Loyalty welcome emails
Greet every new loyalty member the moment they join, with the Roadmap: Loyalty Welcome metric and the pre-built welcome flow.
The welcome email is an essential flow — every program should run one. It lands at the moment of maximum attention: the customer just joined, and this email sets their expectations for how earning and redeeming work.
Klaviyo event name
Roadmap: Loyalty Welcome— fires when a customer joins the loyalty program.
Event properties
Points awarded on signup
points_awarded
Customer first name
first_name
Customer last name
last_name
Customer ID
customer_id
The pre-built flow
Roadmap's example flow (shipped during onboarding, on request) is deliberately simple:
Trigger:
Roadmap: Loyalty WelcomeFilter: customer is not currently in this flow — nobody gets double-welcomed
Email — immediately: "Welcome to [Loyalty Program Name]"
Fill the [Loyalty Program Name] placeholder with your program's name.
What the email should do
Confirm the signup reward if you award one:
You've started with {{ event.points_awarded|default:'' }} points.Explain the top 2–3 ways to earn — link your loyalty page rather than listing every rule.
Show the first goal:
You're {{ person.roadmap_loyalty_next_tier_points|default:'' }} points from {{ person.roadmap_loyalty_next_tier_name|default:'your first tier' }}.