Klaviyo Email Flow Templates for Loyalty Programs

Trigger

TrustWILL - Points expiring - Warning (M days before, default 30 days)

Goal

Give customers time to act before their points expire. Early warning drives planned purchases rather than panic spending.

Setup

No additional filter needed

Template

Subject: Your {{ event.expiring_points }} points will expire in {{ event.expiring_days_before }} days

Preview: Redeem your points before they expire and enjoy your rewards.

Hi {{ first_name | default: 'there' }},

Just a friendly reminder that {{ event.expiring_points }} points from your rewards balance will expire on {{ event.points_expiry_date ｜format_date_string | date:'Y-m-d' }}.

Current balance: {{ person.trustwill_points_balance }} points

Don't miss the chance to turn your points into exclusive rewards, discounts, or other member benefits before they're gone.

Example

Trigger

TrustWILL - Points expiring - Last chance (N days before, default 3 days)

Goal

High-urgency nudge for customers who didn't act on the early warning. Short copy, single CTA.

Setup

No additional filter needed

Template

Subject: ⚠️ Your {{ event.expiring_points }} points expire in {{ event.expiring_days_before }} days

Preview: Last chance to redeem your points before they expire.

Hi {{ first_name | default: 'there' }},

This is your final reminder that {{ event.expiring_points }} points will expire on {{ event.points_expiry_date ｜format_date_string | date:'Y-m-d' }}.

Don't let your hard-earned rewards go to waste. Redeem your points now and enjoy exclusive discounts, rewards, and member benefits before they disappear.

[Redeem Now]

Tips

→ 3–4 lines max. Urgency emails perform best when short and direct.

Trigger

TrustWILL - Reward expiring - Warning (fires N days before coupon expiry)

Goal

Customer has a coupon but hasn't used it. Remind them before it expires to lift the redemption rate.

Setup

No additional filter needed

Template

Subject: Your reward expires on {{ event.reward_expiry_date }}

Preview: Don't miss out—{{ event.reward_name }} is waiting for you.

Hi {{ first_name | default: 'there' }},

You have an available reward ready to use:

Reward: {{ event.reward_name }}
​Code: {{ event.reward_code }}
​Expires: {{ event.reward_expiry_date｜format_date_string | date:'Y-m-d' }}

Make sure to redeem your reward before it expires and enjoy the benefits you've earned.

[Shop Now]

Tips

→ Display the code in a large bordered block — easy to copy on mobile.

→ Add a minimum spend reminder if the reward has a threshold.

Example

Trigger

TrustWILL - Reward expiring - Last chance (fires N days before coupon expiry)

Goal

Final reminder for customers who didn't act on the earlier warning. Maximum urgency, minimal copy.

Setup

No additional filter needed

Template

Hi {{ first_name | default: 'there' }},

This is a final reminder that your reward will expire on {{ event.reward_expiry_date ｜format_date_string | date:'Y-m-d' }}.

Reward: {{ event.reward_name }}
​Code: {{ event.reward_code }}

Don't miss the opportunity to enjoy the reward you've earned. Once it expires, it can no longer be redeemed.

[Use It Now]

Tips

→ Display the code in a large bordered block — easy to copy on mobile.

→ Add a minimum spend reminder if the reward has a threshold.

Trigger

TrustWILL - Points earned | Filter: earn_action = 'Place an order'

Goal

Confirm points from a purchase only. Avoids over-notifying customers who earn through multiple channels.

Setup

• Trigger filter: earn_action = 'Place an order'

• Send immediately after order

Template

Subject: You earned {{ event.points_added }} points 🎉

Preview: Great news—your rewards balance just grew.

Hi {{ first_name | default: 'there' }},

Thank you for your recent purchase!

You've earned {{ event.points_added }} points, bringing you one step closer to your next reward.

Current Balance: {{ person.trustwill_points_balance }} points

Keep collecting points with every purchase and redeem them for exclusive rewards, discounts, and member perks.

[View Rewards]

Tips

Introduce all the ways to redeem points.

