Overview
Every time a customer fills out a survey in your Brij experience, their answers are mapped as individual Klaviyo properties on their profile. This guide walks you through using those properties to build targeted, automated Klaviyo flows — delivering the right message to the right person based on exactly what they told you.
Instead of a one-size-fits-all post-purchase email, you can send a Diffuser owner a guide on scent blending, and a Humidifier owner tips on filter maintenance — all from a single automated flow with conditional splits.
| Survesy Response | → | Smart Property | → | Klaviyo Profile | → | Flow Trigger | → | Personalized Email |
This guide covers everything from how survey answers become Klaviyo properties, to setting up triggers, building conditional splits, and launching a fully personalized flow.
Goals & Objectives
By following this guide, your marketing team will be able to:
- Understand how survey responses become searchable Klaviyo profile properties.
- Create a Klaviyo flow triggered by a specific survey submission event.
- Use conditional splits to personalize email content based on individual answers.
- Build segments from survey data for targeted campaigns.
- Launch and monitor a live, survey-driven automation with confidence.
💡 Recommended Experience Level
Familiarity with Klaviyo's flow builder and basic segmentation is helpful but not required. This guide assumes you are comfortable navigating your Klaviyo account.
Prerequisites
Before building your flow, make sure the following are in place:
- Klaviyo is connected to Brij via OAuth integration.
- Your Brij experience includes at least one survey or form question.
- Survey fields in your Brij experience have been configured to write to Klaviyo as Smart Properties
- You have at least one test submission in your experience so that Klaviyo has received the event and property data.
- You have access to your Klaviyo account with permission to create flows.
⚠️ Important — Test Before You Build
Always complete a test form submission before building your flow. This ensures the survey event and its properties appear in Klaviyo's event stream, making them available as trigger filters and conditional split conditions.
Mapping Survey Fields in Brij
Before Klaviyo can use your survey answers, you need to configure how each form field is labeled and where it writes to inside Klaviyo. This is done entirely inside your experience editor — no code, no developer needed. The screenshots below walk you through every screen exactly as you will see it.
💡 Already Connected to Klaviyo?
If your Klaviyo integration is already active (you can confirm this under Settings > Integrations), skip ahead to Step 1 below. The OAuth connection only needs to be set up once per account.
Step 1: Open the Form & Survey Editor
In your experience editor, navigate to the Form & Survey module. This is where all survey questions live and where property mapping is configured.
Open the Form & Survey Module WHAT From your experience editor, click into the Form & Survey step. You will see the module editor with a 'Click to Add Question' panel at the bottom. This panel shows all available field types: Text Field, Dropdown, Multiple Choice, Multi-Select, Date Picker, Number Field, and more. WHY Each field type you add here becomes a question your customer will answer. The answer is what gets mapped as a property to Klaviyo. Choose the field type that matches how you want customers to respond — Dropdown or Multiple Choice for fixed options, Text Field for open answers. |
The Form & Survey editor — click any field type to add a question
Step 2: Add Your Survey Question
Click any field type in the panel to add a question. Once added, a question card appears with fields for Question Text and Subtext.
Enter Your Question Text WHAT In the question card that appears, type your question in the 'Question Text' field — for example: 'What is your favorite color?' or 'Which product did you register?' The Subtext field is optional and can be used to add a hint or clarification for the customer. WHY The question text is what your customer sees on screen. It does not affect the property name sent to Klaviyo — that is set separately in the next step. Keep questions short and clear to maximize response rates. |
A question card with Question Text and Subtext fields
Step 3: Click 'Add Property' on the Question
Once your question is written, you need to link it to a Klaviyo property. Look at the toolbar at the top of the question card — you will see the lightning bolt (⚡) icon. Click it to open the Add Property panel.
Click the Lightning Bolt Icon to Add a Property WHAT In the question card toolbar, click the ⚡ lightning bolt icon. A tooltip will confirm this is 'Add Property'. This is the action that links this question's answer to a named property in Klaviyo. Without this step, the answer will not be mapped to Klaviyo at all. WHY The lightning bolt icon is the key step that separates a plain form question from a Klaviyo-mapped Smart Property. Every question you want to use in a Klaviyo flow, segment, or campaign must have a property added via this icon. |
Click the ⚡ lightning bolt icon in the question toolbar to open 'Add Property'
Step 4: Choose the Property Type — Customer or Registration
The 'Add Property' modal opens with a Property Type dropdown. This is where you decide where this answer will live in brij: on the Customer pop up or on the Registration pop up (per-submission).
