Module 8: Data for Personalisation
Profile property vs segment
Segments are useful for grouping people, but they can’t be used for show/hide logic inside an email.
To conditionally show different sections of an email (for example, fruity vs floral content), Klaviyo needs a profile property to reference, not a segment.
Once that value exists on someone’s profile, we can use it to control which blocks appear inside an email, so each subscriber sees content that’s relevant to them.
In short:
Segments decide who enters a flow
Profile properties control what content someone sees inside the email
This setup gives you much more flexibility as you start personalising your emails.