Blog
March 7, 2025
Klaviyo Conditional Splits: Step-by-Step Guide
Blog
March 7, 2025
Klaviyo Conditional Splits: Step-by-Step Guide
Blog
March 7, 2025
Klaviyo Conditional Splits: Step-by-Step Guide
Struggling with low email engagement? Learn how to use Klaviyo Conditional Splits to personalise automation, segment customers effectively, and boost conversions. Step-by-step guide included!
Are you tired of sending generic emails that don’t convert? Many e-commerce brands struggle with low engagement because their messaging isn’t tailored to customer behaviour. The solution is to leverage personalisation in your automation. In this guide, you’ll learn how to use Klaviyo’s conditional split feature to create highly personalised email and SMS flows that drive sales and engagement.
What is a Klaviyo Conditional Split?
A Klaviyo Conditional Split is a tool in the Flow Builder that creates two paths (Yes/No) within automation based on specific conditions. Unlike Klaviyo flow triggers or filters, it doesn't exclude recipients but instead customises their journey in the flow. It can be used in any flow type (list-, segment-, or event-triggered) and is highly versatile for tailoring content based on profile properties or actions.
Check out 8 Essential Klaviyo Flows to Boost Customer Loyalty to see which flows can be enhanced using conditional splits.
Key Benefits:
Improved Segmentation: Target sub-audiences with relevant, engaging messages.
Higher Conversions: Personalization boosts engagement and sales.
Efficient Automation: It handles multiple paths in a single flow, simplifying workflows and reducing email fatigue.
If you’re struggling with flow performance, poor segmentation might be the issue. Learn how to fix this in our guide on 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
Types of Klaviyo Conditional Split
Klaviyo allows flow splitting using criteria such as profile properties, behaviours, predictive analytics, location proximity, list membership, actions taken, and random sampling. These options appear when selecting a condition for a conditional split.
Note: All these splits are configured using the same Conditional Split action – you just choose different condition logic for each scenario. For instance, a Profile Property Split uses the “Properties about someone” condition, whereas a Purchase History Split might use “What someone has done or not done” (e.g. placed order zero times vs. at least once).
How to Create a Conditional Split in Klaviyo
Creating a conditional split in your flow is straightforward. Follow these steps to set one up:
Navigate to Flows: Open an existing flow or create a new one in the Flows section of the dashboard.
Add the Split: Drag the “Conditional Split” from the left sidebar into your flow. A Yes/No branch will appear automatically.
Set Conditions: Click the split to define rules, such as actions taken or profile properties, using AND/OR logic if needed.
Save the Split: Save your settings. Properly configured splits will lose their warning icon.
Test & Monitor: Preview the flow or add a test profile. Once live, track how many profiles follow each path through the Analytics or Activity tab.
Key Differences Between Flow Triggers and Conditional Splits
Flow Triggers: Define who enters the flow, like an event (e.g., "Placed Order") or joining a list. They start the flow (e.g., a welcome series triggered by newsletter signup).
Flow Filters: Excludes entrants at the flow level. Filters prevent contacts who don’t meet the criteria from proceeding (e.g., exclude those who purchased after triggering a cart abandonment flow).
Conditional Splits: Customize journeys within a flow. All contacts proceed but split into Yes/No paths based on conditions (e.g., VIP members get a special birthday gift, others get a standard discount).
In short, triggers initiate flows, filter gate who proceeds, and splits personalise the experience after entry.
Mastering Klaviyo Conditional Splits
1. Profile Property Split
Description:
Segments users based on stored profile properties like gender, location, or subscription status. Great for static attributes that don’t change frequently.
Use Cases:
Send different promotions based on gender (e.g., Women’s vs. Men’s clothing).
Show regional discounts for customers in specific locations.
Offer VIP-only deals to loyalty program members.
How to Set It Up in Klaviyo:
Open your flow and drag a Conditional Split into the sequence.
Select Properties about someone as the condition.
Choose the profile property (e.g., VIP Status = Yes/No).
Assign separate Yes/No paths with tailored content.
Save and test with sample profiles.
2. Behavior-Based Split
Description:
Segments contacts based on actions like browsing products, clicking links, or adding to cart. Ideal for real-time engagement tracking.
Use Cases:
Send a follow-up email to users who viewed a product but didn’t buy.
Offer an incentive to customers who added an item to cart but didn’t check out.
Retarget shoppers who clicked on an email link but didn’t purchase.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Choose What someone has done (or not done).
Select an event (e.g., Viewed Product in the last 7 days).
Customize each path:
Yes Path: If they viewed a product but didn't add to the cart, send a reminder email with the viewed product and related recommendations.
No Path: If they haven’t viewed any product in a while, send a re-engagement email featuring trending or best-selling products.
Test by previewing with real user activity.
Our in-depth guide on Abandoned Cart: 11 Tips To Recapture Lost Sales can help you refine your cart recovery strategy.