Trigger

TrustWILL - Reward redeemed | Delay: 24h | Condition: no order placed

Goal

Customer redeemed a coupon but hasn't checked out. One reminder to bring them back.

Setup

• Time delay: 1 day after trigger

• Trigger filter: no order placed in the last 1 day

• Exit condition: customer places an order

Template

Hi {{ first_name | default: 'there' }},

You have a reward ready to use!

Reward: {{ event.reward_name }}
​Code: {{ event.reward_code }}
​Expires: {{ event.reward_expiry_date ｜format_date_string | date:'Y-m-d' }}

{{ event.reward_terms.0 | default:'' }}

{{ event.reward_terms.1 | default:'' }}

{{ event.reward_terms.2 | default:'' }}

Don't miss the chance to enjoy the reward you've earned. Use your code before it expires and make the most of your membership benefits.

[Shop Now]

Tips

→ One follow-up only. A second reminder at 48h hurts list quality.

→ Including the code in the subject line increases open rate.

Trigger

Segment: trustwill_points_balance > [threshold] + trustwill_last_redeemed_date > 30 days

Goal

Campaign for customers who have enough points to redeem but haven't.

Setup

• Segment: trustwill_points_balance > [minimum threshold]

AND trustwill_last_redeemed_date > 30

• Send as campaign or low-cadence recurring flow

Template

Hi {{ first_name | default: 'there' }},

Great news! You currently have {{ person.trustwill_points_balance }} points available in your account.

You've already earned enough points to start redeeming rewards, discounts, and exclusive member benefits.

Why let your points sit unused? Turn them into savings on your next purchase and get more value from every order.

[Redeem Now]

Tips

→ Replace [minimum threshold] with your actual lowest redemption value.

→ Add a secondary CTA showing the next tier reward to encourage saving up.

Trigger

TrustWILL - Tier upgraded

Goal

Celebrate the upgrade and immediately show the new tier's perks. Reinforce program value at the moment of highest engagement.

Setup

• Send immediately

• Use conditional content blocks for tier-specific hero images

Template

Subject: 🎉 You've reached {{ event.current_vip_tier }}

Preview: Discover the new perks and benefits you've unlocked.

Hi {{ first_name | default: 'there' }},

Congratulations! You've been upgraded to {{ event.current_vip_tier }}.

Tier Progress:
{{ event.previous_vip_tier }} → {{ event.current_vip_tier }}

As a member of your new tier, you now have access to even more exclusive rewards and benefits:

{{ person.trustwill_tier_rewards.0 | default:'' }}

{{ person.trustwill_tier_rewards.1 | default:'' }}

{{ person.trustwill_tier_rewards.2 | default:'' }}

{{ person.trustwill_tier_rewards.3 | default:'' }}

Thank you for being a valued member. We're excited to continue rewarding your loyalty and helping you enjoy even more benefits with every purchase.

[Explore Benefits]

Tips

→ Use Klaviyo conditional blocks for tier-specific imagery (Gold vs Platinum vs VIP).

→ If the tier has an expiry, add: 'Valid until {{ person.trustwill_tier_expiration_date ｜format_date_string | date:'Y-m-d' }}'.

Trigger

TrustWILL - Referral share (sent to the referred friend)

Goal

First impression for a new-to-brand recipient. Lead with the reward, not the program.

Setup

• Send immediately

• This event creates a new Klaviyo profile for the friend if none exists

Template

Hi there,

Good news! {{ event.customer_name }} has invited you and shared a special reward just for you.

{{ event.friend_reward_name }}
​Code: {{ event.friend_reward_code }}

Use your reward on your next purchase and enjoy the exclusive benefit reserved for invited customers.

Don't wait too long—start shopping and make the most of your reward today.

[Shop Now]

We’re excited to welcome you and hope you enjoy your reward!

Tips

→ Lead with the offer — the friend may not know your brand yet.

→ Add a 1–2 sentence brand intro below the CTA for new recipients.

Trigger

TrustWILL - Referral completed (sent to the referrer)

Goal

Notify the referrer that their reward has been issued. Reinforce the referral loop with the share link.

