Announcing a loyalty program: the ultimate guide (2025)

Guide: How to inform your existing customers about your new loyalty program (step-by-step plan + examples)

You've done it. After weeks of planning, designing, and developing, it's ready: a fantastic new loyalty program designed to reward your most loyal customers and increase customer value. The benefits are clear, the rewards are great.

But now comes the most crucial step: the launch.

How do you ensure that your existing customers not only hear about it, but also participate en masse? A lukewarm reception can undermine even the best savings program. A powerful announcement is not a luxury, but an absolute necessity. In this guide for webshops, entrepreneurs, and marketers, we provide you with a concrete step-by-step plan, including email examples and pro tips, to successfully launch your loyalty program.

Why a good announcement is crucial

Before we dive into the steps, it's important to understand why this launch phase is so important. The announcement of your savings program deserves just as much attention as the program itself. A well-thought-out approach ensures:

Immediate high engagement: You want to get off to a flying start from day one. A clear, enthusiastic launch ensures immediate sign-ups and usage.
Stronger customer relationships: By informing your existing customers first and perhaps even giving them a little extra, you show that you value their loyalty. This is an incredibly positive point of contact.
Helps increase customer retention and maximize customer value.

Your step-by-step plan for a successful loyalty program launch

You can announce your loyalty program successfully in five clear steps:

Segment your customer base into specific groups.
Determine your core message and the perfect timing.
Create the perfect announcement email.
Reinforce your message through a multi-channel approach.
Plan a smart follow-up email for maximum impact.

Let's take a closer look at each step.

Step 1: Segment your customer base

Not every customer is the same. You want to approach a top customer who orders every month differently than a customer who last bought something six months ago. Segmentation is the key to a personal and relevant message.

Create at least two segments:

VIP Customers: These are your most loyal and valuable customers (e.g., more than five purchases or with a high total order value). They deserve special treatment.
Active Customers: This is the larger group of customers who, for example, have made a purchase in the past year.

Reloadify Perspective: In Reloadify, this is a piece of cake. Go to ‘CDP’ and create a new segment based on purchase behavior. Create a segment called ‘VIP Customers’ with the rule Number of orders is greater than 5. Give this group first access or an extra welcome bonus.

Step 2: Determine your message and timing

What is the core message you want to convey? Focus on the benefits for the customer. Don't say “we have a new program,” but rather “start saving now for free products” or “be the first to get access to exclusive discounts.”

Also consider the timing. Your customer's inbox is busy. Avoid Monday mornings (overwhelming) and Friday afternoons (start of the weekend). In general, Tuesday and Thursday mornings around 10:00 a.m. are good times to test.

Step 3: Create the perfect announcement email

This is your most important means of communication. Pay the most attention to this. Setting up a good email marketing campaign is essential here.

Subject line: Make it personal and beneficial.
Example 1: Especially for you, [Name]: our new savings program!
Example 2: Your loyalty is rewarded! 🎉
Example 3: Start saving for free products today
Content of the email:
Personal greeting: Always use the first name.
Clear explanation: Explain how the program works in a few simple sentences.
Clear benefits: Use bullet points to list the benefits (e.g., earn 1 point for every dollar spent, redeem 100 points for a $5 discount).
Strong call to action (CTA): Make the button irresistible. Use active text such as Activate my savings account or Yes, I want to be rewarded!

Step 4: Use a multi-channel approach

Email is king, but repetition via other channels greatly reinforces your message.

Website Banner: Place an eye-catching banner on your homepage.
Social Media: Announce the program on Instagram, Facebook, or LinkedIn. Use a Story with a poll to encourage interaction.
Flyer with orders: Add a small, stylish flyer to every order in the week of the launch.

Make sure everything is in line with your webshop marketing.

Step 5: Follow up

Not everyone will open or click on your first email. A smart reminder can increase participation by tens of percent. This is where marketing automation shows its strength.

Reloadify Perspective: In Reloadify, simply set up a trigger that automatically sends a reminder to the Mail opened, not clicked segment one week after the first email. Send a variation of the email with a subject line such as: [Name], don't miss your chance to win free products!