3. Engagement Split
Description:
Divides contacts based on how they interact with emails or SMS—helpful for re-engagement campaigns.
Use Cases:
Give special discounts to highly engaged users.
Send win-back emails to those who haven’t opened an email in 30 days.
Nudge inactive SMS subscribers with an exclusive offer.
How to Set It Up in Klaviyo:
Drag a Conditional Split into your flow.
Select What someone has done (or not done).
Choose an engagement metric:
Opened Email in last 30 days
Clicked SMS in last 30 days
Create unique paths for engaged vs. unengaged contacts.
4. Purchase History Split
Description:
Targets customers based on past purchases—ideal for cross-selling, upselling, and loyalty-building.
Use Cases:
Recommend matching accessories for a previously bought item.
Give exclusive perks to repeat buyers.
Promote higher-tier products to high-spending customers.
How to Set It Up in Klaviyo:
Add a Conditional Split in the flow.
Select What someone has done (or not done).
Choose Placed Order at least once.
Separate paths based on purchase frequency:
Yes Path: Upsell premium products.
No Path: Offer a first-time buyer discount.
5. Predictive Analytics Split
Description:
Uses Klaviyo’s AI-driven insights to predict future customer actions like churn risk or next purchase date.
Use Cases:
Send retention offers to high-churn-risk customers.
Automate reorder reminders based on predicted next purchase date.
Prioritize outreach to high-value customers likely to buy again.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Select Properties about someone.
Choose a Predictive Analytics property like:
Expected Next Order Date
Churn Risk Level
Assign different paths based on predictions.
6. Event-Based Split
Description:
Triggers emails based on specific events, like a product launch, a subscription renewal, or a loyalty program milestone.
Use Cases:
Send early access invites to loyal customers before a product launch.
Remind customers about an upcoming subscription renewal.
Reward customers for reaching a new loyalty tier.
How to Set It Up in Klaviyo:
Add a Conditional Split into the flow.
Choose What someone has done (or not done).
Select an event-based action like:
Joined loyalty program in last 30 days
Signed up for webinar
Assign messaging paths based on event completion.
7. Date-Based Split
Description:
Triggers messages based on a specific date, like birthdays, anniversaries, or seasonal events.
Use Cases:
Automate birthday discounts.
Send renewal reminders before a subscription expires.
Offer seasonal discounts based on customer location.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Select Properties about someone.
Choose a date-based property like:
Birthday
Subscription Renewal Date
Personalise emails based on the time frame.
Common Issues and Solutions for Klaviyo Conditional Splits
Even with a well-structured conditional split strategy, issues that impact segmentation accuracy, automation efficiency, and customer experience can arise. Below are the most frequent problems and actionable solutions to optimise performance.
1. Incorrect Segment Criteria
Issue: Your conditional splits aren’t functioning correctly because the segment conditions are too broad, too restrictive, or conflicting. This leads to customers being misclassified or missing out on relevant campaigns.
Solution:
Double-check segment rules – Ensure that your segment logic aligns with your intended audience. Use "AND" and "OR" conditions effectively.
Run tests with sample profiles – In Klaviyo, manually check whether test profiles qualify for the segment before activating the flow.
Check data consistency – Inconsistent profile properties (e.g., "VIP" vs. "vip") can prevent accurate segmentation. Standardise naming conventions for custom properties.
2. Overlapping Flows Causing Message Flooding
Issue: Customers receive multiple emails or SMS messages in a short timeframe due to overlapping flows, causing frustration and higher unsubscribe rates.
Solution:
Use flow filters to prevent duplicate messages – Add a filter like “Has not received an email in the last X days” to space out communications.
Apply frequency caps in Klaviyo – Limit the number of emails/SMS a customer can receive per day or week to avoid overwhelming them.
Use suppression lists – Exclude customers from certain flows if they are already in another high-priority flow.
3. Conditional Split Not Working as Expected
Issue: Your split logic doesn’t trigger correctly, meaning customers are not moving through the intended paths.
Solution:
Verify the data sync – Ensure that the correct customer data (e.g., purchase history, engagement level) is being updated in real-time.
Check property formatting – If using custom properties, confirm that they are structured consistently. Example: "Skin Type: Dry" must match "Dry" exactly in segmentation.
Use test profiles – Create test contacts in Klaviyo with specific attributes to validate split functionality before launching the flow.
4. Delayed Message Delivery
Issue: Emails or SMS messages are sent too late, reducing the impact of time-sensitive campaigns like cart abandonment or flash sales.
Solution:
Review flow timing settings – Adjust delays in Klaviyo flows to ensure messages are sent at optimal moments (e.g., abandoned cart emails should go out within 1-4 hours).
Test different timing scenarios – A/B test different send times (immediate vs. 6 hours) to find what converts best.
Prioritise real-time triggers – Use event-based triggers instead of time-based conditions where possible to speed up delivery.
Learn when your audience is most active in our guide on the Best Time to Send Email Newsletters.
