WESTVILLELOYALTY / EMAIL
WESTVILLE
REWARDS
The project
I rebuilt Westville Rewards in Thanx. In the first 90 days, 10,788 members joined, and in April loyalty customers generated $777,970 in net revenue against $19,521 in reward cost. The work covered new reward tiers, six reward cards and 13 automated emails.
What I did
Working through Hudson Creative, I restructured the reward tiers, set the earning rules and automatic offers, designed the six reward cards and the email template, wrote, designed and built the welcome, reward, win-back and milestone flows in Thanx, and reported on the first 90 days.
Reward program redesign
Why the program needed to change
I audited the five existing rewards. Three tiers sat within 500 points of each other, choices were fixed, and the program topped out at a market plate. Regulars needed more choice and a bigger reward to work toward.
Before · Five fixed rewards
- 500Cookie
- 700Market side
- 1,000$10 off
- 1,200Mac and cheese
- 1,700Market plate
The new tiers
I cut five tiers to four with wider gaps, replaced fixed items with whole menu categories and added a free entrée at the top. Members earn 10 points per dollar, with rewards at 500, 1,000, 1,600 and 2,500 points.
I designed the six reward cards as one set, with full-bleed photography and a point badge in Westville green, and carried the same imagery, type and reward names into the emails.
How the rewards work
I set these rules and offer windows and configured them in Thanx.
Earning & redeeming
- 10 points per dollarPoints accrue on eligible orders; delivery-app orders are excluded.
- One reward per orderRewards cannot be stacked.
- 180 days to returnPoints expire after 180 days without a visit.
Automatic offers
- $10 when you joinA signup credit valid for 14 days.
- Dessert on your special daysA free birthday or joining-anniversary dessert, valid for seven days.
- $7 to welcome you backIssued after 105 days without an order, valid for 14 days.
Automated email flows
I wrote, designed and built 13 automated emails in Thanx on one template system. Each flow fires on a trigger: signup, an unlocked reward, 45 to 105 days without an order, a birthday or a membership anniversary.
Four-email welcome series
The series runs on the 14-day $10 credit. Reminders go out on day 7 and day 13 and stop once the credit is used; members who redeem right away go straight to the post-redemption email.
Select any email to enlarge
At signup
Introduces the $10 welcome credit.
Day 7
A reminder that the $10 credit is still waiting.
Day 13
Last call before the credit expires.
After redemption
Points to the next reward.
Reward-unlocked emails
When a member reaches a tier, the reward loads into their account and an email announces it. Each email matches its reward card and points to the next tier.
500 points
Free appetizer
1,000 points
Free salad
1,600 points
Free market plate
2,500 points
Free entrée
Three-step win-back flow
The emails at 45 and 75 days check in without an offer. The third, at 105 days, adds a $7 credit. Members leave the flow as soon as they order.
45 days away
A check-in with no offer.
75 days away
A reminder of their usual order, still with no offer.
105 days away
A $7 credit, valid for 14 days.
Birthday and anniversary emails
Both emails deliver a free dessert valid for seven days, with copy and photography written for each occasion.
On their birthday
Every birthday deserves dessert
Carrot cake leads, above the free-dessert offer.
On their joining anniversary
Thanks for sticking around
“Dessert’s on us” recognizes another year as a Rewards member.
Results, first 90 days
Source: Thanx dashboards and the 90-day Rewards and email automations recap · February 22–May 22, 2026.
In April, loyalty customers generated $777,970 in net revenue, as attributed by Thanx, against $19,521 in reward cost.
$777,970Loyalty revenue, April
5xWin-back clicks with the $7 credit
$74,993Total reward spend
$6.57Average cost per marketplace redemption
10,788New Rewards members
+67%Daily signups, March to May
8,794Marketplace rewards redeemed
3,103Welcome credits redeemed
Every automated email beat the account’s open rate
Automated open rates ran from 44.64% to 67.69%, against the account’s 90-day average of 36.84% opens and 0.76% clicks. The top performers, open and click: Free Entrée unlocked 67.69% / 3.99%. Birthday 58.81% / 4.23%. Free Salad unlocked 58.22% / 4.10%. Welcome day 7 51.70% / 4.16%. Win-back $7 credit 48.85% / 3.79%.
Members used what they earned
Redemption rates ranged from 98.7% to 99.9%. The free salad led with 4,077 redemptions, followed by the appetizer at 3,309, entrée at 964 and market plate at 444.
The $7 win-back credit
The $7 win-back email earned a 3.79% click rate against 0.71% for the no-offer email before it, about five times higher. Its 5.1% redemption rate is the highest of any auto-loaded reward. The 155 redemptions applied $543 in discounts at the register, against a $1,085 maximum if every credit had been used in full.
Open rates held as members lapsed
Win-back open rates stayed between 49% and 52% as time since the last order grew.
Where the reward spend went
Of the $74,993 in reward spend over 90 days, 77.0% went to marketplace rewards, 20.7% to the $10 welcome credit and 2.3% to the win-back, birthday and anniversary rewards. Reward spend settled from the March launch surge to a steady $4,300 to $6,300 a week.
Milestone emails
The birthday and anniversary emails went out 13,453 times and cost $1,152 combined.