update preferences variable klaviyo

3 min read 18-09-2024

Klaviyo is a powerful email marketing platform that allows businesses to tailor their communication based on customer preferences and behaviors. One essential aspect of this personalization involves managing and updating preferences variables. In this article, we'll delve into how to effectively update these variables within Klaviyo, enhancing your customer engagement strategies.

What are Preference Variables in Klaviyo?

Preference variables in Klaviyo refer to the specific fields that capture a subscriber's choices and interests. These might include preferences like preferred email frequency, favorite product categories, or specific topics of interest. Updating these variables helps ensure that your email campaigns are highly targeted and relevant, which can significantly improve open and conversion rates.

How to Update Preference Variables

Common Questions and Answers

1. How do I update a user's preferences in Klaviyo?

To update a user's preferences, you can use the Klaviyo API or directly through the Klaviyo dashboard. Here's a simplified breakdown of both methods:

Using the Dashboard:
1. Navigate to the "Lists & Segments" tab in Klaviyo.
2. Select the list containing the user whose preferences you want to update.
3. Click on the user’s profile and edit the relevant preference fields directly.

Using the Klaviyo API: To update preferences via the API, you would typically use the Identify endpoint. Here's an example of a JSON payload you might send:

{
    "data": {
        "type": "person",
        "id": "USER_ID",
        "attributes": {
            "preferences": {
                "email_frequency": "weekly",
                "interests": ["product_a", "product_b"]
            }
        }
    }
}

This example showcases how to set preferences for email frequency and interests in a structured manner.

2. Can I segment my audience based on these preferences?

Absolutely! Klaviyo allows you to create segments based on user preferences. This segmentation can help you send more targeted emails and improve your campaign performance. You can create segments by navigating to the "Lists & Segments" section and using the "Create Segment" option. From there, apply filters that reference the specific preference variables you have set up.

Best Practices for Managing Preference Variables

Regular Updates: Ensure that preference variables are updated regularly, especially after significant interactions such as a purchase or survey completion. This practice keeps your data fresh and relevant.
Customer-Initiated Changes: Allow customers to change their preferences easily. This could be through a link in your emails leading to a preference center, enhancing user experience and reducing unsubscribes.
Utilize Analytics: Analyze how different preferences affect user engagement. Klaviyo's built-in analytics can help track this, allowing you to refine your strategies accordingly.
Clear Communication: Be transparent about how you use preference data. Clear communication can enhance trust and encourage customers to provide accurate information.

Practical Example: Sending Targeted Campaigns

Imagine you operate an online store that sells outdoor gear. By leveraging preference variables, you can segment your audience based on their favorite outdoor activities—hiking, camping, or fishing.

After updating their preferences, if a user indicates they prefer hiking gear, you can send them specific campaigns focusing on hiking equipment, tips, and deals.
Conversely, users interested in camping can receive content related to camping accessories and events.

By tailoring your communication this way, you're not only meeting customer expectations but also driving higher engagement rates.

Conclusion

Updating preference variables in Klaviyo is a crucial step toward personalizing your email marketing efforts. By understanding how to manage these preferences effectively and applying best practices, you can significantly enhance your audience's experience and boost your marketing success.

Whether you're using the Klaviyo API or the dashboard, maintaining up-to-date preference variables can lead to more meaningful customer interactions and higher conversion rates. Consider implementing these strategies today to optimize your email campaigns.

Additional Resources

Attributions

The Q&A content referenced in this article is inspired by discussions on Stack Overflow, specifically from contributions by various authors. Acknowledgment is given to these community members for their valuable insights into using Klaviyo effectively.

By understanding and implementing preference variable updates in Klaviyo, you can tailor your marketing efforts to better meet the needs of your customers, creating a more engaging and responsive email marketing strategy.