Emails, WhatsApp & SMS

Learn how the Loyalty Engine integrates with marketing platforms, can trigger marketing campaigns based on user actions, and pass campaign-specific content using user and event data.

About emails & the Loyalty Engine

The Loyalty Engine integrates with most popular marketing tools through the Connections module. This allows you to trigger email, SMS or WhatsApp campaigns based on user actions within the Loyalty Engine, ensuring timely and relevant communication to your users.

How marketing integrations work

• Triggering messages: When a reactor is triggered by a specific event (such as a reward being purchased or an audience being joined), the Loyalty Engine can notify your connected marketing platform to send a message to the user. These emails or messages are sent from platforms like HubSpot, Klaviyo, Mailchimp, Twilio, ActiveCampaign, and many others.

• Customising email or message content: In most cases, the Loyalty Engine can pass relevant user information, such as their points balance or details about the triggering event, to personalise the content in your marketing tool.

Modules are sold separately and not included in the Loyalty Engine core platform licence. For pricing and details, contact your account manager.

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Supported platforms

The Loyalty Engine integrates with a wide variety of marketing platforms, including HubSpot, Klaviyo, Mailchimp, WhatsApp and ActiveCampaign.

For more information or assistance with setup, reach out to your account manager.

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Triggering emails & messages

Any event within the Loyalty Engine can trigger an email or message campaign, including:

• Custom events: Events created and reported by you, e.g. NEW_TRANSACTION or COMPLETED_SURVEY

• Intrinsic events: Events reported by the Loyalty Engine itself, such as AUDIENCE_JOINED or AUDIENCE_LEFT, REWARD_PURCHASED, REGISTERED_ACCOUNT

This flexibility allows you to link messages or email campaigns to a wide range of user behaviours and program milestones. For more information on events and event types, see Events.

Sending emails or messages to specific users

While you cannot send an email or message directly to a single user through the Loyalty Engine, you can create a specific audience that matches the criteria of the users you want to email. By enabling AUDIENCE_JOINED events for this audience, you can trigger a message campaign when the relevant users join the audience. Contact your account manager for guidance on how to best implement this.

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Why doesn't the Loyalty Engine send emails directly?

The Loyalty Engine is designed to emit real-time event triggers (e.g. VOUCHER_REDEEMED) to your connected email or marketing platform (like Klaviyo), which then handles the actual email delivery. Here’s why we’ve made that architectural choice:

• Consent and compliance

  Platforms like Klaviyo are built to handle consent properly and support transactional vs promotional email classification. This is especially important in markets with strict marketing and contact regulations.

• Deliverability and flexibility

  Marketing platforms offer far better control over email formatting, analytics, deliverability, and scalability than we could as a loyalty provider.

• Avoiding impact on your sender reputation

  If WLL were to send emails from our infrastructure, it would introduce another source of mail associated with your brand — potentially affecting your domain’s deliverability or spam score. That’s a risk we want to help you avoid.

• Centralized visibility and compliance (KYC)

  From a compliance and operational standpoint, it’s better to have all customer emails sent from a single, client-owned system. This gives your team a single source of truth for communications, simplifies customer service, and ensures better oversight.

• Industry-standard design

  This decoupled approach — data platform emits events, marketing platform sends emails — is widely adopted across SaaS and ecommerce. It avoids fragmentation, supports compliance, and lets each system do what it does best.

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FAQs

Does the Loyalty Engine offer email campaign performance tracking?

No. The Loyalty Engine does not track email performance (such as open rates or click-through rates). Instead, these metrics should be monitored within your email marketing tool. The Loyalty Engine focuses on tracking the performance of your loyalty program.

Does the Loyalty Engine ensure emails and messages are sent in compliance with local regulations (e.g. GDPR, CAN-SPAM)?

The Loyalty Engine does not send emails and messages, it triggers marketing platforms to send them. It is the responsibility of the client to ensure their communications comply with local regulations. Ensure that your marketing strategy, including opt-in processes and message consent, aligns with the necessary legal requirements in your region.

You can use the Consents module to assist with capturing and storing user marketing consents, which can then be utilised as Audience query builder.

Does the Loyalty Engine support any form of A/B testing for email or message campaigns?

As the Loyalty Engine is not a Marketing CRM, it does not have explicit support for A/B testing. However, you could create small test groups of users by using Audiences, or manually segmenting users in your email marketing tool for testing purposes.