Klaviyo and Smile Email Campaigns

How to boost your email campaign success with individualized customer reward data

Maggie avatar
Written by Maggie
Updated over a week ago

Introduction

Smile.io’s integration with Klaviyo allows program data such as points balance, referral URL links and VIP status to be displayed in email campaigns and automations. It also allows for the setup and use of Smile’s pre-built Klaviyo flows, or the creation of fully custom loyalty program email campaigns!

Overview

Check out how to install Klaviyo in your Smile account here. Once connected, you'll have access to all of our Smile properties, including Smile Points Balance and more!


Use Smile’s pre-built Klaviyo flow templates

Smile’s team of loyalty experts have created ready-to-use Klaviyo flow templates that you can easily copy into your own Klaviyo account with just a few clicks. These templates already include dynamic customer rewards information and make for a great starting point to develop your own email campaigns.

To use flow templates, ensure you have the Smile <> Klaviyo integration installed using OAuth. If you’re using the old integration that requires copy & pasting API keys, installing the new OAuth integration will maintain your existing configuration and make flow templates available to you.

Once installed, the following Klaviyo flow templates are available:

  • Loyalty Program Welcome – Encourage repeat purchases by sending a loyalty program explainer email post-purchase, along with a subsequent reminder to refer friends.

  • Redemption Reminder – Remind customers to purchase by informing them they have enough points for a reward.

  • Referral Reminder – Drive repeat purchases by encouraging returning customers to refer their friends after placing an order.

To implement a flow template, you must be logged in to your Klaviyo account, and then you can click on each of the links above and use the Create Flow button. This will copy the flow into your account and give you the chance to customize before setting it live. Editing and managing the flow will be the same as for any other Klaviyo flow.

ℹ️ Important! Some of the content in the flow templates is generic and must be updated to reflect your specific program before being ready to send to customers. As such, we recommend individually reviewing all of the blocks and emails (especially buttons and links) within each flow before enabling the flow to start sending.

Once you’ve reviewed each block and email, refer to Klaviyo’s guide for how to enable a flow to start sending.


Use reward information to create new customer segments

Segments are defined by a set of conditions. For example, a segment could include everyone who has joined your rewards program, has a certain amount of points, or is in a specific VIP tier. Segments are typically used in three ways:

  1. To send targeted campaigns - Instead of sending a reward campaign to your entire newsletter list, you can use a segment to build meaningful cross-sections of your list to send more relevant content.

  2. To trigger email flows - If you would like to trigger an automated email flow whenever someone meets a set of conditions (i.e. has earned enough points to spend on a reward) for the first time, you can use a segment as the flow trigger.

  3. For analysis - Since segments are automatically updated in real-time, they provide an easy way to see what's going on with your audience.

Segments to create using reward information

👥 Reward program members/participants

  1. Navigate to the Audience -> Lists & Segments tab in your account and click Create New -> Create segment in the upper right corner of the window.

  2. After clicking Create segment, you'll be taken to the segment builder. Give the segment a name and add any relevant tags.

  3. Under the Definition heading, in the 'Select a condition...' dropdown, choose the 'Properties about someone' option. Then use...

    1. Dimension: Smile State

    2. equals

    3. Dimension value: member

    4. Type: Text

  4. Click Create segment and you're done!

👥 Customers with enough points to redeem for a reward

  1. Navigate to the Audience -> Lists & Segments tab in your account and click Create New -> Create segment in the upper right corner of the window.

  2. After clicking Create segment, you'll be taken to the segment builder. Give the segment a name and add any relevant tags.

  3. Under the Definition heading, in the 'Select a condition...' dropdown, choose the 'Properties about someone' option. Then use...

    1. Dimension: Smile Points Balance

    2. is at least

    3. Dimension value: set this value to match the cost in points of your lowest redemption option. For instance, if your smallest reward costs 500 points, set this value to 500.

    4. Type: Number

  4. Click Create segment and you're done!


Use reward information in existing email flows

A flow is an automated sequence that is set in motion by a specific trigger and then includes one or more steps. You can add more personalization and relevancy into your existing email flows by adding reward information.

Flows that should include reward information

✉️ Welcome series flow

Introduce subscribers to your brand and convert them into first-time customers.

Objective: Educate new members of your rewards program and motivate them to engage.

Suggestions: Add reward program information into this flow if subscribers have a Smile State = member.

What to include:

  • You can include information like ways to earn points, ways to spend points, what their point balance is, and their referral URL.

  • Make sure to include a Smile deep link as your CTA to open the Smile panel immediately on the page.

✉️ Post purchase flow

Show appreciation for customers and let them know about related products they might be interested in.

Objective: If they are a member, motivate them to earn more points and/or refer their friends. If they are a candidate, get them to join the program by creating a store account.

Suggestions: Add dynamic variables to differentiate messaging based on a customer's Smile State. The dynamic variable will be either: person|lookup:'Smile State' = 'member' or person|lookup:'Smile State' = 'candidate'

What to include:

  • If they have a Smile State = member, update them on their points balance and remind them about your referral program.

  • If they have a Smile State = candidate, notify them that they could've earned points for this order if they had created an account. Encourage them to create a store account and earn sign up points.


Use reward information to create custom campaigns

Running reward-specific email campaigns that complement your program allow you to easily explain program elements to your audience, increasing participation and visibility!

Common email campaigns with reward information

✉️ Official launch campaign

Objective: Notify every customers that you have officially launched the program and encourage them to join.

Suggestions: Set up two Klaviyo segments. One that identifies who is already a part of the program, and another that identifies those who are not (use Smile state = member or Smile State = candidate like we describe here). Send two different copies, one to members that educates them on the program (as they are already a part of the program), and one to the candidates to get them to join.

What to include:

  • Include visual elements from your Smile Panel or explainer page

  • Smile Referral URL for each subscriber with an active account

  • CTA: a deep link to where a customer can interact with Smile on-site

✉️ Points redemption campaign

Objective: Encourage customers to spend their points when they reach reward thresholds and are eligible to redeem.

Suggestions: Set up a Klaviyo segment that identifies when customers have enough points to spend on a reward (Follow our instructions here!).

What to include:

  • Smile Points Balance property

  • The available reward(s)

  • CTA: a deep link to where a customer can spend their points on that given reward


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