Show/Hide Blocks For Personalisation Made Easy

Show/Hide Blocks For Personalisation are one of the most powerful yet underused tools inside Klaviyo. Show/hide blocks are a tool that can be readily used by any Klaviyo account holder. While simple to set up, their more advanced nature causes many users to avoid them, however.

Did you know the cost of avoiding them in your email marketing is more time spent devising emails, more admin and missing out on sales opportunities?

Thankfully, in today’s blog, Email by Design not only broken down what the show/hide block is and how to use it, but also how it can target various user behaviours to meet them where they’re at in the purchasing process.

What Is A Show/Hide Block?

A show/hide block is a piece of content in an email that is shown or hidden based on a customer’s properties. The most commonly used example is based on customer selections when they sign up for email marketing.

Let’s use an apparel brand to explain further. Upon sign-up, a customer may have elected that they are most interested in women’s clothing. This property will live in the profile properties section of their account. Using a show/hide block allows you to only show images featuring women’s clothing when you email them (even if the email in the builder also features men’s clothing). This ensures that customers are only viewing content they are interested in, which maintains their engagement and fosters purchase behaviour.

How Do You Implement Conditional Content Blocks?

In Klaviyo, click your desired block and then select 'display.' Once you do this, you click ‘show/hide logic’ and begin programming the properties that apply to the content you are editing (similar to how you would build a segment).

Continuing our example from above, this would involve using ‘gender = male’ (or something similar) for a customer who selected interest in men’s clothing only.

You can implement multiple conditions. For example, ‘gender = female’ and ‘favourite colour = blue.’ However, it’s important to consider email size, as too many blocks can cause clipping.

Can You Target Behaviours With Show/Hide Blocks For Personalisation?

Typically, building in Klaviyo only allows you to select profile properties when constructing your show/hide blocks. Though for a more advanced set-up, you can also target behaviours. Let’s say you want to specifically show a ‘warranty’ product to those who have purchased an appliance from you. After they purchase, you can use flows to tag your customer as ‘Eligible for warranty.’

Using this condition in your show/hide blocks moving forward means that only customers who have purchased the suitable products will be upsold warranty products. For customers yet to purchase, this prevents distractions that can otherwise stop them from completing their first transaction with you.

What Other Behaviours Can Be Targetted With Show/Hide Blocks?

When used hand in hand with flows and update profile metrics, show/hide blocks can target almost any action or behaviour you want them to. We’ve already mentioned purchasers; however, you can also target:

Purchase intent
Engagement Levels
Lifecycle Stage
Predicted Gender
Predicted Spend
Customer Preferences
Channel Behaviour
Number of days since purchase
Category Abandonment
Discount Hunters
Online Browsing Behaviours
Birthdays and Special Events
Key Interests
Exit Intent
Email Engagement
And More

Ready To Amplify Your Emails?

With the right show/hide blocks, your emails can become more personalised and more in line with your customers’ unique experiences. This makes them feel you are listening to their needs all the more and fosters a stronger relationship that turns into long-term loyalty.

Ready to amplify your show/hide block usage, but don’t know where to begin? Book a free 15-minute consultation with the Email By Design team today.