Setup

• Send immediately

Template

Hi {{ first_name | default: 'there' }},

Great news! Your referral was successful, and you've earned a reward.

{{ event.customer_reward_name }}
​Code: {{ event.customer_reward_code }}

Thank you for sharing us with your friends. Your support helps our community grow, and we're excited to reward you for it.

Want to earn even more rewards? Keep sharing your referral link with friends and family:

Your Referral Link:
{{ person.trustwill_referral_url }}

The more successful referrals you make, the more rewards you can unlock.

Tips

→ Include the referral URL prominently — motivation to share again is highest right now.

→ If reward was points (not a coupon), show updated balance instead of a code.

Trigger

Shopify — Placed Order | Delay: 3 days | Filter: trustwill_state = 'member'

Goal

Ask satisfied customers to share. 3-day delay lets the purchase experience settle before the ask.

Setup

• Trigger: Shopify Placed Order (native Klaviyo event)

• Delay: 3 days

• Trigger filter: trustwill_state = 'member'

• Optional: suppress if someone was referred in the last 60 days

Template

Subject: Earn rewards for sharing

Preview: Give a friend a discount. Earn one too.

Hi {{ first_name | default: 'there' }},

Enjoying your order? Share and earn a reward

for every friend who makes their first purchase.

{{ person.trustwill_referral_url }}

[Share now]

Tips

→ A/B test subject lines: transactional ('Earn rewards') vs social ('Share the love').

→ Personalize with the ordered product name using Shopify event properties.

Trigger

Segment trigger: trustwill_state = 'member' (added to segment)

Goal

One-time onboarding email for new members. Explain earn, redeem, and current balance — nothing more.

Setup

• Segment: person.trustwill_state = 'member'

• Trigger: Added to segment

• One-time send only — suppress if already received

Template

Hi {{ first_name | default: 'there' }},

Welcome to our rewards program! 🎉

You're officially a member and can start earning rewards every time you shop.

Your account

• Tier: {{ person.trustwill_tier_name }}
• Points balance: {{ person.trustwill_points_balance }}

Earn points

Redeem rewards
Turn your points into discounts, free products, and member-only perks.

The more you engage, the more rewards you'll unlock.

[Explore Rewards]

Tips

→ Link to the loyalty hub — don't list all rules in the email.

→ If the balance is 0, frame it as 'You're ready to start earning' rather than showing zero.

Example

Trigger

TrustWILL - Birthday reward available

Goal

High-sentiment touchpoint. Keep it warm and short — lead with the gift, not the program.

Setup

• Send immediately

• No additional filter needed — event only fires when birthday is set

Template

Subject: 🎂 Happy Birthday, {{ first_name | default: 'there' }}!

Preview: A birthday gift is waiting for you—claim your bonus points today.

Hi {{ first_name | default: 'there' }},

Happy Birthday from all of us at {{ organization.name }}! 🎉

To help celebrate your special day, we've added a birthday gift just for you.

Your Birthday Reward:
🎁 {{ event.birthday_points }} bonus points

Be sure to claim your points and enjoy the rewards, discounts, and member benefits they can help unlock.

We hope your day is filled with happiness, celebration, and a few well-deserved treats.

[Claim Your Points]

Tips

→ No hard sell — emotional tone outperforms transactional framing on birthday emails.

Trigger

Segment: trustwill_birthday is not set

Goal

Collect missing birthday data to unlock the birthday reward flow for existing members.

Setup

Send as a one-off campaign or quarterly reminder

Template

Hi {{ first_name | default: 'there' }},

We'd love to celebrate your special day with you.

Add your birthday to your account, and we'll send you a birthday reward when the time comes.

It's our way of saying thank you for being a valued member of our community.

🎁 Exclusive birthday rewards
🎉 A special surprise on your big day

Don't miss out—add your birthday today and make sure you're eligible for your birthday gift.

[Add My Birthday]

Tips

→ Link directly to the panel of birthday rewards

→ Question subject line ('When's your birthday?') outperforms declarative format.