Goodbye content chaos: Klaviyo’s Universal Content API allows customers to sync custom blocks instantly

For modern marketers, speed is key, especially when it comes to managing consistent and high-quality email content. McKinsey’s research indicates that automation can reduce the time spent on repetitive tasks by 30%, significantly boosting operational efficiency. 

That’s why Klaviyo released our universal content block, making it easier to create, save, and manage reusable content blocks across campaigns. Today, this is managed all inside Klaviyo’s template editor, and the template must be created inside of Klaviyo.

However, many agencies and technology integrations create custom, stylized HTML email blocks for their clients outside of Klaviyo. These blocks, which might be used to showcase product recommendations, personalize offers and details specific to a customer, or highlight a brand’s unique voice, often require clients to copy and paste HTML code into their email templates in Klaviyo. 

This manual workflow creates opportunities for mistakes, and requires constant updates if content changes in the partner’s platform.

For example, if a partner’s content or HTML block is updated in their platform, clients must manually find and replace all instances of that block in their Klaviyo templates—a time consuming process prone to error. 

This creates frustration for marketers and clients alike, leading to inefficiencies that detract from their core focus: delivering personalized customer experiences. 

Introducing the Universal Content API

Klaviyo’s Universal Content API addresses this problem head-on—by offering developers and tech partners a way to create, read, update, and delete universal content blocks programmatically. 

As a result, their recommended email blocks can be effortlessly integrated into Klaviyo’s universal content library with a single click, removing the manual process of copy/pasting code. This streamlines workflows and minimizes the chances of errors, making Klaviyo even more powerful, and making it easier for marketers to power smarter digital relationships at scale. 

When updates are made to a content block in the partner’s platform, those changes will automatically be applied to all templates using that block, ensuring a consistent experience across email campaigns without any manual intervention.

Real-world applications of the Universal Content API

Several technology partners are already leveraging Klaviyo’s Universal Content API to improve customer workflows. Read on to learn more. 

Dynamic Yield by Mastercard

Dynamic Yield’s Experience OS activates every aspect of personalization, across all teams and stakeholders, from a unified system––increasing the ability to take experiences from concept to execution quickly and efficiently. 

This integration enables the user to automatically synchronize Dynamic Yield’s content blocks from Experience OS to their Klaviyo account, simplifying and centralizing email personalization down to the pixel.

Dynamic Yield’s content blocks offer different components to personalize every pixel of the email, rendered at open-time for maximum relevance:

• Recommendations: Deliver the most relevant product recommendations with dozens of strategies to algorithmically predict customers’ interests.
• Dynamic Content: Target your customers with hyper-personalized content and promotions. Variations are auto-matched to each customer’s unique affinity.
• Banner Grid: Replace static banners with affinity-based banner grids to automatically show the most relevant product categories to each user.
• Maps: Drive traffic to the closest in-store location to encourage offline sales.
• Menu: Replace static top categories with an affinity-based dynamic menu that mimics web navigation and prioritizes what each user wants to see first in real-time.
• Countdown Timer: The Countdown Timer is a unique dynamic block that shows the time remaining until an event starts or a sale ends. The goal is to create a sense of urgency and fuel FOMO (fear of missing out) to spur purchases.

Grid & Pixel 

Looking to get more revenue out of your Klaviyo flows? With Klaviyo’s new Universal Content API and Grid & Pixel, you can elevate your email strategy. Why send emails that look the same for everyone when you could deliver experiences tailored to each individual?

No more hassle copying and pasting HTML. Now, you can programmatically manage every part of your email—from tailored hero images to behavior-driven flows—ensuring your content always hits the mark.

With Grid & Pixel, seamlessly integrate dynamic content blocks into Klaviyo, empowering you to master visual storytelling across all your key email flows:

• Campaign Emails: Whether it’s a big seasonal push or an everyday promotion, programmatically personalize your content to match the moment. Preview BFCM campaign creatives here, for instance. 
• Welcome Series: Automatically adapt messages to resonate with each new subscriber, using custom properties and tailored discounts.
• Browse, Search, and Collection Abandonment: Follow up with visuals tailored to what caught their eye. Each graphic is rendered dynamically when the email is opened.
• Abandoned Cart and Checkout: Nudge customers to complete their purchases with timely, visually compelling reminders.
• Winback Campaigns and Post-Purchase Flows: Use data-driven insights to bring customers back or strengthen the emotional connection after a sale.

Grid & Pixel doesn’t just streamline email content management; it gets smarter over time.

Leveraging the power of AI, our platform continuously learns from customer interactions to deliver more impactful, thumb-stopping visuals. The result? Visual storytelling that converts by connecting customer interests with the right message at just the right moment.

What now?

The Universal Content API represents a game-changer for marketers and tech partners alike. 

Now, with the click of a button, your custom content blocks can be live in Klaviyo, improving both the efficiency and effectiveness of your marketing.