Loyalty platforms are absolutely nothing without a super bomb email/SMS strategy. It’s hard for us to admit.. We wish we could tell you that Toki as a platform on it’s own just cranks out money.. But frankly.. It needs some help from it’s marketing automation friends.

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We, at Toki, believe in abundant transparency. So, we are going to open source our playbook for a really bomb email/SMS outreach strategy and will print you money in no time. We set this up for every single one of our customers so if this looks like it would help you, please reach out and we will get you churning in no time.

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Now there are obvious flows that are requirements for a program, and then there are sneaky good flows that you’re only going to find from the experts.

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Obvious flows:

• Joined Program
• Referral Completed
• Reward Tier Earned
• Credits Earned (Not Spent)

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Joined Program

The Joined Program flow is your opportunity to educate your customers about your program and why they should pay attention to it. Some important things to drive home are how credit can be earned and how they can be spent. And most importantly you want to focus on

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SUPER TIP: This flow will 3X if you throw a Complete Profile email in there? What does that mean? With Toki, you can reward a customer for completing their customer profile. This means asking them questions like "Whats your dogs name?" "How old is your dog?" and more data points that will help you get to know your customer and better segment them in your flows later. By giving a bit of credit here, you are giving your customer the feeling of accumulating enough credit which starts to get meaningful and weigh heavy in their wallets.

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Reward Tier Earned

Reward Tier earned is an automation to be set up for each tier that is earned. Each email should not only thank the customer and reward them for their support but also tell them what they are unlocking from reaching this exciting point in their journey with you. It's an opportunity to show them what they can get with their newfound credits.

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Referral Completed

Referral completed is a no brainer. We suggest setting this up to thank the customer for making the referral and letting them know how much credit they got for making it.

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SUPER TIP: Want to 2x this flow? Set up a Referral Challenge email send a few days later. Challenge the customer to send you two more referrals in the next week for the chance to collect more credit or enter a giveaway.

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Credits Earned (Not Spent)

Now, this is a big one. Your customers are going to earn points and not use them. It's very important to send them notifications to let them know they have credit to spend, show them how to spend them and show them what they can spend them on! You can set these automations up at different credit thresholds or on a time-based cadence.

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Flows to 10x your loyalty revenue:

• New Challenges Flow
• New Voting Activities Flow
• New Activities Flow

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New Voting Activities Flow

Voting Activities are ways to make your customers feel like they are active participants in the growth of your brand! You can ask them to vote on anything - what product you should launch next, what celeb you should sponsor on TikTok next, etc. We suggest setting up an automated flow for every time a new voting activity launches. This flow gives you three touch points to activate your customer and remind them to spend their credit with you.

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New Challenges Flow

Challenges are unique ways to activate your customers to help you grow your brand awareness. You can set up challenges as often as you want and to be as extreme as you want! Challenge your customers to take a pic of your product in the wild 5 times this week. Challenge them to get 25 of their friends to join your loyalty program! We suggest setting up an automated flow for every time a new challenge launches. This flow gives you three touch points to activate your customer and remind them to spend their credit with you.

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New Activities Flow

Activities are not a thing to just set up one time! Great programs are regularly launching new activities for their customers to do to motivate them to be active brand participants. For example, you launch a new product. Encourage your customers to like the launch YouTube video by giving them store credit or cashback. Another example, you launch in Target! Encourage your customers to buy the product in stores and get $20 in credit to shop D2C. We suggest setting up an automated flow for every time a new activity launches. This flow gives you three touch points to activate your customer and remind them to spend their credit with you.

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With Toki, we support all kinds of properties and events to ensure you can create a really customized message in your email every single time.

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Check out our support documentation or details below. As always, schedule a call with us if you have any questions.

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Properties we support:

• Toki_points_earned: The customer's total historical points earned
• toki_point_balance (if you are using points-as-credit, see below): The customer's current available points balance that they can use now,
• Toki_tier_name: The name of the tier the customer is in now
• Toki_loyalty_nt_points: The number of points the customer must earn in order to proceed to the next tier.
• Toki_nt_amount: The amount the customer must spend in order to proceed to the next tier. This property will show the default currency defined in your account settings.
• Toki_referral_link: The customer's unique referral link. If you are running a code-based referral program, see below for attributes for code-based referrals.
• Toki_has_account: True/False depending on if the customer has an account with the platform or not.
• Toki_referrer_email: The email of the customer to send the referral to the friend.
• toki_referrer_name: The first name + last name of the advocate (if that information is available).
• toki_${CHALLENGE_NAME}challenge_completed_at: The challenge that this customer has completed
• toki_voting_activity_${ACTIVITY_NAME}: The answer that the customer gave for the voting activity OR zero party data activity completed (we know this is a little confusing!)

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Events we support:

• Toki Points Earned: This event is triggered any time a customer earns points; This event is commonly used for: keeping a customer's point balance up to date in your CRM or email marketing platform.
• Toki Points Reminder: This event is triggered after a certain amount of days of inactivity. The Points Reminder events will be triggered each day at 5 pm UTC
• Toki Redemption Reminder: This event is triggered after a certain amount of days of inactivity. This event is commonly used for: sending an email to remind the customer that they have enough points for a reward.
• Toki Redemption Created: This event is triggered any time a customer redeems points and receives a coupon code. When the customer does not explicitly receive a coupon code, during redemption at checkout, for example, this event will not fire.
• Toki Referral Completed: This event is triggered any time a customer refers a friend that satisfies the referral program requirements. This event is commonly used for: sending an email thanking the customer for the referral.
• Toki Tier Earned: This event is triggered when a customer meets the requirement for a new tier.This event is commonly used for: letting a customer know they reached a certain status level.
• Toki Tier Lost: This event is triggered when a customer fails to meet the requirement for a tier after the specified period of time has passed. This event is commonly used for: sending a "warning" a set period of time to let the customer know they are about to lose their tier if they don't step up their participation.
• Toki Tier Status Changed: This event is triggered when a customer gets closer or farther from retaining their current tier, and from entering the next tier. This event is commonly used for creating incentives by notifying customers "You only need X more points to reach the next tier"
• Toki Account Created: The event is triggered when a reward was given to a customer for creating an account using the Create Account earning rule. This event is commonly used: if you want to do a Welcome Series for new users.

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