Loyalty Email Analytics

Samantha Brown Updated by Samantha Brown

Overview

Track and optimize the performance of your loyalty program emails with Friendbuy’s Loyalty Email Analytics. This dashboard allows you to measure engagement, behavior, and revenue impact across key email types—so you can improve customer retention and program ROI with confidence.

Benefits

  • Measure Engagement: View open and click rates across all loyalty-related emails.
    • Use open rate and click rate to improve subject lines and email content.
  • Understand Program Impact: Attribute purchases and revenue directly to your loyalty emails.
    • Review loyalty revenue to optimize which messages drive the highest ROI.
    • Monitor points expiration emails to preempt churn and re-engage dormant users.
  • Date and Type Filtering: Slice and dice results by date range and email type for sharper insights.
  • Visualize Performance: Graphs update dynamically based on selected metrics.

How to Use Loyalty Email Analytics

  1. Login to your Friendbuy account
  2. Click Loyalty in the left-hand sidebar > Select the Email Metrics tab at the top
  1. Filter by email type:
    1. Loyalty Reward Email
    2. Points Expiration Reminder Email
  2. Select a Date Range

Email Types Tracked

You’ll see analytics for these email types:

  • Loyalty Reward Email
  • Points Expiration Reminder Email

Each email type reports on:

  • Emails Sent – Number of emails sent to recipients
  • Unique Opens – Individual users who opened the email at least once.
  • Total Opens – Total number of opens (includes repeat opens).
  • Unique Clicks – Individual users who clicked the email at least once
  • Total Clicks – All recorded clicks, including duplicates.
  • Purchases – Transactions attributed to the email (see logic below).
  • Loyalty Revenue – Revenue generated from attributed purchases

Attribution Logic: How Purchases & Revenue Are Tracked

Purchases and revenue are attributed using a prioritized hierarchy:

  1. Coupon Code Redemption
    • If the email contains a coupon code and the user redeems it in a purchase, the sale is attributed to that email—no time window required.
  2. Click Attribution
    • If a recipient clicks a CTA in the email and completes a purchase within 5 days, the purchase is attributed to the email.
  3. Open Attribution (View-Through)
    • If the email is opened (but not clicked) and a purchase is completed within 24 hours, attribution is given to the email.
  4. Last-Click Wins
    • If multiple emails qualify, the most recent eligible email is credited.

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