Measure success in Klaviyo
You’ve already defined your success metrics; now, it’s time to see if you’ve reached your goals. Here are some key data sources to track the health and success of your VIP program:
Segment growth report
The Segment growth report gives you clear visibility into how your VIP segment changes over time, like:
- How many customers are added?
- How many VIPs drop off and when?
- What is the program’s overall net growth?
By tracking these numbers regularly, you can gauge whether your VIP program is truly expanding or if there are leakage issues. Moreover, you can spot patterns that indicate when loyalty benefits, messaging, or qualification criteria need adjustment.
Because segments in Klaviyo are dynamic (i.e., including customers who meet your VIP criteria and removing those who no longer do), the report reflects the real, up-to-date health of your VIP base. This makes the Segment growth report an essential tool for analyzing your program’s effectiveness and guiding strategic decisions around retention, re-engagement, or recruitment.
Campaign performance report
The Campaign performance report gives you detailed insight into how each VIP campaign performs, across engagement and conversion metrics (opens, clicks, orders placed, revenue attributed, etc.).
If you use tags to organize your VIP-specific campaigns, you can run a report to just show you performance of your VIP campaigns over a set length of time to see what content resonates best.
Because the report is customizable (you can adjust time range, channels, conversion metrics, and segmentation), it becomes a powerful diagnostic tool to assess your VIP marketing strategy and determine what campaign topics or templates need updating.
Flows performance report
The Flows performance report gives you a clear, flow-by-flow breakdown of engagement throughout the flow journey (deliveries, opens, clicks, orders placed, revenue attributed, etc.).
For example, use this report to analyze your potential VIP flow to determine if outreach to near-qualifying customers actually drives the actions needed to reach VIP status.
For your VIP welcome flow, you can measure how effectively your loyalty program onboarding sequence encourages new VIPs to convert at even higher rates with loyalty-specific incentives.
If you notice underperformance (e.g., low open or click rates, or limited conversions) it’s time to refine your messaging, timing, or segment logic.
Sign-up form analytics
You may have multiple sign-up forms tailored to VIPs across their journey with your brand, such as forms that:
- Introduce your loyalty program.
- Spotlight exclusive perks.
- Promote special members-only events.
Each of these touchpoints plays a role in shaping how customers discover, understand, and engage with your VIP experience.
By analyzing sign-up form performance, you can quickly see which copy, incentives, and website placements actually drive program growth and participation.
These insights help you refine your content strategy, highlight what resonates most with high-value customers, and ensure your VIP program continues to attract, excite, and retain your best shoppers.
Learn how to analyze your sign-up form performance.
Marketing Analytics tools
If you’re a Marketing Analytics customer, you can get a deeper view into how your VIPs behave compared to your broader customer base.
Here are some tools you can use to analyze VIP performance:
- RFM analysis
Allows you to quickly identify who your highest-value customers are and how VIPs differ in their shopping recency, frequency, and total spend. - Audience Performance
Monitor how VIPs grow, convert, and engage over time, making it easier to spot shifts in loyalty or momentum. - Cohort analysis
Reveals how long VIPs stay active and how their purchasing patterns evolve over time.
- Conversion dashboard
Compare average order value (AOV) and attributed revenue between core customers versus VIP members.
A/B test elements of your program
Continue iterating and improving your VIP program by running A/B tests. Here are some ideas of elements you can test to make sure your program is impactful and successfully retains your VIPs:
Incentives and perks
A/B test different incentives and perks to pinpoint what motivates VIP customers. For instance, you can compare any of the following offers across variations:
- Early access to sales or new products.
- Additional bonus points to cash in on their next purchase.
- Access to special VIP-only events.
- Exclusive discounts or VIP coupon codes.
Through testing, you can see which benefits drive sign-ups, redemptions, and repeat purchases.
It ensures you’re investing in perks that actually matter to your highest-value customers, allowing you to refine your program to be more rewarding and aligned with what VIPs care about most.
Subject lines
Subject lines are often a major deciding factor in whether VIPs open your emails. Explore what tone, keywords, or formats spark curiosity and highlight exclusivity.
These insights help you craft subject lines that consistently break through the noise, reinforcing the premium, members-only feel of your program while boosting engagement with key announcements and perks.
Timing of your messages
The timing of your messages can have a major impact on performance. A/B testing send times helps you understand when VIPs are most receptive (whether that’s early in the week, late at night, or right before a major sale) and how often they want to hear from you.
With this data, you can adjust your cadence to match customer behavior, ensuring your VIP communications feel timely, relevant, and thoughtfully delivered.
Branding and imagery
Visuals help set the tone for your VIP experience, and A/B testing branding or imagery reveals what best communicates exclusivity and value.
Try testing different styles (minimalist, bold, lifestyle-driven, or product-focused), to uncover which design choices capture attention and strengthen your program’s identity.
Refining visuals based on real performance helps you create a consistent, elevated brand presence that resonates with VIP customers across every touchpoint.
Call-to-action (CTA) language
Small adjustments to CTA language can make a big difference in how VIPs engage. A/B testing CTAs allows you to compare wording that emphasizes urgency, exclusivity, or benefit (“Redeem now” vs. “Unlock your reward”).
Discover the motivators that drive action for your highest-value audience, ensuring every CTA is compelling, clear, and aligned with the VIP experience you’re trying to deliver.