The 11 Loyalty Emails Every Shopify Brand Should Be Sending (Free Templates)

Across hundreds of Shopify brands, loyalty emails are usually the weakest part of the program. Flows are missing, the design is off brand, and members shop for months without knowing they have a balance. The video above walks through every email a program needs. This is the short version, and the loyalty email templates are free to download and Klaviyo-ready.

Seven of the eleven are flows that fire on a member action. The other four are campaigns you send to a segment when you choose.

The seven flows

Points awarded

Send this after every order that earns points. Lead with the amount earned in the biggest type on the page, then translate it into money. "250 points" means nothing to a member. "250 points, worth $25 off your next order" does. Follow with the new balance, the next reward, and a progress bar showing the gap. That gives two reasons to return: spend what they have, or close the gap.

If your rewards are free products, add an option to exchange points for store credit. It is why our Shopify loyalty program favours a store credit model, because the email can simply say "you have $25 to spend".

Points pending

Most programs hold points until an order completes. Tell the member at checkout that points are pending, so the value is already anticipated when the parcel arrives.

Reward redeemed

Put the discount code where nobody can miss it. Readers give an email two or three seconds, so show the code first, then the remaining balance, then one button. For money-off rewards, send that button to a collection page rather than the loyalty page.

Welcome

The member handed over their email, so give something back immediately. Show the welcome points already in their account, then explain the ways to earn, the VIP tiers, and the rewards on offer. Only include earning methods and tiers you actually run. A short, accurate welcome email beats a long one with empty sections.

VIP tier upgrade

Name the new tier, then lead with what changed: "three new benefits starting today". Finish with progress toward the tier above. The upgrade is the reward, and the next tier is the reason to keep going. Our guide to VIP tiers on Shopify covers structuring the ladder itself.

Points expiring soon

If you add one email after reading this, add this one. It reaches the first-time buyer who never noticed the program and gives them a deadline. State the balance, its value, and the date: "700 points, worth $70, expiring in 12 days." Show the rewards it could buy and one button to redeem. We recommend an expiry window of at least a year, and there is more in our post on points expiry that drives redemptions.

Birthday

Drop a bonus into the account a few days before the date and make it more generous than your standard earn rate. People are already in a buying mood on their birthday. This email makes sure the purchase happens with you.

The four campaigns

You are X points away

Send this to members just short of a reward. Lead with the gap, not the balance: "you are 50 points away from a free sculpting mask". Show the reward, add a progress bar, and list the quickest ways to close the gap. Following your socials or joining the SMS list often does it.

Points drop

A points drop adds a surprise balance to a segment's accounts with a short window to use it, usually a weekend. Show the amount, its value, the deadline, and what it could buy. Run it before a sale rather than during one, so the drop captures a full-price order and the sale captures the next.

Bonus points campaign

The most common mistake with a double points weekend is announcing it only on a website banner. Shoppers already coming benefit, and everyone else never hears about it. Put the offer and its dates in the header bar, then repeat it in large type where the points total normally sits. Our double points campaign guide covers timing and margin.

Join the program

Most brands launch loyalty with years of past customers who are not members. Segment to them and lead with the sign-up bonus: "claim 250 bonus points today, worth $25 off your next order". Explain earning briefly, show the free products, and make joining the only call to action.

Three rules for every template

Repeat the earn rate at the top of every email. Members belong to several programs and have not memorised yours.

Translate every points figure into money, every time.

Give one button per email, and send it where the action happens. For retention tactics beyond the inbox, start with our Shopify customer retention guide.

Most brands send two or three of these. The templates are built, annotated, and ready for Klaviyo, so the remaining work is matching them to your program. If you want help with that, book a demo.

Frequently Asked Questions

Which loyalty email matters most?

The points expiring soon email. It reaches customers who bought once and never noticed the program, and gives them a deadline to come back.

How many loyalty emails should a Shopify brand send?

Eleven covers the full journey: seven flows (points awarded, points pending, reward redeemed, welcome, VIP tier upgrade, points expiring soon, birthday) and four campaigns (points away, points drop, bonus points, join the program). Skip any that do not match a feature you run.

Do these templates work with Klaviyo?

Yes. Each template ships as Klaviyo-ready HTML with the design decisions annotated. Connect your loyalty program to Klaviyo so balances and tier data are available as flow triggers.

TLDR

Most Shopify loyalty programs send two or three emails when they need eleven: seven flows and four campaigns. Every one should repeat the earn rate, show points as money, and offer a single button. The templates are free and Klaviyo-ready.