Loyalty × Klaviyo: overview

How Roadmap loyalty connects to Klaviyo — the metrics and profile properties that sync, the loyalty-side controls, and a guide for every loyalty flow.

Once Roadmap is connected to Klaviyo, your loyalty program starts speaking Klaviyo natively: every loyalty moment fires a metric you can trigger flows from, and every member's loyalty standing is written to their profile properties for segments, splits, and email content.

Setting up the connection itself is covered in the Klaviyo integration guide: it's one setup shared by loyalty, reviews, and subscriptions.

Where to find it in the app

In the Roadmap app, go to Settings → Klaviyo Integration. Three areas matter for loyalty:

• Klaviyo Profile: the profile properties Roadmap writes to each customer, under the Loyalty tab, with a Manual Sync button to push everything on demand.

• Klaviyo Metrics: every loyalty metric with its sync status, under the Loyalty tab. After install, click Sync Metrics once so the metrics appear in Klaviyo for the first time.

• Connection Settings: manage your Klaviyo API keys.

A few metrics carry their own controls on the Klaviyo Metrics page:

• Roadmap: Loyalty Points Expiring and Roadmap: Loyalty Tier Demotion Alert: a Set Alert button controls how far ahead the alert event fires.

• Roadmap: Loyalty Monthly Update: use Set Time to schedule it, Send Now to fire a test, and tick Enabled to turn it on. It doesn't fire until you enable it.

• Placed Order (Roadmap) and Roadmap: Checkout Started: a Filter Products button to exclude products (gift wrapping, sample swatches) from the events.

These controls live in Roadmap, not Klaviyo. Roadmap decides when the events fire; Klaviyo decides what happens next (your flows).

Excluding products from your loyalty events: the Filter Products button on the order metrics keeps utility products out of your flow emails, and an order of only excluded products doesn't fire the metric at all. Filters can also be applied to every Roadmap metric at once. Full guide: Excluding products from Klaviyo metrics (Filter Products).

The loyalty flows

Each metric gets its own guide: what fires it, the event properties it carries, and the flow to build on it. They fall into two camps.

The essentials — the flows every program should run:

• Loyalty welcome emails — greet every new member

• Points earned emails — confirm every earn, the program's heartbeat

• Tier earned emails — celebrate new status, tier by tier

• Birthday points emails — deliver the birthday reward

• Review reward emails — thank reviewers, grow media reviews

• Referral invitation emails — the friend's invite

• Referral completed emails — thank the referrer, prompt the next share

The retention levers — strategic flows that bring customers back:

• Points expiring reminders — expiry deadlines as re-purchase triggers

• Tier demotion alerts — save at-risk status before renewal

• Monthly loyalty updates — a scheduled digest that keeps the balance salient

There's also a metric for every Discount Code Generator you create (carrying the name you gave it) — see Send discount codes for birthdays and tier promotions.

Roadmap ships pre-built example flows for the essentials during onboarding, on request — ask your onboarding contact. Each guide above describes its example flow (or a recommended structure where no example ships).

Profile properties

Alongside the event stream, Roadmap writes roadmap_loyalty_* properties (points balance, current and next tier, expiry dates, and more) to each customer's Klaviyo profile — the always-current data for segments and email content. Full list and snippets: Loyalty profile properties and email snippets.

B2B customers behave differently

When a customer joins a B2B company, their loyalty profile properties are removed and most loyalty metrics stop applying to them — see B2B loyalty and Klaviyo before enabling loyalty flows on a store with B2B.