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As a rule, we will only issue tier rewards when a customer’s VIP tier is increasing (relative to their current tier). We do not issue rewards when a customer retains their current tier, or drops to a lower tier. In contrast, we will always send notifications when a customer’s tier or tier expiry changes (regardless of whether they’re moving up, down, or retaining their existing tier). The only exceptions to these rule are mass tier imports (CSV), and initial tier calculations (when a program is enabled). Neither of these actions will result in tier rewards being issued, or notifications being sent.
Feature availability: VIP is available on Growth, Plus, and Enterprise plans.

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When rewards are issued and when are email notifications sent

ScenarioRewards issuedEmails sent
Mass tier import (CSV)🚫 No🚫 No
Initial tier calculation on program enablement
e.g. when the VIP program is turned on for the very first time and all customers are sorted into tiers		🚫 No🚫 No
Initial tier calculation on subsequent program enablement
e.g. when the VIP program is turned off and then back on again and all customers are re-sorted into tiers		🚫 No🚫 No
Customer manually placed into a higher tier
e.g. a store employee moving a customer to a higher tier as an apology for an order issue		✅ Yes✅ Yes
Customer achieves a higher tier
e.g. by placing an order or earning points for performing a rewardable action		✅ Yes✅ Yes
Customer retains their existing tier
e.g. by spending or earning enough to keep their current tier for an additional year		🚫 No✅ Yes
Customer drops into a lower tier
e.g. at the end of the year, the customer hasn’t spent/earned enough to stay in their tier		🚫 No🚫 No
Customer added to program/tier
e.g. customer signs up or places their first order		✅ Yes🚫 No