Playbooks2 min read
Points Expiration Email Campaigns
Strategic timing and messaging for points expiry notifications
Socialhub.AI Team
Why Points Expiration Emails Work
Loss aversion is 2x stronger than the desire for gain. Points expiration emails leverage this psychological principle to drive redemptions and re-engagement.
- 30-day warning emails: 28% redemption rate
- 7-day warning emails: 45% redemption rate
- Last-day emails: 62% open rate (highest urgency)
The 3-Email Expiry Sequence
30-Day Warning
Informational tone. Show points balance, what they can redeem, and deadline. "You have 1,250 points expiring on [date]"
7-Day Warning
Urgency tone. Show specific rewards they can claim. Include a one-click redemption CTA.
48-Hour Final Notice
Maximum urgency. Countdown timer, specific point value in dollars, and last-chance CTA.
Compliance Considerations
- Points expiration must be clearly stated in program terms
- Give minimum 30-day notice (some jurisdictions require 60 days)
- Offer points extension option for high-value members
- Track expiration notifications for regulatory compliance
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