Best Practices for Optimizing Your Klaviyo Loyalty Flows

Using Klaviyo to deliver personalization

As we wrote about in one of our recent blog posts, personalization is the key to unlocking improved customer retention. 

With our Klaviyo integration, you're able to create automated emails to target specific customer groups based on the data in their profiles. Whether it's sending well wishes on a customer's birthday, or including their reward points balance in any email they receive, there are several ways to give your customers the hyper-personalized experience they're seeking.

There are two primary areas of customization: Loyalty Customer Properties and Loyalty Events. In this post, we'll teach you how to incorporate them into your Klaviyo flows, and the best ways to utilize them.

Loyalty Customer Properties

Loyalty Customer Properties are used to store information about the contacts in your account. You can collect virtually any type of information you'd like about a contact using custom properties, and then later use this information to tailor content, create segments, filter flows, or generate dynamic content within emails. There is no limit to the number of custom properties that can be added to one profile. Once you've created a custom property and it is present on at least one profile, it will populate in the Klaviyo segment builder when you select "Properties about someone."

Stamped already has a variety of these custom properties ready for you to use, specifically designed to give you a better understanding of your loyalty program members. The full list of properties includes key insights like the date of a customer's birthday, the current VIP tier of a customer, the total number of points a customer has spent, and more. Over 76% of consumers said that receiving personalized communications was a key factor in prompting their consideration of a brand, and these properties can be used to give them exactly what they want.

There are several effective and creative ways to implement Loyalty Customer Properties into your Klaviyo flows, including:

• Use stamped_rewards_birthday to celebrate a customer on their birthday. Customers want to feel like their favorite brands know them, which means you can't forget their special day.
• Use stamped_rewards_created_date to recognize the anniversary of a customer joining your loyalty program. Consider sending them a discount offer to express your gratitude for their continued support.
• Use stamped_rewards_referral_link to give customers an easy way to make referrals. Data shows that 77% of consumers are more likely to buy a new product when learning about it from friends or family.
• Use stamped_next_tier_name to nudge customers in their VIP tier progression. By reminding them of what their next tier is, and the perks that come with it, you might convince them to make their next purchase.
• Use stamped_rewards_points to remind customers of their points balance in your campaigns and flows, helping to mitigate points breakage.

💡 Check out this support article to learn how to set up Loyalty Customer Properties in your Klaviyo flows.

Loyalty Events

When integrated with Stamped, Klaviyo records certain metrics when a customer profile takes an action. For example, when a customer begins to check out, Klaviyo will track this as a Started Checkout event. Stamped periodically sends data to Klaviyo, and this data is stored as event variables which include all of the information associated with an action a specific customer took. With event data, you can do things like creating an abandoned cart flow to show customers what product they left behind, an image of the item, and more. This allows for a more personalized experience for the customer, as well as a higher chance of conversion.

Stamped tracks numerous events that give you a better understanding of how your customers are behaving—insights that can inform how you approach them on a personalized level. The full list of events includes any time points are redeemed, when customers points expire, account birthday or anniversary rewards, and more.

When it comes to developing a strategy for your Loyalty flows on Klaviyo, there are many ways to incorporate Loyalty Events, including:

• Use VIPTierUpdated to let your customer know that they've climbed to the next tier level. This is a chance to teach them about their new perks, and perhaps nudge them toward using those perks by offering a timed discount code to use within 24 hours.
• Use earnOrderNew to inform customers how many points they earned with their most recent purchases. You want to make sure that customers are constantly aware of the points they have saved, otherwise they might never use them.
• Use EarnAccountBirthday or EarnAccountAnniversary to celebrate your customers' milestones with a reward. Not only does it express your appreciation for them, but it can also get them to re-engage with your program.

You can also use Loyalty Events to create segments. For example, you can create different segments based on which VIP tier your customers are in. Using these segments, you can create different flows that are more specifically targeted at certain types of customers.

💡 Check out this support article to learn how to set up Loyalty Events in your Klaviyo flows.

Using Loyalty Customer Properties and Events together

As you can tell, there is plenty of crossover between Customer Properties and Events, meaning that they often work better in tandem. Let’s walk through an example of how they can combine to strengthen your Klaviyo flows:

For this example, we're going to build a reminder email for loyalty customers to shop and spend their points if they have not made a purchase in the last 6 months.

1. Stary by creating a segment for loyalty customers who have not shopped in your store for the last 6 months.

2. Make a new flow with the segment created above, followed by your first email.

3. Use the customer property stamped_rewards_points in the email to dynamically update and display the points that your customers have available.

And just like that, you’ve created a Klaviyo flow that effectively implements both Loyalty Customer Properties and Events. There are numerous possibilities with the wide range of properties and events offered, so we recommend reading the full list of each available to see what you can come up with.

Revamp your loyalty flows with Stamped

Combining Klaviyo with Stamped's Loyalty Customer Properties and Events opens up endless opportunities to improve your loyalty flows. By integrating both properties and events into your strategy, you can create highly personalized, data-driven experiences that drive more purchases, boost retention, and increase customer LTV. Whether you're sending tailored birthday messages, reminding customers of their points, or celebrating milestones, these tools give you the power to build stronger connections with your audience.

Start crafting your own loyalty flows with Stamped today and see the impact of personalized customer engagement. Book a demo with one of our sales reps to get started.