When businesses create an email flow ecosystem, two elements are usually true. Firstly, they are likely to offer their new customers some form of incentive to purchase. Secondly, they are likely to offer lost customers some form of motivation to return.
But what about those customers who are loyal? The ones who always purchase without a reminder. The ones who will speak about your brand and spread the word amongst their networks without being asked.
Your VIPs deserve thanks for their loyalty, and a VIP flow is the perfect way to do so.
What Are The Benefits of a VIP Flow?
A VIP flow celebrates your loyal customers and makes them feel connected. It shows them that you appreciate their business and that you are grateful for their support. It also demonstrates that you haven’t forgotten these customers, simply because they don’t require the same degree of nurturing as others.
Your VIP flow can also give your buyers a sense of prestige and status. It makes them feel as though they are part of something special and bigger. For some, it makes them feel as though they have forged a friendship with your brand.
What Makes a Customer a VIP?
This depends on how you want to classify things. Typically, there are two definitions.
The first is based on the lifetime value of a customer. Once they have spent a certain amount with you over time, they receive VIP status. You can determine the threshold by investigating what the top 5-10% of your customers have spent and using this figure as a benchmark.
On the other hand, you can determine a VIP by the number of times someone has placed an order with your brand. This can be a more strategic decision if you have a range of products all at different price points. For example, you may wait until someone has placed three orders before they are inducted into your email hall of fame.
How Can You Reward Your VIPs?
Brands will choose to do this in various ways. Realistically, it’s up to how much breathing room you have financially. Some brands will opt for a one-off gift. For example, 10% off their next order. They will then ensure their VIP list is part of a special segment where customers receive exclusive emails, first looks at new products and more.
Other brands, on the other hand, will present ongoing offers. This is something like a 5% code that shoppers can use on all future orders. Alternatively, it could be free shipping on all orders regardless of spend.
Brands may even make their VIPs part of a sampling network. This works well for food brands, for example. Once a product is about to launch to market, they will send it to their VIP list to try and review, giving them a sense of ownership over the new product. This also encourages buy-in before the product officially launches.
If you don’t want to offer a discount, you could provide your VIPs with first access to new products and specials.
The Email By Design Team Can Build Your VIP Flow
Seeking a VIP flow that aligns with your business goals? Our team can help you create a VIP flow that makes your audience feel special and also boosts your sales further. Get started by booking a free 15-minute consultation.
