Overview
Once you connect CWILL Loyalty to Email apps, two types of data flow into your account automatically:
• Events: real-time activity updates (e.g., points earned, reward redeemed) that can trigger flows in Email Marketing apps.
• Customer properties: profile attributes (e.g., points balance, tier name) kept in sync on every customer profile, available for segmentation and email personalization.
⚠️ Naming update. Loyalty events are now named CWILL Loyalty - … and customer properties use the cwloy_ prefix. If you connected before this change, your email app will also still show the older TrustWILL - … events and trustwill_ properties, along with the data they already collected. Point new flows and segments at the new names, and keep the old ones only as long as something still references them.
Events
Events are sent to Email Marketing apps in real time and can be used as flow triggers or in segment conditions. Each event carries a set of properties listed below.
Event | When it's sent |
CWILL Loyalty - Points earned | When a customer successfully earns points. |
CWILL Loyalty - Reward redeemed | When a customer redeems points for a reward coupon. |
CWILL Loyalty - Tier upgraded | When a customer's loyalty tier is upgraded. |
CWILL Loyalty - Points expiring - Warning | Sent 30 days before expiry by default, at 10:00 AM in your store's time zone. You can change the number of days in Event settings. |
CWILL Loyalty - Points expiring - Last chance | The final reminder before the points expire, sent at 10:00 AM in your store's time zone. You can change the number of days in Event settings. |
CWILL Loyalty - Reward expiring - Warning | Sent 30 days before the coupon expires by default, at 10:00 AM in your store's time zone. You can change the number of days in Event settings. |
CWILL Loyalty - Reward expiring - Last chance | The final reminder before the coupon expires, sent at 10:00 AM in your store's time zone. You can change the number of days in Event settings. |
CWILL Loyalty - Birthday reward available | Triggered when a customer becomes eligible to claim their birthday reward. The event is sent at 10:00 AM in your store's time zone on the first eligible day of the claim window. If a customer's birthday is updated and they have not yet claimed their birthday reward for the current year, the event will be triggered again on the newly eligible date. |
CWILL Loyalty - Referral share | When a referred friend submits their email address and the referral enters a pending state. This event is sent to the referred friend. |
CWILL Loyalty - Referral completed | When a referral is successfully completed and the referrer earns their reward. This event is sent to the referrer. |
Event Properties
The following tables list the properties included in each event's payload.
CWILL Loyalty - Points earned
Property | Type | Description |
points_added | number | Points earned in this action |
earn_action | text | Source of the points, including |
activity_title | text | Label shown in the customer's activity feed |
CWILL Loyalty - Reward Redeemed
Property | Type | Description |
reward_code | text | Coupon code issued to the customer |
reward_name | text | Name of the reward |
reward_expiry_date | date | Expiry date of the coupon |
points_spent | number | Points deducted for this redemption |
reward_redeemed_date | text | Timestamp of the redemption |
reward_terms | text | Terms and conditions of the coupon |
CWILL Loyalty - Tier upgraded
Property | Type | Description |
current_vip_tier | text | Tier the customer has been upgraded to |
previous_vip_tier | text | Tier the customer was on before the upgrade |
CWILL Loyalty - Points expiring - Warning
Property | Type | Description |
expiring_points | number | Number of points about to expire |
points_expiry_date | date | Date those points expire |
expiring_days_before | number | Days remaining until expiry |
CWILL Loyalty - Points expiring - Last chance
Property | Type | Description |
expiring_points | number | Number of points about to expire |
points_expiry_date | date | Date those points expire |
expiring_days_before | number | Days remaining until expiry |
CWILL Loyalty - Reward expiring - Warning
Property | Type | Description |
reward_code | text | Coupon code |
reward_name | text | Name of the reward |
reward_expiry_date | date | Date the coupon expires |
expiring_days_before | number | Days remaining until expiry |
CWILL Loyalty - Reward expiring - Last chance
Property | Type | Description |
reward_code | text | Coupon code |
reward_name | text | Name of the reward |
reward_expiry_date | date | Date the coupon expires |
expiring_days_before | number | Days remaining until expiry |
Note: No need to add expiring_days_before as a flow trigger filter in your email app. This value is already controlled by your CWILL Loyalty settings. The event automatically fires on the day you configured, so no additional filter is needed.
CWILL Loyalty - Birthday reward available
Property | Type | Description |
birthday_points | number | Birthday reward points value |
birthday_date | date | Customer's birthday date |
CWILL Loyalty - Referral share
Property | Type | Description |
customer_name | text | Name of the referrer |
customer_email | text | Email of the referrer |
friend_reward_name | text | Coupon name issued to the referred friend |
friend_reward_code | text | Coupon code issued to the referred friend |
CWILL Loyalty - Referral completed
Property | Type | Description |
customer_reward_name | text | Reward name issued to the referrer |
friend_email | text | Email of the referred friend |
customer_reward_points | number | Points awarded to the referrer |
customer_reward_code | text | Coupon code issued to the referrer |
referral_completion_count | number | Total referrals the referrer has completed successfully, including this one |
Customer Properties
These properties are synced to every customer profile and updated automatically whenever the underlying value changes in CWILL Loyalty.
Merchants who integrated before the rename keep the older trustwill_ properties, including the 5 legacy Loyalty profile fields, alongside the new cwloy_ ones.
Property | Type | Description |
cwloy_state | text | Membership status: member /guest/exclude |
cwloy_birthday | date | Customer's birthday. Defaults to 1970 as the year if no year was provided |
cwloy_points_balance | number | Current redeemable points balance |
cwloy_points_expiry_date | date | Expiry date of the customer's points. |
cwloy_tier_name | text | Name of the customer's current loyalty tier |
cwloy_next_tier_name | text | Name of the next tier |
cwloy_tier_expiration_date | date | Date on which the customer's current tier expires |
cwloy_tier_rewards | text | Perks and benefits of the customer's current tier |
cwloy_referral_url | text | Customer's unique referral link |
cwloy_last_earn_date | date | The date the customer last earned points |
cwloy_last_redeem_date | date | The date the customer last redeemed points |