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    *Note: This section is under active development, some of the data might suffer changes in the future*

    (!) Throughout this article, the term (Reveal) “event” is the same as Klaviyo “metric”.

    We already covered how Reveal can push customer properties into Klaviyo, and this is a really powerful way to segment your customer base and deliver personalised experiences.

    The events mechanism further enhances the capabilities of addressing your customers within Klaviyo, by allowing you to respond to certain user actions (like a customer rating your services) or a customer drifting away, or, on the contrary becoming a rising star (within your customer base).

    These events can be used in Klaviyo (as “metrics”) to:
    – create dynamic segments, which can be used in campaigns and/or flows
    – trigger specific flows based on metrics such as a change in customer importance (ascending/descending), a feedback being awarded by a customer etc.

    How can customer events be used within Klaviyo?

    The customer profile in Klaviyo is augmented with events (“metrics”) that enhance the segmentation capabilities, enabling the creation of:

    • Advanced Segments, that enable new types of campaigns, such as customer loss prevention, customer win-backs and also reacting to customer feedback.
    • Flows, that enable you to automate actions and can also support customer loss prevention and ongoing retention campaigns.
      Advanced Segments can also be used within Flows.

    A few examples of campaigns and automations that you could create are explained below.

    Prevent losing good customers by triggering a communication to those who transitioned into a less valuable RFM Group.

    Alert Customer Support regarding important customers who were unhappy with their last order – by automatically sending an e-mail alert when a customer from your most important RFM Group(s) awards a low NPS score.

    Get additional feedback from customers who were unhappy with their last order by taking into account (or not) their previous experience with your shop – by automatically sending a tailored survey.

    Thank your customers for doing business with you, and remind them of your mission, via a tailored email (based on customer importance) – once in a while, you could send out an e-mail request to Customer Support to thank them by phone .

    Create personalised and relevant communications for your customers by leveraging the RFM segmentation (RFM Group), within each of your Campaigns or Flows.

    For more ideas, please don’t hesitate to reach out to our enthusiastic Customer Success team.

    What customer events are sent to Klaviyo?

    Customer events which are sent to Klaviyo can be classified into 2 categories:

    RFM-Related Events

    • RVL RFM Score Changed – Sent if upon recalculation of the RFM Score for a customer changes from its previous value; Contains:
      • Current RFM Score
      • Previous RFM Score
    • RVL RFM Group Changed – Sent if upon recalculation of the RFM Group for a customer changes from its previous value; Contains:
      • Current RFM Group Name
      • Previous RFM Group Name
    • RVL RFM Importance Increased – Sent if upon recalculation of the RFM Group for a customer, the importance of the new group (configured as “rank” within Reveal) increases from its previous value; Contains:
      • Current RFM Group Name
      • Current RFM Group Rank
      • Previous RFM Group Name
      • Previous RFM Group Rank
    • RVL RFM Importance Decreased – Sent if upon recalculation of the RFM Group for a customer, the importance of the new group (configured as “rank” within Reveal) decreases from its previous value; Contains:
      • Current RFM Group Name: group name;
      • Current RFM Group Rank: group rank;
      • Previous RFM Group Name: group name;
      • Previous RFM Group Rank: group rank;

    NPS-Related Events

    • RVL NPS Partial Response – sent when the customer clicks on a score initially, from the email received; Contains:
      • NPS Score
      • Order EID
    • RVL NPS Segment Changed – sent if upon scoring the service, the NPS Segment (Promoter / Passive / Detractor) changes from the previous answer; Contains:
      • Current NPS Segment
      • Previous NPS Segment
    • RVL NPS Response – sent when the customer answers all the NPS questions; Contains:
      • NPS Score
      • Order EID
    • RVL NPS Pre-Response – sent when the customer fills in the Pre-Delivery NPS Survey, in the Checkout “Thank You” page of the website, right after placing an order,
      • NPS Score
      • Order EID

    How to send my customer events into Klaviyo?

    Step 1:
    The first thing you need to do is enable the integration between Reveal and Klaviyo. Go to your Reveal account > Store Settings > General > Integrations section > Klaviyo Settings > pencil button to Configure:

    Step 2:
    Provide the information required on the page and save your settings.

