Klaviyo Conditional Splits: 3 Underrated Strategies to Boost Your Email Flow Revenue

If you’re using Klaviyo email flows without conditional splits, you're missing out on one of the platform’s most powerful revenue-boosting tools.

At Milhook, we’ve helped dozens of eCommerce brands grow their email revenue significantly by using Klaviyo conditional splits to personalize automations based on purchase behavior, customer loyalty, and predictive data.

In this guide, we’ll walk through three overlooked but effective Klaviyo conditional split strategies that can turn your flows into high-converting, relationship-building machines.

What Are Klaviyo Conditional Splits?

Klaviyo conditional splits allow you to create branching logic inside your automated flows. Instead of sending every subscriber the same message, you can tailor the content based on:

• Purchase history

• Customer lifecycle stage

• Predictive analytics like gender or next order date

• Browsing behavior or location

This not only improves open and click rates but also increases conversions—because your emails feel more relevant to each recipient.

1. Upsell Based on Product Category Purchased

Best for: Post-purchase flow personalization
Goal: Deliver targeted upsells that match the customer’s recent purchase

Example Use Case:

Let’s say your store sells outdoor gear. You could create a conditional split that checks which product category the customer bought from.

• If they bought from "Portable Fire Pits", show them a carry bag or fire starter bundle.

• If they bought from "BBQ Accessories", upsell premium grill tools or wood chips.

How to Set It Up in Klaviyo:

1. In your Post-Purchase Flow, insert a Conditional Split.

2. Use the condition:
   “What someone has done” > “Placed Order” > “Item Categories” > contains “Portable Fire Pits”

3. Duplicate emails across the different branches, tailoring copy and products to each category.

Real Results:

After implementing this for a client, Milhook saw:

• 48% increase in click-through rate

• 31% increase in flow-attributed revenue

Want more email revenue? Check out our Klaviyo services.

2. Tailor Emails for First-Time vs. Returning Customers

Best for: Welcome flows, thank-you flows, or order follow-ups
Goal: Strengthen loyalty and build customer trust

Example Use Case:

• First-time buyers should receive a friendly intro to your brand with educational content.

• Repeat customers should get a loyalty-focused message, with an incentive to leave a review or refer a friend.

How to Set It Up in Klaviyo:

1. Add a Conditional Split:
   “What someone has done” > “Placed Order” > is at most once = First-time buyer
   “Placed Order” > is at least twice = Repeat buyer

2. Customize your messages to reflect customer loyalty.

Why This Works:

Returning customers already know and trust your brand. Speaking to them differently builds a deeper relationship—and often leads to higher AOV and referrals.

3. Change Copy or Offers Based on Predicted Gender

Best for: Welcome Series, Abandoned Cart, or Product Recommendation flows
Goal: Increase engagement by aligning message style or products with user profile

Example Use Case:

Klaviyo uses predictive analytics to estimate gender based on customer behavior. If you sell products like apparel, fragrances, or accessories, this can be a game-changer.

• Male-predicted customers can see bold, utility-focused designs and copy.

• Female-predicted customers can see more lifestyle or benefit-driven content.

How to Set It Up in Klaviyo:

1. Use the condition:
   “Properties about someone” > “Predictive Gender” > equals Male/Female

2. Customize the email blocks, CTAs, or product features accordingly.

Pro Tip: You can also use dynamic content blocks instead of fully splitting the flow—perfect for testing tone or images without duplicating emails.

Bonus: Always Test Your Conditional Logic

Adding splits is just the beginning. Once in place, run A/B tests within each branch to optimize:

• Subject lines

• Timing of emails

• Offer type and placement

• Call-to-action clarity

Then, use Klaviyo’s built-in flow reporting to identify which branches are performing and which need refinement.

Final Thoughts: Conditional Splits Are Your Klaviyo Superpower

Klaviyo conditional splits are more than a nice-to-have—they’re a must for brands that want to grow email revenue intelligently.

With just a few thoughtful conditions, you can:

Serve smarter upsells
Nurture loyal customers differently
Boost relevance with AI-driven personalization

At Milhook, we specialize in building high-performing Klaviyo flows like these. If you’re ready to unlock more revenue from your email automations, we’d love to help.

📬 Need a flow audit or setup help? Contact Milhook today.