Select 'Customer' or 'Registration' as the Property Type WHAT In the Add Property modal, click the Property Type dropdown. You will see two options: Customer and Registration. Select Customer if you want this answer stored on the customer profile. Select Registration if this answer should only be attached per registration. WHY This choice has no effect on how you can use the data in Klaviyo. This is just for your ease in brij. |
The Add Property modal — choose Customer pop up or Registration pop up
Step 5: Select or Create the Property Name
After choosing the property type, a second dropdown appears: the Property Name. This is the exact key that will be in the event record. You can select an existing property or create a new one.
Select an Existing Property or Click 'New Registration Property' WHAT The property name dropdown shows all existing properties of that type. You can search by name. If this is a new field, click '+ New Registration Property' (or '+ New Customer Property') at the top of the list to create a fresh one. WHY Reusing an existing property name is the right choice when the same field appears in multiple experiences — it keeps Klaviyo clean and avoids duplicate properties. Only create a new property when you are genuinely adding a new data point. |
The property name dropdown — search existing properties or click '+ New Registration Property'
Step 6: Name the New Property
If you click 'New Registration Property', a final modal opens where you type the property name. This is the key that will appear in Klaviyo — choose it carefully.
Enter the Property Name and Save WHAT Type your property name in the Property Name field. Use a clear, descriptive name with hyphens or underscores — for example: Favorite-color or customer_product_type. Then click Save. The property is now created and linked to this question. WHY The name you enter here is exactly what appears in Klaviyo — in the profile properties panel, in the segment builder, and as a condition option in your flow's conditional split. A clear name makes it immediately recognizable when you are building flows weeks or months later. |
The New Registration Property modal — type your property name and click Save
What This Looks Like in Klaviyo — Before vs. After
| Without Property Mapping | With Property Mapping |
Klaviyo receives one blob property: Form Data: {color: "Blue", product: "Diffuser"} Cannot be segmented, split on, or used in dynamic content. | Klaviyo receives individual properties: Favorite-color: "Blue" registration_product_type: "Diffuser" Each answer is its own searchable property — usable in segments, flow splits, and dynamic content. |
Step 7: Save Your Experience and Submit a Test
Click Save in the Experience Editor WHAT Once all survey questions have their properties mapped, click the Save button at the top of the Form & Survey editor. Then publish (or re-publish) your experience so the updated configuration goes live. WHY Property mappings only take effect for new submissions after the experience is published. Existing Klaviyo profiles from before this change will not be retroactively updated. |
Submit a Test Response and Verify in Klaviyo WHAT Open your experience on a test device or use the preview link. Fill in all survey questions and submit. Then in Klaviyo, go to Analytics > Metrics, find your survey submission metric, and click into the test event. Confirm that each mapped property appears individually — for example, 'Favorite-color: Blue' — and check that it also appears on the test customer's Klaviyo profile under Properties. WHY This confirmation step is your quality gate. If a property is missing from the Klaviyo event or profile, return to the question in your experience editor, check that the lightning bolt property is still linked, save, and re-submit. Do not build Klaviyo flows against properties that have not been confirmed in the Klaviyo event stream. |
✅ Mapping Complete
Once your test submission shows each survey answer as its own named property on the Klaviyo profile and inside the event record, your data pipeline is fully configured. You are ready to build your Klaviyo flow in the next section.
Step-by-Step Instructions
Phase 1: Understand Your Survey Data in Klaviyo
Before building anything, confirm that your survey answers are flowing into Klaviyo as profile properties.