5. Unclear Reporting Metrics
Issue: You don’t have clear visibility into how well each conditional split is performing, making it difficult to optimise.
Solution:
Define clear goals for each conditional path – Identify key KPIs such as open rates, click-through rates, and conversions per path.
Monitor Klaviyo analytics – Track how many customers go through each branch of your split to ensure even distribution or identify drop-off points.
Use UTM parameters – Add UTM tags to links in your emails to track performance in Google Analytics.
6. Missed Opportunities in Targeting
Issue: Your conditional splits are too basic, causing you to miss out on deeper segmentation and engagement opportunities.
Solution:
Regularly update conditions – Review your splits every quarter to ensure they align with current customer behavior and marketing goals.
Layer additional filters – Use multiple conditions (e.g., "VIP customers who haven’t purchased in 60 days") for better precision.
Incorporate predictive analytics – Use Klaviyo’s AI-driven insights to predict churn risk and expected next purchase date.
FAQs
Can I use multiple conditional splits in the same flow?
Yes! You can layer multiple conditional splits to refine your segmentation further. However, ensure they don’t create overly complex paths that hinder automation performance.
How do I track the effectiveness of my conditional splits?
Monitor Klaviyo’s built-in analytics to see how many users pass through each path. Use Klaviyo Predictive Analytics to forecast customer behaviour and improve segmentation.
Do conditional splits slow down email or SMS delivery?
No, but incorrect delays can cause slow delivery. Read our Email Deliverability Guide to ensure optimal inbox placement.
Can I change a conditional split after launching a flow?
Yes, but changes apply only to new contacts entering the flow. Existing recipients will continue through the original path.
What happens if a profile doesn’t meet either condition in the split?
If neither Yes nor No conditions are met, the contact will follow the No path by default. Always double-check your logic to ensure the expected outcomes.
Conclusion
Klaviyo conditional splits are a game-changer for e-commerce brands looking to personalise their marketing automation. Without them, you risk sending irrelevant messages that lead to low engagement and missed sales opportunities.
By segmenting customers based on behaviour, purchase history, and engagement levels, you can create highly targeted experiences that drive results. Whether you’re recovering abandoned carts, rewarding VIPs, or re-engaging inactive customers, mastering conditional splits will help you make smarter marketing decisions and increase conversions.
If you’re unsure where to start, reviewing your current flows and refining them with better segmentation can significantly improve performance.
Key Takeaways
Conditional Splits Make Emails More Personal – Send the right message to the right person based on their behaviour.
Profile Property Splits Help Target the Right Audience – Filter emails by location, VIP status, or gender for better results.
Behaviour-Based Splits Keep Customers Engaged – Follow up with people who browsed but didn’t buy.
Engagement Splits Reconnect with Inactive Customers – Send reminders or special offers to those who haven’t opened emails.
Purchase History Splits Increase Sales – Recommend products based on what customers have already bought.
Predictive Analytics Splits Prevent Churn – Identify and reach out to customers who might stop buying soon.
Event-Based Splits Send Timely Messages – Automate emails for product launches, loyalty milestones, or special events.
Date-Based Splits Celebrate Important Moments – Set up birthday discounts or renewal reminders automatically.
Flow Filters Stop Over-Messaging – Avoid bombarding customers with too many emails by setting limits.
Testing Helps Improve Results – A/B test subject lines, timing and offers to see what works best.
Not Sure How to Maximise Klaviyo Conditional Splits?
Unlock higher engagement, boost conversion rates, and create tailored customer journeys with expert guidance. Click here for a free audit and transform your Klaviyo strategy today!
Are you tired of sending generic emails that don’t convert? Many e-commerce brands struggle with low engagement because their messaging isn’t tailored to customer behaviour. The solution is to leverage personalisation in your automation. In this guide, you’ll learn how to use Klaviyo’s conditional split feature to create highly personalised email and SMS flows that drive sales and engagement.
What is a Klaviyo Conditional Split?
A Klaviyo Conditional Split is a tool in the Flow Builder that creates two paths (Yes/No) within automation based on specific conditions. Unlike Klaviyo flow triggers or filters, it doesn't exclude recipients but instead customises their journey in the flow. It can be used in any flow type (list-, segment-, or event-triggered) and is highly versatile for tailoring content based on profile properties or actions.
Check out 8 Essential Klaviyo Flows to Boost Customer Loyalty to see which flows can be enhanced using conditional splits.
Key Benefits:
Improved Segmentation: Target sub-audiences with relevant, engaging messages.
Higher Conversions: Personalization boosts engagement and sales.
Efficient Automation: It handles multiple paths in a single flow, simplifying workflows and reducing email fatigue.
If you’re struggling with flow performance, poor segmentation might be the issue. Learn how to fix this in our guide on 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
Types of Klaviyo Conditional Split
Klaviyo allows flow splitting using criteria such as profile properties, behaviours, predictive analytics, location proximity, list membership, actions taken, and random sampling. These options appear when selecting a condition for a conditional split.
