Your VIP customers love your brand and have demonstrated loyalty to your company. If there’s anyone who you owe success to, the VIP segment is on top of the list. How special you treat them means a lot to them, being your brand loyalists.
Honoring your VIPs can be shown in plenty of ways - and as they say, you can only show you love. As an eCommerce brand, how do you pamper your brand loyalists? Are you rolling out the “red carpet” for them in the most effective manner that they’d feel very important (as the name suggests)?
We’ve compiled 5 ways to treat your VIPs. We’ve also included examples to inspire your VIP email marketing campaign.
- VIPs get free delivery
- Encourage them to earn reward points
- Provide access to skip the queue
- Invite them to special events (in person)
- Promote your app-exclusive offers
1. VIPs get free delivery
VIP customers normally get discounts and early access. These are the first few perks that make them loyal to your brand. Pura Vida, a brand bracelet, makes a little extra when they offer free delivery to their VIPs, on top of the ongoing big sale. It’s a great combo!
The no-cost shipping serves as a seemingly extra discount to encourage sales. The free shipping is unlocked without having to pick several items from the store. It therefore creates a better user experience.
Subject line: You're a VIP, Hum! Early Access to 50% OFF Starts Now!
2. Encourage them to earn reward points
VIP Rewards Program usually offers exclusive rewards to the most loyal customers so they have more reasons to spend with your brand. L’ange, a brand of hair care styling tools and hair products, sent a clear and concise message to their VIPs about their Rewards Program. In the email, they showed how to earn and redeem the points for future purchases using a simple illustration. Another thing, they showed the customer’s point balance and current tier. It makes the message look more personalized, convenient, and motivating for them to upgrade their status.
Subject line: You’re on a roll! 🎉🎉🎉
3. Provide access to skip the queue
Don’t let your VIPs wait in line for their turn. Carry them to the front of the line so they’ll get the first dibs. And that’s how Autograph Fashion rewards loyalty with convenience. In their Clearance Event, they sent early access to their VIPs. The subject line and banner text also reminds the customers to rather skip the queue as a VIP.
Subject line: adell, Skip the Queue, You've Got V.I.P Access!
4. Invite them to special events (in person)
Here’s an example of a fine invitation to an event that will make you feel more special as a VIP. Rowing Blazers, an American clothing brand, sent this invitation email so their VIPs can attend the celebration of their collaboration with a well-known watch brand. The email copy is not salesy at all. It looks plain, elegant, and focused on inviting the reader. Not everyone is given the chance to physically attend an occasion because of the limited space available. So as a customer, you will feel more valued – you sure are not a gate crasher!
Subject line: VIP INVITATION: Rowing Blazers x Seiko Preview
5. Promote your app-exclusive offers
Long Wknd, a body care brand, offers their VIP customers an extended access to their Labor Day sale by downloading the mobile app. Offering an exclusive deal might be a good way of initially encouraging people to download your app, especially for VIPs who already have trust in your brand. It is more likely that they’ll download the app to their phones given that trust, and perks that come with it.
Mobile apps will serve convenient purposes to the users during online shopping as compared to accessing your website. Having a mobile app gives a huge advantage for eCommerce brands like Long Wknd too. They can capture valuable data from apps concerning use, activity and buying habits. They can also automatically send promotions anywhere, anytime. It therefore increases brand awareness and conversion.
Subject line: VIP EXTENDED ACCESS: 20% OFF 💚🧼
Remember, you don’t have to be salesy to VIPs as these people already love your brand. You’ll just need to treat them a little extra to reciprocate the love and loyalty. <3
And, your emails can go a long way…