More ways to reward members: based on program time, tier, and more

Open Loyalty's automation campaigns let loyalty teams reward members automatically when the time is right, whether that's the end of the month or a specific day of the week. A new Days since registration condition goes a step further, rewarding members based on how long they've been part of the loyalty program.

Segments built on member attributes also update within seconds of a change, so the campaigns that target them reach the right people.

The problem

Every loyalty program has moments that only time creates: a member's 30th day, a first anniversary, two years together.

These milestones are natural reasons to reward someone, but turning them into rewards usually means coordinating several systems, from a field that tracks when each member joined to a scheduled job that checks every night who reached a milestone.

The larger the program, the harder this gets. With millions of members, one overnight run has to reach everyone without missing or double-rewarding anyone, and audiences also shift during the day as members become VIPs, opt in to marketing or have their profile updated in the CRM.

The larger the program, the harder this gets. With millions of members, profiles change constantly: someone reaches VIP status, opts in to marketing or gets updated in the CRM.

Each of these changes can move a member into or out of a segment, and campaigns are only relevant if they react to it right away. Waiting for the next scheduled recalculation means members are rewarded late, or not at all.

Campaigns are most relevant when they reach those members at that moment.

The solution

The new Days since registration condition turns tenure into a campaign rule: a marketer types a number of days and picks the reward, and members receive it on the day they reach that milestone, for example 30, 60 or 90 days for onboarding and 365 or 730 days for anniversaries.

Combined with the existing tier condition, the same milestone can give Gold members more than Silver members.

Segments built on member attributes now update when the attribute changes. When a campaign, an integration or an admin sets a VIP flag, a CRM field or a consent preference, the member joins or leaves the matching segment within seconds, so offers and messages that use that segment reach them in time. More segment conditions will follow on the same mechanism.

Real-life use cases

Onboarding milestones

Programs in retail, QSR, D2C, fintech or telco can reward new members at day 30, 60 and 90, for example with a welcome bonus, a voucher or a nudge toward a second purchase, using three automations that each fire on the right day.

Pain points addressed: milestone rewards that otherwise need a custom "member since" field and a nightly job maintained outside the loyalty platform.

Membership anniversaries, by tier

Setting the condition to 365 or 730 days turns "one year with us" and "two years with us" into a reward the member receives once, on the day itself. Programs with a tier ladder can add the existing tier condition, so Gold members get more at six months than Silver members.

Pain points addressed: anniversary logic built and maintained by the client's IT team, and the same reward for every tier.

Daily automations across the whole base

For programs with millions of members, a daily automation now reaches everyone who meets its conditions within the nightly window, not only part of the base.

Pain points addressed: large member bases split into batches by hand, and audience sizes watched against a limit.

VIP flags set by a campaign

When a campaign or an integration flags a member as VIP, the "VIP customers" segment picks them up within seconds, so the VIP-only offer reaches them in the same session. If the flag is removed, they leave the segment as quickly.

Pain points addressed: VIP offers that miss members who qualified minutes earlier, and segments refreshed by hand before a campaign.

Attributes from your CRM or CDP

When a CRM or CDP writes attributes such as customer type, region or persona to the member profile, segments built on them stay aligned with that system, so a targeted campaign can run without waiting for an export or a recalculation.

Pain points addressed: scheduled exports between the CRM and the loyalty platform, and campaigns waiting for the next recalculation.

Consent and opt-ins

A member who opts in to partner offers or a new channel enters the matching segment straight away and leaves it as soon as they withdraw, which matters for compliance as much as for reach.

Pain points addressed: consent changes that reach audiences late, which is a risk for compliance as well as reach.

"A program already knows when a member joined and what their profile says.

Open Loyalty lets the program reach out to members moments where it matters the most – on day 30, or seconds after a CRM update."

Aleksandra Kurzeja, Product Manager

Getting started

The features are already available to all Open Loyalty clients. New clients can book a demo at openloyalty.io.

To reward tenure, create a daily automation campaign and add the Days since registration condition. To use live audiences, build a dynamic segment from member attribute conditions – it is kept up to date automatically. Existing clients can contact their account team.

Learn more in the automations documentation and live segments documentation pages.

About Open Loyalty

Open Loyalty is the loyalty technology platform for enterprises building high-performance programs. Every year, Open Loyalty helps generate $4B+ in revenue through gamified loyalty programs. Heineken, JTI, INTERSPORT, ALDO, and hundreds of enterprises from 35 countries use its composable, API-first architecture to integrate loyalty and gamification mechanics without building from scratch.

Open Loyalty is part of the OEX group – 15 companies, 4,000+ employees, €225 million in revenue in 2025. Google, Deloitte, and Gartner have recognized Open Loyalty for the scalability of its technology and readiness to support enterprise customers.