Your loyalty program generates customer behaviour data every time someone earns a stamp or redeems a reward: who visits, how often, when they are close to a reward, when they have gone quiet. Most of that data sits inside your loyalty platform and never reaches your marketing stack.
HubSpot can turn that data into automated campaigns. A customer earns their fifth stamp? HubSpot sends a "your reward is ready" email. A member goes 45 days without a visit? HubSpot triggers a re-engagement message. A customer completes their third stamp card? HubSpot adds them to a VIP segment and unlocks an exclusive offer.
Here is how to connect the two, what data to sync, and which workflows deliver the most value.
Key Takeaways
- Your loyalty program captures foot-traffic data that HubSpot does not have by default. Connecting them gives you a complete customer view.
- Zapier bridges loyalty platforms and HubSpot without any custom development. Setup takes under 30 minutes.
- Four high-value workflows: welcome sequence, reward earned, lapsed customer re-engagement, and VIP segmentation.
- Create four custom contact properties in HubSpot: loyalty_join_date, total_stamps_earned, rewards_redeemed, last_visit_date.
- EU businesses must ensure loyalty enrollment opt-ins cover CRM data processing under GDPR. HubSpot provides an EU data processing addendum.
Why connect your loyalty program to HubSpot?
HubSpot is used by over 240,000 businesses globally. It handles contact management, email marketing, sales pipelines, and marketing automation in one place. The CRM is free. Marketing Hub Starter starts at $20 per month. For small and mid-size businesses, it is one of the most accessible full-stack marketing platforms available.
But there is a data gap that most HubSpot users never close.
HubSpot knows what happens in your email campaigns: who opened, who clicked, who unsubscribed. It knows what forms were filled, what pages were visited, what deals are in the pipeline. What it does not know, unless you tell it, is what happens inside your physical location. Who walked in this week. Who is two stamps away from a reward. Who has not been back in six weeks.
Loyalty programs fill that gap. A well-run stamp card or points program generates a continuous stream of foot-traffic data that is both accurate and customer-specific. Every scan is a data point: a timestamp, a customer ID, an action (stamp added, reward earned, reward redeemed).
Connect the two systems and you get something neither can produce alone: a complete customer view. You know when someone clicked your email and when they walked in. You know the gap between visit and visit, and whether your campaigns are actually driving foot traffic or just generating opens.
That complete view is what makes CRM-connected loyalty programs materially more valuable than loyalty programs running in isolation.
What loyalty data can flow into HubSpot
Before setting up any workflows, it helps to know exactly what data points your loyalty program generates and which ones are worth syncing to HubSpot.
The most useful fields to create as custom contact properties in HubSpot:
loyalty_join_date: the date a customer enrolled in your loyalty program. Useful for anniversary campaigns, early cohort analysis, and filtering your most tenured members.
total_stamps_earned: the cumulative number of stamps a customer has received across all visits. A proxy for total visit count and the clearest signal of engagement level.
stamps_until_reward: the number of stamps remaining before the customer earns their next reward. Use this for near-reward push campaigns ("you are 2 visits away from your free coffee").
rewards_earned: the total number of reward events. A customer who has earned five rewards has visited significantly more than one who has earned one. This is your VIP indicator.
rewards_redeemed: the number of rewards a customer has actually brought in and used. A gap between rewards_earned and rewards_redeemed signals a customer who earns but does not redeem, which often means communication is falling short.
last_visit_date: the date of the most recent stamp activity. The single most important field for lapsed-customer detection. Any contact with a last_visit_date more than 30 to 45 days old is a re-engagement candidate.
visit_frequency_per_month: if your loyalty platform calculates this, it is worth syncing. High-frequency members (4+ visits per month) behave differently from low-frequency ones (1 visit per month) and should receive different messaging.
Syncing these seven fields gives your HubSpot contacts a full loyalty profile that your marketing team can use to build segments and trigger workflows.
4 HubSpot workflows powered by loyalty data
1. Welcome workflow: turn a new loyalty member into a regular
Trigger: a customer joins your loyalty program (new member event fires in your loyalty platform).
What happens in HubSpot: a Zapier automation creates or updates the contact in HubSpot, sets their loyalty_join_date, and adds them to a "new loyalty members" list. A HubSpot workflow fires immediately.
The workflow:
Email 1 (sent immediately): Welcome email that explains how the program works. How many stamps per visit, what the reward is, and where to find the digital pass in Apple Wallet or Google Wallet. Keep it practical, not promotional.
Email 2 (sent 3 days later): A short note on how to earn faster. If you run double-stamp days or bonus stamp events, this is where you mention them. Include a reminder of what the reward is and a rough timeline for when they will reach it at typical visit frequency.
