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    (!) 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 > Settings > Integrations section > Klaviyo Settings > 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 Settings > Export section > Customer Events > Configure:

    Step 4:
    Make sure you set Customer Events pushing to Enabled and save your settings:

    Using customer events from Reveal in Klaviyo

    Create a Segment Based on Customer Events

    If you wish to dynamically create your list, you can opt in for creating a segment which adds 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 list.

    Step 1:
    In your Klaviyo account, go to 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.

    Afterwards, you will be redirected to your segment where you will see all customers corresponding to the set conditions.
    This was all you had to do to create dynamic list of customers.

    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 Klaviyo > Campaigns > Create Campaigns.

    Step 2:
    Name your campaign and click on “Create Campaign »” button.

    Step 3:
    Set up your campaign using the options displayed and select the segment previously created (such as the one created in the previous section of this article), then click on “Save & Continue to Content” button.

    Step 4:
    In the next steps from Klaviyo interface, you need to set up your campaign content and schedule when to send the emails to your customers. This Klaviyo article can help you with more details on how to set up your campaign.

    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 from 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:
    In your Klaviyo account, 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”.

    Step 6:
    Configure the flow with the actions you want to do for your customers. More on how a flow is created, you can find on this Klaviyo article. After you are done, click on the “Save & Exit” button at the top right corner of the page. 

    Note:
    Please use the “Back-Populate Flow Recipients” option if you wish to queue people for flow actions retroactively. More on this subject in this article from Klaviyo.

    We can truly believe that these events bring tremendous power, by allowing you to automate communication in a personalised way. Or to further enhance customer segmentation.
    How do you use these enhancements?

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