How to Set Up a Klaviyo Customer Milestone Flow to Celebrate Customer Loyalty

Celebrating customer milestones in Klaviyo isn’t just thoughtful—it’s a proven way to increase repeat purchases and brand loyalty. Whether you’re recognizing a first purchase anniversary or a 10th order, automated milestone flows help you deliver personalized appreciation at scale. Here’s how to build them effectively.

To set up a customer milestone flow in Klaviyo

1. Choose your trigger: Use date-based triggers (e.g., first purchase anniversary) or behavioral triggers (e.g., order count).

   
   

2. Set up a custom date property (if needed) for annual celebrations.

   
   

3. Design emails with exclusive perks like discounts or early access.

   
   

4. Automate conditional splits to handle multiple milestones in one flow.

   
   

Step-by-Step Setup for Klaviyo Milestone Flows

1. Choose Your Trigger

• Date-based milestones (e.g., anniversaries): Use the Date-Triggered Flow type.

  • In Klaviyo, go to Flows > Create Flow > Date-Based Trigger.

  • Select the date property (e.g., First Purchase Date or a custom property you’ve uploaded).

  • Enable Repeat if you want annual celebrations.

• Behavioral milestones (e.g., 5th order): Use the Placed Order trigger with filters.

  • Add a filter: Number of Orders equals your target (e.g., 5).

    
    

2. Create or Verify Date Properties

• For anniversary flows, ensure you have a First Purchase Date property:

  • If missing, upload it via CSV or use the Created date (less precise for purchase anniversaries).

  • Navigate to Profiles > Data Management to check existing properties.

    
    

3. Design Milestone Emails

• Subject lines: “Celebrating 1 Year with You!” or “You’ve Unlocked VIP Status!”

• Content ideas:

  • Exclusive discounts (e.g., “20% off for your loyalty”).

  • Early access to sales or new products.

  • Personalized thank-you notes referencing their milestone.

    
    

4. Add Conditional Splits for Multiple Milestones

• In your flow, use Conditional Splits to handle different scenarios:

  • Example: Split by Number of Orders to send unique emails for 5th vs. 10th orders.

  • For anniversaries, use Delay Timers to send emails 365 days after the trigger date.

    
    

Best Practices for Milestone Flows

• Test with a small segment before full automation.

  
  

• Combine milestones with loyalty programs: Offer tier upgrades or bonus points.

  
  

• Track performance: Monitor open rates and conversion metrics in Klaviyo Analytics.

  
  

• Avoid over-messaging: Space out milestone emails to prevent list fatigue.

  
  

Common Mistakes to Avoid

• Using the wrong date property: The Created date reflects profile creation, not first purchase.

  
  

• Forgetting to enable repeats: Annual anniversaries require the Repeat option in date-triggered flows.

  
  

• Generic messaging: Use merge tags like {{ customer.first_name }} and reference specific milestones.

  
  

Conclusion

Klaviyo’s customer milestone flows turn transactional relationships into emotional connections. By automating these touches, you’ll strengthen customer loyalty and drive repeat revenue.

Struggling to set up flows that convert? Let’s fix that.

At Dispatch, we specialize in Klaviyo strategies that turn subscribers into lifelong customers.

Watch our free masterclass: The Only Ecommerce Email & SMS Marketing Video You’ll Ever Need to refine your approach.