Email example: the announcement

To help you get started, here is a fully written example.

Subject line: Your loyalty is rewarded, {{first_name}}!

Pre-header: Start saving for exclusive benefits right away.

Body:

Hi [Name],

Thank you for being a loyal customer of [Webshop name]! We really appreciate you, which is why we've developed something special for you.

Introducing the [Loyalty Program Name]!

From now on, you will be rewarded for every purchase. It's our way of saying thank you.

How does it work?

✅ Earn points automatically with every dollar you spend.
🎁 Redeem your points for discounts, free products, and other exclusive rewards.
✨ Get first access to new collections and special promotions.

As a loyal customer, you have already received 50 welcome points from us!

[ Yes, I want to see my rewards! ] (CTA button)

We can't wait to see you again soon.

Kind regards,

The [Webshop name] team

For the ambitious marketer: strategies for an unforgettable launch

Have you laid the groundwork and are you ready to go all out? Fantastic. A standard launch informs your customers, but a strategic launch turns them into fans. The following advanced strategies are designed to turn your launch from an announcement into an event that creates buzz, enthusiasm, and deeper brand loyalty.

Strategy 1: Build excitement with a teaser campaign

Human psychology is simple: we are irresistibly drawn to a good mystery. Instead of revealing your loyalty program out of the blue, you can pique curiosity in the week leading up to the launch. You're not just announcing a program; you're launching a secret that everyone wants to be a part of.

Create an atmosphere of anticipation. Think of a close-up photo on Instagram of a shiny new loyalty card lying in the shadows. Or a short video animation showing gifts being wrapped with the text “Loyalty will soon be richly rewarded...”. Add a subtle P.S. to your regular newsletter: “Keep an eye on your inbox next week. We have something special for our most loyal customers, and trust us, you don't want to miss it.” This builds momentum and ensures that people are ready when the big reveal happens.

Strategy 2: Gamify the launch (Turn it into a game)

Gamification taps into our deep-rooted need for competition, achievement, and status. By adding game elements, you turn the launch into an active and fun experience instead of a passive announcement. The goal is to create a wave of activity that is visible to everyone.

For example, launch a “Launch Day Challenge.” The first 100 customers who sign up will not only receive a bonus, but will also be crowned “Launch Heroes.” It's not just about the extra points; it's about the status. A “Launch Hero” is someone who was there from the beginning. This emotional connection is priceless. With Reloadify, you can automatically tag these heroes and place them in a separate segment so you can continue to recognize them in the future with exclusive benefits, which only reinforces their special feeling.

Strategy 3: Create an exclusive “Founding Members” club

This strategy takes segmentation to the next level and distinguishes between your customers and your ambassadors. Anyone can earn points, but not everyone can be a “Founding Member” of the “[Webshop name] Club.” It's a title, a tribute.

Invite only your VIP segment to join this exclusive club one day before the official launch. The key to success is offering a unique, permanent benefit that no one else will ever be able to get. Think of a visual badge in their account profile, free shipping forever, or an annual gift that arrives unannounced on their doorstep. These customers feel so deeply appreciated that they become your most vocal and loyal marketing team.

Strategy 4: Encourage user-generated content (UGC) with a contest

The most convincing marketing doesn't come from you, but from other happy customers. Your job is to make it easy and fun for them to share their positive experiences. A launch contest is the perfect way to do this.

Ask customers to share a screenshot of their new point balance or their first reward on Instagram or Facebook with a unique hashtag, such as #[YourWebshop]Loyalty. The prize should be worth it: a generous gift card or a huge amount of bonus points. Every post created this way is a mini-advertisement, but completely authentic and free. It's visual proof that your program delivers value and that real people enjoy it. Collect the best posts and give them a place of honor on a “Wall of Fame” on your website or in a follow-up newsletter. This not only shows appreciation, but also inspires others to join in.

Content planning: Your timeline to a successful launch

To put these ideas into practice, planning is essential. This schedule helps you deploy the various content elements at the right time for maximum impact. We use “D-Day” as the day of the official launch.