Email 3 (sent 7 days later): A soft prompt to come in. "You have 2 stamps so far. Here are our quieter times if you prefer a faster experience" or similar. Something that acknowledges their membership is active and encourages the next visit.
Why it works: a new loyalty member is at peak motivation in the first week. Most programs waste that window by sending a single confirmation email and nothing else. A three-email welcome sequence that explains the value and nudges behaviour produces meaningfully higher retention than a single confirmation.
2. Reward earned workflow: close the loop when a customer hits the threshold
Trigger: a customer completes a stamp card and earns a reward (reward earned event fires in your loyalty platform).
What happens in HubSpot: Zapier updates the contact's rewards_earned count and adds them to a "reward earned" list. A HubSpot workflow fires on list membership.
The workflow:
Email 1 (sent 24 hours after the event): Subject: "Your reward is ready." Body: confirmation of what the reward is, how to redeem it (show the pass at the counter), and a soft urgency note if you set expiry periods on rewards ("this reward is valid for the next 30 days").
Optional email 2 (sent 7 days later if reward not yet redeemed): a brief reminder. "Your reward is still waiting" with the same redemption instruction.
Why it works: the gap between reward_earned and reward_redeemed is one of the most common failure points in loyalty programs. Customers earn a reward, forget about it, and the goodwill of earning it dissipates before they redeem. An email within 24 hours collapses that gap. The reward stays top of mind and the next visit happens sooner.
HubSpot field to use: set up a reward_redeemed_at timestamp on the contact and use a workflow branch to suppress the reminder email if the contact has already redeemed.
3. Lapsed customer workflow: catch members before they churn
Trigger: a contact's last_visit_date is more than 45 days ago.
What happens in HubSpot: you can run this as a HubSpot workflow with a filter on the last_visit_date property. Any contact where last_visit_date is more than 45 days before today automatically enters the workflow. No Zapier step needed for this one; HubSpot's own workflow engine handles the date-based trigger.
The workflow:
Email 1 (sent when the 45-day threshold is crossed): a warm, non-pushy re-engagement note. "We noticed you have not been in recently" followed by a soft incentive if you run one ("this week only: double stamps on your next visit").
Email 2 (sent 7 days later if still no visit recorded): a final note. If you have a near-reward offer available, mention it. "You are 3 stamps away from your next reward" is a stronger pull than a generic discount.
Why it works: lapsed customers are not lost customers. Research on loyalty programs consistently shows that the majority of lapsed members will return if they receive a specific, relevant re-engagement message within 60 days of their last visit. After 90 days, reactivation rates drop sharply. The 45-day trigger is early enough to catch most members before the behaviour becomes permanent.
Note on updating last_visit_date in HubSpot: every stamp event from your loyalty platform should update this field via Zapier. The workflow re-evaluation happens on a schedule (typically daily in HubSpot), so the timing will be approximate rather than exact, but for most small businesses that is sufficient.
4. VIP segment workflow: reward your most loyal customers differently
Trigger: a contact's rewards_earned count reaches 3 or more.
What happens in HubSpot: Zapier updates the rewards_earned property on each reward event. A HubSpot workflow with a filter on rewards_earned greater than or equal to 3 automatically enrolls the contact in a VIP segment.
The workflow:
Email 1 (sent when they cross the VIP threshold): an acknowledgement that they are a top customer. Not a sales pitch, just recognition. "You have earned 3 rewards with us. That puts you in a small group of our most regular customers, and we want to say thank you." Then an exclusive offer: early access to a new product, a bonus stamp event before it is announced publicly, or a free item they can collect on their next visit.
Ongoing: contacts in the VIP segment receive different messaging from the rest of your list. More personal, less promotional. They already buy; you are maintaining the relationship, not trying to convert them.
Why it works: customers who have completed 3+ stamp cards are not evaluating your business. They have already made the decision. The risk with VIP customers is not losing them to a competitor; it is them gradually drifting into lower frequency without noticing. Explicit recognition and exclusive access maintains the psychological contract that keeps them visiting at the same rate.
How to connect LoyaltyPass to HubSpot using Zapier
The connection uses Zapier as a no-code bridge. You do not need a developer, API credentials beyond what Zapier provides, or any custom webhook setup. Here is the general process:
Step 1: create a Zapier account. Zapier's free tier supports single-step Zaps (one trigger, one action) and handles the basic loyalty-to-HubSpot scenarios. Paid Zapier plans support multi-step Zaps and filters, which are useful for more complex workflows.
