Loyalty flows are critical for any brand that wants to nurture repeat customers and boost long-term engagement. Many Klaviyo flows focus on acquiring new customers and driving sales from people who may not have any prior experience with your brand. But does that mean you should forget your long-term relationships in the chase for first-time orders? Of course not.
Don't get us wrong, some brands don't typically receive repeat orders, or at least not often. A business selling baby cots and cribs exclusively may not expect a quick second order (assuming they don't sell accessories). An e-commerce store focused on baby supplies, on the other hand, expects returning customers with a relatively short gap between orders.
Frequent-purchase brands. Consumables and supplies where customers return often, like baby essentials, skincare or coffee.
One-off purchase brands. Big, infrequent buys like cots or mattresses, unless you add accessories or refills.
Brands that want customers to become frequent purchasers need to nurture loyalty, and loyalty-specific flows are one of the best ways to do it.
What is a loyalty flow?
Loyalty flows aren't standard in Klaviyo, but these custom-built flows have grown more popular in recent years. Essentially, they integrate with loyalty apps (usually connected to your Shopify account) to help customers understand where they sit at each stage of your loyalty program.
Not all apps integrate with Klaviyo, so it's always best to confirm which ones have a native integration. It keeps your setup simple and your data clean.
Once integrated, you can typically target events like these, then use them to boost sales and lengthen customer lifetime:
Five ways to target customers with a loyalty flow
There are several ways to use a loyalty flow so customers are nurtured at just the right stage of the buying process. These are the five we'd reach for:
Welcome to the loyalty program
Sent when a customer joins your program. It often thanks them with an incentive (usually points) and explains how the tiers and system work, so they know how to claim their benefits.
Loyalty tier achieved
If you run a tier-based system, notify customers when they level up so they see the new perks available. You might reward the milestone itself with bonus points or a small gift.
Points available to spend
Tells customers when they've qualified for a perk, like 10% off or free shipping, and reminds them how to redeem it. It drives sales and pulls attention back to you rather than a competitor. Add reminder emails here, since not everyone acts straight away.
Points expiring
If your program resets yearly or points expire, remind customers before they lose them, so no one's surprised later. A little urgency here nudges them to shop now. It's especially useful for products with a limited relevance window (like baby items), since it prevents points stockpiling and gets customers shopping while the product still fits their life.
Birthday
Instead of a standard birthday discount, many brands use their loyalty program to celebrate, gifting points or temporarily bumping the customer up a tier. Marking the day strengthens the relationship and helps them feel part of your community.
New customers grow your list. Loyal ones grow your business.
Let's weave loyalty into your email ecosystem.
We can help with loyalty program recommendations, flow builds and more, all designed to lift your customer retention. Ready to keep more customers coming back?
Book a free 15-minute consult
