Klaviyo Loyalty Flow Examples for Shopify Merchants

Trigger this flow when a customer earns a redeemable reward. The message should feel like a useful account update, not a discount blast. The customer has already done the work to earn something, so the job of the flow is to make the value obvious and easy to use.

Email 1 should land quickly and name the reward clearly. Show the point balance, reward value, expiration date if relevant, and the next step. If the customer has a wallet pass, remind them they can check the reward from the pass. If not, include a one-tap pass install CTA. Keep the layout focused: reward headline, balance, redemption path, and one merchandising block only if it helps the customer use the reward.

Add a profile filter that excludes customers who redeemed the reward after the event fired. This prevents the awkward follow-up where a customer gets told to use a reward that is already gone. For expiring rewards, add one reminder near the deadline, but only after you see that the first email creates redemptions without unsubscribe pressure. Measure redemption rate, revenue per recipient, and pass installs from this flow separately. Review the first 50 recipients manually to catch bad reward values.

Trigger this flow when loyalty_tier changes to a higher tier. The goal is recognition first, education second, offer third. A tier upgrade is one of the few loyalty messages customers are likely to welcome because it confirms progress they earned.

Email 1 should congratulate the customer and list the perks that changed. Avoid burying the upgrade under a generic coupon. VIP status works because it feels earned. Show the new tier name, the benefit most likely to matter, and the best next action. If the tier includes free shipping, early access, birthday rewards, or in-store perks, call out the benefit in plain language and connect it to how the customer shops.

Email 2 can arrive a few days later with one practical next step: use a perk, add the wallet pass, refer a friend, or browse products that match the tier. Connect this flow to your broader tiered loyalty program strategy so each tier has a real behavioral purpose. Add a filter that suppresses customers who already moved again, downgraded, or opted out. Measure repeat purchase rate for upgraded customers against similar customers who did not receive the flow. Audit downgrades separately so upgrade logic never celebrates the wrong status.

Trigger this flow from a date or event that identifies points expiring soon. Most merchants use a 14-day warning and a 3-day final reminder, but the exact timing should match purchase frequency. A replenishment brand can wait longer than a fashion brand with seasonal drops because customers have different buying rhythms.

This flow should be direct. Tell the customer how many points expire, when they expire, and what those points can unlock. Do not mix the message with a full newsletter. The subject line and hero should make the deadline visible. The body should point to the account page, eligible products, or a collection where the reward can be used without confusion.

Use profile filters to exclude customers whose points balance changed below the threshold or who redeemed after entering. For more segmentation depth, pair this with Klaviyo loyalty segments that separate high-balance customers from low-balance customers. High-balance customers may deserve stronger merchandising or support treatment, while low-balance customers may only need a simple reminder. Track redemption lift, margin, and complaint rate because expiration messaging can feel helpful or aggressive depending on frequency. If complaints rise, reduce touches before changing the expiration policy itself. Keep support aware of the timing.

Trigger this flow when loyalty_next_tier_progress_pct crosses a useful threshold, usually 75% or 80%. The customer is already close, so the message should show the exact gap. Near-tier messaging fails when it celebrates progress but hides the practical action required to finish.

Good copy sounds specific: Spend $42 more to reach Gold and unlock free shipping for the rest of the year. Weak copy says: You are almost there. Use dynamic values for current tier, next tier, spend or points needed, and the perk that changes. If the gap can be closed with one typical order, link to a collection that fits the customer purchase history. If the gap is points-based, explain whether purchases, referrals, reviews, or other actions can move them forward.

Avoid sending this flow to customers who would need a purchase far above their usual order value. The best near-tier prompts feel achievable. Use purchase history, average order value, and tier gap together before turning the flow live. Add a suppression rule for customers who upgraded after entering, and report on tier conversion rate, not just clicks. Review examples from real profiles so the threshold feels attainable. Pause the flow if merchandising cannot support the suggested next purchase.

Trigger this flow when a customer joins loyalty or earns points but wallet_pass_installed remains false. The goal is to move membership from inbox to phone. Email can announce the program, but the wallet pass keeps points, rewards, and tier status visible after the welcome message is gone.

Email 1 should explain one practical benefit: faster in-store lookup, live points balance, reward reminders, or pass-based offers. Do not pitch every wallet feature at once. Choose the benefit that matches the customer context. A first-time online buyer may care about checking points. A repeat retail shopper may care about faster POS lookup. A VIP may care about keeping status visible.

For omnichannel brands, this flow matters as much as the loyalty welcome series. The pass helps connect online orders, Shopify POS visits, and loyalty status. For the broader channel economics, compare this flow with the push vs email ROI calculator. Filter out customers who install the pass after entering. Measure pass install rate, downstream redemption, and POS identification rate so the flow is judged by loyalty activation rather than email clicks alone. Test the install link on iOS and Android before sending. Exclude customers without an active loyalty balance. Do not send it to inactive accounts.

Trigger this flow from a segment, not a one-time event. The customer should have a high loyalty tier or lifetime value and no purchase in a meaningful window, often 60 or 90 days. Use a longer window for products bought seasonally and a shorter window for replenishment categories.

The first message should acknowledge status. Lead with: You still have Gold perks available, not We miss you. Include the points balance, unused rewards, or a tier-specific benefit. If the customer has browsed or bought from a category recently, use that context instead of a generic comeback coupon. VIP customers are often more responsive to relevance, early access, service, or exclusive perks than to a bigger discount.

Keep the offer controlled. Tie the flow back to your customer retention program so support, merchandising, and loyalty all agree on who is worth saving. Add filters that remove customers after purchase, after support escalation if needed, or after they fall out of VIP eligibility. Review this flow monthly. If too many VIPs enter, the issue may be the loyalty structure, product cadence, or merchandising, not only email copy. Compare against a holdout audience before increasing the offer. Keep support ready for replies. Escalate support concerns before widening eligibility.