Note: All these splits are configured using the same Conditional Split action – you just choose different condition logic for each scenario. For instance, a Profile Property Split uses the “Properties about someone” condition, whereas a Purchase History Split might use “What someone has done or not done” (e.g. placed order zero times vs. at least once).
How to Create a Conditional Split in Klaviyo
Creating a conditional split in your flow is straightforward. Follow these steps to set one up:
Navigate to Flows: Open an existing flow or create a new one in the Flows section of the dashboard.
Add the Split: Drag the “Conditional Split” from the left sidebar into your flow. A Yes/No branch will appear automatically.
Set Conditions: Click the split to define rules, such as actions taken or profile properties, using AND/OR logic if needed.
Save the Split: Save your settings. Properly configured splits will lose their warning icon.
Test & Monitor: Preview the flow or add a test profile. Once live, track how many profiles follow each path through the Analytics or Activity tab.
Key Differences Between Flow Triggers and Conditional Splits
Flow Triggers: Define who enters the flow, like an event (e.g., "Placed Order") or joining a list. They start the flow (e.g., a welcome series triggered by newsletter signup).
Flow Filters: Excludes entrants at the flow level. Filters prevent contacts who don’t meet the criteria from proceeding (e.g., exclude those who purchased after triggering a cart abandonment flow).
Conditional Splits: Customize journeys within a flow. All contacts proceed but split into Yes/No paths based on conditions (e.g., VIP members get a special birthday gift, others get a standard discount).
In short, triggers initiate flows, filter gate who proceeds, and splits personalise the experience after entry.
Mastering Klaviyo Conditional Splits
1. Profile Property Split
Description:
Segments users based on stored profile properties like gender, location, or subscription status. Great for static attributes that don’t change frequently.
Use Cases:
Send different promotions based on gender (e.g., Women’s vs. Men’s clothing).
Show regional discounts for customers in specific locations.
Offer VIP-only deals to loyalty program members.
How to Set It Up in Klaviyo:
Open your flow and drag a Conditional Split into the sequence.
Select Properties about someone as the condition.
Choose the profile property (e.g., VIP Status = Yes/No).
Assign separate Yes/No paths with tailored content.
Save and test with sample profiles.
2. Behavior-Based Split
Description:
Segments contacts based on actions like browsing products, clicking links, or adding to cart. Ideal for real-time engagement tracking.
Use Cases:
Send a follow-up email to users who viewed a product but didn’t buy.
Offer an incentive to customers who added an item to cart but didn’t check out.
Retarget shoppers who clicked on an email link but didn’t purchase.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Choose What someone has done (or not done).
Select an event (e.g., Viewed Product in the last 7 days).
Customize each path:
Yes Path: If they viewed a product but didn't add to the cart, send a reminder email with the viewed product and related recommendations.
No Path: If they haven’t viewed any product in a while, send a re-engagement email featuring trending or best-selling products.
Test by previewing with real user activity.
Our in-depth guide on Abandoned Cart: 11 Tips To Recapture Lost Sales can help you refine your cart recovery strategy.
3. Engagement Split
Description:
Divides contacts based on how they interact with emails or SMS—helpful for re-engagement campaigns.
Use Cases:
Give special discounts to highly engaged users.
Send win-back emails to those who haven’t opened an email in 30 days.
Nudge inactive SMS subscribers with an exclusive offer.
How to Set It Up in Klaviyo:
Drag a Conditional Split into your flow.
Select What someone has done (or not done).
Choose an engagement metric:
Opened Email in last 30 days
Clicked SMS in last 30 days
Create unique paths for engaged vs. unengaged contacts.
4. Purchase History Split
Description:
Targets customers based on past purchases—ideal for cross-selling, upselling, and loyalty-building.
Use Cases:
Recommend matching accessories for a previously bought item.
Give exclusive perks to repeat buyers.
Promote higher-tier products to high-spending customers.
How to Set It Up in Klaviyo:
Add a Conditional Split in the flow.
Select What someone has done (or not done).
Choose Placed Order at least once.
Separate paths based on purchase frequency:
Yes Path: Upsell premium products.
No Path: Offer a first-time buyer discount.
5. Predictive Analytics Split
Description:
Uses Klaviyo’s AI-driven insights to predict future customer actions like churn risk or next purchase date.
Use Cases:
Send retention offers to high-churn-risk customers.
Automate reorder reminders based on predicted next purchase date.
Prioritize outreach to high-value customers likely to buy again.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Select Properties about someone.
Choose a Predictive Analytics property like:
Expected Next Order Date
Churn Risk Level
Assign different paths based on predictions.
6. Event-Based Split
Description:
Triggers emails based on specific events, like a product launch, a subscription renewal, or a loyalty program milestone.
Use Cases:
Send early access invites to loyal customers before a product launch.
Remind customers about an upcoming subscription renewal.
Reward customers for reaching a new loyalty tier.
