A rewards program that launched in two markets at once

YoungLA was launching a brand-new loyalty program with three spend tiers, live in the US and EU on the same day.

Each market needed its own currency, cadence and tone, without losing the brand's bold voice.

• A welcome series that explains tiers and points, then pushes for the first redemption.
• Four credit reminders that tell members exactly how much they have earned, in money, not points.
• Tier-upgrade emails written as a celebration, with a different angle for the top tier.
• Birthday rewards and a win-back series timed before points expire.
• Live tier, balance and credit values pulled into almost every email and SMS.

Members were never sent a generic nudge: each message showed a real amount waiting at checkout. In the US, the welcome series alone drove 60.6% of program revenue, and tier-upgrade emails opened at 52.70% with a 15.18% click rate. Figures are reported from the email and SMS platform (mainly Klaviyo) for the period stated.

• 118.8K messages sent in the first 30 days.
• 62.96% average conversion rate on US rewards journeys; 64.22% average open rate in the EU.
• Revenue per message up 136% from the $10 to the $25 credit tier.
• US welcome series: 60.6% of program revenue. Tier-upgrade emails: 52.70% open rate, 15.18% click rate.