Tier demotion alerts
Warn customers before they drop to a lower loyalty tier, then trigger a Klaviyo flow at the right time.
Use this metric to warn customers before they drop to a lower tier.
It gives them time to spend more and keep their current status.
Customers close to losing status are often highly motivated.
The alert works best when they know it is coming.
How tier demotion alerts work
Roadmap checks each customer against their current tier requirement.
This metric supports tiers based on Points earned or Amount spent within the membership period.
If a customer is at risk of missing that requirement by their renewal date, Roadmap sends a Klaviyo event before the demotion happens.
You choose how early the event fires by setting your demotion alert days.
Default: 30 days
Maximum: 90 days
Example
A customer is currently in Gold.
Gold requires 1,000 points in the current period.
The customer is 30 days from renewal and has only 650 points.
Roadmap sends the demotion alert event.
Your Klaviyo flow can then email the customer and show they need 350 more points to keep Gold.
Customers who are on track to keep their current tier do not enter the flow.
Set your alert timing
Klaviyo event name
When a customer is at risk of demotion, Roadmap sends this event to Klaviyo:
Roadmap: Loyalty Tier Demotion Alert
Use this event as the trigger for your Klaviyo flow.
Only customers who are expected to be demoted enter the flow.
You do not need extra Klaviyo logic to exclude customers who will retain their tier.
Event properties for email personalisation
The demotion alert includes properties from the customer’s current membership period.
Use them to show the customer what they need to do before renewal.
Membership expiry date
membership_expires_at
Days until renewal
days_until_renewal
Current tier name
current_tier
Current tier level
current_tier_level
Projected tier name
projected_tier
Projected tier level
projected_tier_level
Tier qualification method
tier_condition
Points required for the current tier
current_tier_points_required
Amount required for the current tier
current_tier_amount_required
Points earned during the period
points_earned_during_period
Amount spent during the period
amount_spent_during_period
Points needed to maintain the tier
points_needed_to_maintain
Amount needed to maintain the tier
amount_needed_to_maintain
Show the amount needed to retain status
Use tier_condition to tailor the message to the tier's qualification method.
For points-based tiers, use points_needed_to_maintain.
For spend-based tiers, use amount_needed_to_maintain.
For example:
Earn {{ event.points_needed_to_maintain }} more points by {{ event.membership_expires_at }} to keep your {{ event.current_tier }} tier.
Or:
Spend ${{ event.amount_needed_to_maintain }} more by {{ event.membership_expires_at }} to keep your {{ event.current_tier }} tier.
You can also calculate the remaining spend from profile data:
Replace (tier point/spend required) with the requirement for the relevant tier.
Encourage the next achievable tier
A customer can face a larger demotion at renewal.
For example, a customer in Tier 3 may project to Tier 1.
Do not only ask them to retain Tier 3.
Also show the lower tier they can still reach this period.
Use these profile properties:
Next tier name
person.roadmap_loyalty_next_tier_name
Points needed for the next tier
person.roadmap_loyalty_next_tier_points
This gives customers a realistic goal when retaining their current tier is unlikely.
Profile properties for email personalisation
These properties sync to the customer profile in Klaviyo.
They update in real time and can be used in email copy, splits, and segments.
Points earned in period
person.roadmap_loyalty_total_points_earnt_in_period
Total spent in period
person.roadmap_total_spent_in_period
Current tier name
person.roadmap_loyalty_current_tier_name
Tier expiry date
person.roadmap_loyalty_tier_expiry_date
Recommended flow structure
For most stores, keep the flow simple:
Trigger:
Roadmap: Loyalty Tier Demotion AlertEmail 1 — immediately: Explain their current tier, progress, and renewal date
Email 2 — 7 to 10 days later: Add urgency if they still have not purchased
Email 3 — 3 days before expiry: Send a final reminder
Personalised copy performs better than a generic warning.
For example:
You've spent $340 this year. Spend $160 more by 15 June to keep your Gold tier.
Best practices
Lead with what they keep. Focus on retaining benefits, not punishment.
Do not set the alert too short. Customers need time to act.
Do not set it too long. Alerts sent too early lose urgency.
If you are unsure, start with 30 days and adjust later.
Turn alerts off
To stop emails from sending, keep the Klaviyo flow in Draft or pause the live flow.
Roadmap still sends the metric event.
The profile properties still stay synced in Klaviyo.
That means you can still use the data in segments and other flows.
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