A loyalty program gives customers a reason to come back, and email is how you remind them. When you connect your WooCommerce loyalty program to Klaviyo, every points and rank event flows into Klaviyo automatically, so you can trigger perfectly timed, personalised emails based on exactly what each customer did. No code, no manual exports, no guesswork.
This article covers ten proven Klaviyo automations you can build with that data, split into automated flows and targeted campaigns. For each one you will see what it does, why it works, and how to set it up. If you want to start building right away, jump to our step-by-step Klaviyo flow recipes guide.
Table of Contents
Why loyalty plus Klaviyo works
A loyalty program creates a steady stream of meaningful customer signals: someone earned points, climbed a tier, referred a friend, or is about to let their points expire. On their own, those signals sit quietly in your database. The moment you pipe them into Klaviyo, each one becomes a trigger for an email that arrives exactly when it is most relevant.
That timing is the whole point. A generic newsletter interrupts people. A message that says you just earned 120 points, you are only 80 away from your next reward lands because it reflects something the customer actually did. Relevant, behaviour-based emails consistently outperform broadcast sends, and loyalty data is some of the most behaviour-rich data a store has. Klaviyo is simply the engine that turns it into revenue.
How the integration works
Once you add your Klaviyo private API key in the plugin settings, loyalty data starts syncing in real time. Klaviyo receives two kinds of information, and understanding the difference is what lets you build the right automation for each goal.
| Data type | What it is | Best used for |
|---|---|---|
| Profile properties | Values stored on the contact record, such as points balance, rank, referral code, and birthday. | Building segments and personalising email content. |
| Events | Actions that happened at a point in time, such as Points Updated and Rank Achieved. | Triggering automated flows the moment something happens. |
The Points Updated event is the workhorse of the integration. It fires on every points change and carries a reason, so a single event can power many different emails: order rewards, referrals, reviews, registration bonuses, and more. You simply filter by the reason to decide which email sends. For the complete list of events and properties, see the events and profile properties reference.
All data is matched by email address. Customers must check out with the same email that is on their Klaviyo profile, otherwise the loyalty data will not attach to the right contact.
Where to start
You do not need all ten automations on day one. The three below give you the most return for the least effort, so build these first, measure them, then expand.
| Automation | Trigger | Why start here | Effort |
|---|---|---|---|
| Points earned confirmation | Points Updated event | Reinforces the habit on every order and needs one flow. | Low |
| Points expiry warning | Segment on expiry date | Often the highest-converting loyalty email because of urgency. | Medium |
| Rank up celebration | Rank Achieved event | Delivers recognition and a reward coupon in one message. | Low |
Automated flow ideas
Flows are automated emails triggered by an event. These fire on their own the moment a customer does something, so once you build them they keep working in the background.
1. Points earned confirmation
What it does: Sends a short email every time a customer earns points on an order, showing how many they earned and their new balance.
Why it works: It reinforces the earning habit at the exact moment of satisfaction, right after a purchase, and quietly reminds the customer how close they are to their next reward. That gap between their balance and the next milestone is a powerful motivator to buy again.
How to build it: Trigger a flow on the Points Updated event and add a trigger split for the Order purchase reason so it only fires on orders. Example subject line: You just earned 120 points. Your balance is now 540.
2. Welcome and registration bonus
What it does: Greets new members who earned points for signing up, explains how the program works, and shows them what they can redeem.
Why it works: The moment someone joins is when their interest is highest. A clear welcome sets expectations, removes confusion, and turns a curious sign-up into an active member. First impressions set the tone for the entire relationship.
How to build it: Trigger on Points Updated and filter for the Registration bonus reason. Use the email to explain how points are earned and spent, and point them to their first easy reward.
3. Rank up celebration
What it does: Congratulates a customer when they reach a new tier and delivers any reward coupon attached to that rank.
Why it works: Recognition feels good, and reaching a new tier is a genuine achievement worth celebrating. Pairing that recognition with a reward creates a strong positive association with your brand and encourages customers to keep climbing.
How to build it: Trigger on the Rank Achieved event. The reward coupon code is included in the event, so you can drop it straight into the email. If you want a different message per tier, add a trigger split on the rank name.
4. Points expiry warning
What it does: Warns customers that their points are about to expire, giving them a reason to return and spend before they lose what they earned.
Why it works: This is often the single highest-converting loyalty email. Loss aversion is a strong driver, and people work harder to keep something they already have than to gain something new. A friendly deadline reactivates customers who had drifted away.
