Build re-usable and targeted loyalty content
Universal content is your key to efficiency in Klaviyo. Save components of your email templates as universal content blocks that you can reuse again and again to avoid duplicative work. Building high-quality universal content is particularly useful for loyalty program messaging. Why? Because in Klaviyo, you can quickly:
- Create unique, well-branded, and exclusive content that can easily be added to all loyalty communications.
- Configure loyalty content to only appear to program members through Klaviyo’s show/hide functionality.
- Track and manage where this content lives in Klaviyo at any given time.
- Make bulk changes as needed as you evolve your loyalty program rules, benefits, and incentives.
Universal content makes it possible to update and tweak your loyalty content across all of your templates with a few clicks. In the universal content library, just click into a component to see where exactly it lives across Klaviyo. You’ll see the number of instances it appears, which you can click into to review each location. Then, if you need to make a change to the content, you can update all live instances at once, or Unlink and Edit Independently so that changes only apply to the template you’re currently working in.
As for creating high-quality, targeted content; we’ve got you covered. In this guide, we will walk through what universal content to create, how to save it for long-term use, and how to target these blocks and sections to loyalty members only. That way, you have all the tools you need to expand your loyalty program and build a repeatable communication process.
Understand universal content in Klaviyo
Your loyalty program should have its own unique look and feel that elevates it from the standard customer experience. You may have a specific VIP logo, font, color, graphics, etc., that is reserved just for your loyalty program. While building this material, you can save individual blocks and sections of templates as universal content, as well as full templates for later use, saving you time and bringing consistency to the customer experience.
Note: If you use a third-party tool, like Smile.io or LoyaltyLion to power a loyalty rewards program, make sure you integrate this tool with Klaviyo so that you can use that loyalty data (e.g., points, VIP tier status, rewards earned, etc.) in your blocks, sections, and full templates.
Blocks
What is it?
Just as they sound, universal blocks are the building blocks of your loyalty program messages, allowing you to fine-tune your templates.
How to save it?
Hover over your loyalty program block and hit the star icon to save it as universal content. Learn more about saving blocks.
Example:
One of the most common loyalty blocks is a VIP status banner. For instance, this block, which may be added to any email, but in this case is in a post-purchase flow, encourages someone to redeem loyalty points they just earned. For anyone who is not a part of their loyalty program, they may instead see a block that encourages them to join the program. This functionality is made possible with show/hide blocks which we will dive deeper into later in this guide.
Sections
What is it?
Sections are a combination of blocks that you save together as one unit for reuse. Think of them as the macro elements of your template, again saving you time otherwise spent building the same blocks together again and again.
How to save it?
Click a section of multiple blocks (rather than just 1 block) and select the star icon to save all content within that designated region of the email. Learn more about saving sections.
Example:
A common section to save might be an informational section about your loyalty program benefits. For instance, you may have several blocks bundled that explain how someone can earn more points; perhaps they can earn them through shopping, liking your page on Facebook, referring a friend, etc. To build this section, you may add multiple blocks for each option with links to complete the call to action. You can save them all as one section for reuse as you advertise your program across comms.
Full templates
What is it?
Just as you may save email templates for common email content pillars (e.g., newsletter, promotions, product launches, etc.), you can and should add a distinct pillar specific to your loyalty program, that has a distinct look and feel from other content, and that you consistently use. A loyalty member should immediately recognize the content as “just-for-them” upon opening.
How to save it?
To save a great email as a template for reuse, select the Edit Email dropdown and Save as Template. Learn more about saving full email templates.
Example:
As shown here, you should have a baseline loyalty template, often with a distinct style, tone, and important information regarding the program like links to your VIP social community and details around how to unlock rewards. While the body of the email may differ over time, things like the header, footer, color scheme, and theme will stay consistent.
Control loyalty content block targeting using show/hide logic
Once you have a set of saved blocks ready to put into your flows and upcoming campaigns, you may want to go a step further and only show some of these blocks to recipients who are in your loyalty program. Using show/hide logic on these blocks makes it possible for you to personalize message content for your loyalty members, even if it’s sent to a wider audience.
Here’s how to make this work when you add your loyalty block or section to an email:
- Select the Display tab of your loyalty program block.
- Look for the show/hide logic section.
- Select Use logic builder, configure your block to only appear to your loyalty members, and save.
A common way for brands to identify loyalty program members is through profile properties. Below is an example for a profile property in which you only show this content to someone based on their program status (i.e., whether or not they are a loyalty program member).
You may also use data from an external tool, like Smile.io to build content around someone’s loyalty tier, amount of available points, when a reward is set to expire, etc. Below is an example of using the amount of points someone has earned to see a special reward that they can cash in on when redeeming those points.
Create key universal content blocks for your loyalty program
Now that you know how to build universal content and add show/hide logic to it, you can start building and saving key email elements to use across all of your email communications. Here are our recommendations on what to build:
Exclusive loyalty program header
Your members-only email communications should stand out from the rest of your emails. The email header is the first impression your loyalty members see, so make it count. Have a well-branded header bar that adds validity to your loyalty program and add this to all members-only communications to differentiate their experience from other customers. For example, you may give your program a name that community members feel a part of, build a “brand” of its own with header graphics or unique logo, and keep it consistent over time.
Common components: Brand logo, important links (to your site, as well as regarding your programming), the name of your loyalty program, a link to log in to their account to access and view their membership status and rewards.
Informational banners
Use repeatable, informational banners to provide context about your loyalty program directly in emails, making them easy to reuse across different email types over time.
You can use show/hide logic for these info banners to do things like:
- Show existing members a welcome message with a special CTA to shop and earn points.
- Invite non-members to join the loyalty program.
Common components: Breakdown of your loyalty tiers or benefits, links to a VIP social media or community forum, or loyalty-specific announcements or seasonal deals.
Loyalty point or milestone blocks
Gamify your loyalty program using third party tools, like Smile.io or LoyaltyLion, that award loyalty points or badges to members who engage with your brand (by shopping, sharing on social media, leaving a review, etc.).
Common components: Upon integrating the reward tool you use with Klaviyo, you can build these dynamic blocks to show someone’s exact loyalty status or updates, like:
- How many points they have to redeem.
- How long before points expire.
- When they move into a new loyalty tier.
- What badges they’ve earned or milestones reached.
Referral blocks
Encourage loyalty program members to refer their friends and family to your brand. This can increase your reach and further engage your program members as they can cash in on extra rewards upon submitting referrals. If you go this route, we recommend using a third-party integration, like ReferralCandy or Friendbuy, to power this referral structure.
Common components: Use a text block, then either use a custom HTML code from a referral program service or insert dynamic variables to generate a unique referral link for each recipient.
Loyalty program-specific recommendations
Promote higher-end items, your newest product drops, or even exclusive VIP-only product packages. Otherwise, you may show a self-selected collection of your best selling or trending items among your community of brand loyalists.
Common components: Custom loyalty-centric product feed (learn how to make a product feed) with the elements you care about (item name, image, price, etc.).
Loyalty program testimonials or reviews
Target non-members with testimonials and social proof about why they should join your insider community. Encourage prospective VIPs to take the leap and join your loyalty program because it IS worth it.
Common components: Hand-picked review quote block (if featuring a product) or a custom-made text block that you’ve selected from a glowing testimonial (if showing off the value of your loyalty program itself).