Definition
Points expiry emails are critical for loyalty programme engagement. They create urgency that drives members to redeem points, make qualifying purchases, or re-engage with the brand. A typical sequence includes a 30-day warning, a 14-day reminder, a 7-day final notice, and a post-expiry email showing what was lost. Average open rates range from 35-50%, with redemption rates of 15-30%. Best practices include showing the specific points balance, featuring available rewards, making redemption easy with a direct link, and allowing members to extend their points through engagement.
Related Glossary Terms
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
B2B Email Marketing
B2B email marketing targets business professionals and organisations with longer sales cycles, educational content, and relationship-driven campaigns compared to B2C email.
B2C Email Marketing
B2C email marketing focuses on sending targeted promotional and transactional emails to individual consumers, emphasising personalisation, urgency, and direct response.
Bulk Email Marketing
Bulk email marketing is the practice of sending a single email campaign to a large list of subscribers simultaneously, typically for promotional, newsletter, or announcement purposes.
Bundle Email
A bundle email promotes a package deal combining multiple products or services at a discounted price, designed to increase average order value and move inventory.
Drip Campaign
A drip campaign is an automated sequence of pre-written emails sent on a schedule or triggered by specific subscriber actions. It nurtures leads, onboard new users, or re-engage dormant subscribers over time.