Loyalty & Rewards clubs email examples

Treat these programs as a holistic part of your customer communications and aim to integrate with existing messaging strategies.

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Reward programs are a way for brands to create loyalty among customers and incentivize them to share their experience with friends and family, too! They’ve become quite popular with consumers: with the average consumer belonging to 14.8 loyalty programs (PDF). Did your brand make the cut?

With email, brands have an opportunity to engage customers with their rewards program on a more frequent basis. How can loyalty program emails stand out from the crowd? We analyzed over a hundred loyalty program emails so you don’t have to—let’s take a look:

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 great tactic to keep people engaged. Dominos is a noteworthy example: When a purchase 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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Loyalty & Rewards clubs implementation details

Let’s get down to how these emails get sent out, 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 out and remind customers what they’re missing out on. Too much email, however, can be a negative experience and lead to a member unsubscribing. (MailCharts sending behavior report can give you 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 purchase activity.