Loyalty program email templates

While customer acquisition may seem like a better investment for businesses, numerous studies have proven that in the long run, attracting new customers can cost your company up to 7 times more compared to retaining existing customers. When it comes to retaining customers, loyalty programs can be a powerful tool that keeps them coming back, reduces customer churn rate, and increases your overall sales. By reading this article you’ll find out why loyalty programs are worth investing in, along with 10 email template examples that you can use in your brand loyalty program marketing campaigns.

What is a customer loyalty program?

A customer loyalty program is a rewards program that a company offers to its customers in order to encourage them to purchase more by offering certain benefits. They may include discounts, free merchandise, pre-released products, exclusive perks, or any other meaningful rewards. While they are often used to attract new customers, the primary goal of loyalty programs is to retain existing customers, foster loyalty, and encourage brand advocacy

Loyalty reward email template Sephora
Sephora’s “Beauty Insider” loyalty reward program birthday email

Why loyalty program marketing matters

A variety of studies on customer loyalty revealed that loyalty programs can bring immense value to any business. Here are just a few impressive stats to mention:

  • 71% of Gen X, 70% of Millennials, 63% of Baby Boomers, and 62% of Gen Z say a loyalty program influences their brand choices. (CrowdTwist)
  • 80% of Gen K, 43% of Millennials, 76% of Gen X, and 53% of Baby Boomers say that a  loyalty program increases the frequency of their purchases. (Rare)
  • 71% of consumers who are members of loyalty programs say membership is a meaningful part of their relationships with businesses. (Bond)
  • 73% of consumers are more likely to recommend brands with good loyalty programs. (Bond)
  • Consumers spend 37% more when they are a loyalty program member. (Bond)
  • 95% of companies reported that their loyalty program members spend more than their non-members annually. (LoyaltyOne)
  • Loyalty program members generate 12 to 18% more revenue per year than non-members. (Accenture)
  • On average, loyalty program members contribute 43% of companies’ annual sales. (LoyaltyOne)

10 Loyalty program email templates

A survey by iVend found that almost 63% of worldwide consumers prefer to receive communications from businesses by email – which makes email one of the most efficient channels for nurturing loyalty program membership. Here are 10 basic templates you can use in your loyalty program email campaigns to improve customer engagement, build better long-term relationships with customers, and increase sales. 

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New loyalty program launch email template

Hi [Name],

We’re thrilled to announce the launch of our new [Loyalty Program Name]. We’ve added lots of exciting and exclusive rewards to say thank you to our amazing customers, like you!

Earn [X] points for every $** you spend [online and/or in-store] to unlock exclusive rewards.

[Reward Title 1] – [***] points to redeem
[Reward Title 2] – [***] points to redeem
[Reward Title 3] – [***] points to redeem


Have a question? We’re here to help. Contact us today or visit our FAQs.

Loyalty program invitation email template


Welcome to [Business name] and thank you for signing up! Please enjoy 15% OFF your first purchase at [www.website.com]. Just enter [code] at checkout.


By the way, did you know about all the exclusive perks that you can receive for joining our loyalty program? Just to name a few …

[Benefit #1]
[Benefit #2]
[Benefit #3]

If you have any questions or ever need help, feel free to email us at [email address], call us at [phone number] or visit our FAQs.


Loyalty program welcome email template


Welcome to [Loyalty Program Name] Rewards! Now you can earn points every time you shop online or in our stores. Redeem your points for fun rewards, like free products and special discounts.

As a thank you for joining [Business’s] Loyalty Program, we have credited you with 50 points, and you are now on your way to your first reward.

100 points are all you need to get your first free product/ discount – here are two quick ways to get there:

Like our Facebook page (50 points)
Follow [Brand] on Instagram (50 points)

When you’re done, you can check your points balance and find more ways to earn points by visiting our website.

If you have any questions or need help – feel free to email us at [email address] or give us a call at [phone number].

Thanks for becoming part of our community!

Next rewards level notification email template


We hardly need to tell you that the more points you earn, the more you get. You are now only ** $/ ** points away from [Loyalty Program Name] Gold Level Rewards! At this level you’ll enjoy:

[Benefit #1]
[Benefit #2]
[Benefit #3]

Earning more points is easy!

Place an order: ** points
Refer a friend: ** points
Follow us on social media: ** points
Make a product review: ** points

Thanks for your continued loyalty.

Tier status achievement email template


We’re thrilled to report that you just leveled up to our [tier name] tier!

You’re about to enjoy exclusive opportunities, including early access to [tier name]-only sales throughout the year, and even more points for every single purchase you make.


Enjoy, and thanks for being an amazing customer!

Monthly reward statement email template


Thanks for being a loyal [Loyalty Program Name] member! Check out your monthly membership statement below.

Status: Active Member
Points balance: ***
Expiring points: *** points expiring on [dd/mm/yy]
Points to next level: ***

Earn even more points when you shop our special deals now through [date].


Got questions? We’ve got answers! Visit our FAQs to see if we’ve covered your question, call us at [number] or start a live chat with our service reps.


Reward expiration reminder email template

Dear [Name],

This is just a friendly reminder that your [Customer Loyalty Rewards Program] points will expire at the end of the year (December 31st, 2020). Make sure to redeem your points on any order before this date– they will not roll over into 2021!

Your current balance is ***points.


Any questions or issues? Send us a message – we’re always happy to help!

Customer re-engagement email template

Hi [Name],

We just wanted you to know that WE MISSED YOU since we haven’t seen you in a while. So we’ve decided to credit your account with *** points!


The more points you earn, the more benefits you get access to. Here’s a quick reminder of how to earn more points:

SHOP: Spend $** and get ** points
REFER FRIENDS: Get ** points when they place their first order
FACEBOOK: Like our Facebook page and get ** points
INSTAGRAM: Follow us on Instagram and get ** points

Have questions or need help redeeming your points? We would be more than happy to assist you via [email], [phone number], or live chat.

Thank you for being a [Brand] customer and part of our family.

Referral email template

[copy button="yes"]

You’ve been a valued member of [Brand’s] loyalty program for [period of time] now. Don’t you think it’s time you let the world know? We’ll reward you if you do!

Give $** and get ** points when you refer a friend


Send your below unique $** discount code to your friends
Your friend gets $** off their purchase
You get ** Rewards Points when your friend completes their purchase

Your current rewards points balance is: ***


Copy and paste this code and share amongst friends: CODE

Any questions or issues? We’re always here to help. Thanks for being an awesome customer!

 Happy birthday email template

Dear [Name],

From all of us at [Company], we wanted to take a moment to wish you the happiest of birthdays! Here’s another reason to celebrate: we’ve just added [reward amount] points to your account!


Thanks for being a loyal customer and we hope you enjoy your special day.


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Frequently asked questions

How can I promote my loyalty program?

You can promote your loyalty program by sending emails to your loyalty program members. Besides, you can give them a link to sign in to your loyalty program.

How do you measure the success of a loyalty program?

There are many ways to measure the success of a loyalty program. You can measure the number of people participating in the program, the number of people who have found the program useful, and the number of people who have generated referrals.

What is the optimal length of the loyalty program email?

The optimal length of the loyalty program email should be about 1000-1500 symbols, which is about 100-150 words.

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