The newsletter that keeps loyalty and CRM marketers on the pulse of what’s happening, what’s next, and what it means.

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MOST POPULAR POINTS

Issue #4: Safe vs. Standout in Loyalty Branding

What’s in a name? Sometimes not a whole lot.

Sep 30, 2025

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16 min read

Issue #11: The End of the Loyalty Participation Trophy

American Airlines cut point earning for Basic Economy. We need more honest moves like this.

Jan 20, 2026

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9 min read

Issue #13: Friends with Benefits

No, not that kind. The loyalty kind. Why group loyalty is a must-have this year.

Feb 18, 2026

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15 min read

Issue #6: Scarcity, Surprise, and Stuff. The Underrated Power of Physical Product

Limited-edition items can drive the emotional loyalty your brand craves.

Oct 28, 2025

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15 min read

RECENT

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Issue #17: Do we Need to Save Ourselves from Ourselves?

Why Loyalty regulation may be a good thing

Apr 15, 2026

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12 min read

Issue #16: Tierable Mistakes

Loyalty Ladders Gone Awry

Mar 31, 2026

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14 min read

Issue #15: Loyalty Partnerships: The Great, the Good, the Slop

Where brands are getting it right, and where we've lost the plot

Mar 18, 2026

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11 min read

Issue #14: Cobrand is Winning. Is Loyalty?

In 2026, the real loyalty tier lives in the wallet.

Mar 3, 2026

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11 min read

Issue #13: Friends with Benefits

No, not that kind. The loyalty kind. Why group loyalty is a must-have this year.

Feb 18, 2026

•

15 min read

Issue #12: Starbucks Rewards and Why Everything Old is New Again

Starbucks looks to its rewards past to fix what broke, bringing back tiers, value, and predictability

Feb 5, 2026

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10 min read

Issue #11: The End of the Loyalty Participation Trophy

American Airlines cut point earning for Basic Economy. We need more honest moves like this.

Jan 20, 2026

•

9 min read

Issue #10: What's In/Out for Loyalty 2026

Our prediction list for what will be trending up and trending down in the year ahead

Jan 6, 2026

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10 min read

Issue #9: So Many Cool Loyalty Moments from 2025

Some big. Some simple.

Dec 15, 2025

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11 min read

Issue #8: My Thanksgiving Wish(bone) List

Cracking open the things the loyalty industry needs to change.

Nov 25, 2025

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10 min read

Issue #7: Maybe Loyalty Shouldn't Be Free After All

An argument for why paid programs are the true loyalty barometer

Nov 10, 2025

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16 min read

Issue #6: Scarcity, Surprise, and Stuff. The Underrated Power of Physical Product

Limited-edition items can drive the emotional loyalty your brand craves.

Oct 28, 2025

•

15 min read

Subscribe to So Many Points!

The newsletter that keeps loyalty and CRM marketers on the pulse of what’s happening, what’s next, and what it means.

Issue #4: Safe vs. Standout in Loyalty Branding

Issue #11: The End of the Loyalty Participation Trophy

Issue #13: Friends with Benefits

Issue #6: Scarcity, Surprise, and Stuff. The Underrated Power of Physical Product

Issue #17: Do we Need to Save Ourselves from Ourselves?

Issue #16: Tierable Mistakes

Issue #15: Loyalty Partnerships: The Great, the Good, the Slop

Issue #14: Cobrand is Winning. Is Loyalty?

Issue #13: Friends with Benefits

Issue #12: Starbucks Rewards and Why Everything Old is New Again

Issue #11: The End of the Loyalty Participation Trophy

Issue #10: What's In/Out for Loyalty 2026

Issue #9: So Many Cool Loyalty Moments from 2025

Issue #8: My Thanksgiving Wish(bone) List

Issue #7: Maybe Loyalty Shouldn't Be Free After All

Issue #6: Scarcity, Surprise, and Stuff. The Underrated Power of Physical Product

Subscribe to So Many Points!

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