The Only Guide for Creating a Loyalty Program for Members

I’d just read this stat that said customers are 70% more likely to buy from you again if they’re part of a loyalty program, and I was like, “Cool… but how do I even start one?”

I thought it had to be fancy. Like, points, tiers, apps, gamification — the whole shebang. But here’s what I’ve learned after testing loyalty perks with my small digital product shop and coaching clients: loyalty doesn’t need to be complicated. It just needs to feel rewarding.

Let me walk you through everything I figured out the hard way, including a few screw-ups along the way, so you don’t have to.

Start With the Question: Why Would You Stay Loyal?

Here’s the thing: people don’t stay loyal just for discounts.

They stay loyal for:

• Feeling seen

• Getting early access

• Being part of something exclusive

• Knowing they’ll always get the “good stuff” first

So I started with a little customer poll. I asked my email list what they wanted in a loyalty program. Guess what came out on top? Early access to new digital downloads, freebies after a few purchases, and — surprisingly — shoutouts in my newsletter.

Yup. Recognition matters.

That was lesson #1: don’t assume people just want points and percentages off.

My First Loyalty Program Attempt (And What Went Wrong)

Okay, so my first stab was… not great. I set up a basic “earn 1 point per $1” system using a free plugin on my site. It worked… technically. But it was clunky, confusing, and honestly? Nobody cared.

I realized:

• The reward took too long to feel valuable

• The interface sucked — people didn’t even see the points

• There was no emotional connection to the experience

So I scrapped it.

Instead, I created a “Member Perks Club” — no points, just real benefits:

• Buy 3 times, get a free digital bonus

• Early access to product drops

• Exclusive members-only sales

• Special badges I manually gave out in my email list (people LOVED this more than I expected)

If I could go back, I would’ve first read this guide on membership retention strategies to help build loyalty into the entire experience — not just the rewards.

The Secret Sauce: Make It Feel Personal

If you’re building a loyalty program for a small business or digital brand, here’s what works best: make it feel like a VIP community, not a corporate scheme.

Here’s what I did that actually worked:

• Sent personal thank-you emails to repeat buyers

• Used email segmentation to send “You’re in!” messages once someone hit 2+ purchases

• Gave names to reward tiers: “Supporter,” “Superfan,” and “Inner Circle”

• Let people “apply” to be beta testers for new products if they were in the top tier

I didn’t use fancy software. I tracked most of it through Shopify tags and ConvertKit segments. Took me maybe 1 hour a week to manage.

But the ROI? Higher repeat purchases and a noticeable increase in open rates from loyalty members. People felt seen.

If you’re working with member-only content, this article on creating exclusive content for members will give you even more ideas to keep your VIPs feeling valued.

Practical Tips If You’re Just Starting Out

• Keep it simple at first: Start with 1 reward for repeat buyers (like a freebie on the 3rd order).

• Automate where you can: Use email automation to tag loyalty members and trigger custom messages.

• Make it visible: Add a section to your site or a link in your menu called “Member Perks.”

• Create a name for your program: “The Creator’s Circle” or “VIP Vault” sounds way more exciting than “Loyalty Rewards.”

• Offer something emotional: People remember how you made them feel, not what they saved.

I also highly recommend setting up a plan like this content calendar for members so your loyal customers always have something to look forward to.

Oh — and don’t overthink the tech. You don’t need custom apps unless you’re at scale. Just use your email list and purchase tags at first.

What I Wish I Did Sooner?

Honestly? I wish I’d started sooner.

I always thought I needed a big following or lots of products. Nope. Even if you’re just selling a few digital downloads, a small group of repeat customers can be your biggest fans and brand advocates.

Once I leaned into that, I stopped trying to chase cold traffic and started serving the people already buying from me. Way easier. Way more fulfilling. Way more profitable, too.

If you’re still unsure how to get started, check out this guide on how to start a membership site in 9 simple steps. It covers the essentials — and loyalty should absolutely be part of your foundation.

Final Thoughts: Loyalty Starts With You

Creating a loyalty program isn’t just about giving stuff away. It’s about showing people that their support matters. That you see them. That they belong.

Even if you start small — like, super small — you’ll build something that grows with you. And the impact? Way bigger than you’d expect.

So go ahead. Create a simple “Thank You Club.” Give your repeat buyers a name. Send that personal email. The rest? You’ll learn along the way.

And if you want to go even further, explore the benefits of upselling inside a membership program it’s a perfect complement to a loyalty strategy that feels like a win-win.

Trust me — if I can figure it out with zero tech background and a Notion doc, you totally can.