What you'll need

A Cadence account. See our Getting Started Guide
A Klaviyo account with Manager+ access
A product catalog synced to Klaviyo

Introduction

New arrivals emails are one of the most effective ways to drive repeat purchases and keep your brand top-of-mind. In this guide, you'll set up an automated new arrivals email using Klaviyo's dynamic product blocks for fresh content and Cadence to handle the recurring sends—whether that's weekly, bi-weekly, or monthly.

The best part? The email automatically updates with your newest products each time it sends. No manual updates required.

Step 1: Create your email template in Klaviyo

Go to Templates → Create → Email in Klaviyo
Design your template with these key elements:
- Eye-catching header (e.g., "Just Dropped" or "New This Week")
- Compelling intro copy
- Product block set to Dynamic
- Clear CTA button
- Footer with preferences and unsubscribe

Set up the product block

Add a Product block to your template
Choose Dynamic as the type
Set up your product feed, or use an existing one:
1. Give it a name, e.g. "NewArrivals".
2. For the next question, choose "Newest first".
3. Optional: Filter by specific categories (e.g., "Women's Clothing" or "Merch")
Configure the product block:
- Sort by: Newest Products (this ensures fresh arrivals show first)
- Optional: Filter by specific categories (e.g., "Women's Clothing" or "Accessories")
- Choose how many products to display (3-6 works well)
Use Preview & Test to confirm products are displaying correctly. If these are not rendering for you, check out our troubleshooting section for tips.

💡

If you have multiple product categories, consider creating separate new arrivals emails for each category to make them more relevant to different customer segments.

Step 2: Create your recurring campaign in Cadence

Now you'll automate the sends so this email goes out regularly without any manual work.

Setup
- Name your campaign (e.g., "New Arrivals - Merch")
- Choose your audience — list(s) or segments you want to send to. Also add any segments you want to exclude, e.g. recently messaged or unengaged profiles.
Content
- Select the Klaviyo template you just created
- Add a compelling subject line (e.g., "Fresh drops you don't want to miss 👀" or "New arrivals just for you").
Schedule: Choose your cadence based on how often you release new products:
- Weekly: Great for brands with regular inventory drops (e.g., every Thursday at 10 AM)
- Monthly: Ideal for luxury or slower-moving inventory (e.g., first of the month)
- Custom: Set advanced patterns like "every 2 weeks on Tuesday". This requires Cadence's Pro plan.
Review: Preview your campaign in Klaviyo, then click Create recurring campaign

That's it! Cadence will automatically send your new arrivals email on your chosen schedule, and Klaviyo's dynamic product block will pull the newest items each time.

Hot Tips to Maximize Results

1. Segment your audience for better relevance

Don't send the same new arrivals to everyone. Consider creating targeted campaigns:

VIP vs. regular customers: Give VIPs early access or exclusive first looks
Category interest: Send new sneaker arrivals to sneaker lovers, not everyone
Purchase history: Show new products in categories they've bought from before
Browse behavior: Target people who've shown interest in specific categories

Example segments in Klaviyo:

Has purchased at least once where category = "Dresses" → Send new dress arrivals
"VIP Status" = true OR "Loyalty Program" = true
Engaged in last 30 days AND interested in Category X → More likely to convert

2. Include a promotional incentive

New arrivals emails perform even better when paired with an offer:

Early access discount: "VIPs get 15% off new arrivals for 48 hours"
Free shipping: "Free shipping on all new arrivals this week"
Limited quantity messaging: "New drops selling fast—grab yours before they're gone"
Bundle deals: "Buy 2 new arrivals, get 20% off"

Add your promo code or offer directly in the template, or use Klaviyo's coupon code feature for unique codes.

Measure and improve

Track these key metrics in Klaviyo to optimize your new arrivals series:

Open rate: Are your subject lines compelling enough?
Click rate: Are people interested in the products?
Revenue per recipient: Are the right products being featured?
Conversion rate: Are people actually buying?
Unsubscribe rate: Are you sending too frequently? Not targeting the right segment?

Review monthly and adjust:

Subject line style
Send frequency
Product count/layout
Segmentation strategy
Promotional offers

Troubleshooting

If you are not seeing your products in the product block, check your Products Page in Klaviyo. If items are showing as unpublished, that's your problem! If you're using a 3rd-party print-on-demand or another inventory-tracking app, this is common. Reach out to Klaviyo support for resolution! The Klaviyo Community is also a great resource for finding answers to these problems.

Wrap-up

With Klaviyo's dynamic product blocks and Cadence handling the recurring schedule, you can run a sophisticated new arrivals email program that:

Automatically updates with fresh inventory
Sends consistently without manual work
Can be segmented for maximum relevance
Drives repeat purchases and engagement

Set it once, and let it run—while you focus on growing your business.