How do I build a VIP email programme?
Define VIPs by spend, order count or recency, put them in a segment and give them early access, perks and a more personal tone. Review membership regularly.
Pick rules you can explain, such as top customers by lifetime value. Revisit them so the segment stays current.
Offer things money cannot easily buy, such as early drops and direct support, rather than relying on discounts alone.
In practice.
A store creates a segment of its highest-value repeat customers and sends them an early look at a new range a day before everyone else.
Want this handled for your store? See our retention strategy service or book a free audit.
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