How to Set It Up in Klaviyo:
Add a Conditional Split into the flow.
Choose What someone has done (or not done).
Select an event-based action like:
Joined loyalty program in last 30 days
Signed up for webinar
Assign messaging paths based on event completion.
7. Date-Based Split
Description:
Triggers messages based on a specific date, like birthdays, anniversaries, or seasonal events.
Use Cases:
Automate birthday discounts.
Send renewal reminders before a subscription expires.
Offer seasonal discounts based on customer location.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Select Properties about someone.
Choose a date-based property like:
Birthday
Subscription Renewal Date
Personalise emails based on the time frame.
Common Issues and Solutions for Klaviyo Conditional Splits
Even with a well-structured conditional split strategy, issues that impact segmentation accuracy, automation efficiency, and customer experience can arise. Below are the most frequent problems and actionable solutions to optimise performance.
1. Incorrect Segment Criteria
Issue: Your conditional splits aren’t functioning correctly because the segment conditions are too broad, too restrictive, or conflicting. This leads to customers being misclassified or missing out on relevant campaigns.
Solution:
Double-check segment rules – Ensure that your segment logic aligns with your intended audience. Use "AND" and "OR" conditions effectively.
Run tests with sample profiles – In Klaviyo, manually check whether test profiles qualify for the segment before activating the flow.
Check data consistency – Inconsistent profile properties (e.g., "VIP" vs. "vip") can prevent accurate segmentation. Standardise naming conventions for custom properties.
2. Overlapping Flows Causing Message Flooding
Issue: Customers receive multiple emails or SMS messages in a short timeframe due to overlapping flows, causing frustration and higher unsubscribe rates.
Solution:
Use flow filters to prevent duplicate messages – Add a filter like “Has not received an email in the last X days” to space out communications.
Apply frequency caps in Klaviyo – Limit the number of emails/SMS a customer can receive per day or week to avoid overwhelming them.
Use suppression lists – Exclude customers from certain flows if they are already in another high-priority flow.
3. Conditional Split Not Working as Expected
Issue: Your split logic doesn’t trigger correctly, meaning customers are not moving through the intended paths.
Solution:
Verify the data sync – Ensure that the correct customer data (e.g., purchase history, engagement level) is being updated in real-time.
Check property formatting – If using custom properties, confirm that they are structured consistently. Example: "Skin Type: Dry" must match "Dry" exactly in segmentation.
Use test profiles – Create test contacts in Klaviyo with specific attributes to validate split functionality before launching the flow.
4. Delayed Message Delivery
Issue: Emails or SMS messages are sent too late, reducing the impact of time-sensitive campaigns like cart abandonment or flash sales.
Solution:
Review flow timing settings – Adjust delays in Klaviyo flows to ensure messages are sent at optimal moments (e.g., abandoned cart emails should go out within 1-4 hours).
Test different timing scenarios – A/B test different send times (immediate vs. 6 hours) to find what converts best.
Prioritise real-time triggers – Use event-based triggers instead of time-based conditions where possible to speed up delivery.
Learn when your audience is most active in our guide on the Best Time to Send Email Newsletters.
5. Unclear Reporting Metrics
Issue: You don’t have clear visibility into how well each conditional split is performing, making it difficult to optimise.
Solution:
Define clear goals for each conditional path – Identify key KPIs such as open rates, click-through rates, and conversions per path.
Monitor Klaviyo analytics – Track how many customers go through each branch of your split to ensure even distribution or identify drop-off points.
Use UTM parameters – Add UTM tags to links in your emails to track performance in Google Analytics.
6. Missed Opportunities in Targeting
Issue: Your conditional splits are too basic, causing you to miss out on deeper segmentation and engagement opportunities.
Solution:
Regularly update conditions – Review your splits every quarter to ensure they align with current customer behavior and marketing goals.
Layer additional filters – Use multiple conditions (e.g., "VIP customers who haven’t purchased in 60 days") for better precision.
Incorporate predictive analytics – Use Klaviyo’s AI-driven insights to predict churn risk and expected next purchase date.
FAQs
Can I use multiple conditional splits in the same flow?
Yes! You can layer multiple conditional splits to refine your segmentation further. However, ensure they don’t create overly complex paths that hinder automation performance.
How do I track the effectiveness of my conditional splits?
Monitor Klaviyo’s built-in analytics to see how many users pass through each path. Use Klaviyo Predictive Analytics to forecast customer behaviour and improve segmentation.
Do conditional splits slow down email or SMS delivery?
No, but incorrect delays can cause slow delivery. Read our Email Deliverability Guide to ensure optimal inbox placement.
Can I change a conditional split after launching a flow?
Yes, but changes apply only to new contacts entering the flow. Existing recipients will continue through the original path.
What happens if a profile doesn’t meet either condition in the split?
If neither Yes nor No conditions are met, the contact will follow the No path by default. Always double-check your logic to ensure the expected outcomes.
