How to Build Journeys for Loyalty

Loyalty journeys are a type of marketing automation journey that helps build your relation with your customer, incentivizing them to keep them coming back to your website and to continue engaging with your brand.

These journeys differ from your average marketing or transactional journey in that these journeys typically reward a consumer with points they can exchange or some sort of discount. Building these journeys is imperative to run a successful loyalty program within Campaign Monitor.

Below you’ll find guides on how to build different types of journeys in  and the steps available to you.

The types of journeys we recommend you build are dependent on the type of loyalty program you are running. Here are a few Journeys we recommend that you build as part of your program. Select your journey of choice to jump to instructions on how to build the program.

Punch Card Program

• When a customer purchases a product or service from you that increases their “punch card” count
• When a customer cancels a purchase or reservation and decreases their “punch card” count

Note that these journeys can and should be adjusted based on the type of program you are running and the data that you are passing into .

Punch Card Program

Increase punch card count when a subscriber purchases a product or service and send a reward when applicable.

Important Note: This journey requires calling an API or having an integration that passes subscriber information when an action that increases punch card stamps occurs.

Prerequisites
A list with the following custom fields must be created in  based on the program you are running: Punch Card Program	For instructions on how to create a list, read here. For instructions on how to create custom fields, read here.
A text-type custom field called “Increase Punch Card Stamps” must be set to the value “true” when a subscriber completes an order. This custom field allows subscribers to be entered into this journey. Once this custom field is created, a segment must be created within your loyalty list for subscribers where “Increase Punch Card Stamps” is equal to “true”.	For instructions on how to create custom fields, read here. For instructions on how to create list segments, read here.
The last order count must track the number of items a subscriber has purchased and must be passed as a custom field via API call.	For instructions on how to call the Subscriber API, read here
Create a campaign that informs the subscriber they’ve earned points. Optionally, you can include this information in your order confirmation email.	For instructions on how to create a campaign, read here.

 

Setup

 

 

1. Go to the Automations page and create a new automation using the “Custom journey” template.
2. Select your pre-built loyalty list.
3. Select the “Subscriber enters a segment” trigger and select your “Increase Punch Card Stamps” segment – this segment includes subscribers who have just made a purchase or order. Be sure to enable the “Allow journey re-entry” option.
4. Add a “Custom Field” step to increase the Punch Card Stamps value by the custom field Last Order Count.
5. (Optional) Add a wait step of 5 minutes.
6. Add a step to send an email to the subscriber saying they’ve earned stamps.
7. Add another condition to check if the Punch Card Stamps value is greater than or equal to how many purchases a subscriber needs to make before they can receive a reward.
   1. Under the “Yes” branch, add a “Custom Field” step to increase the Complete Punch Cards value by 1.
      1. Decrease the Punch Card Stamps value by how many purchases a subscriber needs to make before they can receive a reward.
      2. (Optional) Add a wait step of 5 minutes.
      3. Add a step to send an email to the subscriber saying they’ve received a reward.
      4. Set the “Increase Punch Card Stamps” value to “false” so that the subscriber is able to re-enter the journey when they make a purchase in the future.
   2. Under the “No” branch, also set the “Increase Punch Card Stamps” value to “false” so that the subscriber is able to re-enter the journey when they make a purchase in the future.

 

Decrease punch card count when a subscriber cancels a product or reservation.

Important Note: This journey requires calling an API or having an integration that passes subscriber information when an order is placed.

Prerequisites
A list with the following custom fields must be created in  based on the program you are running: Punch Card Program	For instructions on how to create a list, read here. For instructions on how to create custom fields, read here.
A text-type custom field called “Decrease Punch Card Stamps” must be set to the value “true” when a subscriber cancels an order or reservation. This custom field allows subscribers to be entered into this journey. Once this custom field is created, a segment must be created within your loyalty list for subscribers where “Decrease Punch Card Stamps” is equal to “true”.	For instructions on how to create custom fields, read here. For instructions on how to create list segments, read here.
A number-type custom field called “Return count” can optionally be passed when a subscriber completes a return. This custom field will be used to reduce “Punch Card Stamps” by the appropriate amount.	For instructions on how to create custom fields, read here.
The last order count must track the number of items a subscriber has purchased and must be passed as a custom field via API call.	For instructions on how to call the Subscriber API, read here
Create a campaign that informs the subscriber their punch card stamps have decreased. Optionally, you can include this information in your order confirmation email.	For instructions on how to create a campaign, read here.

 

Setup

 

1. Go to the Automations page and create a new automation using the “Custom journey” template.
2. Select your pre-built loyalty list.
3. Select the “Subscriber enters a segment” trigger and select your “Decrease Punch Card Stamps” segment – this segment should include subscribers who have canceled their order. Be sure to enable the “Allow journey re-entry” option.
4. Add a step to decrease the Punch Card Stamps value by the Last Order Count custom field.
   Note: this journey can be customized by adding conditions to check for the “Last Order Count” custom field or the optional “Return Count” custom field. Under these condition branches you can add a step to decrease Punch Card Stamps by the number of items returned.
5. Set the “Decrease Punch Card Stamps” value to false so that the subscriber is able to re-enter the journey when they make a return or order cancellation in the future.