Step 2: connect your loyalty platform as the trigger app. In Zapier, search for your loyalty platform and select it as the trigger app. Choose the trigger event that corresponds to what you want to act on: "new customer joined", "stamp added", "reward earned", or "reward redeemed". Authenticate the connection using your loyalty platform credentials.
Step 3: connect HubSpot as the action app. Select HubSpot as the action app. Choose the action: typically "create or update contact" for new member events, or "update contact property" for stamp and reward events. Authenticate with your HubSpot account.
Step 4: map loyalty fields to HubSpot contact properties. This is the core of the setup. Zapier shows you the fields your loyalty platform sends on each event (customer email, name, stamp count, reward status, etc.) and lets you map them to corresponding HubSpot properties. If a HubSpot property does not exist yet, create it first in HubSpot's property settings before completing the Zap.
Step 5: test with a real customer. Zapier has a built-in test step that fires the trigger using a recent real event from your loyalty platform. Confirm the test data flows correctly into HubSpot before enabling the Zap.
Step 6: enable and let it run. Once enabled, the Zap fires automatically whenever the trigger event occurs. No ongoing maintenance is required unless you change your loyalty program structure or add new fields.
For four workflows (welcome, reward earned, lapsed customer, VIP), you will create four Zaps: one for new member joins, one for reward earned events, and one each for the stamp-count updates that feed the lapsed and VIP workflows. The lapsed customer workflow itself runs inside HubSpot's workflow engine based on the last_visit_date property Zapier keeps updated.
What to track in HubSpot after integration
Once the Zaps are running, create a dedicated HubSpot view for loyalty contacts. Filter to show all contacts with a loyalty_join_date set, sorted by last_visit_date ascending (oldest first). This gives you an at-a-glance lapsed-customer list without any manual export.
Suggested custom contact properties to set up before you configure the Zaps:
| Property name | Field type | Notes |
|---|---|---|
| loyalty_join_date | Date | Set once on enrollment, never overwrite |
| total_stamps_earned | Number | Increment on each stamp event |
| rewards_earned | Number | Increment on each reward event |
| rewards_redeemed | Number | Increment on each redemption event |
| last_visit_date | Date | Overwrite on every stamp event |
Set up a HubSpot dashboard with four widgets: total loyalty contacts, average stamps per contact, percentage of contacts with last_visit_date in the last 30 days, and total rewards redeemed in the last 90 days. These four numbers tell you whether your loyalty program is healthy without needing to open your loyalty platform.
EU data compliance note
For businesses in the EU or handling EU resident data, syncing loyalty program data to a CRM has GDPR implications.
The key point: CRM storage and marketing automation qualify as data processing under GDPR. Your loyalty program enrollment flow needs to include explicit opt-in consent that covers both loyalty communications and CRM-triggered email marketing. A checkbox that says "I agree to receive loyalty updates by email" is the minimum. Adding "and I understand my visit data will be stored in our marketing CRM to personalize future communications" covers the CRM sync specifically.
HubSpot provides an EU data processing addendum (DPA) to cover its role as a data processor for European customer data. You can find it in HubSpot's legal documentation and sign it within your account settings. This covers HubSpot's storage and processing obligations; you remain the data controller and are responsible for the lawfulness of the data you send to HubSpot.
Practical steps:
- Review your loyalty enrollment form and confirm consent language is explicit and granular
- Sign HubSpot's DPA in your account
- Ensure your privacy policy references both your loyalty platform and your CRM as data processors
- Set a data retention policy: how long do you keep contact data for lapsed customers who have not visited in 12+ months?
This is not a legal guide, and if you have questions about your specific situation, a data protection advisor is the right resource. But for most small businesses running a straightforward loyalty-plus-CRM setup, these four steps cover the practical obligations.
Putting it together
A loyalty program that runs in isolation generates goodwill and return visits. A loyalty program connected to HubSpot generates goodwill, return visits, and a marketing automation layer that works continuously without manual effort.
The setup is simpler than most businesses expect. Zapier handles the data bridge. HubSpot handles the automation. Your loyalty platform handles the stamps and rewards. The four workflows outlined here (welcome, reward earned, lapsed customer, VIP) cover the highest-value use cases for most small and mid-size businesses.
The result is a CRM that knows not just who your customers are, but how often they visit, how engaged they are with your loyalty program, and when to reach out before they drift.
If you are ready to build the loyalty data layer that powers this setup, LoyaltyPass gives your customers branded Apple Wallet and Google Wallet passes with no app required, and generates the stamp and reward events that feed directly into the Zapier workflows described above. At $99 per month, it is the loyalty platform built for exactly this kind of CRM-connected operation.
