Overview
Square Loyalty's automated milestone notifications are one of the highest-ROI features most businesses underutilize. Customers who feel recognized at milestones visit more frequently and spend more. This guide covers setting up all of Square's loyalty automations and the Zapier layer for additional milestone communications.
Before you start
- Square account with Square Loyalty module
- Customer contact information (email/phone) collected at purchase
- Square Marketing subscription for SMS (optional but recommended)
Step-by-step guide (4 steps)
Set up Square Loyalty with milestone rewards
In Square Dashboard, go to Loyalty > Create Program. Configure your points structure, then go to Loyalty > Automated Campaigns. Create campaigns for: Welcome bonus (first purchase), Milestone reward (at point thresholds), Birthday reward, and Win-back (no visit in 60 days).
Configure milestone notification messages
For each campaign, customize the notification message. Birthday example: 'Happy Birthday [Name]! We're celebrating you this month with [X] bonus points. Visit us any time in [month] to redeem.' Keep messages short, personal, and action-oriented — include the specific reward and how to use it.
Set up the SMS notification channel
In Square Loyalty, enable SMS notifications (requires Square's Marketing subscription). SMS has significantly higher open rates than email for loyalty messages. Configure the opt-in message that goes out when customers join your loyalty program.
Double down on birthday campaigns — they're your highest-performing loyalty automation. A birthday discount or bonus points drives visits from customers who might otherwise only come twice a year.
Build a Zapier high-value customer alert
For your top-tier customers: use Zapier to trigger on Square 'New Loyalty Activity' where points balance reaches a VIP threshold (e.g., 500+ total points). Send a personalized email or Slack notification to your manager: '[Customer name] just hit VIP status — consider a personal outreach or exclusive invite.'
What you'll get
Loyalty milestones recognized automatically — no manual tracking
Birthday campaigns drive visits during otherwise slow periods
Win-back campaigns recover lapsed customers automatically
VIP alerts enable personal high-touch service for your best customers
Common mistakes to avoid
Not enabling SMS notifications (email open rates for loyalty are much lower)
Setting the reward threshold too high before customers have a chance to accumulate points
Sending the same message for every milestone (customize the tone for different milestones)
Frequently asked questions
Do I need coding experience to set up this Square automation?
No coding is required. This guide walks you through everything using Square's built-in features and Zapier's visual interface. If you can follow a recipe, you can follow this guide.
How long does this automation take to set up?
Most users complete this setup in 30–60 minutes on their first try. Once set up, it runs completely automatically with zero ongoing effort.
What happens if the automation fails?
Zapier and Make both have error notifications and task history, so you'll know immediately if something goes wrong. We cover troubleshooting steps in the guide above.
Can I customize this automation for my specific business?
Absolutely. The guide includes notes on common customizations. Most automations have multiple variation points — timing, conditions, notification recipients, and more.