Klaviyo Reminder Flows

This article explains how to build automated Klaviyo flows that trigger based on Brij registration events — helping brands engage customers at the exact moment they have a product in hand.

Use cases

• Welcome and remind: Automatically greet customers when they start a Brij registration and follow up if they don't finish.
• Post-registration education: Trigger a product tips and onboarding series the moment a customer completes registration.
• Retailer-specific messaging: Tailor flow content based on where the customer purchased using Brij's place_of_purchase property.

Prerequisites

Before building your flows, confirm the Brij + Klaviyo integration is active and passing data correctly.

Step 1 — Confirm the integration

1. In Brij, go to Automations.
2. Confirm an active Klaviyo integration is present. If not, invite denis@brij.it and solutions@brij.it so the team can set up and test.
3. Once connected, Brij will automatically send customer profile data and registration events to Klaviyo whenever someone interacts with a Brij experience.

Step 2 — Verify Brij data is arriving in Klaviyo

1. In Klaviyo, go to Audience > Lists & Segments.
2. Find the list connected to your Brij integration (e.g., "brij_customers").
3. Click into a test profile and scroll to Events. You should see: Registration Initiation, Registration Submission, and Registration Approval / Denial.

Note: Not seeing events? Go back to Brij's Automations settings and confirm the correct experiences are selected to send events to Klaviyo.

Flow 1: Registration Initiation Reminder

The Registration Initiation event fires the moment a customer enters their email on a Brij experience. It includes email address, marketing consent status, product and experience info, and location data. Use this flow to welcome customers and nudge anyone who drops off before completing registration.

Steps

1. Create a new flow in Klaviyo. Go to Flows > Create Flow > Build Your Own. Name it clearly, e.g. "Brij – Registration Started Reminder."
2. Set the trigger to the Brij Registration Initiation event. Under Trigger, choose Metric and search for the Brij Registration Initiation event.
3. Add consent and experience filters. Add a trigger filter for marketing consent. Optionally filter by Experience Name or Experience Product to run separate flows per product line.
4. Build the flow structure. Recommended sequence:
   • Welcome email (immediate or 5–15 min delay)
   • Reminder email (6–24 hour delay)
   • Conditional split: has the customer completed a Registration Submission?
     • YES: Confirmation + product education emails
     • NO: Friendly reminder to finish registration
5. Configure the Welcome email. Suggested subject lines: "Thanks for registering your {{ Experience Product }} 🎉" or "You've started your registration — here's what's next." Include a thank-you, the product being registered, benefits of completing registration, and a button back to the Brij experience using the Experience URL field.
6. Configure the Conditional Split. Set the condition to: Has done > Registration Submission > at least once > since starting this flow. The YES path sends a confirmation + education email; the NO path sends a reminder with a link back to the experience.

Pro tip: In the NO-path reminder, keep the tone friendly — "Looks like you started your registration but didn't quite finish. It only takes 30 seconds!" Include the Experience URL as a prominent button.

Flow 2: Registration Submission Follow-Up

The Registration Submission event fires when a customer fully completes and submits their registration. Use this flow to celebrate, educate, and build long-term loyalty.

1. Create a new flow in Klaviyo. Name it: "Brij – Registration Submitted Follow-Up." Keep it separate from the Initiation flow so messaging and timing can be managed independently.
2. Set the trigger to the Brij Registration Submission event. Under Trigger, choose Metric and select the Registration Submission event.
3. Add a confirmation email immediately. Suggested subject lines: "You're all set! Here's how to get the most out of {{ Experience Product }}" or "Registration confirmed — welcome to the family." Include confirmation that registration is complete, top product tips, FAQs or how-to video links, and optionally a soft cross-sell or accessory recommendation.
4. Add follow-up education emails over the next few days. Consider 1–2 emails spaced 2–5 days apart covering: care and maintenance tips, recipes or use cases, accessory recommendations, and loyalty or referral invites.

Personalization tip: Use Brij's place_of_purchase event property to tailor messaging by retail channel — a customer who bought at a mass retailer may respond differently than a DTC buyer.

Testing your flows end-to-end

Test the Initiation flow

1. Open a Brij experience via QR code or URL.
2. Enter your test email and click "register with email," then stop before completing the full registration. This triggers Initiation but not Submission.
3. In Klaviyo, go to Audience > Lists & Segments > search for brij_customers, find your test email, and check the Activity Feed. Confirm the event properties appear correctly.
4. Confirm your test profile entered the flow and verify scheduled email timing.

Test the Submission flow

1. Complete the full registration using your test email. This fires the Registration Submission event.
2. Verify the event in Klaviyo's Activity Feed under the Registration Submission metric.
3. Confirm the Completed branch of your Initiation flow also routes correctly to the YES path.

Before going live: Use Klaviyo's Preview & Test feature to confirm all dynamic fields (Experience Name, Experience URL, Experience Product) render correctly before activating the flows.

Optimization ideas

• Different flows per product line: Use trigger filters on Experience Name or Experience Product to run tailored welcome flows for high-value SKUs.
• Retailer-specific messaging: Use place_of_purchase to customize offers, education, or tone based on where the customer bought.
• A/B test timing and subject lines: Use Klaviyo's flow experiments to test different delay windows and subject lines to find what drives the best completion rates.
• Segment by registration outcome: Build a third flow triggered by Registration Approval to send loyalty incentives, DTC discounts, or VIP invites to fully approved registrants.

FAQ

What's the difference between Registration Initiation and Registration Submission?

Initiation fires when a customer enters their email and starts the experience. Submission fires only when they fully complete and submit their registration. Use both together to power a complete reminder flow.

Do I need both flows?

Not necessarily, but using both gives you the most complete coverage — welcoming customers at first touch and following up after full completion. At minimum, the Submission flow is recommended for every brand.

What if I'm not seeing Brij events in Klaviyo?

Go to Brij's Automations settings and confirm the correct experiences are selected to send events to Klaviyo. If the integration appears active but events still aren't arriving, reach out to solutions@brij.it for support.

Can I run different flows for different products?

Yes. Use trigger filters on Experience Name or Experience Product in Klaviyo to segment flows by product line or SKU.