| Step 1 | Locate the Survey Event in Klaviyo WHAT In your Klaviyo account, go to Analytics > Metrics. Search for your survey event — it will appear as 'Submitted Survey' or 'Form Submitted' depending on your experience configuration. WHY Confirming the event exists means Klaviyo has received data from your Brij experience. This is the metric you will use as the flow trigger. |
| Step 2 | Inspect the Event Properties WHAT Click the event metric, then click on an individual event instance to view the properties. You will see individual fields such as 'customer_scent_preference', 'registration_product_type', or whatever fields you set up in your experience. WHY Each top-level property you see here can be used as a trigger filter or conditional split condition in your flow. If a property is missing, check your Brij experience field configuration. |
| Step 3 | Check the Profile Properties WHAT Open the Klaviyo profile of your test user. Under 'Properties', confirm that the same survey fields appear as persistent profile properties — not just event-level data. WHY Profile-level properties allow you to segment users and reference their answers in future campaigns — even ones sent months later. Event-level properties only exist within the specific flow triggered by that event. |
Example: Survey Fields as Klaviyo Properties
The table below shows how common survey fields appear in Klaviyo after a form submission:
| Survey Field | Klaviyo Property Name | Example Value |
| Preferred Scent | customer_scent_preference | Eucalyptus |
| Product Type | registration_product_type | Diffuser |
| Filter Change Frequency | customer_filter_frequency | Every 3 months |
| Loyalty Tier | customer_loyalty_tier | Gold |
| How Did You Hear About Us? | customer_acquisition_source |
Phase 2: Create the Flow in Klaviyo
With your data confirmed, you're ready to build the flow.
| Step 4 | Create a New Flow WHAT In Klaviyo, go to Flows > Create Flow. Choose 'Create From Scratch'. Give your flow a descriptive name such as 'Post-Survey: Product Personalization Flow'. WHY Naming your flow clearly helps your team identify it quickly and understand its purpose at a glance, especially as you build more survey-driven automations. |
| Step 5 | Set the Trigger to Your Survey Metric WHAT In the Flow Trigger setup, select 'Metric' as the trigger type. Search for and select your survey submission metric (e.g., 'Submitted Survey'). This tells Klaviyo to start the flow whenever someone completes the form. WHY Using a metric trigger ensures the flow fires at exactly the right moment — immediately after the customer submits their survey response — capturing peak engagement. |
💡 Trigger Filter Tip
You can add a Trigger Filter to narrow down who enters the flow. For example, only enter someone if 'registration_product_type' equals 'Diffuser'. This is useful if you want separate, specialized flows per product line rather than one large flow with many splits.
How the trigger and filter work together:
| Metric: Form / Survey Submitted | → | Trigger Filter: Property = Specific Value | → | Flow Activated |
Phase 3: Add a Time Delay
| Step 6 | Add a Time Delay After the Trigger WHAT In the flow canvas, add a Time Delay block immediately after the trigger. Set it to 0 hours (send immediately) or a short delay of 1–4 hours if you want to give the customer time to complete their purchase or browse. WHY Immediate sends work well for welcome and confirmation flows. A short delay can increase open rates by landing in the inbox when the customer is more likely to check email rather than still being on your site. |
Phase 4: Build the Conditional Split
A conditional split is the core of personalization. It reads the customer's survey property and routes them down the appropriate path.
| Step 7 | Add a Conditional Split Block WHAT From the flow canvas, drag a 'Conditional Split' block onto your flow. In the condition settings, select 'Properties about someone' as the condition type. Then choose the survey property you want to split on, e.g., 'registration_product_type'. WHY This is where survey data does its most powerful work. Instead of sending a generic email, each customer receives content that matches what they actually told you — driving higher engagement and lower unsubscribes. |
| Step 8 | Define Your Split Paths WHAT For each value the property can take, configure a path. For example: Path A = 'Diffuser', Path B = 'Humidifier', and a default 'No' path (for anyone without this property set). Add an Email block inside each path with content tailored to that segment. WHY The 'No' path catches anyone who didn't answer that particular question. You can either send a neutral email or skip them with an 'Exit Flow' action — your choice based on your campaign strategy. |
Conditional split structure:
Flow Start Conditional Split | → |
PATH A property = Value A Send Email A PATH B property = Value B Send Email B
|
Phase 5: Configure Your Email Content
| Step 9 | Write Personalized Email Content for Each Path WHAT Inside each split path, open the Email block and write content tailored to that segment. Use Klaviyo's dynamic variables to pull the customer's name and other profile properties directly into the email body and subject line. WHY Personalized subject lines using customer name or product type consistently lift open rates. Using the survey data you've collected to reference the customer's specific product or preference makes the email feel hand-crafted rather than automated. |
✏️ Dynamic Variables Reference
Use these in your email templates:• {{ person.first_name }} — customer's first name• {{ event.extra.registration_product_type }} — product type from the event• {{ person|lookup:'customer_scent_preference' }} — profile property lookupAlways add a fallback value (e.g., 'there' for first name) in case a property is empty.
