How to Send Personalized Emails Without Code Using Klaviyo's "Data Feeds"

When using Klaviyo with Shopify, you can send personalized emails tailored to each customer. Sending emails personalized based on previously purchased products or items customers have shown interest in will deliver higher performance than generic emails.

However, merchants with large SKU catalogs often say it's difficult to create personalized emails for each customer, or that maintaining automated emails is too time-consuming.

I believe this misconception arises because Klaviyo's Data Feeds are not widely known.

In this article, we'll introduce how to use Klaviyo's Data Feeds — an effective way to efficiently manage personalized email campaigns when using Klaviyo with Shopify.

StoreHero leverages its proprietary growth platform to support detailed operations that manual management cannot handle, and to drive business growth through the large-scale execution of marketing initiatives.
If you're struggling to increase sales on Shopify, feel free to reach out. =>Download our free service overview here

Data Feeds

Data Feeds are product catalogs within Klaviyo. When you integrate Klaviyo with Shopify, product data is synced to Klaviyo in near real-time. Within Data Feeds, you can create a variety of product catalogs.

The setup is very straightforward. Start by opening Data Feeds and selecting Add Product Feed.

Creating a Data Feed

In the Data Feed settings screen, you configure various options for your Data Feed.

Feed Name is where you set the name of your product catalog. Note that certain characters such as spaces are not allowed.

Item Filters let you narrow down which products are included in the catalog. Under Limit to specific categories, you can select Shopify collections, tags, or product types to include in your catalog. Conversely, Exclude specific categories allows you to exclude certain products.

Ordering lets you configure how products are sorted. You can choose from the following three options:

• Popular products first: Most popular products over the past 90 days
• Trending products first: Most recently popular products
• Random: Random order

Metric lets you choose from the following three metrics to define what counts as "popular":

• Ordered Product: Products that have been ordered
• Viewed Product: Products that have been viewed
• Blended: A combination of ordered and viewed products

Your Data Feed is now ready. Using the same method, go ahead and create a variety of Data Feeds.

Creating Personalized Emails

Let's put your Data Feed to work inside an email. First, drag and drop a Products block from the Block panel onto your email canvas.

Select Populate from feed for that Products block, then choose the Data Feed you just created as the Feed. That's all it takes — products will now be displayed according to the items, order, and algorithm configured in your Data Feed. No maintenance is needed even when new products are released.

You may be wondering what products will actually appear, but just like a regular email, you can send a test email via Preview to see exactly which products are displayed.

Driving CRM Execution with StoreHero

StoreHero supports merchants on Shopify who are looking to increase sales by helping them execute growth initiatives thoroughly.

For CRM initiatives as well, we leverage our growth platform StoreHero to enable granular operations that would be impossible with manual management — such as product recommendations and offer promotions in emails, LINE messages, and account pages, powered by customer purchase history, attribute data, and individual product and SKU performance and inventory data — driving continuous growth through the large-scale implementation of campaigns.

We are currently offering a free store diagnosis. If you have challenges with CRM or growth initiatives in general, please reach out. Learn more about our free store diagnosis here

Summary

We introduced how to deliver personalized emails using Klaviyo's Data Feeds.

When it comes to growing your store, personalized emails are used across a wide range of scenarios — from regular newsletters and welcome emails to post-purchase follow-ups.

If managing those personalized emails becomes burdensome or maintenance falls behind, it can directly hurt your revenue.

Leveraging Data Feeds to keep operational effort low while maintaining high recommendation accuracy is a key factor in store growth. We hope you find this useful.