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What It Is

When a customer shops in creator context, customer-facing lifecycle emails stay co-branded with that creator (name, image, shop context, and discount context). This preserves trust from click to purchase and retention.

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Key Capabilities

  • Cart abandonment — “Don’t forget [Creator]‘s picks”
  • Post-purchase — “Thanks for shopping with [Creator]”
  • Win-back — “[Creator] has new recommendations”
  • Browse abandonment — Products they viewed + creator discount
  • Review requests — Attribute review to creator referral
This page is about consumer-facing messaging only (B2C).
Creator/affiliate lifecycle communication (B2B) is documented separately in Collab Messaging Integrations.

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How Consumer Flows Are Powered

Consumer co-branded email flows are powered by Shopify Flow templates that push events to Klaviyo only when creator context is present.
TemplateEvent Name Sent to KlaviyoPrimary Trigger
CC // Log a customer abandoned cart Klaviyo eventCreator Checkout AbandonedCustomer abandons checkout
CC // Log a custom post-purchase Klaviyo eventCreator Attributed OrderOrder created
CC // Log a customer marketing opt-in Klaviyo eventMarketing Opt In From CreatorCustomer marketing opt-in/subscribe event
Each template follows the same pattern:
  1. Trigger
  2. Confirm creator-context condition
  3. Get metaobject entry
  4. Klaviyo Track an Event action with CC payload

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Email Personalization

Email TypeCreator Elements
Cart abandonmentPhoto, name, discount reminder
Order confirmation”You shopped with [Creator]” banner
Shipping notificationCreator thank-you message
Review request”Tell [Creator] what you think”
Win-back”[Creator] misses you” + new picks

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Dynamic Content Block

{% if person|lookup:"cc-creator-first-name" %}
  <div class="creator-block">
    <img src="{{ person|lookup:"cc-creator-profile-picture" }}" />
    <p>You're shopping with <strong>{{ person|lookup:"cc-creator-first-name" }}</strong></p>
    <p>Use code {{ person|lookup:"cc-collab-discount-code" }} for {{ person|lookup:"cc-collab-discount-amount" }}% off</p>
  </div>
{% endif %}
In Klaviyo templates use:
  • Profile properties: {{ person|lookup:"field-name" }}
  • Event properties: {{ event.property_name }}
  • Nested event properties: {{ event.property.nested_variable }}

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Payload Shape Used in Klaviyo Track Event

The Shopify Flow templates map:
  • Event Properties -> {{getMetaobjectEntry.data}}
  • Customer Properties -> a creator/collab object including fields such as:
    • cc-creator-first-name
    • cc-creator-last-name
    • cc-creator-profile-picture
    • cc-creator-shop-title
    • cc-creator-shop-theme-primary-color
    • cc-creator-shop-handle
    • cc-collab-affiliate-link
    • cc-collab-discount-amount
    • cc-collab-discount-code
    • cc-collab-affiliate-code
    • cc-collab-discount-type
    • cc-creator-shop-description

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Performance Impact

MetricImprovement
Open rate+15-25%
Click rate+20-35%
Conversion+30-50%
Unsubscribe-10-20%

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How This Connects

  • Co-branded consumer emails begin with storefront visits where creator context is captured (landing, PDP, popup, cart).
  • When email is collected, persist creator association so the profile carries both shopper identity and referring creator context.
  • In most implementations, this is powered by Klaviyo using Shopify Flow templates and CC payload mapping described in Klaviyo Events.
  • This is the B2C side of messaging and complements partner lifecycle messaging in Collab Messaging Integrations.