Loss Aversion properties

These properties are meant to be used with Skio Loyalty and Klaviyo.

What is Loss Aversion?

Loss Aversion (also, Loyalty Loss Aversion) is a set of event and customer properties that you can use to segment customers based on their risk of losing their loyalty tier. It tracks important information about your customers' loyalty status and sends it to Klaviyo, so you can create targeted flows to reach out before they downgrade or cancel.

These properties are also used to build Loyalty-specific conditions for the Cancel Flow Loyalty Screen, which warns customers they'll lose their tier and rewards if they cancel in their customer portal. Learn more about the Loyalty Screen here.

How it works

Skio automatically tracks loyalty information for each customer as properties and sends it to Klaviyo through event metrics. This information includes:

• How close they are to reaching the next tier

• How close they are to keeping their current tier

• Whether they're at risk of losing their tier

• Their credit balance and when credits expire

• How many times they've skipped orders

You can then build flows in Klaviyo to reach these customers and remind them of their loyalty benefits before they cancel, skip, or pause.

Learn more about how event and customer profile properties work in Klaviyo here.

How to use it in Klaviyo

The best way to use Loyalty Loss Aversion is to create Klaviyo flows that send messages when customers cancel, skip, or pause. These messages remind them of their loyalty benefits and encourage them to stay:

1. When someone cancels: Remind them how close they are to renewing their tier

2. When someone skips an order: Warn them that skipping puts their tier at risk

3. When someone is at risk: Alert them before their tier expires

4. When credits are expiring: Remind them to use their credits before they're gone

Make sure you have these events already added in your Klaviyo Integration before proceeding.

Step 1: Create a flow in Klaviyo

1. In Klaviyo, go to Flows and click Create Flow.

2. Select Create from Scratch.

3. Name your flow (for example, "Remind customers about their tier when they cancel").

4. Add a trigger: Choose a Skio event like Subscription Cancelled, Subscription Skipped, or Subscription Paused.

5. Add an email that reminds customers about their loyalty benefits.

6. Turn on the flow.

Step 2: Personalize your message

Use Loyalty Loss Aversion information to make your message specific. Instead of saying "You'll lose your tier," say exactly what they'll lose:

• "You're only $15 away from renewing your Gold tier"

• "You have $25 in credits that expire in 7 days"

• "You need 2 more orders to keep your tier benefits"

The more specific you are, the more likely customers will act.

Example flow: Subscription cancelled

Trigger: Skio: Subscription cancelled

Trigger filters:

Dimension loyaltyCurrentTierAtRisk is true, type: Boolean

For example, you can use the {{ event.loyaltyFutureOrderCountDistanceToNextTier|default:'' }} property to show customers how many more orders they need to reach the next tier, encouraging them to reactivate before their current tier expires.

Learn more about how to preview and test emails in Klaviyo flows here.

Message body:

Did you know?

Your current loyalty tier expires in {{ event.loyaltyTierExpiringInDays|default:'' }} days.

You're only {{ event.loyaltyFutureOrderCountDistanceToNextTier|default:'' }} orders away from the next tier! If you reactivate and reach the next tier, you'll get all your current benefits AND more:

{{ event.loyaltyNextTierRewards.0.name|default:'' }}
{{ event.loyaltyNextTierRewards.1.name|default:'' }}
{{ event.loyaltyNextTierRewards.2.name|default:'' }}

Reactivate your subscription now by clicking here. 

Use a Quick Action link for your Reactivation CTA.

Best practices

1. Be specific: Tell customers exactly what they'll lose (e.g. You’re $15 away, you need 2 more orders, your tier expires on March 1)

2. Make it easy to act: Include a clear CTA button or link (e.g. Resume your subscription, Use your credits)

3. Don’t overdo it: Send one message per event. If you send too many, customers will tune you out.

4. Focus on what they’ll lose: Messages work best when they remind customers of specific benefits (e.g. You’ll lose free shipping and 10% off all orders, Your $25 in credits will expire, You won’t get early access to new products)