VIP Email Campaign Ideas to Boost Loyalty and Increase Lifetime Value

Your VIP customers are the backbone of your brand. They’ve already shown their loyalty, and now it’s your turn to show some appreciation. 

Remember, we’re not talking about regular customers. We’re talking about the ones who come back time and again, excited to see what’s next. Why not give them a little extra love?

In this post, we’ll explore a few creative ideas for deepening your relationships with highly engaged customers and keeping them coming back for more. Because we all want to feel special sometimes.

Who are your VIPs? 

When it comes to your VIP customers, the standard one-size-fits-all approach just won’t cut it. These are your most loyal, engaged customers, and they deserve more than just the usual marketing blast. 

But how do you identify them to begin with?

Every brand has its own definition of a VIP customer. For some, it might be the ones who spend the most, while for others, it’s the loyal repeat buyers who keep coming back. The key is knowing who drives the most value for your business. 

If you're unsure where to start, focus on critical metrics like order count and CLV. For example, segment customers who’ve made multiple purchases and calculate the average orders per customer. Those with higher-than-average orders are likely your VIPs, so start rewarding them accordingly. This approach gives you a clearer view of your most engaged customers to help you tailor your strategies.

Once you’ve put them in a segment, you can think about creating different tiers or a points-based system so you’re offering unique rewards for varying levels of activity. 

Another approach is to build a VIP or loyalty program that customers can opt into. This way, VIPs automatically join a dedicated segment for special perks and offers. If you’re using Klaviyo, you can segment your VIP customers based on certain conditions. 

Campaign ideas to nurture your most engaged customers

Once you’ve identified your VIPs and set up your dedicated segment, it’s time to get creative with targeted campaigns that make them feel valued. 

Remember, these customers already know and love your brand, so your messaging can be more personal, less salesy, and a bit more exclusive. Think of it as a conversation between close friends, where you’re not just pushing products but creating experiences that make them feel appreciated.

It’s important to note your VIP strategy shouldn’t consist of sporadic one-off emails. It needs to be a cohesive plan that involves your VIPs entirely. To differentiate VIPs from the rest, add a banner or block to all emails reminding them of their status and the rewards they're entitled to.  

That said, here are a few ways to get creative with your dedicated VIP campaign ideas:

1. Early access to new products or collections

Everyone loves feeling like they’re getting something exclusive, and your VIPs should be the first to know about new product launches or collections. Offering them early access rewards their loyalty and makes them feel like insiders. This could be a 24-hour window before the general public gets access or a special preview event for upcoming items.

2. Exclusive discounts or offers

Tailor discounts specifically for your VIPs, separate from your standard promotions. Try a “VIP-only” percentage off, free shipping, or a special bundled deal. You don’t want your VIPs to feel like they’re getting the same deals as everyone else—they deserve something extra for their loyalty. You can use SMS to make your messaging feel even more direct and personal. Read more here.

Source: Missoma, Milled

3. Birthday or anniversary rewards

Celebrate your VIP customers by offering special perks on their birthday or anniversary with your brand. This could be a discount, gift, or exclusive offer that adds a personal touch and shows your appreciation. A simple “Happy Birthday” email paired with a reward can go a long way in making them feel appreciated. Want to know how to get your hands on this valuable third-party data? Read our insights here.

4. Personalised recommendations

Leverage the data you’ve collected on your VIPs to send them personalised product recommendations based on their past purchases or browsing behaviour. Use Klaviyo's AI-powered dynamic product feed to tailor recommendations automatically. This not only shows that you value their preferences but also introduces them to products they might have missed, encouraging more purchases with minimal effort.

Source: Dae, Milled

5. VIP-only events

Host exclusive events—whether virtual or in-person—just for your VIP segment. This could be anything from an online Q&A with your brand’s founder, a sneak peek of upcoming products, or even a small gathering if you have a physical location. These events help create a deeper connection with your brand and offer an experience that makes VIPs feel even more special.

6. Craft Irresistible Loyalty Programs

Develop a loyalty program specifically designed for your VIPs, with points, rewards, or exclusive tiers for their continued engagement. You can offer early access to limited-edition products, bonus points on purchases, or unique experiences; whichever way you go about it, this can boost retention and encourage more frequent interactions. Check out our recent blog post for tips on building effective customer loyalty programs that drive long-term growth.

Source: Frank Body, Milled

Final Thoughts:

Your VIPs are the foundation of growth for your brand. Take the time to nurture these relationships to reward loyalty and strengthen the bond that keeps them coming back. Tailored campaigns, personalised experiences, and exclusive offers show your VIPs that they’re valued in a way that goes beyond regular marketing.

Whether you’re offering early access to new products, exclusive discounts, or hosting special events, the goal is to make your VIPs feel like they’re part of something. And don’t be afraid to ask them what they want. If you feel stuck or unsure where to start, a simple survey can reveal what they expect from the brand. This also upholds the familial relationship you want to share with your VIPs.

Remember, the more effort you put into these relationships, the more you’ll get back in terms of customer retention, lifetime value, and advocacy. Your customers won’t forget being made to feel special.