    • API Key: you can generate an API Key by accessing the Klaviyo interface > Account > Settings > API Keys > Create API Key:
    • From Email: the email address from which the emails will be sent and also the email address used in the reply-to header.
    • From Name: the name associated with the email address the emails are sent from.

    Step 3:
    Go to Store Settings > General > Export section > Customer Events > Configure:

    Step 4:
    Set Customer Events pushing to Enabled and save your settings:

    Using customer events from Reveal in Klaviyo

    Create a Segment Based on Customer Events

    You can use Reveal’s events into Klaviyo by creating segments which add customers automatically based on certain metrics, such as a change in the RFM Group. Below, you will find the necessary steps to create such a dynamic segment.

    Step 1:
    In your Klaviyo account, go to Audience > Lists & Segments and click on “Create List / Segment”.

    Step 2:
    In the next screen, select Segment to start setting up the conditions based on which you need to segment your customers.

    Step 3:
    Name your segment, then select the condition “What someone has done (or not done)” and set up your metric (e.g.: “RVL RFM Importance Decreased” > “at least once” > “in the last 30 days”). Don’t forget to click on “Create Segment” after you are done defining all the conditions.
    You can go even deeper in segmentation and include in your definition which is the current RFM group and which was the previous RFM Group:

    You will be redirected to your newly created segment, where you will see all customers corresponding to the set conditions.

    Note:
    Please take into consideration that there might be a slight delay when updating the segments in Klaviyo. For more on this subject, please visit this Klaviyo article.

    Create a Campaign Based on Reveal Customer Events

    You can also create a campaign based on Reveal Customer Events, by simply following the steps below:

    Step 1:
    Go to Campaigns > Create Campaign.

    Step 2:
    Select Email or SMS Campaign and click on “Create Campaign »” button.

    Step 3:
    Name your campaign, select the segment you’d want to have it sent to and click on “Continue to Content” button.

    Step 4:
    Set a Subject line, create your email, then click on “Continue to Review” button.

    Step 5:
    Next, review your campaign and Klaviyo’s suggestions and schedule or send the campaign when you’re ready. 

    Create a Flow Based on Reveal Customer Events

    In order to create a flow based on Reveal customer events, there are 2 options:

    • Create a flow triggered by a previously created segment (the segment will have the set of conditions from Reveal);
    • Create a flow triggered by specific metrics (such as the RVL RFM Group Changed event);

    Below you will find the step-by-step process to create a flow with alternative instructions based on which option you choose from above.

    Step 1: 
    Go to Flows > Create Flow

    Step 2:
    Select “Create from Scratch”.

    Step 3:
    Name your flow and click on “Create Flow”.

    Step 4:
    Choose your flow trigger from the left.
    Option A: choose “Segment” if you wish to trigger the flow from a previously created segment based on Reveal customer events.
    Option B: choose “Metric” if you wish to trigger the flow by directly choosing the event.

    Step 5 – Option A:
    Choose your previously created segment from the dropdown list to trigger the flow and click on “Done”.

    Step 5 – Option B:
    Choose the metric you wish to set as trigger from the dropdown on the left and set “Trigger Filters” or “Flow Filters” if there are exceptions from including some customers. After all is set, don’t forget to click on “Done”.

    You can add trigger filters to narrow down your customers entering this flow, such as Current RFM Group Name and Previous RFM Group Name.

    If you’d like customers to exit the flow if they place another order, add a Flow Filter:

    Select “What someone has done or not done” > “Placed order” > “zero times” > “since starting this flow” to ensure only customers that are not placing another order while being in this flow would keep receiving these emails:

    Step 6:
    Configure the flow with the actions you want to do for your customers. More on how to create a Klaviyo flow can be found in this Klaviyo article.
    Once the flow is ready, set it live from the “Review and Turn On” button.

    Note:
    Use the “Back-Populate Flow Recipients” option if you wish to add to the flow the customers who were already added to the segment before creating the flow. More on this subject in this article from Klaviyo.

    Additional details needed?

    Please don’t hesitate to reach out to our amazing customer support team if you need any additional information.

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