Grow positive reviews and address negative reviews with automatic emails

The Loox and Klaviyo apps and their standalone features are both juggernauts in and of themselves when it comes to generating positive reviews for your Shopify store, and their power increases exponentially when they connect; it’s by far one of the most effective review integrations for Shopify merchants. By taking full advantage of the data points pushed into Klaviyo from the Loox integration, you can not only effectively grow positive, photo, or video reviews, but also address any negative feedback with ease and efficiency.

The best part? All of this can be setup in Klaviyo as automatic email flows in less than a few hours.

Learn how to integrate the two, understand the data, make full use of all features, utilize every Loox data point in Klaviyo, and how we were able to gather over 3,000 reviews in one year for one client using the email marketing actionable insights in this ultimate guide to the Loox Klaviyo app integration.

Does Loox integrate with Klaviyo?

Yes, the Loox app has a direct integration with Klaviyo available for users on the Growth plan and up.

How do you integrate Loox reviews with Klaviyo?

First, create a private Loox API key in your Klaviyo account under account settings and copy the API key to your clipboard. Next, jump into Loox and head to the Settings tab, click on ‘Integrations’, select Klaviyo, and paste the API key from your Klaviyo account into the field. Click the blue ‘Test’ button to verify the integration and you’re all set.

Is Loox only for Shopify?

Yes, Loox is exclusively built as an app for Shopify merchants. It is not available for a business on any other ecommerce platform.

Understanding Loox Data in Klaviyo

There is one Loox event that pushes to Klaviyo called ‘Loox Review Posted’, and that single event has seven metadata properties. Before we get to that, let’s be clear on the difference between a Klaviyo event and a Klaviyo property.

An event in Klaviyo is a recorded metric of when a profile takes an action. In this case, the event is whenever a customer submited a review through Loox, which records the ‘Loox Review Posted’ metric.

A Klaviyo metadata property is relevant information about the event that allows for next-level personalization. An example of this when it comes to Loox is the 1-5 rating of the review that was submitted, which we’ll get into now.

To learn more, check out Klaviyo’s Guide to Event Variables and Guide to Properties.


When a customer reviews their product with Loox, they are asked to leave a star rating between one and five. This is pushed into Klaviyo as a number.

Photo Included

This indicates whether a photo or video was included in the review submitted. This is pushed into Klaviyo as ‘Photo included: true’ or ‘Photo included: false’.


This is the name that the customer provided when they submitted a review commonly recorded as First Name, Last Initial. Sometimes customers do not use their name for privacy purposes and instead use a made up name, so don’t be alarmed if the ‘Author’ property does not match the customer’s name.

Product Title

The title of the product that the customer reviewed at the time of reviewing as listed in your Shopify store. If the product title is changed in the future, the product title property will not change in Klaviyo for past reviews, but it will update for reviews submitted after the name change.

Product URL

The URL address of the product reviewed. Similar to ‘Product Title’, the URL will not update for past reviews submitted but will update when the URL of the item reviewed changes.

Product ID

This is the unique ProductID of the product reviewed. This is your best option to use when filtering/triggering flows or creating segments seeing as the ProductID will always remain constant regardless of any future Product Title or Product URL changes.

Order ID

The Shopify OrderID associated with the products reviewed.

Using Loox in Flows

Seeing as there is only one event in Loox that pushed to Klaviyo, there can only be one email flow trigger based off of Loox, which would be ‘Loox Review Posted’; with that said, the power of the integration really comes from utilizing the Loox event and its metadata properties in email flow filters and splits.

To learn more about the difference between flow filters and triggers, check out the Klaviyo article Guide to Flow Branching.

Flow Ideas

Use this article as an example of two loox Klaviyo flows

There are two primary Klaviyo flows (automatic emails) to utilize the features of the Loox integration; Product Review/Cross Sell and Review Confirmation. Product Review/Cross Sell is the flow that sends review requests and Review Confirmation is the flow that sends incentives to customers based on their review.

If you plan to fully utilize both, I recommend turning off all review requests sent from Loox as well as the automatic emails within Loox that send customers their code for leaving a review – you don’t want repetitive or duplicate messaging.

Flow Filters

‘Loox Review Posted’ Event

Using the event ‘Loox Review Posted’ flow filter is best to use within your Product Review/Cross Sell flow. If you have multiple emails within this email flow, adding a flow filter of ‘Loox review posted zero times since starting this flow’ will prevent customers from receiving additional review requests if they already reviewed an item – crucial for not upsetting customers and lowering unsubscribes.

If your Shopify store only has one product, it may be wise to add a flow filter to the Product Review/Cross Sell of “Loox review posted zero times over all time”.

