Why Use Points Expiry?
Points expiry creates urgency. A customer who knows their points are expiring has a concrete reason to return and use them, turning a dormant balance into an active purchase.
Re-engage customers who have accumulated points but have not returned to redeem them
Reduce long-term points liability. Unspent points represent future discounts on your books
Create regular touchpoints with customers through expiry reminder emails
Encourage faster redemption cycles, keeping customers active in your program
ℹ️ Note
Points expiry works best as an engagement tool, not a cost-cutting measure. If customers feel their rewards are being taken away unfairly, it damages loyalty rather than building it. The guidance in this article will help you use it the right way.
Enable Points Expiry
From your Shopify admin, open the Mage Loyalty app.
In the left menu, click Loyalty.
Scroll to the Points Expiry section at the bottom of the page.
Check the box labelled Enable points expiry.
Enter a number in the Days until redeemable points expire field.
Click Save.
ℹ️ Note
Setting the days field to 0 means points never expire, the same as leaving expiry disabled. Always enter a value greater than 0 when enabling this setting.
Choosing the Right Expiry Window
The window you set should reflect your customers' natural purchase cycle. Too short and you risk frustrating loyal customers. Too long and the urgency effect is lost.
Store Type | Suggested Window | Reasoning |
Consumables / replenishment(beauty, supplements, food) | 180–365 days | Customers buy regularly: 6–12 months is fair and still creates urgency. |
Fashion / apparel | 365 days | Seasonal buying patterns mean customers may only shop 2–4 times a year. |
General ecommerce | 365 days | Safe default for most stores. One year gives customers ample time. |
High-frequency / subscription | 90–180 days | Customers buy often: a shorter window is reasonable and drives faster redemption. |
Not recommended | Under 90 days | Very short windows frustrate customers and generate negative sentiment. |
✅ Tip
When in doubt, start with 365 days. You can always shorten the window later. It is much harder to rebuild trust after frustrating customers with a surprise expiry.
Points Expiry Email Notifications
Mage Loyalty automatically sends customers a Points Expiring email before their balance is due to expire. This gives them time to return and redeem before losing their points.
The notification is sent automatically, no manual action needed from you.
You can customise the email content and send timing in Email Templates in the Mage Loyalty app.
✅ Tip
The Points Expiring email is one of the most effective re-engagement emails in your loyalty toolkit. Make sure the template is compelling. Remind customers what they can redeem their points for and include a clear link back to your store.
How Points Expiry Works
Points expire per batch. Each group of points earned starts its own expiry clock from the date they were awarded.
Enabling expiry affects both new points and existing accumulated balances. Existing points begin their expiry clock from the day you enable the setting.
Expired points are permanently removed from a customer's balance and cannot be reinstated automatically.
Customers can view their points balance and expiry dates in the loyalty sidebar.
📌 Important
If you are enabling expiry for the first time on a store with existing customers who have accumulated points, those customers will immediately see an expiry clock on their balance. Consider sending a loyalty member email to give them advance notice before the setting goes live.
Common Mistakes to Avoid
⚠️ Common Mistake
Setting an expiry window under 90 days: Very short windows erode trust. Customers who earn points on a purchase and find them expired before their next visit are unlikely to re-engage with your program.
⚠️ Common Mistake
Enabling expiry without notifying existing customers: Customers with large accumulated balances will see their points suddenly have an expiry date. Communicate the change before it takes effect.
⚠️ Common Mistake
Manually reinstating expired points frequently: If you regularly add back expired points as goodwill gestures, your expiry window is probably too short. Adjust the setting rather than managing exceptions.
Troubleshooting
Customers are not receiving the expiry reminder email
Check that the Points Expiring email template is enabled in Email Templates.
Confirm the customer's email address is valid and their account is active.
A customer's points expired but they believe they should not have
Check the customer's points history in the Customers section to see when points were earned and when they expired.
If appropriate, add points manually as a goodwill gesture via Customers > Manual Points Adjustment.
I want to disable points expiry
Go to Loyalty > Points Expiry, uncheck Enable points expiry, and click Save.
Points that have already expired are not reinstated. Only unexpired points are preserved going forward.
🗨️ Still need help or can’t find the answers you’re looking for? Reach out to the Mage Loyalty team through our live chat support.