VIP + loyalty email

Top 10% of customers often drive 40-60% of revenue. VIP email programs keep them loyal.

Tactics

• Early access to new products
• Exclusive discounts
• VIP-only newsletter content
• Birthday/anniversary sends

Segmentation

Define VIP: top 10% by LTV, or past 12-month revenue above $X.

Frequency

More than regular broadcast cadence. They want to hear from you.

What to do with this

• Segment VIPs explicitly (top 10% by spend, 3+ orders, or referral count), different segment deserves different treatment
• Send VIPs MORE frequently, not less, high-engagement customers want early access + exclusive content
• Include personal touches from the founder or team, automation on VIP tier loses the relationship
• Track VIP LTV separately, the segment typically pays 3-5x regular LTV and justifies disproportionate attention
• Build a VIP referral program, high-engagement customers refer at 4-8x baseline rate when given a clear mechanism