A points program only works if customers know about it. These five emails cover launch, the first reward, and win-backs. Keep them short; the goal is one click to the store.
1. Launch announcement
Subject: You've got points
Hi {first_name},
We just launched {program_name}: you earn {earn_rate} for every $1 you spend, and every {redeem_rate} points takes $1 off an order.
To say thanks, your account already has {balance} points (worth {value}).
See your points: {account_link}2. First points earned
Subject: {points} points just landed
Thanks for your order, {first_name}. It earned you {points} points. You now have {balance}, worth {value} off your next order.3. "You can use your points now"
Send when a customer passes your minimum redemption amount.
Subject: Your points are ready to spend
You have {balance} points, worth {value}. Use them at checkout with one click.4. Points expiring soon
Only if you use expiry. Wren Loyalty Pro sends this automatically.
Subject: {points} points expire on {date}
Use them before {date} and they're worth {value} off.5. Win-back after 90 days
Subject: We saved your {balance} points
It's been a while! Your {balance} points are still here, worth {value}. Here's what's new: {link}Tips
- Always state the value in money, not just points. "$12.50 off" beats "1,250 points".
- Put the balance in the subject line when you can.
- Send from a person, not "noreply".