Phase 6: Test and Activate
| Step 10 | Preview and Send a Test Email WHAT Before activating, use Klaviyo's 'Preview & Test' feature to send yourself a test email. Select your test profile (the one where you submitted the survey) so the dynamic content populates correctly. WHY Testing with real data catches issues that placeholder previews miss — like a missing fallback value that results in a blank subject line, or a conditional split routing incorrectly. |
| Step 11 | Set Flows to Live WHAT Once satisfied with the preview, set all email blocks to 'Live' status and then activate the flow itself. Monitor the flow analytics for the first 48 hours to confirm profiles are entering, splitting correctly, and completing the flow. WHY Activating in stages — email live first, then flow live — gives you a final checkpoint before real customers start entering. Once the flow is live, any new survey submission will automatically trigger it. |
Examples & Templates
Example Use Case: Wellness Brand — Scent Preference Flow
A wellness brand with a Diffuser product line adds a scent preference question to their post-purchase survey. After setup, their flow looks like this:
- Trigger: Submitted Survey metric
- Split Condition: customer_scent_preference
- Path A (Eucalyptus): Email with eucalyptus blend guide + complementary product recommendation
- Path B (Lavender): Email with evening routine tips + lavender diffuser packs CTA
- Path C (Citrus): Email with morning energy routine + citrus blend bundle offer
- No Path: Generic welcome email with link to scent quiz
📊 Real-World Result
Brands using property-based splits in Klaviyo flows report 2–4x higher click-through rates compared to non-segmented post-purchase flows. Survey-based personalization works because it's built on what customers explicitly told you — not inferred behavior.
Subject Line Templates
Copy and customize these subject lines for your survey-driven emails:
- Your [Product Type] is registered — here's how to get the most out of it.
- Based on your preferences, we think you'll love this, {{ person.first_name }}.
- You mentioned [survey answer] — we made something just for you.
- Your [Loyalty Tier] benefits are waiting, {{ person.first_name }}.
- Time to reorder? Your filter change is coming up.
Best Practices & Pro Tips
✅ Best Practice 1: Keep Your Property Names Consistent
Use a consistent naming convention for your Klaviyo properties (e.g., lowercase with underscores: customer_product_type). Inconsistent naming (e.g., 'ProductType', 'product type', 'product_type') creates duplicate properties that are difficult to segment on.
✅ Best Practice 2: Always Build a 'No' Path
Every conditional split should have a 'No' or default path. This handles customers who skipped the question or whose property isn't set. Use this path to send a neutral, helpful email rather than leaving them in a dead end.
✅ Best Practice 3: Don't Over-Split Early
Start with 2–3 meaningful paths based on your highest-impact survey question (e.g., product type). You can add more splits in future iterations. A focused flow that sends quickly is more valuable than a complex flow that takes months to build.
⚠️ Avoid: Activating Without a Test Submission
If you activate a flow before confirming that the survey metric and properties exist in Klaviyo, your trigger may not fire for real customers. Always run a full test submission end-to-end first.
Launch Checklist
- Test email previewed and received correctly using a real test profile.
- Dynamic content populates correctly in the test email.
- All email blocks are set to 'Live' status.
- Flow is set to 'Live' status.
- Flow analytics are monitored for the first 48 hours post-launch.
🎉 You're Ready to Launch!
Once all items above are checked, your survey-driven Klaviyo flow is ready to deliver personalized experiences to every customer who completes your form.
Frequently Asked Questions
Do I need a developer to map survey fields to Klaviyo properties?
No. Field naming and mapping is configured directly in your Brij experience admin. Klaviyo receives the properties automatically on the profile and in the event stream — no code required.
What happens if a customer submits the survey twice?
The flow trigger will fire again on the second submission. If you want to prevent customers from entering the flow more than once, set the flow's 'Smart Sending' or add a filter: 'Has been in this flow zero times' to the trigger.
My property isn't showing in the conditional split options — what do I do?
Properties only appear in the split builder after at least one profile has that property set. Complete a test form submission, confirm the property exists on the profile, then return to the split builder and refresh. It should now appear in the dropdown.