Average Points & Rewards Expiry Email Benchmarks
Points and rewards expiry emails notify loyalty programme members that their earned points, miles, or credits are about to expire. These emails create urgency around existing rewards and drive redemption behaviour. They are among the most effective retention and engagement tools for loyalty programmes, as they motivate members to re-engage with the brand before their accumulated value is lost.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 25-45% | 48%+ | 55%+ |
| Click-Through Rate | 10-30% | 32%+ | 40%+ |
| Click-to-Open Rate | 35-55% | 58%+ | 68%+ |
| Conversion Rate (Redemption) | 8-20% | 22%+ | 30%+ |
| Bounce Rate | 0.5-1.2% | Below 0.3% | Below 0.15% |
| Unsubscribe Rate | 0.1% | Below 0.05% | Below 0.02% |
| Spam Complaint Rate | 0.018% | Below 0.01% | Below 0.005% |
Key Findings
- Points expiry reminder emails achieve open rates of 35-50% when sent within 30 days of the expiry date, with urgency increasing engagement as the deadline approaches.
- Emails that suggest specific rewards based on the member's points balance and history achieve 35-50% higher redemption rates than generic expiry reminders.
- A three-email expiry sequence (60 days, 30 days, 7 days before expiry) drives 40-60% more redemptions than a single reminder.
- Points balance emails sent regularly (without expiry messaging) reduce the shock of expiry notifications and improve redemption planning.
- Mobile-optimised redemption flows in expiry emails increase conversion by 20-30% compared to desktop-only redemption paths.
Open Rate Benchmarks
Points expiry emails achieve open rates of 25-45%. The first reminder (60 days before expiry) achieves 25-30%. The second reminder (30 days) achieves 30-40%. The final reminder (7-14 days) achieves 40-55%. Subject lines that include the specific points amount and expiry date outperform generic "Your points are expiring" subject lines by 25-35%.
Click-Through Rate Benchmarks
CTR for points expiry emails averages 10-30%. Suggested reward redemption links achieve 12-20% CTR. "Check Your Balance" links achieve 5-10%. Points-earning opportunity links (purchase to retain points) achieve 8-15%. The final reminder achieves the highest CTR at 18-30%. The most effective CTAs include "Redeem Your Points", "See Reward Options", "Shop to Keep Your Points", and "Check What You Can Get".
Best Practices
- Send a multi-touch expiry sequence: A three-email sequence at 60, 30, and 7 days before expiry drives significantly more redemptions than a single reminder. The increasing urgency across the sequence drives action.
- Suggest personalised rewards: Analyse the member's points balance, past purchase behaviour, and category preferences to suggest specific rewards. Personalised suggestions convert at 35-50% higher rates.
- Offer a "purchase to retain" option: For members who do not want to redeem, offer the option to retain points through a qualifying purchase. This retains the points liability while driving revenue.
- Create clear urgency, not panic: Communicate the expiry date clearly but positively. Emails that frame redemption as an opportunity rather than a loss achieve higher engagement and better brand sentiment.
- Segment by points threshold: Members with high points balances deserve more prominent, personalised communication. High-balance members convert at higher rates and at higher reward values.
- Include a points-earning reminder: Remind members how they can earn more points after redemption. This maintains programme engagement beyond the immediate expiry-driven redemption.
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Frequently Asked Questions
The average open rate for points and rewards expiry emails is 25-45%. Final reminder emails (7-14 days before expiry) achieve 40-55%, while first reminders (60 days before) achieve 25-30%.
A good CTR for points expiry emails is 10-30%. Suggested reward links achieve 12-20% CTR, and final reminder links achieve 18-30%. Points-earning links achieve 8-15%.
Three reminders is the standard: 60 days before expiry (informational), 30 days before (urgent), and 7-14 days before (final warning). More than 4 reminders risks annoying members.
Yes, personalised reward suggestions based on points balance, purchase history, and preferences improve redemption rates by 35-50% compared to generic "redeem your points" messaging.
Yes, by offering members the option to make a qualifying purchase to retain their points. This "purchase to retain" mechanic converts at 8-15% and generates direct revenue while protecting points liability.