Many brands use Klaviyo extensively for campaigns and automations - welcome series, abandoned cart, post-purchase follow-ups, which are all super important, yet overlook one of the most powerful engagement levers they already have: customer loyalty program data.

Points earned, rewards redeemed, membership levels upgraded, and birthdays are high-engagement customer moments. When you connect your loyalty program to Klaviyo, these moments become triggers for highly personalized flows that drive repeat purchases, higher open rates, and stronger customer relationships.

Drawing on over a decade of experience building loyalty programs for direct-to-consumer businesses, our team at Wave Commerce has put together seven high-impact Klaviyo flows you can activate using loyalty events and profile data. These flows are applicable across industries and scale to increase engagement, accelerate redemptions, and turn loyalty participation into real revenue.

Why customer loyalty data supercharges Klaviyo

Traditional email flows rely heavily on behavioral data like page views and orders. Customer loyalty data adds an emotional and motivational layer:

• Customers feel rewarded, recognized, and valued
• Messages arrive at moments when customers are primed to act
• Incentives are personalized — not generic discounts

Loyalty data transforms your customer engagement from relying on pure behavioral messaging into customer lifecycle-based engagement, offering more context for your business to reward your most loyal customers, meeting them at the right moments. For example, instead of relying purely on actions like browsing, cart abandonment, or purchases, loyalty data captures emotional investment signals that can be predictive of long-term customer value. Points balances, reward eligibility, membership status, and upcoming expiries tell you not just what a customer did, but what will likely drive them to act next.

A customer close to redeeming a reward behaves differently from one who just joined; a VIP-tier member expects recognition, not just discounts; a shopper with expiring points is primed for immediate conversion. When these loyalty attributes and events are available inside Klaviyo as profile properties and triggers, marketers can automate messages that feel timely, personal, and earned, rather than promotional. The result is higher open rates, stronger click intent, faster repeat purchases, and deeper brand affinity across both online and offline channels. In short, loyalty data allows brands to stop guessing and start communicating with customers based on value, commitment, and relationship stage - not just transactions.

With platforms like OMNI Loyalty, both online and offline loyalty actions (in-store purchases, POS redemptions, membership tier status) can be fed into Klaviyo, enabling true omnichannel personalization.

“Loyalty data is one of the most creative growth levers we see in Klaviyo accounts today. When brands sync real-time points balances, tier status, and reward activity into Klaviyo, they move beyond generic promotions and start delivering messages that feel earned and timely. That shift—from transaction-based messaging to relationship-nurturing interactions—is what drives stronger engagement, faster repeat purchases, and more meaningful lifetime value. The brands that win aren’t sending more campaigns; they’re building and activating the right loyalty moments.”

--Kirstin Meyerhoeffer, Product Marketing Lead, Klaviyo

To learn more about customer loyalty programs, read the B2C marketer's guide here.

1. Loyalty program welcome flow (with time-limited rewards)

Trigger: Customer joins the loyalty program.

Why it works: The first 7 days after enrollment are critical as this is when customers decide whether your loyalty program is “worth it.”

What we typically see with loyalty programs is that customers join, get some “bonus points” as a welcome gift - but then tune out with a negative overall experience as they can’t do anything with the points. 

Time-limited welcome rewards can be designed to drive an instant sale at a moment of true intent, which creates urgency. Set a bonus welcome reward that expires in 3-7 days to encourage first redemption. First redemptions dramatically increase long-term loyalty participation.

What to send:

• Email 1: Welcome email - with welcome reward
• Email 2: Reminder to use your welcome reward now - plus relevant featured products
• Email 3: Final time-limited welcome reward expiry reminder - plus relevant featured products

Klaviyo setup:
Trigger on Loyalty Program Joined event → segment by date joined.

Read more: Wave Commerce assisted Swisse Wellness to leverage the Klaviyo x OMNI Loyalty welcome reward flow, gaining a 7x increase in returning customers, and 60x increase in reward redemptions. 

2. Points expiry reminder (the impulse-purchase driver)

Trigger: Points expiring in X days.

Why it works: Loss aversion is powerful. Customers hate “wasting” points! Reminding your members of points expiring drives a new sale opportunity as customers don’t want to miss out on perceived value. It also builds trust and a deeper rapport, as your brand is being open and transparent rather than the norms of the past where points would just expire without fanfare. 

What to send:

• Reminder at 14 days before expiry
• Urgent follow-up at 3–5 days before expiry
• Highlight exact rewards they can redeem right now

Example CTA:
“You have 480 points expiring — redeem for $10 off today.”

Results we see:
Points-expiry flows often deliver some of the highest conversion rates of any loyalty email.

Klaviyo setup:
Use loyalty profile property: Points Expiry Date or event-based triggers from OMNI Loyalty.

3. Birthday month rewards flow

Trigger: Customer enters birthday month.

Why it works: Birthday rewards feel personal — and customers expect them. At Wave Commerce, birthday flows are one of the biggest strategies we see that contributes to active revenue growth and reward uptake.

