Not every member will download their card the first time they are asked. This article covers how to identify and re-engage members who have not yet downloaded their card, with tactics for email, in-store, and automation-based re-engagement.
Identifying non-card holders
Engage tracks card installation status per member. Use this to create a segment of members who have been sent a distribution email but have not yet installed the card. This is your re-engagement audience.
Email re-engagement
Change the angle, not just the subject line
Members who have seen your launch email and not converted need a different message, not the same message with a new subject line. Try approaching the card from a different angle:
- Voucher-led: if the member has an active voucher, lead with that. For example, "You have a voucher waiting, it's available on the digital card."
- Points-led: if the member has a points balance. For example, "You have [X] points. Download your card to see them and use them in store."
- Feature-led: highlight a specific feature they are missing out on, such as geo notifications or faster checkout.
- Social proof: for example, "[X] of your fellow members are already using the digital card."
Use the Wallet card added reward as a conversion trigger
If you have not already offered a reward for downloading, this is your strongest re-engagement lever. A targeted email to non-card holders offering bonus points or a voucher specifically for downloading the card will consistently outperform a general reminder.
Set up a time-limited offer to create urgency: "Download your card before [date] and receive 100 bonus points."
Cadence for re-engagement emails
- Send a first re-engagement email two to four weeks after the original launch email to members who did not open it.
- Send a second re-engagement email four to six weeks later to members who opened but did not download.
- After two re-engagement emails without conversion, reduce frequency to one dedicated card email per month as part of your ongoing program.
In-store re-engagement
Members who visit your stores but have not downloaded the card represent your highest-intent re-engagement opportunity. They are already engaged with your brand and physically present.
- Use the staff script at checkout for every unidentified member: "I can't see your digital card, do you have it? If not, I can show you how to download it in about 30 seconds."
- Consider a dedicated in-store campaign during a high-footfall period, for example a week-long promotion where staff actively invite every customer to download the card.
- Place a QR code with a clear incentive message at the checkout counter: "Download now and get a voucher instantly."
Automation-based re-engagement
Trigger a re-engagement push after a purchase without a card installed
When a member makes a purchase but hasn't added their wallet card, trigger an automated email reminding them to download. This is a highly targeted moment: the member is actively shopping and the card is directly relevant.
Example message: "We noticed you shopped with us today, did you know you can identify yourself easier with the digital card?"