Referral invitation emails

Deliver the referral invitation to the friend with the Roadmap: Loyalty Referral Share metric.

When a member shares a referral, this flow delivers the invitation to their friend — the first email your brand ever sends that person, arriving with borrowed trust.

Klaviyo event name

• Roadmap: Loyalty Referral Share — fires when a customer shares their referral. The event is attached to the friend's email address.

Event properties

Data point	Event property
Referral link	referral_link
Friend's email	referral_email
Referrer's name	referrer_name
The friend's reward	reward_name
Coupon code (when the friend reward is a discount)	coupon_code
Customer ID	customer_id

The pre-built flow

1. Trigger: Roadmap: Loyalty Referral Share

2. Email — immediately: "Someone thinks you'll love [insert brand name]" — delivering {{ event.coupon_code|default:'' }} for their first order

Fill the [insert brand name] placeholder.

Strategy

• Lead with the referrer. {{ event.referrer_name }} thought you'd love us converts far better than an anonymous discount — the recommendation is the product.

• Make the reward unmissable: {{ event.reward_name }} and the code above the fold.

• Remember this is a cold inbox — keep it short, one CTA, no navigation maze.

Related guides

• Referral completed emails — the other half of the pair

• Manage referrals — configuring the rewards themselves