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Overview :

Pending Reward Emails notify users that they’ve earned a reward, but a validation or waiting period must pass before it can be delivered. These emails help set clear expectations, reduce support inquiries, and reinforce trust in your program.

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When to Send a Pending Reward Email

There are two main types of Pending Reward Emails:
  • Advocate emails: Notify the Advocate that their reward will be delivered once the referred Friend completes a specific condition (e.g., a 30-day return window).
  • Friend emails: Inform the Friend that their reward is pending until their own action is fully validated (e.g., set up your direct deposit).
Common reasons to add a Pending Reward Email include:
  • Return or cancellation windows
  • New Account Qualifications requirements to be met
  • Subscription activation or billing milestones
These emails are automatically triggered on an event in your flow, commonly an account opened event.
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Adding a Pending Reward Email

If your campaign is on Extole’s upgraded Flow Builder, you can add these emails yourself.
  1. Go to campaign’s Flow page and find the event you would like this email triggered on
  2. Click into the event and click + New Action
  3. Search for the Pending Reward Email or the Pending Other Person Reward Email
  4. Adjust any copy and creative and click Add
Note: If you want to send the email to the person doing the action (example, opening the account) use the Pending Reward Email. If you’d like to send it to the other person (example, the advocate), choose the Pending Other Person Reward Email. If you are not on Extole’s Flow Builder, reach out to support@extole.com to get this enabled!
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Best Practices

  • Clearly explain why the reward is pending: Be direct and specific; clarity reduces confusion and minimizes support requests.
    • “Your reward will be delivered after the 30-day return window.”
    • “Your friend needs to keep their account open for 60 days.”
  • Include an expected delivery timeline
    • The estimated number of days remaining
    • A specific delivery date
  • Use positive, reassuring language: Keep the tone celebratory and informative. Avoid language that makes the delay feel like a penalty.
  • Reinforce the value of the reward: Highlight what they’re getting and remind them why they earned it.
  • Keep the email simple and focused: Avoid clutter. Focus on the core message:
    “You earned a reward, and here’s when you’ll get it.”

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Key Metrics

  • Open Rate : Measures how many recipients opened the email. Indicates subject line effectiveness and timing.
  • Conversion Rate : For Friends, this might measure completion of the qualifying action (e.g., second payment, onboarding step).
  • Share Rate (Advocates) : Tracks whether Advocates share again after receiving the email.
  • Support Ticket Volume : A reduction in reward-related support requests can signal the email is effective at setting expectations.

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Editable Elements in Extole

  • Headline : Customize to match your brand voice.
  • Body copy : Edit program details, validation steps, and reward description.
  • Visuals : Add branded imagery, banners, or icons.
  • CTAs : Encourage sharing or taking the next required steps for reward

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A/B Testing Suggestions

To optimize engagement, consider testing the following for both Advocate and Friend emails:
  • Subject Lines: try variations in tone, clarity, and use of emojis.
  • Personalization: experiment with including advocate name or the milestones for tiered rewards
  • Engagement Prompts: test adding calls to action:
    • Encouraging Advocates to refer again
    • Encouraging Friends to complete onboarding
  • Visual Elements: explore different layouts and visual styles.
  • **Timing & Frequency: ** test when the email is sent and whether a reminder improves performance.
Check out our A/B testing guide to get started!