CWILL Loyalty helps you manage points, rewards, VIP tiers, and referrals. Connect it to Omnisend to add loyalty information to your contact profiles and send messages when customers earn points, redeem rewards, or reach a new tier.

Benefits

Personalize messages with each customer’s points balance, VIP tier, and referral link.
Build audiences using loyalty information stored on Omnisend contact profiles.
Start automation workflows when customers earn points, redeem rewards, or upgrade tiers.
Send reminders about expiring points and coupons, birthday rewards, and referral activity.

Before You Begin

You need the Growth plan or higher in CWILL Loyalty.

Setup Process

Step 1. In your CWILL Loyalty admin, go to Integrations. Under Email marketing integrations, open Omnisend and click Connect.

Step 2. You’ll be redirected to Omnisend. Make sure you’re authorizing the brand you want to connect, review the requested permissions, and click Allow.

Step 3. You’ll return to CWILL Loyalty. Once the integration shows Connected, the connection is complete.

What Data Is Passed

CWILL Loyalty sends two types of data to Omnisend:

Contact custom properties hold a customer’s loyalty information, such as their current points balance and tier. Use these in segments, campaigns, and automations.
Custom events record loyalty activity. Each event includes its own fields, such as points earned in one action or a coupon issued for one redemption.

Initial Sync - Contact Properties

After connecting, click Sync data on the Omnisend integration page in CWILL Loyalty. Wait for the successful sync confirmation before starting another sync or loyalty recalculation.

This initial sync fills in current loyalty information for matching Omnisend contacts. Afterward, CWILL Loyalty updates the properties automatically when their values change.

To view results, go to Audience → Contacts, open a contact, and find their custom properties.

Contact Custom Properties

Property	Value	Description
`cwloy_state`	Text	Loyalty membership status: member, guest, or exclude.
`cwloy_birthday`	Date	Customer’s birthday. CWILL uses 1970 for the year when no birth year was provided.
`cwloy_points_balance`	Number	Points currently available to redeem.
`cwloy_points_expiry_date`	Date	Expiration date associated with the customer’s points.
`cwloy_tier_name`	Text	Current loyalty tier.
`cwloy_next_tier_name`	Text	Next tier in the tier order configured in CWILL.
`cwloy_tier_expiration_date`	Date	Expiration date of the current tier.
`cwloy_tier_rewards`	List	Benefits included in the current tier.
`cwloy_referral_url`	Text	Customer’s individual referral link.
`cwloy_last_earn_date`	Date	Most recent date the customer earned points.
`cwloy_last_redeem_date`	Date	Most recent date the customer redeemed points.

Use the property name under Custom Properties when building a segment. For example, create an audience of customers in a particular tier or with a points balance meeting your chosen threshold.

For message personalization, use [[contact.custom_properties.PROPERTY_NAME]].

[[contact.custom_properties.cwloy_points_balance]]
[[contact.custom_properties.cwloy_tier_name]]
[[contact.custom_properties.cwloy_referral_url]]

Some properties can be empty. Add a fallback where appropriate:

[[contact.custom_properties.cwloy_tier_name | default: "Loyalty member"]].

💬 Learn more: Collect & Manage Contact Custom Properties in Omnisend.

Choose Which Events to Send

Events are disabled by default.

Open Event settings using the gear icon on the Omnisend integration page in CWILL Loyalty. Select the events you want and save.

For each points-expiration or reward-expiration reminder, enter how many days before expiration it should be sent. The supported range is 1–999 days.

Warning and Last chance are separate events, so you can use different timing and messages.

Supported Custom Events

Custom event	When sent
CWILL Loyalty - Points earned	A customer earns points.
CWILL Loyalty - Reward redeemed	A customer exchanges points for a reward coupon.
CWILL Loyalty - Tier upgraded	A customer moves to a higher loyalty tier.
CWILL Loyalty - Points expiring - Warning	Configured warning date before points expire.
CWILL Loyalty - Points expiring - Last chance	Configured final-reminder date before points expire.
CWILL Loyalty - Reward expiring - Warning	Configured warning date before a reward coupon expires.
CWILL Loyalty - Reward expiring - Last chance	Configured final-reminder date before a reward coupon expires.
CWILL Loyalty - Birthday reward available	First day the customer can claim a birthday reward.
CWILL Loyalty - Referral share	A referred friend submits their email and the referral becomes pending. Sent to the friend.
CWILL Loyalty - Referral completed	A referral completes and the referrer earns a reward. Sent to the referrer.

These names appear in Omnisend’s automation trigger dropdown after the corresponding event is received.

Activity events are sent when activity occurs. The four expiration reminders and birthday event are scheduled for 10:00 AM in the store’s time zone.

Event Fields

Event fields describe the activity that triggered a workflow. In Omnisend, they appear as custom fields.

Personalize messages in a workflow triggered by that event with [[event.FIELD_NAME]], such as [[event.points_added]] or [[event.reward_code]].

Event fields are available within the automation triggered by their event. For campaigns, use the contact custom properties above.

Points Earned

Event: CWILL Loyalty - Points earned

Field	Description
`points_added`	Points earned in this activity.
`earn_action`	Action responsible for the points.
`activity_title`	Description displayed in loyalty activity history.

