The Two Sides of Klaviyo

Using Klaviyo for both affiliate lifecycle messaging (B2B) and co-branded consumer emails (B2C) through CreatorCommerce.

CreatorCommerce uses Klaviyo in two fundamentally different ways. Understanding the distinction is critical to building effective email programs.

Side 1: Affiliate Messaging (B2B)

Communicate directly with your creators, influencers, and affiliates through automated Klaviyo flows.

What It Is

Emails and SMS sent to your creators as part of their lifecycle with your brand. These messages onboard, activate, retain, and celebrate your partners.

Events That Power It

Klaviyo Event	Fires When	Flow It Triggers
Creator Collaboration Started	CC syncs a new affiliate from your platform	Collab Invitation
Creator Drop Created	Creator adds products to their shop	Welcome Series, New Drop
Creator Invitation Accepted	Creator starts onboarding	Onboarding Abandonment (if no drop within 4h)
Creator Order Attributed	A sale is tracked to the creator	Sales Milestones
Shop Updated	Creator updates their shop settings	Shop Updated confirmation
Creator Added To Campaign	Campaign is launched or creator is added	New Campaign

The 8 Core Flows

1. Collab Invitation

Trigger: Creator Collaboration Started Exit: Creator Drop Created or flow completes Purpose: Inform the affiliate about the co-branded program and guide them to set up their shop

2. Welcome Series

Trigger: Creator Drop Created (first time) Exit: Creator Order Attributed or flow completes Purpose: Welcome the affiliate and get them excited about co-selling

3. New Drop

Trigger: Creator Drop Created Exit: Single email sent Purpose: Remind the affiliate to share their new product recommendation

4. Onboarding Abandonment

Trigger: Creator Invitation Accepted with no Creator Drop Created in 4 hours Exit: Creator Drop Created or flow completes Purpose: Re-engage affiliates who started setup but didn’t finish

5. Sales Milestones

Trigger: Creator Order Attributed Exit: Single email sent Purpose: Gamify the program — celebrate first sale, 10th sale, and beyond

6. Shop Abandoned

Trigger: Added to “Abandoned Creator Shop” segment (no sale or drop in 60 days) Exit: Creator Drop Created or Creator Order Attributed or flow completes Purpose: Re-engage affiliates who set up their shop but went inactive

7. Shop Updated

Trigger: Shop Updated Exit: Single email sent Purpose: Confirm changes and reaffirm their new handle if changed

8. New Campaign

Trigger: Creator Added To Campaign Exit: Creator Removed From Campaign or Creator Added To Campaign (different campaign) or flow completes Purpose: Notify affiliates about campaigns they should participate in

Getting Templates

CreatorCommerce provides production-ready email templates for all 8 flows. To get them:

1. Submit a request through the CC dashboard
2. Import the provided templates into Klaviyo
3. Customize branding (logo, colors, copy)
4. Review the \{\{ variables \}\} carefully before editing
5. Set flows to “Live” when ready

Before going live with flows, ensure your affiliate platform integration is connected to both CC and Klaviyo. Affiliates entering the Collab Invitation flow need a co-branded page already built so they have something to share.

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Side 2: Consumer Co-branding (B2C)

Personalize customer-facing emails with creator context so the trust that drove the initial click carries through every touchpoint.

What It Is

Emails sent to your customers that reference the creator who referred them. These are your existing Klaviyo flows (cart abandonment, post-purchase, etc.) enhanced with creator personalization.

How Creator Data Reaches Klaviyo (Current Recommended)

Customer clicks creator link
       |
CC SDK writes cart attributes (cc-creator-handle, cc-discount-code)
       |
Shopify Flow template validates creator context + fetches creator metaobject data
       |
Klaviyo Track an Event action logs B2C event + customer properties
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Flows branch: creator-attributed vs. standard

B2C Event Templates and Names

Shopify Flow Template	Klaviyo Event Name	Typical Use
CC // Log a customer abandoned cart Klaviyo event	Creator Checkout Abandoned	Cart abandonment journey
CC // Log a custom post-purchase Klaviyo event	Creator Attributed Order	Post-purchase / reorder / review asks
CC // Log a customer marketing opt-in Klaviyo event	Marketing Opt In From Creator	Welcome + nurture flows after subscribe

Klaviyo Profile Properties

When a customer is attributed to a creator, these properties are set on their Klaviyo profile:

Property	Example	Use In Templates
cc-creator-shop-handle	sarah-jones	Link back to creator page
cc-creator-first-name	Sarah	Subject lines, body copy
cc-collab-discount-code	SARAH15	Discount reminder blocks
cc-collab-discount-amount	15	Savings callouts
cc-creator-profile-picture	URL	Header image personalization

In Shopify Flow Track an Event, Event Properties are typically mapped from:

• {{getMetaobjectEntry.data}}

And Customer Properties include creator/collab keys 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

Flows to Co-brand

Flow	Personalization	Example Subject
Cart abandonment	Creator discount reminder	”Sarah saved 15% for you”
Post-purchase	Creator thank-you	”Thanks for shopping with Sarah!”
Welcome	Creator intro	”Sarah thought you would love us”
Browse abandonment	Creator product picks	”Still looking? Sarah recommends these”
Win-back	Creator re-engagement	”Sarah has new picks for you”
Review request	Creator endorsement	”How did you like Sarah’s recommendations?”

Template Pattern

In Klaviyo templates, use conditional blocks to show creator content when available:

{% if person|lookup:"cc-creator-first-name" %}
  <!-- Co-branded version -->
  Shopping with {{ person|lookup:"cc-creator-first-name" }}
{% else %}
  <!-- Standard version -->
  Welcome back!
{% endif %}

Use this syntax consistently in Klaviyo:

• Profile properties: {{ person|lookup:"field-name" }}
• Event properties: {{ event.property_name }}
• Nested event properties: {{ event.property.nested_variable }}

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Key Difference

	Affiliate Messaging (B2B)	Consumer Co-branding (B2C)
Audience	Your creators/affiliates	Your customers
Triggered by	CC lifecycle events	Standard ecommerce events
Goal	Activate and retain partners	Convert and retain customers
Templates	Provided by CC	Your existing templates, enhanced
Data source	Creator lifecycle events and creator-state updates	Shopify Flow templates + creator/collab payload mapping

Related

• Klaviyo Integration Guide — Full setup walkthrough
• Co-branded Email Data Flow — How data moves from store to email
• Enable Connections — Connect CC to Klaviyo