Are you struggling to keep your customers engaged? In a world where 65% of a company’s business comes from existing customers, loyalty programs have become a game-changer. But launching a loyalty program that actually works isn’t always straightforward.

In this guide, we’ll walk you through how to plan, promote, and launch a loyalty program that keeps customers coming back, starting with crafting the perfect email invite to seamless customer enrollment.

Let’s get started!

What Makes a Great Loyalty Program?

Before diving into emails and enrollments, it’s crucial to understand the key elements of a successful loyalty program. 

A well-designed program should:

  • Offer Real Value: Rewards that truly matter to your customers (e.g., discounts, free products, exclusive offers).
  • Be Easy to Use: Simple point systems and clear redemption processes keep customers engaged.
  • Encourage Frequent Interactions: Programs that reward not only purchases but also reviews, referrals, or social media shares boost engagement.

Here’s a Checklist of Questions to Answer Before Launching Your Program:

  • Do you know your target audience?
  • What rewards will your customers value most?
  • How will customers earn and redeem points?

This planning step sets the foundation for a loyalty program that resonates with your audience.

Also read: Transform Customer Relationships with a Strong Loyalty System

Create Email Invitations That Stand Out

Your email invitation is the first step in getting customers excited about your loyalty program. Here’s how to make it count:

  1. Compelling Subject Line: Start with something attention-grabbing. For example, “Join Now and Earn Your First 500 Points!”
  2. Personalise the Email: Address your customers by name and mention their purchase history to make them feel valued.
  3. Clear Call to Action: Include a big, bold button that says “Join Now” or “Get Started.”
  4. Explain the Benefits: Highlight what they get out of the program — whether it’s earning points, accessing exclusive deals, or being the first to know about new products.

Take a look at this sample email:

Subject: You’re Invited to Join Our Exclusive Loyalty Program!
Body:
Dear [Customer Name],
We value you as one of our top customers. That’s why we’re excited to invite you to join our new [Loyalty Program Name]. You’ll get access to exclusive rewards, earn points on every purchase, and receive personalized offers just for you!

CTA Button: [Join Now and Start Earning Points]

How to Create an Email Template using Salesforce

In this section, we’ll walk you through creating an email template using Salesforce, which you can use to send personalised invitations to your customers. Follow these steps to set up and send an effective email campaign:

Step 1: Log in to Salesforce

  • Log in to your Salesforce account. From the main dashboard, head to the App Launcher.

Step 2: Search for Email Templates

  • Once you’re in the App Launcher, search for Email Templates. Click on it to open the templates section.

Step 3: Create a New Email Template

  • Click on the New Email Template button to start creating a custom template and save.
  • Fill Required Fields:
    • Subject: Choose a subject line that grabs attention. For example, “Join Our Exclusive Loyalty Program and Start Earning Rewards!”
    • HTML Body: In the body, include clear messaging about the loyalty program benefits, how customers can sign up, and what they can expect.
    • Call to Action: Add a prominent “Join Now” button linked to the program sign-up page.
  • Pro Tip: Use personalisation tokens to dynamically insert each customer’s name, making the email feel more personal.

How to Send Mass Emails Using Salesforce Campaigns

Once your template is ready, you can start sending it out to your customers. Here’s how you set up and run a campaign in Salesforce:

Step 1: Create a Campaign

  • In the App Launcher, search for Campaigns and click on it. Start a new campaign by clicking the New button to create a new campaign.
  • Required Fields: Fill out the mandatory fields like Campaign Name, Type, and Status. You can name it something like “Loyalty Program Enrollment Drive.”

Step 2: Add Members to the Campaign

  • After saving your campaign, go to the Related tab to add members.
  • Click on either Add Contacts or Add Leads to include your existing customers or leads in the campaign.

Pro Tip: Use filters to segment your customers based on behavior, past purchases, or engagement levels to target the right audience.

Step 3: Send Mass Emails to Customers

  • Select the customers you wish to email from the Campaign Members list and click on the Send List Email button from the quick action dropdown.

Step 4: Draft or Insert Your Email Template

  • Option 1: Draft the email content from scratch in the popup.
  • Option 2: Select your pre-made email template by clicking Insert, Create, or Update Template at the bottom of the popup.
  • Final Step: Once you’ve inserted the preferred template, hit Save.

Make Your Customer Enrollment Seamless

You’ve sent out the perfect email invite—now it’s time to make sure the sign-up process is smooth and intuitive. 

After sending the email invitation, your customers will receive an email with a link to join your loyalty program. Here’s how to ensure they have a smooth enrollment process:

Step 1: Customer Receives the Email

  • The customer receives the email invitation and clicks on the Join Now button, which redirects them to your website.

Step 2: Enroll via Website

  • Once on your website, customers should navigate to the Loyalty Program Enrollment Page (e.g., under an “NTO Insider” tab).

Step 3: Confirmation and Welcome

  • After clicking the Enroll button, customers are successfully added to the loyalty program.
  • Pro Tip: Ensure that a welcome email is triggered automatically, thanking them for joining and providing details on how to earn points or rewards.

Step 4: Tracking Customer Activity in Salesforce

  • In Salesforce, you’ll see the customer added to the Loyalty Program Members list.
  • Benefit: You can now track their engagement, purchases, and rewards in the SFDC Loyalty Program.

Pro Tip: Use this data to segment customers and send targeted offers based on their activity.

Launch Your Loyalty Program and Watch Your Business Thrive

By following these steps—planning, promoting, and ensuring easy customer enrollment—you’ll be well on your way to launching a loyalty program that keeps your customers coming back for more. Remember:

  • A successful loyalty program starts with understanding your audience and offering rewards they value.
  • A strong email invite sets the tone and gets customers excited to join.
  • Simplifying the enrollment process removes barriers and makes joining seamless.

What are the key elements of a successful loyalty program?

A successful loyalty program offers valuable rewards, is easy to use, and encourages frequent customer interactions. It should cater to customer preferences and enhance their engagement with the brand.

How can small businesses promote their loyalty program effectively?

Small businesses can promote their loyalty program through personalised email invitations, social media campaigns, and targeted marketing efforts that emphasise the program’s rewards and benefits.

What are some examples of effective loyalty programs for small businesses?

Examples include point-based systems, tiered rewards, and referral programs. Each type can be customised to offer discounts, free products, or exclusive offers to keep customers engaged.