This article explains how to build an automation flow to reward high-value customers based on defined criteria.
A powerful way to strengthen loyalty and increase long-term revenue is rewarding your most valuable customers. With a reward automation, you can easily identify your best customers and treat them with exclusive offers. By combining the right entry trigger, multichannel promotions, and follow-ups, you can ensure that your best customers feel recognized and appreciated.
Before you get started
Trigger
This automation uses the trigger New in target audience, which includes contacts that newly enter a selected audience after the automation is activated. It will not include members who already belong to the audience and fulfil the conditions before you activate the automation.
Make sure you have created a target audience based on your definition of high-value customers in advance. You could, for example, include customers with an RFM score of 5–5–5.
Entry criteria
You can limit how often a contact can enter the automation, such as once every six months.
Labels
Labels help you track which contacts are part of the automation and allow you to segment or exclude them from other communication.
Conditional splits
A conditional split is used to divide contacts based on conditions such as reachable channel. This ensures that each customer receives communication through their preferred channel.
Trigger splits and time delays
A trigger split checks whether a customer performs an action, such as redeeming an offer or opening an email, within a defined time frame.
A time delay simply pauses the automation regardless of customer behavior.
How it works
The automation is triggered when a customer enters a predefined target audience, such as high-value customers identified through RFM scoring. This ensures that only your best customers are included.
Once contacts enter the automation, they are labeled for tracking and assigned a promotion as a reward. A conditional split ensures that the message is sent through the most appropriate channel, either email or SMS.
After the initial message, a time delay allows customers time to redeem the offer. A conditional split then checks whether the promotion has been used. Customers who don’t redeem the offer receive a reminder.
Finally, the label is removed to keep your database clean and ready for future automations.
Setting it up
Flowchart
Trigger: New in target audience (best customers)
Track: Set label (for example "RFM – Best customers")
Offer: Assign multichannel promotion
Channel decision: Split by reachable channel (email or SMS)
Message 1: Send reward message with offer
Wait: 7 days
Check: Has the promotion been used?
- If yes: Remove label and exit
- If no: Send reminder (email or SMS)
End: Remove label and evaluate outcome
Step-by-step
1. Click Automation in the left-hand menu, click New automation, and select the trigger New in target audience.
2. Configure the entry conditions by hovering on the trigger and clicking Edit (the pencil icon). Select your prepared target audience (for example your best customers based on RFM). Set a start frequency, such as once every six months.
3. Click the plus sign below the trigger, choose Activity, and select Set label. Use a label such as RFM – Best customers.
4. Add a multichannel promotion by clicking the plus sign, select Activity, and then Assign multichannel promotion.
5. Click the plus sign and then Condition under Splits. Configure the conditional split to separate contacts by channel reachability.
6. On the email branch, select the Send email sendout activity. Add an email with a reward message and information about the promotion. On the SMS branch, send an SMS with similar content and a link to your offer.
7. Add a Time delay of 7 days on both branches by clicking the plus sign and then Time delay. By hovering on a component and selecting Copy, it’s super easy to add repeat activities to other branches in the automation flow.
8. Add a new conditional split to check whether the customers have used the promotion. Customers who haven’t used the promotion receive a reminder message via the same channel.
9. Finish the flow by removing the label from all contacts.
Remember to Save and Activate the automation in the top right corner to get it going.
Common mistakes to avoid
Not defining the target audience clearly
If the target audience criteria are too broad, customers who aren’t truly high value may be rewarded. Base your target audience on clear definitions, such as RFM scoring.
Forgetting that only new audience members enter the flow
The trigger only includes contacts who enter the audience after activation. Existing members will not be included.
Not assigning the promotion before sending the message
If the promotion isn’t assigned first, customers could receive a message about an offer they cannot redeem.
Not following up with a reminder
Even high-value customers might need a reminder to redeem an offer. Always include a follow-up.
Forgetting to remove the label
Labels should be removed at the end of the automation to keep your database clean.
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