How to build it: Create a segment using the expiry-date profile property for points expiring in the next 14 days, combined with a balance greater than zero, then trigger a flow on segment entry. This one requires points expiry to be enabled in the plugin.
5. Referral thank you
What it does: Thanks customers who earned points for referring a friend and encourages them to invite more.
Why it works: Someone who just referred a friend is your most enthusiastic customer at that moment. Acknowledging it immediately reinforces the behaviour, and including their referral code again makes the next share effortless.
How to build it: Trigger on Points Updated and filter for the Friend referral reason. Include the customer’s personal referral code from their profile so they can share again in one click.
6. Post-review appreciation
What it does: Rewards customers who leave a product review, then follows up with a thank-you and a suggestion for what to buy next.
Why it works: Reviews build trust with future buyers, so rewarding them encourages more of them. The follow-up also closes the loop with an engaged customer and gently opens the door to the next purchase.
How to build it: Trigger on Points Updated and filter for the Product review reason. Thank the customer, confirm the points they earned, and recommend a related product.
Segment and campaign ideas
Segments group customers by their loyalty data so you can send targeted campaigns instead of blasting everyone the same message. These are ideal for one-off promotions and ongoing broadcasts.
7. VIP and high-balance offers
What it does: Targets customers whose points balance is above a threshold with exclusive offers or early access to sales.
Why it works: These are your best customers, and they expect to be treated like it. Exclusive access makes them feel valued and deepens their attachment to your store, which protects your most important revenue.
How to build it: Create a segment where the points balance is greater than a threshold that fits your store, then send campaigns to that group.
8. Tier-specific promotions
What it does: Runs promotions tailored to each rank, such as a Gold-only flash sale.
Why it works: A tier-exclusive offer feels far more special than a store-wide discount, and it gives lower tiers something concrete to aspire to. It turns your rank structure into an active sales tool rather than a static status label.
How to build it: Segment by the rank name property and send each tier its own campaign.
9. Birthday rewards
What it does: Sends a birthday email with a gift of points or a discount on the customer’s actual birthday.
Why it works: Birthday emails are personal, expected, and consistently well received. They generate goodwill at almost no cost and often drive a purchase from customers who would not otherwise have shopped that week.
How to build it: The plugin syncs each customer’s birthday to Klaviyo, so you can build a date-property flow on that field. Note that the loyalty plugin also has a built-in birthday email if you prefer to keep it inside WordPress.
10. Win back sleeping members
What it does: Re-engages customers who have a healthy points balance but have not been active for a while.
Why it works: These customers already have value stored up with you, which is a friendly, non-salesy reason to reach out. A message like come back, you still have points waiting reactivates them without feeling like a hard pitch.
How to build it: Combine a balance threshold with a last-activity date older than 60 days to build the segment, then send a win-back campaign or segment-triggered flow with a limited-time incentive.
Tips for getting it right
- Always filter Points Updated by reason. Without a trigger split, the flow fires on every points change, including spending and expiry, and customers get irrelevant emails.
- Keep emails consistent between WooCommerce and Klaviyo. Loyalty data is matched by email address, so a mismatch means the data attaches to the wrong profile or none at all.
- Test before you go live. Place a real order or make a manual points adjustment and confirm the flow fires with the correct merge tags.
- Start small and expand. Launch two or three flows, measure open and conversion rates, then add more once you see what resonates.
How do I connect my WooCommerce loyalty program to Klaviyo?
Enable the Klaviyo integration in the plugin settings and paste in your Klaviyo private API key. Once saved, loyalty data such as points balances and rank changes syncs to Klaviyo automatically in real time, with no code required.
What loyalty data does Klaviyo receive?
Klaviyo receives profile properties such as points balance, rank, referral code, and birthday, plus events such as Points Updated and Rank Achieved. Profile properties are used for building segments, while events are used to trigger automated flows.
Which Klaviyo flow should I set up first?
Start with a points earned confirmation, a rank up celebration, and a points expiry warning. They deliver the most value for the least setup effort, and the expiry warning in particular is often the highest-converting loyalty email you can send.
Why is my Klaviyo flow firing on every points change?
The Points Updated event fires on all points activity, including earning, spending, and expiry. Add a trigger split right after the trigger and filter by the reason property so the flow only runs for the specific action you want, such as an order purchase or a referral.
Conclusion
Your loyalty program is already producing a rich stream of customer signals. Sending them to Klaviyo turns those signals into timely, personal emails that drive repeat purchases and build lasting loyalty, all running automatically once they are set up.
Ready to build these automations? Follow our step-by-step Klaviyo flow recipes guide, and keep the events and properties reference handy to personalise every message.