What to send:

• Email 1 (start of month): Birthday reward announcement
• Email 2 (mid-month): Reminder + product inspiration
• Email 3 (last week): “Last chance to enjoy your birthday treat”

Best practices:

• Make rewards valid for the full month (less pressure, more goodwill)
• Personalize by tier: higher tiers get better birthday perks

Klaviyo setup:
Trigger on birthday month property synced from loyalty profiles.

4. Membership VIP tier upgrade celebration flow

Trigger: Customer reaches a new loyalty VIP tier.

Why it works: Recognition reinforces behavior. Customers want to feel their progress. This is a great opportunity to remind the customer of the new value they have earned, which reinforces the value behind your loyalty program and brand.

What to send:

• Celebration email (“You’ve unlocked Gold status 🎉”)
• Clear list of new benefits
• Optional bonus reward to prompt immediate use

Extra impact:
Add a follow-up email showing how close they are to the next tier, motivating continued engagement.

Klaviyo setup:
Trigger on Tier Upgraded event with dynamic tier name and benefits.

5. Replenish & redeem: points-powered replenishment flow

Trigger: Predicted replenishment timing + sufficient points balance.

Why it works: Combines habit (replenishment) with reward (points). Plus, this truly shows customers you care! Reminding customers that a product they bought previously is due for replenishment is a proven sales opportunity, and adding this with extra points or a sales perk helps push the needle further. Overall, replenish and redeem flows create a strong sense of trust and build further rapport while creating a win-win situation for both the customers and your brand.

What to send:

• Reminder that it’s time to restock
• Show they can use points to offset the purchase
• Highlight “free” or discounted replenishment

Example:
“Your favorites are running low: use 300 points for $15 off your refill.”

Klaviyo setup:
Use Klaviyo’s predictive analytics + loyalty points balance from OMNI Loyalty.

6. Post-purchase feedback request with points incentive

Trigger: Order fulfilled (7–14 days later).

Why it works: Sometimes it can be hard to get feedback from customers. That’s where points come in! Post-purchase rewards, such as points for collecting customer feedback, can incentivize customers to take time to complete a survey or provide feedback to your business, sharing their satisfaction (or why not) from the products purchased or the entire purchasing experience. 

What to send:

• Simple survey or feedback request
• Clear incentive: “Earn 100 points for your feedback”
• Reminder email for non-submitters

Klaviyo setup:
Trigger on Order Fulfilled → conditional split based on feedback submission → award points automatically via OMNI loyalty integration.

7. Loyalty reactivation flow (silent but valuable customers)

Trigger: Loyalty member inactive for X days.

Why it works: Not all inactive customers are lost, many just need a nudge. I know it is hard to believe, but your brand may not quite be the center of their universe, and they simply forgot they signed up, or maybe they signed up while buying a gift for someone else and didn't intend to keep buying long term. Who knows! But what we do know is that simple reactivation flows go a long way in bringing back “lost” customers with some special time-limited perks. 

What to send:

• Reminder of unused points
• Highlight rewards they can already redeem
• Limited-time reactivation bonus

Smart segmentation:
Focus on customers with high lifetime points earned but low recent activity as they’re your easiest win-back group.

Klaviyo setup:
Segment by last activity date + points balance or tier level.

Feeding online and offline customer loyalty data into Klaviyo

True personalization requires complete customer context, and that context rarely lives in a single system. Most brands operate with a fragmented stack: Shopify captures online orders, POS systems record in-store purchases, loyalty engines track points and tiers, while Klaviyo sits downstream trying to make sense of partial signals. OMNI Loyalty acts as the connective layer between these systems, consolidating loyalty activity across channels and syncing it into Klaviyo in a clean, usable format.

With OMNI Loyalty, online purchases from Shopify, in-store POS transactions, offline redemptions, VIP tier movements, and real-time points balances can be unified under a single customer profile. These loyalty actions are then pushed into Klaviyo as structured events and profile properties, not static data snapshots. This means marketers can trigger flows the moment a customer earns points in-store, redeems a reward at checkout, upgrades a tier, or approaches a redemption threshold, regardless of where the transaction took place.

Because loyalty data is normalized and continuously updated, Klaviyo can be used as the orchestration layer for truly omnichannel engagement. Marketers can run consistent email and SMS campaigns that recognize both online and offline behavior, personalize incentives based on real loyalty value rather than purchase history alone, and avoid the common pitfall of treating in-store customers as “anonymous” or disconnected from digital journeys. Instead of siloed, online-only loyalty strategies, OMNI enables brands to deliver a single, coherent loyalty experience - one where every interaction, across every channel, feeds into smarter, more relevant messaging.

Final thoughts: loyalty is more than points - it’s a conversation that keeps on giving

Loyalty programs shouldn’t live quietly in a widget or account page. When connected to Klaviyo, loyalty becomes an always-on engagement engine triggering timely, relevant messages that customers actually want to receive.

By activating just a few of these seven flows, brands can:

• Increase redemption rates
• Drive repeat purchases without blanket discounts
• Build stronger emotional connections with customers

If you’re already using Klaviyo, the opportunity isn’t adding more tools but unlocking the loyalty data you already have.

If you are using Klaviyo or want to learn more - reach out to our team.

Wave Commerce is Hong Kong’s first Klaviyo Master Gold Partner, and are happy to help unlock new ways for you to maximize your Klaviyo account, or just get started.