VIP flows are often overlooked when building a strong email ecosystem. When businesses map out their flows, two things are usually true: they offer new customers an incentive to buy, and they offer lapsed customers a reason to return. But what about your loyal customers? The ones who purchase without a reminder, who spread the word about your brand without being asked?
Your VIPs deserve thanks for their loyalty, and a VIP flow is the perfect way to give it.
What are the benefits of a VIP flow?
A VIP flow celebrates your loyal customers and makes them feel connected. It shows you appreciate their business and haven't forgotten them, simply because they don't need the same nurturing as everyone else.
Loyalty, acknowledged
It tells your best customers you're grateful, and that their support hasn't gone unnoticed.
Prestige and status
It gives buyers a sense of belonging to something special, and for some, a real friendship with your brand.
What makes a customer a VIP?
This depends on how you want to classify things. Typically, there are two definitions:
Once a customer has spent a certain amount with you over time, they earn VIP status.
Based on how many times someone has ordered. Smart if your products sit at different price points.
To set a spend threshold, look at what your top 5 to 10% of customers have spent and use that as your benchmark. For order count, you might wait until someone's placed their third order before inducting them into your email hall of fame.
How can you reward your VIPs?
Brands do this in different ways, and realistically it comes down to how much financial breathing room you have. Here are three approaches:
A one-off gift
Something like 10% off their next order. Then keep your VIP list in a special segment that receives exclusive emails, first looks at new products and more.
An ongoing perk
An offer that keeps giving, like a 5% code on all future orders, or free shipping on every order regardless of spend.
A sampling network
Send VIPs a product before it launches, to try and review. It gives them a sense of ownership and builds buy-in before the official release. If you'd rather not discount, first access to new products and specials works just as well.
Your loyal customers show up without a reminder. A VIP flow is how you show up for them.
Let's make your best customers feel like VIPs.
Seeking a VIP flow that aligns with your business goals? Email By Design can help you create one that makes your audience feel special and boosts your sales further.
Book a free 15-minute consult
