The 1-Tap Segmentation Trick in Klaviyo: Personalization Without Quizzes

Every e-commerce brand talks about personalization.
But here’s the problem: most stores rely on clunky pop-ups or long surveys to “get to know” their customers. Shoppers don’t want to fill out forms - they just want to click, browse, and buy.

This is where Klaviyo’s profile-updating buttons come in.
Instead of asking people to answer 10 questions, you can drop a single, one-tap choice into your welcome email. That one click both:

• sends them to the right product collection, and
• updates their Klaviyo profile with a preference you can use forever.

It feels like magic to the subscriber - and it gives you clean, zero-party data without friction.

In this guide, I’ll show you exactly how to set up a “click-to-segment” welcome email in Klaviyo, step by step. Even if you’ve never customized profile properties before, you’ll be able to follow along.

What you’ll need

• A Welcome flow that triggers on Joins List: Newsletter
• 3 collection pages (or any URLs) to send people after they click

Step 1 - Build an email with property-setting buttons

In your Welcome #1 email, you’ll add three buttons that both update a profile property and send the subscriber to the right page.

Think of each button as a little 3-part instruction card:

{ Property Name → Property Value → Redirect Link }

So for an apparel brand:

• 👗 Women’s Styles
  → {% update_property_link 'style_preference' 'Womens' 'yourstore.com/collections/womens' %}
• 🏡 Home & Decor
  → {% update_property_link 'style_preference' 'Home' 'yourstore.com/collections/home' %}

👕 Men’s Styles
→ {% update_property_link 'style_preference' 'Mens' 'yourstore.com/collections/mens' %}

Step 2 - Wire the flow logic (branch on the property)

1. In your Welcome flow, after Email #1 add a Conditional Split.
2. Rule: Properties about someone → style_preference equals Mens.
   • YES → send Welcome #2 — Men’s Picks
   • NO → add another split:
     • style_preference equals Womens → send Welcome #2 — Women’s Picks
     • Else → send Welcome #2 — Home Picks (or a reminder email)

Using the property for routing is cleaner than URL-contains logic and works forever (even outside that first email).

Step 3 - Personalize content inside emails (optional but powerful)

If you prefer a single follow-up email with conditional blocks:

• Select any block → Display Options → Show/Hide Using Conditions
  • Show Men’s block when:
    person|lookup:'style_preference' == 'Mens'
  • Show Women’s block when:
    person|lookup:'style_preference' == 'Womens'
  • Show Home block when:
    person|lookup:'style_preference' == 'Home'

(Leave a default block visible if no preference yet.)

Step 4 - Segments to reuse everywhere

Create these segments so you can target campaigns later:

• style_preference equals Mens
• style_preference equals Womens
• style_preference equals Home
• style_preference is not set (use for nudges/second question)

Step 5 - Copy you can paste (super short)

Subject: Tell us what you want to see (1 tap)
Headline: What do you want more of?
Buttons: Men’s • Women’s • Home (each set style_preference + redirect)

Reminder email (for non-clickers)

Still there? Pick a lane so we can send the good stuff.
[Men’s] [Women’s] [Home]

(Use the same property-setting buttons here.)

Step 6 - QA & pitfalls (save yourself headaches)

• Case consistency: Mens ≠ men (pick one format and stick to it).
• Test on real test profiles: Clicking a test email will set the property-use separate profiles for each branch.
• Button tracking: Leave click tracking on (you still get CTR).
• Fallback: Make sure the Else path has a solid default if no click/property.
• Naming: Don’t rename the property later; it breaks splits/segments.

Step 7 - Metrics to watch

• % Self-segmented: clicks on Welcome #1 / delivered
• Revenue per recipient by style_preference cohort
• Unsubs: personalized vs default path

Bonus: second question (stack later)

In Welcome #3 or #4, add another 1-tap property question (e.g., Budget: Under $50 · $50–$100 · $100+ with property budget_band).

Same setup: Button → Update profile property → branch on budget_band.

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