Step-by-step guide
Step 1. Define when the flow is triggered
Trigger the flow when a customer reaches a specific date or milestone.
Examples:
birthday
anniversary (e.g. time since joining or first purchase)
loyalty milestone
This ensures your message is tied to a meaningful moment.
Step 2. Send the milestone message
Acknowledge the moment and make the message feel personal and relevant.
Include:
a reference to the milestone
a personal, conversational tone
optionally, a reward such as a discount, gift, or early access
a clear call to action
Keep the message simple and human.
Step 3. Add a delay
Wait a few days to give the customer time to engage with the message.
The timing should reflect how long the offer or moment remains relevant.
Step 4. Check for response or action
Check whether the customer has taken the desired action.
Examples:
made a purchase
used a reward
clicked through
If yes, remove them from the flow
If not, continue
This ensures follow-ups are only sent when needed.
Step 5. Send a follow-up message (optional)
Send a gentle reminder if the customer hasn’t responded.
Include:
a reminder of the milestone or reward
light urgency (e.g. “still available”)
a clear call to action
Keep the tone supportive, not pushy.
Step 6. Move the customer to another flow (optional)
Use this moment to connect customers with other parts of your lifecycle.
Examples:
VIP program
loyalty or rewards flows
referral campaigns
This helps extend engagement beyond a single interaction.
Step 7. End the flow
The flow ends after the message is delivered or the customer takes action.
Pro tip: Tie rewards to future behavior (e.g., “use within 7 days”) rather than the milestone itself to turn emotional engagement into measurable revenue.