Flow Splits

Photo Included

If one of your goals is to grow photo reviews, you could offer a better incentive to add quality photos to their posting. When setting up the ‘Review Confirmation’ flow, be sure you have it set up to send the correct reward based on if photos were included or not.

Amount of Loox Reviews Submitted

To nurture your most loyal customers, you have the option to split up the Product Review/Cross Sell flow based on the data point of the number of times a profile submitted their product rating. Doing so prevents customers from receiving the same exact emails as before and gives you the option to offer different review incentives.

Product ID

As mentioned above, using Product ID as a filter/split is superior to using ‘Product Title’ or ‘Product URL’ seeing as the Product ID will remain constant regardless of any changes made to the title or URL so long as the product stays on the same page.

To find the Product ID of a Shopify product on your site, go to the front-facing product page, hit ctrl+u and ctrl+f for ‘productid’, it will present as a string of numbers.

I’ve found that the best case for utilizing Product ID is when I wanted to prioritize certain products to be reviewed by offering a better incentive to review that certain product. The ‘Fulfilled Order’ Trigger split does not include ProductID unfortunately, so you will have to resort to splitting the flow based on ‘Items’. The process for ensuring that the appropriate reward is sent is to split the ‘Review Confirmation’ flow using the ‘Product ID’ trigger.


When a customer submitted a review less than four stars, it’s important to address their concerns and ensure that the automatic email flows sent in ‘Review Confirmation’ acknowledges their dissatisfaction. To take it a step further, you can set up a notification within Klaviyo that notifies an internal email address that a negative review was submitted so your C/S team can personally reach out at a future date.

An example of Klaviyo segments that update in real time

Using Loox in Segments

Before we get to using Loox with email campaigns, we first have to create the segments we’re sending to; it’s critical to note that your Klaviyo email campaigns are only as good the segments you send them to, it’s not a good idea your full list of emails. It would take years to run through all of the possible ways you can create Klaviyo segments, so let’s run through the three that will benefit your Shopify store the most.

Gather more product reviews

Not everyone who’s been queued into your Product Review/Cross Sell flow will leave a review, but if you really want to increase the number of times a specific product is reviewed, you can email customers based on the product they purchased to leave a review by sending them a campaign.

The segmentation is tricky here – you don’t want to send to customers who just ordered and have not received review requests yet or customers who recently exited the review request flow, and you also want to ensure that the customers you’re planning on sending a campaign to ordered the product in question.

Surveys for a Negative Review Submitted

A negative review is just as important as a positive review; you want to find any potential errors in your product or batch and get in front of it. To do this, create a segment of customers based on if they submitted a review of less than four stars and send them a campaign containing a link to a survey asking for their feedback.

Request Reviews for Other Products in Their Order

If a customer submitted a positive review of one product but not another, they are more inclined to leave additional reviews; this is especially useful if you want specific items reviewed after customers have been queued out of the Product Review/Cross Sell flow.

To create this segment, be sure to include the condition of ‘Loox Review Posted at least once over all time’ AND ‘Ordered product at least once over all time where ProductID equals [ProductID of the item you want reviewed]’ AND ‘Loox Review Posted zero times over all time where ProductID equals [ProductID of the item you want reviewed]’

Tips for Using Loox in a Klaviyo Email Campaign

Once you clearly define the segments, the hard part is over; all you have to do now is create an email campaign to send to the segments. There are three general rules to follow when sending an email campaign for review requests no matter what industry you’re in. (You can use them to create automatic email flows and SMS messages, too)

Less Images

The less images, the better. A pretty email with stunning images is useless if it doesn’t hit the inbox, and an image-only email feels more like a company addressing a sale instead of a person messaging a person. (You want the latter)

One Clear Call to Action

The purpose a sending review request campaigns is to get reviews – so what’s the point of adding links to your home page, new arrivals, or Facebook page? Create your review request email campaigns with one clear call to action to rate their product.

The more choices a person is given, the less likely they are to make a choice.

Reduce Scrolling

If customer has to scroll around your product page to find the review section, you’ll lose reviews. To prevent this, add the #looxReviews anchor link to the end of the product URL. This will jump straight to the Loox section of the page to reduce frustration and increase reviews submitted.

Happy Customers, Happy Bottom Line

By taking an afternoon to apply these Loox Klaviyo integration tips to your email marketing strategy and ultimately grow your number of positive reviews, you’ll be on the fast track to build social proof which has a direct and positive impact on your business or brand and overall revenue regardless of industry.

As a consumer, think to yourself; would you rather spend money on a tumbler with one positive review or 200?

By using these integration strategies, we were able to capture over 3,000 five-star reviews for one client in one year and thousands more for our other clients. If you follow these integration guidelines and apply them to your emails, you’ll collect tons of reviews, turn prospects into customers, and steadily grow your sales in no time.