As they say, image is everything! The same goes for e-commerce: the success of your loyalty program depends a lot upon about how people see it. So if you’re not letting people know about your loyalty program consistently, program sign-ups and engagement will stagnate.

Your program should be visible and well-explained on your website, on social media and most certainly in your email campaigns!

Program promotion packs a one-two punch, because you can let non-members know why they should sign up, and also remind members “Hey! Come back and visit your program and spend those points!”

Today let’s explore three types of intelligent emails that are sure to inspire you as you build your loyalty program communications this season, as well as some tips on keeping your current members updated and engaged for the long-term.

Email 1: Welcome to our site

If a shopper signs up on your site at any point, for any reason, it’s a wonderful chance for you to promote your rewards program. A welcome email is the perfect way to showcase the program. Here are some great examples of giving customers a warm loyalty welcome:


Columbia takes a strong visual approach when welcoming newly registered shoppers on their site, with outdoor-centric imagery. Following the intro, there’s a small banner in the middle asking customers, “why not join the rewards program?” and showing the benefits with real product images.

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Van Dal takes a more story-like approach, introducing readers to the history of the shoe and accessories brand, also mentioning the rewards scheme and opportunities.

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Century21 uses this valuable email space to show off benefits of registration, the loyalty program for those who “want more” and their product categories, making it easy to get to relevant product pages with a click. In their case, their emphasizing exclusivity in the program, with special sales and events for members. Although readers can find this information only if they take the time to scroll down, they’ve done really well by providing two links, to either learn more OR enroll immediately.

Email 2: Welcome to our rewards program

Another important email is the one that officially welcomes members into the loyalty program. Here your members already know there’s a program, so now it’s all about saying “thanks for joining,” describing benefits as a rewards program member, and leading them back to your website.


Harrods lets customers know about their rewards account details at the footer of the email, even at the very beginning when there’s been no spend yet. This can get customers in the habit of checking their balance via email. Knowing where to look when referencing your emails later on.


Century21 takes a very visual approach to its welcome email, providing account information, icons which represent the rewards and offering up more ways to shop and connect with the brand.

Email 3: Regular member emails: here’s the latest

Once your members are settled into the program, your work doesn’t stop there. It becomes more about reminding customers to come back and give it another shop!

In this type of email, it’s a great idea to show new product lines, inform readers about sales, discounts and events, and let shoppers know about members-only events and promos.


Lancome does this well, showing off an exclusive, members only event and gift – essentially proving to their members that it’s worth being a part of the program. These types of exclusive opportunities are far more likely to build real loyalty among members than just offering general promotions to everyone.

3 tips for personalizing your loyalty program emails:

1. Refer to recent in-store activities

Setting up emails that are based on certain customer actions in store is a great way to stay relevant in the minds of customers! Recent purchase, recent product search – and of course mentioning those items that customers had in their cart before they abandoned site a great way to get them back on site.

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Antavo lets you set up emails based on recent customer actions. This sample email offers shoppers points for reviewing a recently purchased product.

2. Get the info you need to make news and offers more relevant

Use your loyalty program to collect data on interests, preferences – and more practical data like location and demographic details.


ACE Hardware asks for preferences upon rewards program sign-up in their web store. That information helps them know just which offers and product info to send me. Because the more interesting the info, the more likely I’m going to open, click through, spend time on their site… and buy!

3. Keep recent purchase and search into the mix

Our team recommends always displaying customer’s loyalty information, including point balance, in the email’s header or footer. Consistency in this, means customers always know where they can see their balance in your latest email, and always know they can get back into the program from their inbox.

Also, don’t be shy about using that point balance as motivation to get back online. Be sure to let customers know about the new rewards you’ve added and tell them just how far away they are from making it their very own.


Email is a proven way to keep in touch with customers and deliver the latest news. So make sure you’re using email to recruit new members to your loyalty program, as well as to keep current members interested and active.

Did this post inspire you to write a new email? If you’d like to get more great loyalty program advice and inspiration delivered straight to your inbox, be sure to sign up to our newsletter.