Loyalty or Rewards emails are sent to create urgency and show appreciation by celebrating milestones. Emails that offer rewards or incentives for a particular action, will encourage the customer to perform the said action. This in turn will keep them engaged and loyal while increasing your sales. It is very simple, you just have to create triggered emails that will show customers signing up for a new loyalty account how they can earn points and how to use them before they expire that will help them save money on their next transaction.