Conclusion
Klaviyo conditional splits are a game-changer for e-commerce brands looking to personalise their marketing automation. Without them, you risk sending irrelevant messages that lead to low engagement and missed sales opportunities.
By segmenting customers based on behaviour, purchase history, and engagement levels, you can create highly targeted experiences that drive results. Whether you’re recovering abandoned carts, rewarding VIPs, or re-engaging inactive customers, mastering conditional splits will help you make smarter marketing decisions and increase conversions.
If you’re unsure where to start, reviewing your current flows and refining them with better segmentation can significantly improve performance.
Key Takeaways
Conditional Splits Make Emails More Personal – Send the right message to the right person based on their behaviour.
Profile Property Splits Help Target the Right Audience – Filter emails by location, VIP status, or gender for better results.
Behaviour-Based Splits Keep Customers Engaged – Follow up with people who browsed but didn’t buy.
Engagement Splits Reconnect with Inactive Customers – Send reminders or special offers to those who haven’t opened emails.
Purchase History Splits Increase Sales – Recommend products based on what customers have already bought.
Predictive Analytics Splits Prevent Churn – Identify and reach out to customers who might stop buying soon.
Event-Based Splits Send Timely Messages – Automate emails for product launches, loyalty milestones, or special events.
Date-Based Splits Celebrate Important Moments – Set up birthday discounts or renewal reminders automatically.
Flow Filters Stop Over-Messaging – Avoid bombarding customers with too many emails by setting limits.
Testing Helps Improve Results – A/B test subject lines, timing and offers to see what works best.
Not Sure How to Maximise Klaviyo Conditional Splits?
Unlock higher engagement, boost conversion rates, and create tailored customer journeys with expert guidance. Click here for a free audit and transform your Klaviyo strategy today!
Struggling with low email engagement? Learn how to use Klaviyo Conditional Splits to personalise automation, segment customers effectively, and boost conversions. Step-by-step guide included!
Are you tired of sending generic emails that don’t convert? Many e-commerce brands struggle with low engagement because their messaging isn’t tailored to customer behaviour. The solution is to leverage personalisation in your automation. In this guide, you’ll learn how to use Klaviyo’s conditional split feature to create highly personalised email and SMS flows that drive sales and engagement.
What is a Klaviyo Conditional Split?
A Klaviyo Conditional Split is a tool in the Flow Builder that creates two paths (Yes/No) within automation based on specific conditions. Unlike Klaviyo flow triggers or filters, it doesn't exclude recipients but instead customises their journey in the flow. It can be used in any flow type (list-, segment-, or event-triggered) and is highly versatile for tailoring content based on profile properties or actions.
Check out 8 Essential Klaviyo Flows to Boost Customer Loyalty to see which flows can be enhanced using conditional splits.
Key Benefits:
Improved Segmentation: Target sub-audiences with relevant, engaging messages.
Higher Conversions: Personalization boosts engagement and sales.
Efficient Automation: It handles multiple paths in a single flow, simplifying workflows and reducing email fatigue.
If you’re struggling with flow performance, poor segmentation might be the issue. Learn how to fix this in our guide on 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
Types of Klaviyo Conditional Split
Klaviyo allows flow splitting using criteria such as profile properties, behaviours, predictive analytics, location proximity, list membership, actions taken, and random sampling. These options appear when selecting a condition for a conditional split.
Note: All these splits are configured using the same Conditional Split action – you just choose different condition logic for each scenario. For instance, a Profile Property Split uses the “Properties about someone” condition, whereas a Purchase History Split might use “What someone has done or not done” (e.g. placed order zero times vs. at least once).
How to Create a Conditional Split in Klaviyo
Creating a conditional split in your flow is straightforward. Follow these steps to set one up:
Navigate to Flows: Open an existing flow or create a new one in the Flows section of the dashboard.
Add the Split: Drag the “Conditional Split” from the left sidebar into your flow. A Yes/No branch will appear automatically.
Set Conditions: Click the split to define rules, such as actions taken or profile properties, using AND/OR logic if needed.
Save the Split: Save your settings. Properly configured splits will lose their warning icon.
Test & Monitor: Preview the flow or add a test profile. Once live, track how many profiles follow each path through the Analytics or Activity tab.
Key Differences Between Flow Triggers and Conditional Splits
Flow Triggers: Define who enters the flow, like an event (e.g., "Placed Order") or joining a list. They start the flow (e.g., a welcome series triggered by newsletter signup).
Flow Filters: Excludes entrants at the flow level. Filters prevent contacts who don’t meet the criteria from proceeding (e.g., exclude those who purchased after triggering a cart abandonment flow).
Conditional Splits: Customize journeys within a flow. All contacts proceed but split into Yes/No paths based on conditions (e.g., VIP members get a special birthday gift, others get a standard discount).
In short, triggers initiate flows, filter gate who proceeds, and splits personalise the experience after entry.
