Loyalty program emails should never be a one-off send. They can fit nicely within existing strategies like welcome emails or new subscribers. They can also stand alone as their own strategy, reminding customers of their balance and next reward options.

The email examples below show how different categories of ecommerce brands use psychology, design, color and navigation to create effective and engaging messages to generate excitement and increase retention through loyalty and rewards program emails.

VIEW LOYALTY & REWARDS CLUBS EMAILS AND STRATEGIES

• 1Make rewards benefits easy to understand
• 2Highlight rewards members have earned
• 3Get customers excited about using the rewards
• 4Help them get started
• 5Talk about different ways to earn rewards
• 6Link popular product categories
• 7Make the email fun and exciting
• 8Promote loyalty program during the holiday season
• 9Share new ways to earn rewards
• 10Combine product promotions with rewards
• 11Head off "reward abandonment"
• 12Build pre-launch excitement

LEARN HOW TO CREATE LOYALTY & REWARDS CLUBS CAMPAIGNS

• 1Personalize the loyalty program
• 2Send often, but not too often
• 3Automate campaigns where possible by triggering emails based on events
• 4Subject lines for loyalty and rewards program emails

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Loyalty & Rewards clubs strategic recommendations

Loyalty program emails should never be a one-off send and can fit nicely within existing strategies like welcome emails or new subscribers. They can also stand alone as their own strategy, reminding customers of their balance and next reward options.

Make rewards benefits easy to understand

With consumers belonging to many rewards programs at once, it’s important how the rewards work is easy for members to understand. For example, this elegant email from The Tie Bar that leans on the email design to highlight the important program takeaways and doesn’t overcomplicate with text.

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Highlight rewards members have earned

Reminding customers about their current balance or recent reward is a tactic to keep people engaged. Dominos is a noteworthy example: When a is made, they update the customer on their rewards balance.

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Get customers excited about using the rewards

Highlight relevant products members can earn with their points. For example, this loyalty rewards email from Starbucks. They keep the focus on all the products that can be redeemed using rewards in addition to making earning rewards easier.

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Help them get started

Underwear brand Knix launched the rewards program and sent this beautiful onboarding email. Their customers are getting the first 25 points just for joining – this is a good strategy to get customers interested and help them start engaging with the loyalty program. Knix also highlights some of the rewards and explains how the program works.

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Talk about different ways to earn rewards

Mack Weldon sends this email with quick instructions on how to use the rewards and more importantly, how to continue earning even more perks. Sending regular emails with the status of the rewards is a good way to remind the customers about your loyalty program which can drive future purchases. In this email, Mack Weldon incudes two CTAs, one to SHOP BESTSELLERS and the other one to LEARN MORE about the loyalty program.

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Link popular product categories

can link to popular product categories and bestselling products in every reward program email. That way your customers have easy access to your website from where they can purchases. See how Coastal Scents linked popular categories in their loyalty program email.

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Make the email fun and exciting

Collecting points and winning rewards is fun, and the loyalty program email should be fun and engaging too. See how Vapour Beauty utilized animated GIFs in their rewards program email to customers excited about the 3x points promotion they were running.

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Promote loyalty program during the holiday season

The Body Shop invited customers to join their rewards program and as an incentive, they used double points during the holiday season purchases. We like how they used the usually busy period to engage customers with their rewards program.

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Share new ways to earn rewards

Customers may not be aware that there are different ways to earn rewards so sending them updates and sharing details can be a good idea. Tarte sent this simple email with an animated GIF that lists six different ways to earn points. They mention not only purchasing but also writing reviews, completing surveys and referring friends.

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Combine product promotions with rewards

In this example, quip promoted a new product and their rewards program at the same . They started with introducing the product and then they shared details on how to earn rewards in their app. The email is full of details and has a lot of information but the smart design and animated visuals are making it easy to digest.

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Head off "reward abandonment"

Put all your good -abandonment practices to work for your loyalty program! When your customers use the rewards you offer them, your brand can move up higher in their consideration set when deciding whom to buy from later on. So, just send one reward notification – add a to prompt them to come to your website and look around. LOFT effectively uses FOMO (fear of missing ) to generate action for its loyalty program.

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Build pre-launch excitement

This McDonald’s rewards program email does double duty – first, has to persuade customers to download the branded app and then to sign up for the rewards program. The result is a reward email template that manages both goals by leaning hard on graphics and navigation to emphasize both. We love the bright red call to action and directional verbs that tell customers exactly what to do and why they should do . Plus, the main benefit is in the big headline: “Free McDonald’s.”

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Loyalty & Rewards clubs implementation details

Let’s down to how these emails sent , shall we? Reward emails are fairly straightforward and like most emails today, require personalization and some automation to captivate members.

Personalize the loyalty program

Only 2 in 10 loyalty program members are very satisfied with the personalization of the program. Brands can use browsing data, email clicks, and abandoned carts to help inform data and make messaging more personalized. These are often tokenized fields that can be pulled into an email depending on how the data is stored and if the email service provider (ESP) has access to that data.

Send often, but not too often

Now, more than ever, brands need to stand and remind customers what they’re missing on. Too much email, however, can be a negative experience and lead to a member unsubscribing. (MailCharts sending behavior report can give a leg-up on planning exactly how much is not too much!)

Automate campaigns where possible by triggering emails based on events

For example, signing up for a rewards program should trigger a welcome email similar to The Tie Bar example above. There should also be regularly scheduled campaigns triggered based on recent email activity or activity.

Subject lines for loyalty and rewards program emails

These should stand from your regular promotional, targeted or transactional emails. To entice nonmembers to join, use benefit-focused subject lines that tell customers what they get for signing up.

After customers join your program, use your subject lines to tell customers if they just earned a reward, moved up a tier, are about to lose out on a reward or need to take some other actions to retain their program standing.

These subject lines raise your game from a basic “Sign up for rewards” to “Look at me!”:

• McDonald’s: Get ready for MyMcDonald’s Rewards! 🙌!
• LOFT: on your $20 reward!
• American Eagle Outfitters: Act fast to score a $50 reward! 💰
• El Pollo Loco: Barry, your $23 12 piece Mixed with sides/tortillas Loco Rewards Member offer is expiring October 11, 2020
• Dunkin’ Donuts: DD Perks® Members Can Pay Any Way to Earn Points Toward a Free Beverage Reward
• Quip: Want rewards for brushing your teeth? Smart 💰
• Mack Weldon: How to unlock more perks.
• Sinister Diesel: !! Your REWARDS POINTS Just Doubled !!
• Corner Bakery: NEW Corner Bakery Rewards – Join Today for $5 On Next Visit!
• Lou Malnati’s Pizzeria: Join Lou Malnati’s Rewards, a FREE app after your first !

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