How to Create Product Feeds in Klaviyo for Powerful Product Recommendations

Creating effective product recommendations is a cornerstone of personalized marketing, and Klaviyo's product feed feature makes this easier than ever. Product feeds in Klaviyo pull data from your product catalog and customer behavior, like items customers have viewed or purchased, and use this to deliver tailored recommendations that boost engagement and sales. This customized product feed approach can help businesses optimize email campaigns by presenting the most relevant products based on customer interests, stock levels, or even price and inventory data.

In this guide, we’ll go over the setup, benefits, and use cases of product feeds in Klaviyo, as well as essential terms to get you started.

Key Terms You Should Know

Catalog
The catalog is your entire product lineup synced from your e-commerce platform to Klaviyo. You can view and manage it under the Content > Products section in Klaviyo.

Custom Catalog
If your e-commerce platform isn’t directly supported by Klaviyo, you can import products through a custom catalog. This process lets you still use Klaviyo’s product recommendation tools effectively.

Product Feed
Product feeds are customizable product lists generated from your catalog. These can be filtered by categories, stock levels, price, and customer engagement metrics, helping you deliver more relevant product options to each customer. You can even create a customized product feed based on factors like best-selling products or recently viewed items.

Product Block
The product block is a content block in Klaviyo’s drag-and-drop email template editor. Once added, it displays selected products from your product feed in your email, dynamically updating as your catalog changes.

Setting Up Your Product Feed in Klaviyo

Klaviyo supports product feeds for popular e-commerce integrations such as Shopify, WooCommerce, BigCommerce, and more. If your platform is unsupported, you can sync your catalog manually to create a tailored feed, perfect for based recommendations that align with customer behavior.

To create a product feed:

1. Go to Content > Products in Klaviyo and select the Product Feed tab.
2. Click on Create Product Feed and name your feed.
3. Select the catalog you'd like to pull products from.
4. Customize what customers see first, such as “Best-selling products” or “Products a customer has viewed.”
5. Set up additional filters (optional) based on categories, stock levels, or price.
6. Click Save Product Feed when you’re done.

With these simple steps, you can build a customized product feed that automatically updates with your latest catalog information and factors like inventory or pricing changes.

Using Product Feeds in Emails

Now that your product feed is set up, you can add it to your email campaigns. Here’s how:

1. Open an email in Klaviyo (whether a template, campaign, or flow email).
2. Drag a Product Block into your email.
3. Select your product feed from the Product Feed menu, and choose the product details to display, such as title, price, or a call-to-action button.
4. Adjust the layout, color, and style to match your brand’s design.
5. Preview the email to see how the recommendations look.

With Klaviyo conditional logic, you can use conditional blocks to further customize how product recommendations are displayed, ensuring only the most relevant products appear to each recipient.

Product Feed Use Cases

Product feeds can be strategically placed in various parts of your email to improve engagement:

• Product Feed Above Footer: Place a small product feed at the bottom of your email to encourage last-minute clicks.
• Browse Abandonment Flow: Include recently viewed items to re-engage potential customers who browsed but didn’t buy, using Klaviyo’s show/hide logic to only display items based on user behavior.

Welcome Flow Featuring Bestsellers: Show your top products to new subscribers, giving them a taste of what others love about your brand. Klaviyo’s ability to filter based recommendations allows you to highlight products tailored to the customer’s interests.

FAQs on Product Feeds

Why is My Product Block Showing the Same Product for All Recipients?
This happens when the recommendation model hasn’t yet personalized the data, usually because of limited customer history or recent feed creation. Allow up to a week for Klaviyo’s system to fully train the model for more individualized product recommendations.

How Does Klaviyo Determine "Best-selling" Products?
Best-selling recommendations are weighted by sales volume, giving preference to more recent purchases. Price isn’t factored into the calculation, only quantity sold.

How Are "Products a Customer May Also Like" Determined?
Klaviyo uses collaborative filtering, analyzing customer behavior to predict items of interest. For instance, if many customers view products A, B, and C together, the system will recommend product C to someone who has only viewed A and B.

Using product feeds in Klaviyo can transform how your brand interacts with customers, making each email more relevant, personalized, and effective. With features like Klaviyo conditional blocks and Klaviyo show/hide logic, you can ensure the right products are displayed to the right customers at the right time.