Mastering Klaviyo Conditional Splits
1. Profile Property Split
Description:
Segments users based on stored profile properties like gender, location, or subscription status. Great for static attributes that don’t change frequently.
Use Cases:
Send different promotions based on gender (e.g., Women’s vs. Men’s clothing).
Show regional discounts for customers in specific locations.
Offer VIP-only deals to loyalty program members.
How to Set It Up in Klaviyo:
Open your flow and drag a Conditional Split into the sequence.
Select Properties about someone as the condition.
Choose the profile property (e.g., VIP Status = Yes/No).
Assign separate Yes/No paths with tailored content.
Save and test with sample profiles.
2. Behavior-Based Split
Description:
Segments contacts based on actions like browsing products, clicking links, or adding to cart. Ideal for real-time engagement tracking.
Use Cases:
Send a follow-up email to users who viewed a product but didn’t buy.
Offer an incentive to customers who added an item to cart but didn’t check out.
Retarget shoppers who clicked on an email link but didn’t purchase.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Choose What someone has done (or not done).
Select an event (e.g., Viewed Product in the last 7 days).
Customize each path:
Yes Path: If they viewed a product but didn't add to the cart, send a reminder email with the viewed product and related recommendations.
No Path: If they haven’t viewed any product in a while, send a re-engagement email featuring trending or best-selling products.
Test by previewing with real user activity.
Our in-depth guide on Abandoned Cart: 11 Tips To Recapture Lost Sales can help you refine your cart recovery strategy.
3. Engagement Split
Description:
Divides contacts based on how they interact with emails or SMS—helpful for re-engagement campaigns.
Use Cases:
Give special discounts to highly engaged users.
Send win-back emails to those who haven’t opened an email in 30 days.
Nudge inactive SMS subscribers with an exclusive offer.
How to Set It Up in Klaviyo:
Drag a Conditional Split into your flow.
Select What someone has done (or not done).
Choose an engagement metric:
Opened Email in last 30 days
Clicked SMS in last 30 days
Create unique paths for engaged vs. unengaged contacts.
4. Purchase History Split
Description:
Targets customers based on past purchases—ideal for cross-selling, upselling, and loyalty-building.
Use Cases:
Recommend matching accessories for a previously bought item.
Give exclusive perks to repeat buyers.
Promote higher-tier products to high-spending customers.
How to Set It Up in Klaviyo:
Add a Conditional Split in the flow.
Select What someone has done (or not done).
Choose Placed Order at least once.
Separate paths based on purchase frequency:
Yes Path: Upsell premium products.
No Path: Offer a first-time buyer discount.
5. Predictive Analytics Split
Description:
Uses Klaviyo’s AI-driven insights to predict future customer actions like churn risk or next purchase date.
Use Cases:
Send retention offers to high-churn-risk customers.
Automate reorder reminders based on predicted next purchase date.
Prioritize outreach to high-value customers likely to buy again.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Select Properties about someone.
Choose a Predictive Analytics property like:
Expected Next Order Date
Churn Risk Level
Assign different paths based on predictions.
6. Event-Based Split
Description:
Triggers emails based on specific events, like a product launch, a subscription renewal, or a loyalty program milestone.
Use Cases:
Send early access invites to loyal customers before a product launch.
Remind customers about an upcoming subscription renewal.
Reward customers for reaching a new loyalty tier.
How to Set It Up in Klaviyo:
Add a Conditional Split into the flow.
Choose What someone has done (or not done).
Select an event-based action like:
Joined loyalty program in last 30 days
Signed up for webinar
Assign messaging paths based on event completion.
7. Date-Based Split
Description:
Triggers messages based on a specific date, like birthdays, anniversaries, or seasonal events.
Use Cases:
Automate birthday discounts.
Send renewal reminders before a subscription expires.
Offer seasonal discounts based on customer location.
How to Set It Up in Klaviyo:
Drag a Conditional Split into the flow.
Select Properties about someone.
Choose a date-based property like:
Birthday
Subscription Renewal Date
Personalise emails based on the time frame.
Common Issues and Solutions for Klaviyo Conditional Splits
Even with a well-structured conditional split strategy, issues that impact segmentation accuracy, automation efficiency, and customer experience can arise. Below are the most frequent problems and actionable solutions to optimise performance.
1. Incorrect Segment Criteria
Issue: Your conditional splits aren’t functioning correctly because the segment conditions are too broad, too restrictive, or conflicting. This leads to customers being misclassified or missing out on relevant campaigns.
Solution:
Double-check segment rules – Ensure that your segment logic aligns with your intended audience. Use "AND" and "OR" conditions effectively.
Run tests with sample profiles – In Klaviyo, manually check whether test profiles qualify for the segment before activating the flow.
Check data consistency – Inconsistent profile properties (e.g., "VIP" vs. "vip") can prevent accurate segmentation. Standardise naming conventions for custom properties.
2. Overlapping Flows Causing Message Flooding
Issue: Customers receive multiple emails or SMS messages in a short timeframe due to overlapping flows, causing frustration and higher unsubscribe rates.
