Using Club Membership Custom Objects

Flows

One of the most powerful features of custom objects is the ability to trigger flows from date properties of the object. For example, club anniversary, credit card expiration, hold ending, etc. can all be triggers for flows now. Let's look at an example, the club anniversary email.

1. Create a new flow from scratch in Klaviyo and select the "Date property" trigger in the "Recommended" tab.

2. Select "Club Membership: Signup_Date" under "Object properties" as the trigger.

3. If you'd like the email to send on the anniversary, select "On the date property value". Unfortunately, Klaviyo doesn't currently let you send it at the same time of the signup, so you have to pick a time of day, and you can delay to specific days of the week. If you know the day/time of your highest open rates, you might consider customizing these settings to match. Set the flow to repeat "Yearly".

There is one "gotcha" here in that Klaviyo isn't smart enough to skip the actual signup date, so it will attempt to send an "anniversary" email on day of the signup. There's a hacky workaround for this by adding a conditional split immediately after the trigger to make sure there are no club signups within the last week before proceeding. The condition below is an example of what that might look like, then you'd put your emails/SMS in the "Yes" path of this condition.

One minor annoyance is that Klaviyo doesn't give you access to the object properties within the template, so you can't specify the club name or even how many years its been within the email itself. You can still send a general "happy anniversary" and "thank you for your loyalty" type of message.

Segments

You can use properties of the objects to create segments as well. One popular segment request is for "On Hold Club Members". Let's look at how to set that up.

Start by creating a condition "Properties about someone", and then select the "Club Membership" option under "Object".

We'll add a condition where "Hold_Start_Date" is in the last 999 days. That's kind of a hacky way of saying it's "in the past" since Klaviyo doesn't have that as an option. Then we'll add a second filter to that same condition of "Hold_End_Date" is in the next 999 days. Again, a hack to say it's "in the future". So if their hold start is before today and their hold end is after today, then we know they are on hold. When their hold end date passes, it will no longer be "in the next 999 days", so they'll automatically drop out of this segment.

Of course you can add more conditions if you want hold members for a specific club, etc. You could also create other segments like "Credit Card About To Expire" where Credit_Card_Expiry is in the next 60 days, etc.