Introduction
Sending an event to your CRM lets you notify your customers once they have gone through an automation.
Once the event is configured, you can add personalised emails that will be sent automatically as a follow-up to that event. This allows you to confirm to the customer that they have completed an action, for example by letting them know that they have earned points after purchasing a specific product.
💡 Communications announcing a special action or a promotion are prepared upstream.
Sending a CRM event, on the other hand, happens afterwards, to confirm to the customer that they have completed the expected action.
✅ This feature is available for Klaviyo, Brevo, Omnisend, Braze and Splio. The behaviour from Loyoly is identical for every CRM — only the configuration on the CRM side differs.
Prerequisite: connect your CRM integration
🚨 Important: Before you can use the “Send an event” action, you must have connected your CRM integration in Loyoly. Without this step, the action will be blocked by a padlock 🔒 and you will not be able to add it to your automation.
Find our integration guides:
💡 If your CRM does not yet appear in the list of modules, click on “Add more integrations” at the bottom of the selection panel to connect new CRMs.
From Loyoly
In the module selection of your automation, you will find a dedicated section for each connected CRM. The corresponding action is displayed automatically:
“Send an event to Klaviyo”
“Send an event to Brevo”
“Send an event to Omnisend”
“Send an event to Braze”
“Send an event to Splio”
Add the action matching your CRM to your automation to enable the automatic sending of an event.
Once you have added the action to your automation, you need to configure it. Here are the steps to follow:
Example above with Klaviyo — the interface is identical for every CRM.
1. Event name
Enter the name of the event: This name will match the trigger that you will find in your CRM.
⚠️ The event cannot be created without a name, so this step is mandatory.
2. Add variables to your event (optional)
Depending on your automation's profile filters or trigger conditions, you can add variables to your event.
These variables let you personalise the content in your CRM. The syntax used to insert variables differs from one CRM to another:
Klaviyo: variables are available in the flow editor with Klaviyo's own formatting (they can be copied and used directly).
Brevo: syntax
{{ params.variable_name }}Omnisend: syntax
[[event.variable_name]]Braze: syntax
{{event_properties.${variable_name}}}Splio: syntax
{{variable_name}}
3. Send your event to your CRM
Once the configuration is complete, click on Send your event.
The profile no-reply@loyoly.io will be used to trigger the event, then you will be able to configure your flow directly in your CRM (adding emails, conditions, delays, etc.).
When the event is sent, the action is validated in your Loyoly automation.
Good to know
Changing the event name:
If you change the event name, you will need to repeat the entire process, because your CRM will treat it as a new trigger.Editable variables:
You can edit the variables at any time, without having to recreate the event.Position of the action in the automation:
You can place the action wherever you want in your automation, this has no impact on how it works.Maximum number of variables:
There is no limit to the number of variables you can add to your event.
Example from Klaviyo
Once the event has been sent from Loyoly, the no-reply profile automatically triggers the event in Klaviyo.
You can find the event that has been created in the Metrics tab of your Klaviyo account:
From this event, you can now create a flow in Klaviyo to automate your communication.
Choose the event as the trigger of your flow, then add your emails, delays and conditions according to your marketing logic.
In the emails or messages created from this flow, you can use the variables you previously configured in Loyoly: they will let you personalise your content.
From Brevo
Once the event has been sent from Loyoly, it appears as a metric in your Brevo account and can be used as a trigger in your automations.
To set up a Brevo automation based on this event:
Go to Automations from your Brevo dashboard.
Create a new automation and select the Loyoly event (the name you entered in Loyoly) as the trigger.
Add your emails, delays and conditions according to your marketing logic.
In the email editor, insert the variables using the syntax
{{ params.variable_name }}.Activate your automation.
💡 For more details on how to configure your emails and the variables available, check out our guide Configure your emails with Brevo.
From Omnisend
In Omnisend, Loyoly events are available in your automations under the Custom event trigger. Events are automatically created in Omnisend the first time they are triggered — no prior configuration is required.
To set up an Omnisend automation based on this event:
Go to Automations from your Omnisend dashboard.
Click on Create workflow then Start from scratch.
Select Custom event as the trigger.
From the list of events, choose the relevant Loyoly event (the name you entered in Loyoly, e.g.
points_earned).Add an Email block to the workflow and create your template.
In the email editor, insert the variables using the syntax
[[event.variable_name]].Activate the automation by clicking on Start workflow.
💡 For more details on how to configure your emails and the variables available, check out our guide Configure your emails with Omnisend.
From Braze
Once the event has been sent from Loyoly, you can use it in Braze to create campaigns or Canvases triggered by this event.
To set up a Braze campaign based on this event:
Go to Campaigns or Canvas from your Braze dashboard.
Create a new campaign and select Action-Based Delivery.
As the trigger, choose Perform Custom Event and select the relevant Loyoly event (the name you entered in Loyoly).
Set up your email and insert the variables using the syntax
{{event_properties.${variable_name}}}.Activate your campaign.
💡 For more details on how to configure your emails and the variables available, check out our guide Configure your emails with Braze.
From Splio
Once the event has been sent from Loyoly, you can configure automations in Splio based on this event.
To set up a Splio automation based on this event:
In Loyoly, enable the corresponding events in the Splio integration settings and don't forget to save your changes.
In Splio, go to Target → Filters.
Create a new filter matching the Loyoly event (by adding the relevant conditions in Interactions).
Set up your email and insert the variables using the syntax
{{variable_name}}.Enable the filter recurrence to allow the daily recount.
💡 For more details on how to configure your emails and the variables available, check out our guide Configure your emails with Splio.