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Marketing B2B Loyalty and Incentive Programs: A How-To Guide

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Mastering Loyalty Program Onboarding: 4 Essential Email Templates for Success

Picture of Cara Panosian Cara Panosian 03/16/22

Customer Loyalty Loyalty Strategy
Mastering Loyalty Program Onboarding: 4 Essential Email Templates for Success
 
Onboarding is a critical process that can make or break your loyalty program's success. A well-executed onboarding strategy not only creates a strong initial connection with customers but also sets the foundation for long-term engagement and retention. In this guide, we'll explore the importance of effective onboarding and provide you with four proven email templates to elevate your loyalty program.

 

The Power of Effective Onboarding

Onboarding is your first opportunity to deliver on your promises and establish trust with new members. A strong onboarding process can:
  1. Create a positive first impression
  2. Boost customer confidence in your brand
  3. Increase early engagement and participation
  4. Improve long-term retention rates
As Access Development notes, "Implementing a proper onboarding sequence has a trickle-down effect. Even a small boost in the percentage of customers who stick around past the first day can lead to a larger increase in overall retention down the road."

 

4 Essential Loyalty Program Onboarding Emails

To create a smooth and engaging onboarding experience, implement these four types of emails:
 

1. Welcome Email

The welcome email is crucial for setting the tone of your loyalty program. It should:
  • Reiterate membership benefits and perks
  • Provide a clear overview of how the program works
  • Create excitement about being part of an exclusive club
  • Include a small bonus (e.g., 50 points) to kickstart engagement
Key elements of an effective welcome email:
  • Personalized greeting
  • Clear explanation of point-earning opportunities
  • Information on how to redeem rewards
  • Links to program guides and FAQs
  • Contact information for customer support

Here is an example of a Welcome Email: 

[Name],

Welcome to [Loyalty Program Name]! Now you can earn points every time you shop online, in-store, and through other member experiences. When you redeem your points you will receive fun rewards, free products, and special discounts! 

As a thank you for joining our loyalty program, we have given you 50 points to help you on your way to your first reward. 

Earn 50 more points by liking our Facebook and following [Brand] on Instagram 

Check on your points balance and different ways to earn points by visiting your profile on our website. You can also check out our program member guide [insert link] and our loyalty program FAQs [insert link].

If you have any questions or need assistance with your membership - we can help! Click here [insert link] to get in touch with our customer service team.  

Thank you for joining [Brand]! 

[Signature]

2. Complete Profile Email

This follow-up email encourages members to finish setting up their profiles, which is essential for personalization and data collection. Best practices for profile completion emails:
  • Send shortly after the welcome email
  • Provide a direct link to complete the profile
  • Offer an incentive (e.g., bonus points) for completion
  • Keep the process simple and relevant to the program
  • Explain the benefits of having a complete profile

Email Example:

Hello [Name],

Welcome again to [Loyalty Program Name]! You're on your way to utilizing valuable member benefits and earning great program rewards.  

You just have a couple more steps! Simply go here [insert link] and finish setting up your profile. As a bonus, you'll receive 50 free points to spend on rewards and products once your profile is complete.  

If you ever have any questions our team is here to help! Click here [embed link] and we will answer any questions or concerns you may have. 

Have a great day! 

[Name]

3. First Reward Earned Email

Recognizing milestones, no matter how small, is crucial for building engagement and excitement. Key components of a first reward email:
  • Congratulatory message
  • Clear statement of points earned
  • Information on available redemption options
  • Encouragement to continue earning
  • Reminder of additional program benefits

Email Example:

Congratulations on earning some points! Keep it up to hit some more milestones and redeem more rewards.

You have earned [number of points] so far. Click here to see what you are eligible to redeem. 

If you ever have any questions our team is here to help! Click here [embed link] to get in touch and we will gladly answer any questions or concerns you may have. 

Have a great day! 

[Name]

4. Membership Summary / Account Status Update

Regular updates keep members informed and engaged with your program. Essential elements of a membership summary email:
  • Total points earned and redeemed
  • Current tier status and progress toward the next level
  • New offers or rewards available
  • Upcoming promotions or events
  • Clear call-to-action for redeeming points or engaging further

Email Example: 

Hello [Name]! ,

Thank you for being a loyal [Program Name] member! You've had a great journey so far. Here's a round-up of your membership activity below:

Total points earned:
Number of points redeemed:
New offers:
Points away from redeeming new items:

[Include any upcoming deals going on within their membership status]

Have questions? We can help! Visit our page or submit your question and we will get back to you! 

Have a great day!

[Name]

Maximizing Onboarding Email Effectiveness

To ensure your onboarding emails drive engagement and retention:
  1. Personalize content: Use member data to tailor messages and offers.
  2. Optimize for mobile: Ensure emails are easily readable on all devices.
  3. Use clear CTAs: Make it easy for members to take the next step.
  4. Maintain brand consistency: Align email design with your overall brand identity.
  5. Test and iterate: Continuously analyze performance and refine your approach.
By implementing these strategic onboarding emails, you'll create a strong foundation for customer loyalty, driving long-term engagement and program success.
 
 
*This blog was originally published in 2022 and was edited and updated in February 2025.  

 

Loyalty program communication is a vital part of a brand's overall customer loyalty strategy. Get in Touch today to learn more about how Brandmovers can help you build loyalty communication plans that support your sales and business growth goals.

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