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Re-engage lapsed Loyalty members with an email bonus

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Re-engaging lapsed loyalty members is one of the most effective ways to boost retention and revive program participation.

With Brevo, you can easily set up an automated email campaign to reconnect with lapsed members and offer them a special incentive — motivating them to return and engage with your brand.

🎯 Why it matters: Reactivation campaigns can reduce member churn by 5–8% and increase overall loyalty activity — helping you get more value from your existing customers while strengthening your brand relationship.

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Step 1: Identify your target audience

To make your relaunch campaign effective, start by defining which loyalty members are considered lapsed. Targeting the right audience ensures your bonus reaches those most likely to re-engage with your brand.

Who are lapsed members?

Here are a few examples of what loyalty members can be considered lapsed:

  • Customers who haven’t made a purchase or engaged with your loyalty program in a defined period (e.g., 3–12 months).
  • Members who used to actively redeem rewards but are now inactive.

Segment your list

  • Create a segment based on last purchase date, last login, or last points redemption.

➡️ To learn more, check our dedicated article Create a segment to filter your contacts.

💡  Good to know
Start with members who were previously active — they’re more likely to respond to incentives than completely inactive or one-time customers.

Step 2: Craft a compelling offer

Now that you’ve identified your lapsed members, it’s time to decide on the incentive that will capture their attention and motivate them to return.

Consider offering one or more of the following types of rewards to reignite interest:

  • Extra loyalty points (e.g., 300–500 bonus points for the next purchase)

  • Exclusive discounts (e.g., 15% off their next order)

  • Free gifts or samples with purchase

  • Limited-time access to premium content, sales, or early releases

  • Double points for a short promotional period

💡  Good to know
Choose an incentive that aligns with your brand and offers clear value to your members — simplicity and relevance drive better engagement.

Step 3: Personalize the email

You need to make the email you'll send your lapsed members to feel personal and relevant. Add the member’s name, reference their past activity, or highlight their loyalty tier to encourage them to take action.

  1. Go to Marketing > Templates.
  2. Click Create Template > Email Template.
  3. Set up and design your email template.

Here are a few ideas to make your email template effective for this campaign:

  • Subject line: Grab attention, e.g., “We Miss You! Enjoy 500 Bonus Points on Us 🎁”
  • Body content: Clearly present the bonus and how to claim it.
    • Highlight their past activity: “You’ve been a valued member — we’d love to see you back!”
    • Other example: “Come back to [Brand Name] and enjoy 300 bonus points when you make your next purchase by October 31!”
  • Call-to-action (CTA): Direct, one-step action: “Claim Your Bonus” or “Shop Now & Earn Points.”
  • Use phrasing like “Just for you,” “Limited-time bonus,” or “We miss you!” to make the email feel personal and timely.

➡️ To learn more, check our dedicated article Create an email template.

💡  Good to know
Personalization increases open rates — include first names, past purchases, or loyalty tier if possible.

Step 4: Target your audience

Once your audience and offer are ready, you can automate the reactivation process in Brevo. This ensures your campaign runs continuously — targeting lapsed members as soon as they qualify.

  1. Go to Automations.

  2.  Click + Create an automation > Create from scratch.

  3. Choose a trigger that identifies lapsed loyalty members, such as:

    • List added: if you have a list of lapsed members

    • Custom event: when “Last purchase date” or “Last login” exceeds your defined period

  4. Add the Send an email action to your workflow.

  5. Select or create your relaunch bonus email template.

➡️ To learn more, check our dedicated article Send an email from an automation.

💡  Good to know
Make sure your email clearly highlights the bonus and includes a strong call-to-action that encourages members to return.

Step 5: Define frequency and timing

You’re almost done! Now it’s time to decide when and how often your email should go out. Sending it at the right moment and with the right frequency helps maximize engagement and ensures your lapsed members see your relaunch bonus.

  • Frequency: Send one strong relaunch email to avoid fatigue. Optionally, add a follow-up after 7–10 days for those who didn’t open or click.
    In your automation, you can add a Wait step, set a condition (e.g., “Did not open”), then send a short reminder email.
  • Best timing: Analyze past engagement data; often mid-week mornings or early afternoons perform best.

 ➡️ To learn more, check our dedicated articles Send at best time - Optimize your email sending time.

By following these steps, you can effectively re-engage lapsed loyalty members and encourage them to return with a personalized bonus. Remember to monitor your results, refine your approach, and continue testing offers, timing, and personalization to maximize engagement and loyalty.

🤔 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.

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