Loyalty Program Activation

Build this journey when the loyalty report shows enrolments climbing while the number of members who earn their first points or redeem a first reward stays flat. Make sure enrolment, points earned, balance, reward threshold and redemption are all recorded against the same membership, that you hold email and push consent, and that the tier, benefits and ways to earn in the welcome email match the live program rules. If points post to the account late, fix that first: the check on day 3 would read an unprocessed earn as missing and send a reminder nobody needs.

Incremental first-earn rate vs control

First points are the first threshold of activation, and the value is how many more members earn them in the messaged group than in the control group; member count or welcome email opens alone are not success.

How it is counted: Among all new memberships assigned at entry to the journey group and the control group, the share whose first points are credited within the same follow-up window from assignment; the gap between the groups is the journey's effect. The denominator stays the same regardless of delivery or clicks.

Also track

• First reward threshold rateAssigned members who reach the first reward threshold, as a share of all assigned; the intermediate step between earning and the reward, read separately for the two groups.
• First redemption rateOf the members assigned, the share who actually redeem a first reward; threshold, ready announcement and redemption are tracked as separate events, and opens never stand in for use.
• First earn by checkpointSeparate where first points arrived: at the day 3 check, after the first-earn push, or after the last push. If the last push adds no earners, revisit the earning path it describes.
• Push opt-outs and unsubscribesWatch unsubscribes after the welcome email and push opt-outs through the cascade; a new member who gets several pushes in a short span shows that cost quickly.

• Trigger and entryThe journey opens when a member joins the loyalty program. On joining, new memberships are assigned at random to the journey group or to a control group that gets nothing from this flow, the welcome email included.
• Who must not enterMembers who have already earned points stay out; the flow is for members without a first earn. One membership is the scope, and the journey runs once per membership, ever; Loyalty Tier Change outranks this flow while it holds the membership, so this flow's messages are suppressed for a member whose tier changes.
• Timing and channelsPoints are checked 3 days after the welcome email; if none, a push, a second check 3 days later, if still none a last push. Earners get a progress push, those at the threshold the reward email and, if unused 5 to 7 days later, a push; those below it are rechecked after 7 days.
• Exit and handoffThree exits: the journey ends when the reward is redeemed; a member sent the more-points push or the waiting-reward push leaves as an active member into normal loyalty communication; a member with no points at both checks gets the last push and is closed for now. No exit hands the member to another journey.
• Frequency and consentOver the whole membership, send no more than two emails and three pushes, each channel used only where its consent exists. Progress and reward messages go only once points are recorded and the reward actually exists; the moment first points land, the first-earn pushes stop.

1. 1When first earns run no higher in the journey group than in control, members are earning without the messages; opens of the welcome email or clicks on the progress push do not fill that gap. Base the call on the first-earn and redemption gaps, not on member count.
2. 2This holds for this order, the 3 and 7 day waits and these two channels. A member who makes a first purchase at the moment they join may also sit in First-to-Second Purchase: credit the second purchase there and the first points here, and never add a bounceback offer to this flow. Keep a member whose tier change puts them under Loyalty Tier Change in the group they were assigned to.
3. 3For a small gap, enter each group's members and first earners into the A/B test significance calculator; if it is not significant, do not call it a win. Redemption is far rarer than a first earn, so extend its follow-up window past the reward waits and gather more entries before reading it.