ROLLER sends a set of automated lifecycle emails that keep guests connected to your loyalty program between visits. Use this guide to understand which loyalty emails ROLLER sends, when each one triggers and how to customize them so they reflect your venue language, brand and voice.
How loyalty emails work
When loyalty is active for your venue, ROLLER automatically sends loyalty emails at key moments in the guest lifecycle — from invitation through enrollment, milestone progress and reward reminders. Each email uses an email template that you can customize in Venue Manager.
The loyalty invitation can also appear as a panel inside the order confirmation email, giving guests another way to join straight after an online purchase.
Loyalty emails trigger automatically based on guest activity. Currently, individual emails cannot be toggled on or off, but you can customize each template to match your venue voice, language and brand in Settings > Design > Email templates.
The loyalty email lifecycle
The following emails are sent once you activate program rules in Venue Manager.
| When it sends | Who receives it | |
|---|---|---|
| Loyalty invitation email |
After an online purchase, POS transaction or staff-created booking in Venue Manager. If a guest joins after purchasing online via a Join loyalty button, the invitation email is skipped — they receive the enrollment email instead. |
Booking holder with a valid email address who is subscribed to the mailing list. |
| Loyalty enrollment email | Once enrolled — regardless of how they joined — the guest receives a welcome email. | Newly enrolled loyalty member. |
| Loyalty milestone progress | When the guest reaches 30%, 50% and 75% of a milestone — up to three times per milestone. | Enrolled loyalty member. |
| Loyalty reward reminder | Two weeks before a reward expires. | Enrolled loyalty member with an active reward. |
| Loyalty invitation panel in order confirmation email | When the loyalty invitation panel is enabled in the order confirmation email template (enabled by default), after an online checkout purchase or when sent manually from Venue Manager. | Booking holder, when the panel is enabled. |
What each email contains
Each email has a default layout built around dynamic fields. ROLLER automatically populates the guest's name, milestone progress, reward details and other program data at send time.
The templates are ready to send out of the box, but you can customize the copy, panels, branding and CTAs from Settings > Design > Email templates to match your venue voice. Select an email below to see what's included by default.
Invites the guest to join your program. Once you activate your program rules, this email is sent automatically to guests after a purchase.
The default template includes a personalized greeting, a short program pitch, a perks summary — earn points, unlock rewards, redeem in-venue and online — and an Accept & Join button with a terms link.
Sent as soon as a guest enrolls, regardless of how they joined.
It confirms enrollment, outlines the program benefits and includes a Plan your next visit button to drive their first return. This button takes them to the online checkout to book.
Encourages the guest to keep visiting by showing how close they are to their next reward.
It displays the milestone name and their current progress automatically, with a Make a booking button, taking them to the online checkout to make a booking.
The progress data populates dynamically.
Prompts the guest to redeem before their reward expires.
It surfaces their available rewards dynamically and includes a View my rewards button so they know exactly what they've earned and can apply it on their next booking.
Appears inside the order confirmation email after an online purchase, giving guests a direct path to join loyalty straight after checkout.
The default panel includes a program headline, a how-it-works summary and an Accept & Join button.
Customize a loyalty email template
You manage loyalty email templates from the same place as your other email templates, so the customization mechanics work the same way. You can customize each loyalty email — including the subject line, panels, branding, text and messaging — to match your venue voice and language.
- From Venue Manager, go to Settings > Design > Email templates.
- Find the loyalty email template you want to customize.
- Select the template to open it.
- Edit the panels, style and settings to match your venue voice.
- Select Save to publish your changes.
You currently can't disable these emails from being sent. To learn more, see Customize your email templates.
To give online guests another path to join loyalty straight after an online purchase, keep the loyalty invitation panel enabled inside the order confirmation email template.