The lifecycle emails that turn a loyalty program from "a thing on the site" into a revenue engine — wired to loyalty events from kickoff.
Most brands set up a loyalty program and forget the email side. The on-site widget alone won't move the needle. These six flows do.
1. Welcome + points balance. Triggered on member signup. Confirms the points balance, explains the program in 3 lines, links to the redemption page. Open rates run 50-60%.
2. Points earned. Triggered when a member earns points (after order, after review, etc.). "You earned X points. Y until your next reward." Drives return visits.
3. Points expiring. Triggered 14 days before expiry. The single highest-revenue lifecycle email in a loyalty stack — urgency works.
4. Tier upgrade. Triggered when a member crosses a tier threshold. Make it celebratory. Drop the perks.
5. Reward redeemed. Triggered when a member uses a reward. Thank them, suggest what's next.
6. Win-back. Triggered when an active member goes 60 days inactive. "Your X points are waiting." Recovers a meaningful slice of churning members.
