TrustWILL Loyalty × Klaviyo: Best Practices

Group

Strategy

Points & Reward Expiry

Points Expiry - Early Warning

Points Expiry - Last Chance

Reward Expiry - Early Warning

Reward Expiry - Last Chance

Points Earning & Redemption

Points Earned on Purchase

Reward Redeemed — Unused Coupon Nudge

VIP & Tier

Tier Upgrade Congratulations

Referral

Referred Friend — Welcome Reward

Referrer — Reward Earned

Post-Purchase Referral Prompt

Lifecycle & Onboarding

Member Welcome

Birthday celebration

Birthday Data Collection

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 expire in {{ event.expiring_days_before }} days

Preview: Don't let your rewards go to waste.

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

{{ event.expiring_points }} points expire on {{ event.points_expiry_date }}.

Balance: {{ person.trustwill_points_balance }} points

[Redeem now]

Tips

→ Pair with a product recommendation block to give customers a clear next step.

→ Suppress customers who placed an order within the last 3 days.

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

Preview: Last chance to use them.

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

Your {{ event.expiring_points }} points expire on {{ event.points_expiry_date }}.

[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: {{ event.reward_name }} is waiting.

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

{{ event.reward_name }}

Code: {{ event.reward_code }}

Expires: {{ event.reward_expiry_date }}

[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.

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

Subject: ⚠️ {{ event.reward_name }} expires in {{ event.expiring_days_before }} day(s)

Preview: Last chance to use your reward.

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

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

{{ event.reward_name }} — Code: {{ event.reward_code }}

[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: Your balance is growing.

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

You earned {{ event.points_added }} pts on your order.

Balance: {{ person.trustwill_points_balance }} pts

[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

Subject: Your code is waiting — {{ event.reward_code }}

Preview: Don't forget to use it.

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

{{ event.reward_name }} — Code: {{ event.reward_code }}

Expires: {{ event.reward_expiry_date }}

Reward terms:

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

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

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

[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

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: Here's what you've unlocked.

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

{{ event.previous_vip_tier }} → {{ event.current_vip_tier }}

Your new perks:

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

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

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

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

[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 }}'.

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

Subject: {{ event.customer_name }} sent you a reward

Preview: Here's your exclusive code.

Hi there,

{{ event.customer_name }} invited you.

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

[Shop now]

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

Subject: Your referral reward is here

Preview: Your friend made a purchase — you've been rewarded.

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

Your referral was successful.

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

Keep sharing: {{ person.trustwill_referral_url }}

[Refer more friends]

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

Subject: Welcome to the rewards program

Preview: Here's how it works.

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

You're now a member.

Tier: {{ person.trustwill_tier_name }}

Points: {{ person.trustwill_points_balance }}

Earn on every order. Redeem for discounts.

[See how to earn]

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.

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: Claim a gift at the store!

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

Happy Birthday.

You can claim {{ event.birthday_points }} points as a gift.

[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

Subject: When's your birthday?

Preview: Add it to unlock a birthday reward.

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

Please set your birthday and we'll send you a reward

on your special day.

[Add my birthday]

Tips

→ Link directly to the panel of birthday rewards

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