New customers are essential, but loyal customers are the foundation of lasting growth. With Loyalty, you can build meaningful connections by offering points, cash discounts, store credit, and other rewards that keep customers coming back. Whether you run a small business or manage a growing brand, Loyalty gives you the tools to increase retention, drive repeat purchases, and strengthen customer relationships, all from within Brevo.
Good to know
You can request a demo of Loyalty by filling out this form.
How to use Loyalty?
Once visitors sign up to your loyalty program (online or in-store), they can start earning credit by making purchases or completing specific actions you've defined. You can integrate Loyalty directly with your e-commerce website or point-of-sale system and create custom events for your loyalty program. Customers can then redeem this credit for rewards or discounts, which you can deliver via email. You can also use specific events to send perks and rewards to your clients directly, for example, when they reach a certain tier or during a limited promotion.
Loyalty programs should therefore be used with events (actions that earn balance credit) and automations (communications to redeem rewards).
- To learn more about e-commerce events, check our dedicated article FAQs - Which plugins generate eCommerce events?.
- To learn more about custom events, check our dedicated article Create custom events in Brevo.
- To learn more about automation, check our dedicated section Automations.
Common use cases
There are many types of loyalty programs you can create depending on your needs:
Program |
Description |
Example |
|---|---|---|
⭐️ Point-based |
The most popular and flexible, in which your clients earn points based on their actions, which become rewards. This versatile model adapts well to different business needs. | A coffee shop gives 1 point per €1 spent, redeemable for free coffees or gifts. |
💰 Cashback |
Your clients receive a percentage of what they've spent in the form of store credit. | A hotel offers €10 credit for every €100 spent, usable toward future stays. |
🪜 Tiered with perks |
Your contacts get exclusive perks based on their engagement. | Customers progress from Silver → Gold → Platinum, gaining rewards like free shipping or VIP access. |
➡️ To learn more, check our dedicated article Create a point-based or cashback loyalty program.
Why use Loyalty?
Loyalty is a very flexible engine and can be configured for optimal customization. Although Brevo does not assist in designing loyalty programs, it gives you all the tools you need to easily create programs that fit your needs.
Loyalty offers several benefits for your business:
|
Longer retention Loyalty programs cause customers to remain customers longer through more meaningful engagement. |
Larger purchases Companies with loyalty programs see increased purchase frequency and higher average cart value. |
Deeper insights Knowing how your customers interact with you lets you adapt your communications to their preferences. |
Loyalty also allows you to:
-
Understand customer needs and expectations
Analyze your customers’ buying habits to uncover what they value most, such as discounts, complimentary items, or unique experiences.
Regularly collect customer feedback to adapt your program to meet their needs and expectations. -
Offer flexible rewards
Provide a variety of rewards, such as discounts, free products, event invitations, or personalized services.
Set attainable rewards to keep customers motivated and engaged without causing frustration. -
Simplify enrollment and usage
Provide quick and easy registration, using options like a mobile app or digital card.
Define clear and straightforward rules for earning and using loyalty points.
Key concepts
When creating a loyalty program, you will configure the rules that define it. Expand the following accordions to learn more:
Define how contacts become members of your loyalty program:
- Set how the membership IDs are created.
- Select the events that allow your contacts to join the program or remove them.
- Generate events for upcoming birthdays and membership anniversaries.
Determine how members earn loyalty value:
- Choose between points, cash, or both.
- Set earning conditions based on transactions or brand interactions.
- Set limitations on the balance, credit, and debit.
- Define expiration and rounding rules.
Organize members into levels based on their activity or status:
- Define tier thresholds, entry conditions, and associated perks.
- Create multiple tiers to encourage progression and engagement.
A benefit a customer can get by using their points. Incentivize loyalty with personalized rewards:
- Offer discounts, free products, free shipping, or exclusive offers, which are the main reasons customers engage with loyalty programs.
- Configure attribution rules (who receives rewards) and redemption rules (how and when they can be used).
Establish how members earn value within the program:
- Create earning rules based on purchases, behaviors, or custom events.
- Define whether rewards are fixed or dynamic.
🤔 Have a question?
If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.
If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.