Loyalty Points Balance Statement Email Benchmarks
Loyalty points balance emails keep members informed about their points status and prompt redemption activity. These are expected by programme members and drive engagement. Average open rates range from 35% to 50%, with CTR between 6% and 15%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 35-50% | 50%+ | 60%+ |
| Click-Through Rate | 6-15% | 15%+ | 22%+ |
| Points Redemption Rate | 10-25% | 25%+ | 40%+ |
| Programme Engagement Lift | 20-35% | 35%+ | 50%+ |
Best Practices
- Include the current points balance in the subject line — this drives the highest opens
- Send points expiration warnings 30, 14, and 7 days before expiry
- Feature specific rewards or experiences available at the member's points level
- Include a direct link to the rewards catalogue or redemption page
Frequently Asked Questions
What is a good redemption rate for loyalty points emails? 10-25% of members who receive points balance emails redeem points. Expiration warnings increase redemption rates by 40-60%.
How often should loyalty points balance emails be sent? Monthly balance statements are standard. Additional emails should be sent for: points expiration (30, 14, and 7-day warnings), tier upgrades, and special redemption opportunities.
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