Phase 1: The Teaser Phase (D-7 to D-2)

Goal: Generate curiosity and build anticipation.
Actions:
D-7: Place the “Coming Soon” banner with a countdown timer on your website.
D-5: Publish the first cryptic post on your main social media channels.
D-3: Send out your regular newsletter with the mysterious P.S.
D-2: Post a second, slightly more revealing teaser post on social media.

Phase 2: The VIP Phase (D-1)

Goal: Make your most loyal customers feel exclusive and privileged.
Action:
Send the exclusive invitation email to your VIP segment to become a “Founding Member.” Emphasize that this is a one-time opportunity.

Phase 3: The Big Day (D-Day - June 24, 2025)

Goal: Generate an overwhelming and positive wave of activity and sign-ups.
Actions:
9:00 a.m.: The website banner is changed to the official announcement.
10:00 a.m.: Send the official announcement email to all other customer segments.
11:00 a.m.: Publish the announcement on all social media channels, including the details of the UGC contest and the “Launch Day Challenge.”
Throughout the day: Monitor social media and respond enthusiastically to the first participants.

Phase 4: The Momentum Phase (D+1 to D+7)

Goal: Maintain attention, convince the doubters, and celebrate the first successes.
Actions:
D+2: Share the first entries of the UGC contest on your Instagram Stories.
D+4: Send the reminder email (the follow-up email from the basic plan) to those who have not yet clicked.
D+7: Send a newsletter announcing the winner of the ‘Launch Day Challenge’ and highlighting the benefits of the program once again.

How do you measure the success of your launch?

A great launch feels good, but hard data tells the real story. For the data-driven marketer, measuring impact is essential to demonstrate ROI and optimize future actions. Focus on these Key Performance Indicators (KPIs):

Adoption Rate: This is your first and most important metric. It's a simple calculation: (Number of activated members / Total number of customers approached) * 100%. A high adoption rate shows that your announcement was effective.
Active Engagement Rate: How many of your new members are actually doing something? Look beyond just the sign-up. Monitor the percentage of members who make a purchase or redeem points for the first time within 30 days. This shows whether customers understand the value of the program.
Impact on Purchasing Behavior: This is where you prove the real commercial value. Compare the behavior of loyalty members with a control group of non-members. Pay particular attention to:
Repeat Purchase Frequency: Do members buy more often?
Average order value (AOV): Do members spend more per order?
Impact on customer value (CLV): This is the ultimate goal. Although the real impact on customer lifetime value is only visible in the long term, higher purchase frequency and AOV are the first strong indicators that you are on the right track.

Reloadify Perspective: Create a dynamic segment of ‘Loyalty Members’ in Reloadify. This allows you to easily compare their purchasing behavior with that of ‘Non-Members’ and see the impact of your program directly in the data.

Checklist for a smooth launch

Use this checklist to make sure you don't forget anything.

[ ] ‘VIP Customers’ segment has been created.
[ ] ‘Active Customers’ segment has been created.
[ ] The core message and benefits are clear.
[ ] (Optional) Teaser campaign has been scheduled.
[ ] The announcement email has been written and designed.
[ ] The CTA link in the email has been tested and works correctly.
[ ] The reminder email has been scheduled in Reloadify.
[ ] The banner on the homepage is ready.
[ ] The social media posts have been prepared.
[ ] KPIs for measuring success have been determined.

Conclusion: from launch to loyalty

Launching your loyalty program is more than just sending a simple email. It is a strategic process that, if done right, will immediately generate enthusiasm and engagement. By segmenting your customers, creating a clear message, and using the power of marketing automation, you lay the perfect foundation for a program that not only increases revenue but also strengthens your long-term relationship with your customers. This is where email marketing and loyalty come together to create an unforgettable customer experience.

Ready to put this step-by-step plan into practice and make your loyalty program a resounding success? Reloadify gives you all the tools you need, from powerful segmentation to smart email triggers. Try Reloadify now or book a free demo.