Klaviyo event data: the reOtter trigger payload reference

reOtter fires custom metric events into Klaviyo per customer at the right moment — reorder due, at risk, winback, subscription offer, cross-sell. Events trigger flows and carry a rich payload about that specific moment.

For campaigns — and flows reOtter doesn't trigger — reOtter also maintains nightly-refreshed profile properties: see Klaviyo profile properties. Rule of thumb: flows read the event, campaigns read the profile.

Metrics

Each enabled trigger fires as a Klaviyo custom metric your flow listens for:

Trigger	Klaviyo metric
Reorder Reminder	`reOtter - Reorder Reminder`
At Risk	`reOtter - At Risk`
Winback	`reOtter - Winback`
Subscription Offer	`reOtter - Subscription Offer`
Cross-Sell Offer	`reOtter - Cross-Sell Offer`

reOtter's Flow Setup page shows each flow with its metric, can install a ready-to-go draft flow per trigger, and installs the reusable flow blocks into your Klaviyo universal content:

reOtter's Flow Setup page — one-click draft flow install per trigger with its Klaviyo metric name, and the reusable flow blocks synced into universal content

The event envelope

Every event carries the same property schema — keys are always present, so conditional splits never hit a missing property:

Property	What it is
`heroProduct`	the single featured product card for this event
`dueForReorder` (+ `Count`, `Ids`)	the customer's due products — mirrors the storefront's "Ready to Reorder" section
`winbackProducts` (+ count/ids)	previously purchased, not currently due
`crossSellProducts` (+ count/ids)	the recommendation rail ("You might also like")
`usualProducts` (+ count/ids)	wholesale digests only: the customer's usual order
`storefrontUrl`	use this for CTAs — the customer's personal, tokenized storefront link; already attributed, never null, never add UTM params
`storefrontShopifyUrl` / `storefrontHostedUrl`	raw per-surface links for per-flow override
`totalCartPrice`	sum of the card prices
`triggerType`	`replenishment_due`, `at_risk`, `winback`, `subscription_bridge`, `cross_sell`
`hasDiscount`, `bestDiscountLabel/Type/Value/Title/Description`	the hero's resolved discount — branch subject lines on `hasDiscount`
`freeShipping`, `freeShippingTitle/Description`	free-shipping offer, separate from the price discount
`isWholesaleDigest`, `wholesaleBusinessName`, `wholesaleContactName`	wholesale digest personalization

The three product arrays mirror the storefront page the CTA opens — the email and the landing page can never disagree about what's due or recommended.

Every trigger has a "View sample payload" panel in reOtter (with a fire-a-test-event button) — use it as the contract when wiring the receiving flow:

reOtter's sample payload panel showing the full Klaviyo event JSON — heroProduct card with forecast context and discount, plus the dueForReorder envelope keys

Product card shape

Every product entry in heroProduct and the arrays:

{
  "productId": "8791020102",
  "variantId": "4501122334",
  "productName": "Ethiopia Yirgacheffe",
  "variantName": "12oz Whole Bean",
  "productImage": "https://cdn.shopify.com/...",
  "price": "18.00",
  "productUrl": "https://store.com/products/...",
  "handle": "ethiopia-yirgacheffe",
  "sku": "ETH-12-WB",
  "tags": ["single-origin"],
  "lastOrderDate": "2026-07-12",
  "forecastReorderDate": "2026-08-20",
  "daysSinceLastOrder": 38,
  "timesPurchased": 4,
  "discount": { "label": "10% off" }
}

The forecast context (lastOrderDate, forecastReorderDate, timesPurchased…) lets templates say "you're probably running low — it's been 38 days" instead of a generic reminder.

Usage patterns

Template bindings: {{ event.heroProduct.productName }}, or loop: {% for item in event.dueForReorder %} … {% endfor %}
Conditional splits: on hasDiscount, dueForReorderCount, triggerType, isWholesaleDigest
CTA: always {{ event.storefrontUrl }}
Or drag in the prebuilt reOtter · … (flow) universal-content blocks.

Recipes

Discount-aware subject lines: conditional split on event.hasDiscount → "Your 10% is waiting" vs the standard subject.
Consolidation-aware layout: dueForReorderCount > 1 → grid layout; a single product → hero layout.
Wholesale digests: branch on isWholesaleDigest, greet with wholesaleContactName / wholesaleBusinessName, and render usualProducts as the order sheet.

Building for campaigns instead? Start with Klaviyo profile properties.