Loyalty programs are a powerful tool for e-commerce brands to encourage repeat purchases, boost customer engagement, and increase customer lifetime value. Klaviyo loyalty program emails help brands automate and personalize communication with their most valuable customers, ensuring they stay engaged and motivated to earn rewards.
How to Set Up a Loyalty Program Email Series in Klaviyo
The simplest way to set up a loyalty program email series in Klaviyo is by creating an automated flow that triggers based on a customer’s activity, reward tier, or points balance. Below, we’ll walk you through the entire process.
Step-by-Step Guide: Creating a Loyalty Program Email Series in Klaviyo
1. Integrate Your Loyalty Program with Klaviyo
Before you start, ensure your loyalty program platform (such as Smile.io, Yotpo, or LoyaltyLion) is integrated with Klaviyo.
Navigate to Integrations in Klaviyo.
Search for your loyalty program provider and connect it.
Sync customer data, including points earned, tier status, and rewards redeemed.
If your provider isn’t natively integrated, use Zapier or Klaviyo's API to pull in loyalty program data.
2. Create a New Flow for Your Loyalty Emails
Go to Klaviyo Dashboard → Click Flows → Create Flow.
Select Create from Scratch and name it “Loyalty Program Email Series.”
Click Metric-Triggered Flow, then select a metric like:
Points Earned
Reward Available
VIP Tier Upgrade
3. Design the Email Series for Different Loyalty Stages
Your Klaviyo loyalty program emails should include the following:
A. Welcome Email – Introduce the Loyalty Program
Trigger: When a customer signs up for the loyalty program.
Key Elements:
Explain how the program works.
Highlight the benefits of earning points.
Provide a direct link to their rewards dashboard.
✅ Example Subject Line: You’re In! Start Earning Rewards Today
B. Points Earned Email – Encourage More Engagement
Trigger: When a customer earns new points.
Key Elements:
Show their current balance.
Suggest the next milestone reward.
Highlight ways to earn more points (e.g., referrals, reviews, purchases).
✅ Example Subject Line: You’ve Earned 100 Points – Here’s What You Can Redeem!
C. VIP Tier Upgrade – Make Customers Feel Special
Trigger: When a customer reaches a new tier (e.g., Silver → Gold).
Key Elements:
Congratulate them on their new status.
Showcase their exclusive perks.
Provide a unique reward code or benefit.
✅ Example Subject Line: Welcome to Gold Status – Your Exclusive Perks Are Waiting!
D. Redemption Reminder – Nudge Customers to Use Points
Trigger: When a customer has enough points for a reward but hasn’t redeemed them.
Key Elements:
Show them available rewards.
Include a CTA to redeem now.
Add urgency (e.g., limited-time bonuses).
✅ Example Subject Line: You Have 500 Points – Don’t Let Them Go to Waste!
E. Referral Incentive – Encourage Program Growth
Trigger: When a customer has engaged with rewards.
Key Elements:
Offer bonus points for referring a friend.
Include a referral link with tracking.
✅ Example Subject Line: Get 50 Bonus Points for Every Friend You Refer!
Best Practices for Loyalty Program Emails in Klaviyo
1. Use Dynamic Content in Klaviyo
Utilize dynamic blocks to personalize content based on:
Customer’s name
Current points balance
Reward eligibility
VIP tier status
📌 Where to find it? In the Klaviyo Email Editor, add a Dynamic Table Block, then insert {% dynamic_property %} tags for personalized content.
2. Segment Your Loyalty Program Emails
Engaged Customers: Reward frequent shoppers.
Loyalty Tier Members: Send exclusive VIP-only offers.
Dormant Members: Re-engage those who haven’t redeemed points.
📌 How to segment? Go to Lists & Segments → Create Segment → Use filters like:
"Has Earned Points in the Last 30 Days"
"Has Unredeemed Rewards"
3. Optimize Send Frequency to Avoid Fatigue
Send 1-2 loyalty emails per month.
Use Klaviyo Smart Sending to prevent excessive messaging.
Test sending at optimal engagement times (based on past open rates).
Conclusion
A Klaviyo loyalty program email series helps brands retain and engage customers by rewarding their loyalty effectively. By automating these emails, you encourage repeat purchases, increase brand affinity, and maximize customer lifetime value.
📩 Need help setting up your Klaviyo loyalty email series?At Dispatch, we specialize in helping e-commerce brands maximize revenue from email & SMS.
👉 Connect with Dispatch today to optimize your email marketing strategy!
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