How to build a VIP customer segment in Klaviyo

A VIP segment groups your best customers using order history, total spend and recent activity. Define the rules, build the segment in Klaviyo and use it for early access, thank yous and exclusions from discounts. Keep the group small enough that the treatment feels special, and make sure someone actually owns the programme afterwards.

Have this ready.

• Order data syncing into Klaviyo from your store
• A view of what your best customers look like
• A decision on how many VIPs you want to treat well
• Ideas for rewards that are not just discounts

Steps.

1. 1. Define a VIP

   Decide the traits that matter, such as number of orders, total spend or both. Include recency so lapsed customers do not stay VIP forever.

2. 2. Look at the data first

   Review your customers and see where natural breaks appear. Set rules that capture a small, valuable group instead of a large one.

3. 3. Create the segment

   Open Lists and Segments and create a segment with conditions for orders, spend and recent purchase. Combine them with the right logic.

4. 4. Check the profiles

   Open several profiles and confirm they match your idea of a VIP. Adjust thresholds until the group feels right.

5. 5. Plan the experience

   Decide what VIPs get, such as early access to launches, personal thank you notes or free shipping, rather than steeper discounts.

6. 6. Use the segment in campaigns

   Send early access emails to this segment first, and exclude it from broad discount campaigns where it makes sense.

7. 7. Review regularly

   Revisit the rules each season. Because segments update on their own, check that the group stays the right size and quality.

Common pitfalls.

• Making the rules so loose that VIP means nothing.
• Rewarding only with discounts and eroding margin.
• Never checking recency, so inactive buyers keep getting VIP treatment.
• Building the segment and then never actually using it.

Check it worked.

• Rules cover orders, spend and recency
• Sample profiles match your VIP idea
• Segment size is small but meaningful
• At least one VIP only campaign is planned
• Rules are reviewed every season

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our klaviyo email marketing service or book a free audit.