What do I send my VIPs?
Congratulations! You’ve acquired a group of VIP customers who are excited to receive the perks that come with being one of your most loyal fans. Now, it’s time to deliver your VIP experience.
It’s important to consistently provide your VIP’s with white-glove service, so they feel rewarded and continue being loyal brand advocates. In Klaviyo, there are many tools you can leverage to communicate with your VIPs and make them feel special. Let’s walk through some of the key strategies at your disposal.
Create a VIP welcome flow
Create a VIP welcome flow to impress your new loyalty members as soon as they join your program. Watch the video below to learn how to create one in Klaviyo.
Deliver messages and experiences across channels
Explore the tabs below for ways you can engage and nurture your VIPs to encourage more spend, increase customer satisfaction, and ultimately continue growing your program.
Campaigns
Loyal customers already know and love your brand, so skip the brand introduction and focus on building personal connections with your campaigns.
Examples of campaigns you can send to your VIPs include:
- Reminders about VIP benefits.
- Early access to sales and promotions.
- Special perks and other bonus discounts.
- Sneak peeks into new product drops.
- Friend referral programs.
- Gamified announcements (ways to acquire points, move tiers, or take part in challenges).
Flows
In addition to creating a VIP welcome flow, consider adding branches into your existing flows to remind your loyal customers of their special perks.
For example, add VIP messages into these flows:
- Browse abandonment and abandoned cart
Remind VIPs about any special discounts or perks they could apply toward purchasing - Post-purchase
Let VIPs know if they’ve acquired any new points or moved up any loyalty tiers after purchasing. - Birthday
Include an extra birthday incentive to encourage a purchase. - Replenishment
Promote an offer to buy the same product again after a certain amount of time has passed for your frequent shoppers.
For browse abandonment and abandoned cart flows, remind VIPs about any special discounts or perks they could apply toward purchasing. For your post-purchase flows, let VIPs know if they’ve acquired any new points or moved up any loyalty tiers after purchasing.
Sign-up forms
Use forms to reinforce VIP communications onsite, and gather even more information from your VIPs that you can use to personalize their experience. You can configure these forms to directly link to specific website pages or product collections to reinforce direct action.
Use forms to share:
- Reminders about unused points and perks.
- Early access links to an exclusive VIP sale or product launch.
- Exclusive event invitations.
- Limited-time VIP-only coupon codes.
Social media
Lean into both organic and paid social strategies to engage with your VIPs across platforms like Meta, Google, TikTok, Pinterest, and more.
Target ads specifically to your VIPs, or create lookalike audiences to attract new people who closely resemble your VIPs to grow your program.
Additionally, encourage your VIPs to share their experiences with your products on socials to spread awareness about your brand and products. You may consider incentivizing this user-generated content or creating a social media referral challenge for your VIPs!
Klaviyo has an integration with Gatsby, which allows you to acquire new VIPs through Instagram and sync them directly to Klaviyo.
Best practices for communicating with VIPs
Enable these pro tips when engaging with your VIPs to increase the impact of your messages.
Use mobile messaging for your main VIP channel
Mobile messaging channels are inherently more personal than email. Text messages and push notifications are often seen right away, allowing them to cut through the noise quicker and encourage urgent action.
Consider using text messages or push notifications as your main VIP channel to deliver timely, personal messages to this audience.
Utilize show and hide template blocks
Show and hide template blocks are an easy way to personalize a single email campaign for multiple audiences, saving you time and effort.
Within your regular email sends, use these dynamic blocks to show special context for your VIPs, such as a reminder to use their benefits or information about an exclusive upcoming event. Meanwhile, these VIP content blocks can be hidden from the rest of your main audience to reinforce the exclusivity of your program.
Determine a strong voice and cadence
It's important to focus on the tone of your messages. Convey that there is a human behind the brand who wants to connect with this loyal community.
A few things to include in your tonality are:
- Friendly tone
- Brand-specific terms
- Inclusive language (e.g., we, us, and you)
When planning your cadence, utilize tools like the omnichannel campaign builder and campaign calendar so you can:
- View and plan your marketing strategy.
- Find opportunities or gaps in customer engagement.
- Use the holiday calendar tool to plan campaigns around holidays.
- Analyze which days or times result in higher engagement.
Keep in mind, your VIP segment will also receive your regular newsletter unless you specifically exclude them from each send. As a result, be strategic about your sending and consider your team's capacity.
If you normally send 1 campaign per week, adding another VIP campaign per week will require more time from your team. Carefully evaluate how much free time your team has to maintain your ideal content calendar.
Then, follow these additional best practices to engage with your VIPs:
- Avoid daily sends.
- Start with 1 VIP campaign per week or every other week.
- Maintain a consistent sending schedule (e.g., if you send 1 VIP campaign per week, make sure that remains throughout the entire year).
- Consider providing VIPs early access to sales and launches.
- A/B test to understand how your audience reacts to your marketing tactics.
Tag your content as VIP
Organize your VIP program communications with Klaviyo tags. Tags allow you to organize and group campaigns so you can more easily analyze performance by theme. You can filter your campaign list view by tags, or create a campaign performance report using tags in your filtering.
For example, if you create a ‘VIP’ tag, you can add this to each of your campaigns that are tied to this loyalty program. Then, easily filter your campaign calendar by this tag to see how many VIP messages are going out, via which channels, and when, at a high-level. Plus, build reports using that tag to get truly granular about how these messages are driving VIP-specific revenue.
For more information, learn how to use tags to organize campaigns.