Multi-event Klaviyo journey, engagement → shower → rehearsal → ceremony. How do you build it?

A wedding is not one transaction, it’s 4-8 transactions over 12-18 months. Engagement (announcement card → save-the-date) → bridal shower (gift, decor, favors) → bachelorette (matching tees, sash) → rehearsal dinner (dress, decor) → ceremony (gown, jewellery, veil) → honeymoon (registry cash funds).

The pattern:

• Capture wedding-date at first transaction, either via a hidden checkout field, a post-purchase popup, or a registry-sync (Zola/Knot already have the date). Saved to Magento customer attribute and synced to Klaviyo profile.
• Klaviyo flow with T-minus-N triggers, trigger next-event email at the right interval relative to wedding date. T-12mo: engagement / save-the-date. T-6mo: shower planning. T-3mo: dress + bridesmaids. T-1mo: rehearsal + ceremony. T-0: honeymoon. T+3mo: anniversary / repeat customer.
• Segment by event-stage, different product recommendations per stage. Recommend favors during shower-planning window, not bouquet alternatives.
• Predictive LTV scoring, first-transaction signals (registry vs single, AOV, category mix) predict cohort LTV. High-LTV brides get the white-glove treatment (concierge calls, exclusive samples).

Average wedding-cohort LTV in the data I see runs $1,800, $4,200 across the cycle vs $180 for a single-transaction shopper. The Klaviyo journey is the single highest-ROI thing a wedding + bridal brand can build. Budget ~$3k, $8k for the build + initial copy, then iterate quarterly.