What Is the Founding Member Launch Email and Why Is It SentUpdated 7 days ago

The Founding Member launch email is sent to the existing customer list when the loyalty program launches — and it is the most commercially important communication in the entire launch sequence.

Its purpose is to convert the store's existing buyers — already the most valuable audience the brand has — into loyalty program members from day one.

What makes this email different from any standard promotional email:

Retroactive points — the email offers buyers points for purchases they made before the program existed. This turns past purchases into immediate loyalty value. A buyer who spent significantly over the past six months arrives at the program already holding meaningful points.

Founding Member status:

• Buyers who join through this email receive a permanent Founding Member designation
• This status is reserved for original members who joined at launch — later buyers cannot receive it
• The identity attachment to being a founding member creates a connection standard membership does not

Limited enrollment window — the Founding Member offer is time-limited. After it closes, future buyers join without the retroactive points benefit. Urgency based on genuine exclusivity.

The email is written in the brand's voice — personal, specific and designed to make existing buyers feel recognized for their loyalty before the program formally existed.