plan (10,000 impressions a month, unbranded).
Start with the flow that sends most often, usually abandoned checkout or welcome, and add one open-time element. You can build it free at alterable.com and have it live in Klaviyo today.
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