Klaviyo Product Certification key terms

A single record representing one person in Klaviyo, holding identifiers such as email and phone number plus custom properties, list memberships, and full event history. Every flow, segment, and campaign targets profiles.

A collection of profiles built by explicit opt-in rather than by rule. Subscribing to a list is the standard consent mechanism, and campaigns are usually sent to one or more lists.

A dynamically maintained group of profiles defined by conditions on properties, list membership, or event activity. Membership updates automatically as profiles meet or stop meeting the definition.

A named field you create on a profile to store data Klaviyo does not capture by default, such as loyalty tier or birthday. Properties can be used in segment conditions and message personalization.

A timestamped action a profile performs, such as placing an order or viewing a product, sent to Klaviyo through an integration or API. Events carry metric data and can trigger flows or define segments.

The named category of activity that groups similar events, for example Placed Order or Started Checkout. Flows and segments reference metrics, and metric data populates reporting and predictive features.

An automated sequence of messages and logic that runs when a trigger fires and a profile meets the flow filters. Flows run continuously for every qualifying profile until the profile exits.

The starting condition that enrolls a profile into a flow, such as joining a list, a specific event occurring, or entering a segment. A flow has one trigger setting that defines who can enter.

A condition attached to a flow that every profile must satisfy to continue, evaluated at each step rather than only at entry. Filters narrow who receives messages without changing the trigger.

A flow step that branches profiles down different paths based on a condition, such as whether a profile has made a purchase. Each branch can contain its own delays and messages.

A flow step that pauses a profile for a set period or until a specific day and time before the next step. Delays pace messaging and can be configured to respect quiet hours or smart sending.

A flow and campaign setting that skips a message for profiles who recently received another message, preventing over-contact. It suppresses sends within a configurable window instead of queuing them.

A flow that notifies profiles when a previously unavailable catalog item returns, triggered by a catalog feed update. It requires catalog sync and a recorded request for the out-of-stock item.

A flow triggered by a checkout or cart event that did not result in an order, reminding profiles to complete the purchase. It typically uses a delay and a conditional split to stop if the order occurs.

An onboarding flow sent to new subscribers, usually triggered by list join or form submission. It often delivers a discount or brand introduction and is a common first flow to build.

A one-time message sent to a chosen audience at a scheduled or immediate time, unlike a flow which runs continuously. Campaigns support A/B testing and are commonly used for newsletters and promotions.

A feature that splits an audience between variants of a campaign or flow message to compare performance on a chosen metric. Klaviyo can automatically select the winning variant after a set period.

An embeddable or popup form that collects contact details and consent, adding profiles to lists and optionally triggering a flow. Forms can be targeted by URL, device, and display timing.

A consent process where a new subscriber must click a confirmation link in an email before being added as subscribed. It improves list quality and is often required for compliance in some regions.

The exclusion of profiles from sends, for example because they unsubscribed, bounced, or are on a suppression list. Suppressed profiles remain in the account but are not messaged.

The likelihood that sent email reaches the inbox rather than spam or the bounce folder. It depends on sender reputation, authentication, list hygiene, and engagement, and is monitored through Klaviyo reporting.

The setup of DNS records such as SPF, DKIM, and DMARC so receiving servers can verify that a sender is authorized. Proper authentication protects reputation and improves inbox placement.

A subdomain configured for a Klaviyo account so that sending reputation is isolated from other senders and from the root domain. It must be authenticated before campaigns and flows can send.

A profile's history of opening, clicking, and purchasing, used to judge how responsive they are. Klaviyo exposes engagement signals for segment conditions and for suppression of unengaged recipients.

Klaviyo features that calculate values such as expected date of next order and customer lifetime value from historical event data. These predictions can be used in segment conditions and message content.

The process of importing product data, including images, prices, and inventory, into Klaviyo from a connected store or feed. Synced catalog items power dynamic product blocks and back-in-stock messaging.

A message block that pulls product details from the synced catalog and personalizes them per recipient, for example showing items from an abandoned cart. It requires catalog data and a product feed.

Inserting profile-specific values into a message, such as first name or a custom property, using template variables. Personalization can also drive conditional content blocks within an email.

A flow setting that limits how many profiles enter or are messaged per period, spreading sends over time. It protects sending reputation and prevents sudden spikes in volume.

A recipient action that removes consent to receive marketing messages, recorded on the profile and honored across sends. Unsubscribes feed suppression and are tracked in campaign and flow reporting.

A failed delivery, either hard (permanent, such as an invalid address) or soft (temporary, such as a full mailbox). Repeated hard bounces damage reputation and typically lead to suppression.

Tags appended to links that identify source, medium, and campaign in external analytics tools. Consistent UTM tagging lets teams attribute traffic and revenue from Klaviyo messages in other platforms.

Klaviyo analytics showing opens, clicks, revenue, and conversion by campaign, flow, or segment. Reports let candidates compare performance and justify changes to audience and message strategy.

A reusable email or SMS design containing blocks, styles, and personalization variables. Templates can be saved and applied across campaigns and flows to keep branding consistent.

A hosted page where recipients manage their subscriptions, choosing which lists or message types they receive. It reduces full unsubscribes and keeps consent records accurate.

A list used to remove profiles from a campaign audience or flow, overriding other targeting. It is useful for suppressing VIPs, staff, or recent purchasers from a specific send.