Documented earn_action values: Sign up reward; Place an order; Referral reward; Birthday reward; Subscribe to newsletter; Share on X; Share on Facebook; Follow on Instagram; Follow on TikTok; Points import; Points reset; Leave a review; Leave a review with photos; Visit website reward; Subscribe to YouTube; Visit a URL reward; Custom action; Edit balance; Flow reward.

Use earn_action to distinguish activities, such as Place an order for points earned from a purchase.

Reward Redeemed

Event: CWILL Loyalty - Reward redeemed

Field	Description
`reward_code`	Coupon code issued.
`reward_name`	Name of redeemed reward.
`reward_expiry_date`	Coupon expiration date.
`points_spent`	Points used for redemption.
`reward_redeemed_date`	Date and time of redemption.
`reward_terms`	Conditions associated with the coupon.

For example, [[event.reward_code]] inserts the specific redemption’s coupon.

Tier Upgraded

Event: CWILL Loyalty - Tier upgraded

Field	Description
`current_vip_tier`	Tier the customer has reached.
`previous_vip_tier`	Tier held before the upgrade.

Use current_vip_tier to personalize a welcome message or distinguish tiers in workflow filters.

Points Expiring

Events: CWILL Loyalty - Points expiring - Warning and CWILL Loyalty - Points expiring - Last chance

Field	Description
`expiring_points`	Points approaching expiration.
`points_expiry_date`	Date those points expire.
`expiring_days_before`	Days remaining before expiration.

Use expiring_points for the points affected by this reminder; cwloy_points_balance is the overall redeemable balance.

Reward Expiring

Events: CWILL Loyalty - Reward expiring - Warning and CWILL Loyalty - Reward expiring - Last chance

Field	Description
`reward_code`	Coupon approaching expiration.
`reward_name`	Name of that reward.
`reward_expiry_date`	Coupon expiration date.
`expiring_days_before`	Days remaining before expiration.

No additional trigger filter for expiring_days_before is needed; CWILL sends the reminder at the timing selected in Event settings.

Birthday Reward Available

Event: CWILL Loyalty - Birthday reward available

Field	Description
`birthday_points`	Points offered as birthday reward.
`birthday_date`	Customer’s birthday date.

The event means the reward is available to claim. Explain the available reward and how to claim it in the message.

Referral Share

Event: CWILL Loyalty - Referral share

This event belongs to the referred friend.

Field	Description
`customer_name`	Referrer’s name.
`customer_email`	Referrer’s email.
`friend_reward_points`	Points associated with the referred friend’s reward.
`friend_reward_name`	Name of the friend’s coupon reward.
`friend_reward_code`	Coupon code issued to the friend.

The customer_ fields identify the referrer, even though the message is sent to the friend.

Referral Completed

Event: CWILL Loyalty - Referral completed

This event belongs to the referrer.

Field	Description
`customer_reward_name`	Name of the referrer’s reward.
`friend_email`	Referred friend’s email.
`customer_reward_points`	Points awarded to the referrer.
`customer_reward_code`	Coupon code issued to the referrer.
`referral_completion_count`	Total successful referrals including this referral.

Use reward fields to explain what the referrer earned. The recipient is the referrer despite the friend’s email in the payload.

Use Loyalty Events in Omnisend

Go to Automations → Create workflow → Create from scratch, then choose the relevant CWILL Loyalty event as the trigger.

Use custom fields in trigger filters, conditional splits, and message personalization.

Examples:

Points-earned message: [[event.points_added]]
Redemption coupon: [[event.reward_code]]
Tier congratulations: [[event.current_vip_tier]]
Expiry reminder: [[event.expiring_points]]

Inspect received fields in Store Settings → API → Custom Events.

💡 Learn more about custom events in Omnisend and contact custom properties and event custom fields.

FAQ

Will CWILL Loyalty add new contacts?

No. Customers are matched by email and must already exist in the connected brand. Members without a matching contact are skipped.

Does syncing loyalty data subscribe a contact?

Syncing loyalty information does not subscribe a non-subscribed contact to marketing. Continue collecting consent through your usual signup process.

Why are loyalty properties missing or out of date?

Check that the customer exists under the same email address. Click Sync data on CWILL’s Omnisend integration page and wait for completion before starting another sync or recalculation. If the sync fails, check the Connected status and reconnect if the authorization has expired.

Why can’t I find an event?

Check that it is enabled and saved in CWILL Event settings. Omnisend must receive it at least once before it appears in the trigger dropdown. After the corresponding activity, refresh the workflow builder and look for the full CWILL Loyalty event name.

Can I use event fields in a regular campaign?

No. Use contact custom properties for campaigns; event fields belong to the event-triggered automation.

What happens if I disable an event?

CWILL stops sending new occurrences. Previously received events remain in history. Shared settings mean the change also affects other connected email platforms.

Can I connect more than one Omnisend account?

The CWILL connection links to one Omnisend account. Authorizing a different one replaces the connection.

Can I sync existing loyalty data?

Yes. After connecting, click Sync data on CWILL Loyalty’s Omnisend integration page to fill in current loyalty properties for matching contacts already in Omnisend. Wait for the successful sync confirmation. Future property changes sync automatically.

Need help with Omnisend? Contact our Support team through the in-app chat or email us at [email protected]. We’re available 24/7.

Integrate CWILL Loyalty with Omnisend