Solution:
Use flow filters to prevent duplicate messages – Add a filter like “Has not received an email in the last X days” to space out communications.
Apply frequency caps in Klaviyo – Limit the number of emails/SMS a customer can receive per day or week to avoid overwhelming them.
Use suppression lists – Exclude customers from certain flows if they are already in another high-priority flow.
3. Conditional Split Not Working as Expected
Issue: Your split logic doesn’t trigger correctly, meaning customers are not moving through the intended paths.
Solution:
Verify the data sync – Ensure that the correct customer data (e.g., purchase history, engagement level) is being updated in real-time.
Check property formatting – If using custom properties, confirm that they are structured consistently. Example: "Skin Type: Dry" must match "Dry" exactly in segmentation.
Use test profiles – Create test contacts in Klaviyo with specific attributes to validate split functionality before launching the flow.
4. Delayed Message Delivery
Issue: Emails or SMS messages are sent too late, reducing the impact of time-sensitive campaigns like cart abandonment or flash sales.
Solution:
Review flow timing settings – Adjust delays in Klaviyo flows to ensure messages are sent at optimal moments (e.g., abandoned cart emails should go out within 1-4 hours).
Test different timing scenarios – A/B test different send times (immediate vs. 6 hours) to find what converts best.
Prioritise real-time triggers – Use event-based triggers instead of time-based conditions where possible to speed up delivery.
Learn when your audience is most active in our guide on the Best Time to Send Email Newsletters.
5. Unclear Reporting Metrics
Issue: You don’t have clear visibility into how well each conditional split is performing, making it difficult to optimise.
Solution:
Define clear goals for each conditional path – Identify key KPIs such as open rates, click-through rates, and conversions per path.
Monitor Klaviyo analytics – Track how many customers go through each branch of your split to ensure even distribution or identify drop-off points.
Use UTM parameters – Add UTM tags to links in your emails to track performance in Google Analytics.
6. Missed Opportunities in Targeting
Issue: Your conditional splits are too basic, causing you to miss out on deeper segmentation and engagement opportunities.
Solution:
Regularly update conditions – Review your splits every quarter to ensure they align with current customer behavior and marketing goals.
Layer additional filters – Use multiple conditions (e.g., "VIP customers who haven’t purchased in 60 days") for better precision.
Incorporate predictive analytics – Use Klaviyo’s AI-driven insights to predict churn risk and expected next purchase date.
FAQs
Can I use multiple conditional splits in the same flow?
Yes! You can layer multiple conditional splits to refine your segmentation further. However, ensure they don’t create overly complex paths that hinder automation performance.
How do I track the effectiveness of my conditional splits?
Monitor Klaviyo’s built-in analytics to see how many users pass through each path. Use Klaviyo Predictive Analytics to forecast customer behaviour and improve segmentation.
Do conditional splits slow down email or SMS delivery?
No, but incorrect delays can cause slow delivery. Read our Email Deliverability Guide to ensure optimal inbox placement.
Can I change a conditional split after launching a flow?
Yes, but changes apply only to new contacts entering the flow. Existing recipients will continue through the original path.
What happens if a profile doesn’t meet either condition in the split?
If neither Yes nor No conditions are met, the contact will follow the No path by default. Always double-check your logic to ensure the expected outcomes.
Conclusion
Klaviyo conditional splits are a game-changer for e-commerce brands looking to personalise their marketing automation. Without them, you risk sending irrelevant messages that lead to low engagement and missed sales opportunities.
By segmenting customers based on behaviour, purchase history, and engagement levels, you can create highly targeted experiences that drive results. Whether you’re recovering abandoned carts, rewarding VIPs, or re-engaging inactive customers, mastering conditional splits will help you make smarter marketing decisions and increase conversions.
If you’re unsure where to start, reviewing your current flows and refining them with better segmentation can significantly improve performance.
Key Takeaways
Conditional Splits Make Emails More Personal – Send the right message to the right person based on their behaviour.
Profile Property Splits Help Target the Right Audience – Filter emails by location, VIP status, or gender for better results.
Behaviour-Based Splits Keep Customers Engaged – Follow up with people who browsed but didn’t buy.
Engagement Splits Reconnect with Inactive Customers – Send reminders or special offers to those who haven’t opened emails.
Purchase History Splits Increase Sales – Recommend products based on what customers have already bought.
Predictive Analytics Splits Prevent Churn – Identify and reach out to customers who might stop buying soon.
Event-Based Splits Send Timely Messages – Automate emails for product launches, loyalty milestones, or special events.
Date-Based Splits Celebrate Important Moments – Set up birthday discounts or renewal reminders automatically.
Flow Filters Stop Over-Messaging – Avoid bombarding customers with too many emails by setting limits.
Testing Helps Improve Results – A/B test subject lines, timing and offers to see what works best.
Not Sure How to Maximise Klaviyo Conditional Splits?
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