This article continues the "Triggers" segment of our Lifecycle Marketing That Drives Repeat Orders webinar (AppFront Growth Series, Campaigns 101), covering the remaining trigger types.

Point bank is the most common foundation for loyalty programs today: customers earn points on spend (for example, $100 spent = 100 points) and exchange those points for rewards from their wallet. Build your point bank with your PMIX (product mix) and COGS (cost of goods sold) in mind, so the rewards you offer make financial sense — items you sell a lot of at a low cost make great redemption options, since they feel valuable to the guest without being expensive to you.

One detail worth remembering: redeeming a reward is an exchange, not a bonus on top of existing points. A guest who reaches 100 points and redeems a 100-point drink is brought back down to zero — the points are spent to unlock the reward.

Tiers let you build status levels (e.g., bronze, silver, gold) that unlock as customers cross spend thresholds, giving your most loyal guests a sense of status along with added benefits. You can structure tiers around lifetime spend or an annual reset, depending on your concept — and tiers work for any format, from drive-thru to sit-down.

Group marketing is your channel for broad, mass-deployed communication — email, push, SMS, or inbox messaging — without anything else attached. It's the right trigger when you simply want to get a message in front of a segment of customers, such as reminding people about a deal three times over the course of a month across different channels.

Cashback (stored value) loads actual spendable dollars into a customer's account with no redemption restrictions, unlike a coupon. It's the simplest trigger to deploy and works well for quick "sorry about your experience" gestures, but it's not always the smartest operational choice: cashback is harder to report on as a clean line item, and in some states stored value balances are treated as a liability against the business — worth checking local regulations before relying on it heavily.

That covers all seven campaign triggers. Next: the "events" side of the equation, starting with welcome campaigns.