How to Use Expiring Loyalty Points to Bring Customers Back to Shopify

Quick Answer

Yes, an approaching point expiry date can be used deliberately as a reason to bring a lapsed customer back to your store. Keystone supports expiry notifications that can double as a re-engagement touchpoint. The setup involves timing the notification well and pairing it with a clear call to redeem before the points disappear. This turns a routine expiry alert into an active retention tool.

Introduction

This guide is for merchants who already have point expiry rules and want to use the notification moment more deliberately. An expiry reminder is one of the few messages a lapsed customer is likely to open.

You will learn how to time expiry notifications for maximum effect, how to frame the message to encourage action, and how this fits alongside a broader win-back strategy. It costs nothing extra to send since the notification would go out regardless, only the framing changes.

What Is an Expiry-Driven Win-Back Message?

An expiry-driven win-back message uses an approaching point expiry date as the reason to contact a lapsed customer, framing the outreach around something they stand to lose rather than a generic promotion. This framing tends to feel more relevant to the customer than an unrelated discount offer.

Who Needs Expiry-Driven Win-Back Messages?

This approach fits stores that already have point expiry rules and a segment of lapsed customers holding points.

• DTC brands with an active point expiry policy already in place
• Subscription businesses with lapsed or paused subscribers holding points
• Beauty and cosmetics brands with seasonal buying gaps
• Fashion and apparel stores with customers who have not returned recently
• Stores looking for a natural trigger to re-engage dormant accounts

Why Expiry-Driven Win-Back Messages Matters for Your Business

An expiry deadline gives lapsed customers a specific, time-sensitive reason to open a message and take action.

• Provides a natural, non-promotional reason to contact lapsed customers
• Creates urgency around an existing point balance rather than a new offer
• Recovers value from customers who might otherwise remain inactive
• Uses a message customers are already inclined to open and read
• Supports both point expiry communication and retention in one message

How to Set Up Expiry-Driven Win-Back Messages on Shopify

Step 1: Define Your Loyalty Goal

Identify lapsed customers whose points are approaching expiry and decide what additional incentive, if any, should be included alongside the expiry reminder. Segmenting by point balance can help you prioritize customers with the most to lose first.

Step 2: Install and Configure Keystone Loyalty Rewards

Install Keystone Loyalty Rewards from the Shopify App Store and review upcoming expiry notifications for lapsed accounts. Keystone tracks expiry timing that can be used for this outreach.

Step 3: Create Earning Rules and Rewards

Decide whether to pair the expiry reminder with a small additional incentive, such as bonus points for returning before the expiry date, to increase the chance of a response. This is optional, since the expiry itself often provides enough motivation on its own.

Step 4: Add the Loyalty Experience to Your Store

Send the expiry reminder with clear messaging about the point balance, the expiry date, and a direct link to redeem. Make the path back to the store as short as possible. Every extra step between the message and the redemption reduces how many lapsed customers actually follow through.

Step 5: Test the Program

Test the messaging and timing with a small segment of lapsed customers first to see how many return before sending it to your full inactive list.

Step 6: Go Live

Before sending broadly, confirm the expiry dates referenced in the message are accurate and that the redemption link works correctly for lapsed accounts.

Expiry-Driven Win-Back Examples

Industry: Fashion brand
Problem: Lapsed customers ignored standard win-back emails offering generic discounts.
Setup: The brand sent an expiry reminder instead, warning customers their existing points would expire soon.
Result: More lapsed customers opened and acted on the expiry-focused message than previous generic offers.

Industry: Beauty brand
Problem: A large number of dormant accounts held unused points nearing their expiry date.
Setup: The brand combined the expiry reminder with a small bonus for returning within the week.
Result: A portion of dormant customers returned specifically to use their points before they expired.

Read more case studies for our apps to see how other stores use expiry as a retention tool.

Best Practices

A few practices help expiry-driven messages actually bring lapsed customers back.

• Lead with the point balance and expiry date rather than a generic offer
• Include a direct link to redeem points with minimal extra steps
• Consider pairing the reminder with a small bonus incentive
• Test messaging with a small segment before sending broadly
• Track how many lapsed customers return after receiving the message
• Avoid using this tactic so often that it loses its urgency

Summary

An approaching point expiry date can be used deliberately to bring lapsed customers back, since it gives them a specific, time-sensitive reason to engage. The setup involves timing the message well, framing it around the expiry, and testing it with a small group first. This turns a routine expiry notification into a genuine retention opportunity.

If you want to turn point expiry into a retention opportunity, the app supports expiry notifications that can double as win-back messaging.