Whether they admit it or not, everyone loves being treated like a VIP. That includes your loyal customers!
Your brand VIPs love your brand or else they won’t keep buying from you. And if there’s anyone who you owe success to, the VIP segment is on top of the list.
Rolling out the red carpet for these special customers does wonders to keep them coming back and advocating for your brand.
These can be shown in various ways but if you’re not sure where to start, you can’t go wrong with email.
In this article, we’ve compiled the best loyalty program email examples to send to your VIP list so you can elevate their experience and turn them into your raving fans–if they weren’t already.
Let's get started!
What are VIP customers?
Before anything else, we need to define what VIP customers are in order to identify them.
Looking through your data, numbers, KPIs, order books, and revenue statistics for a period of time, you’ll identify that a few customers will rank up and turn into VIP customers.
Depending on your business, the ticket size of your products, and your own internal criteria, your VIP customers are usually those who purchased orders in large quantities, have higher ticket sizes for orders, or are repeat customers (for a long time).
VIP (Very Important Person) customers are a step above your regular customers because they’ve either been with you for a long time, spend more than the average customer, or shop more often than the average customer.
A VIP customer often also has a higher customer lifetime value for your business.
Why are VIP customers valuable?
The Pareto Principle is almost universal and applies to everything in life, including business and marketing.
Chances are that 20% of your customers contribute to 80% of your revenue. The 20% of that customer base then are your VIP customers.
VIP customers are your brand’s biggest fans, so to speak. They’re more likely to be loyal to your brand and have a higher potential for large purchases in the future.
Not only do they spend more, but they’re also more likely to recommend you to others and write a positive review. Studies also show that when faced with options that have similar or lower prices from other brands, brand-loyal customers will still pick their favored brand.
VIP customers also are repeat buyers and their orders account for nearly half of your total revenue even when they make up just 21 percent of your total customers.
It’s a disservice to your brand if you don’t actively engage with and reward these types of customers because they provide so much value without requiring tons of effort from you.
We already know that keeping customers is inexpensive compared to acquiring new customers, you’d want to do everything you possibly can to retain old (especially VIP customers) to generate a sustainable revenue stream along with a longer average customer lifetime revenue per customer.
This is exactly where other underrated aspects of marketing come into play: customer support, customer retention strategies, post-purchase experiences, loyalty programs, and more.
If you don’t pay attention to your VIP customers, treat them as anyone else, and if left unmanaged, over 50% of your top VIP customers (the top 1%) will not hesitate to change brands and go to your competitors.
A well-thought-out VIP customer loyalty strategy, an elite loyalty or membership program, or anything to keep your VIP customers treated well is an absolute necessity for your business.
The most effective rewards for VIP customers through email marketing are those that offer exclusivity and value. Consider offering early access to sales, exclusive discounts, personalized product recommendations, or VIP-only events.
VIP Email Marketing: How to Treat VIP Customers
Treat your VIPs well and make them feel valued through gestures like recommending them products you think they’ll like and giving treats like freebies, discounts, and exclusive access.
Other perks that VIP customers will appreciate are priority support, priority shipping and returns, free samples, and vouchers.
Here’s one that work every time: make sure they’re part of your process of launching new products. Let them test it beforehand, ask their advice for a name, a color, etc. Make them involved enough so you’d be happy to say on your product page that you’ve worked with your community to create your new products.
It also helps to make them feel heard by asking for their feedback when you create or improve products. People love a customer-centric brand.
Soliciting VIP customers’ opinions not only improves your rep with VIPs; it also affects improves your image with your regular customers because when people notice a mediocre product, they won’t buy from you again. With VIP customers’ feedback, you can prevent this.
Another freebie you can give your VIPs is free gift wrapping, which is appreciated during peak gift-giving seasons.
Lastly, show your VIP customers how grateful you are for their patronage. The easiest way to do this is by using a post-purchase email flow. Shoot a thank you email and offer a discount for their next purchase.
Even better: when they reach 5, 10 or 20 orders, add an extra gift to their order with a special word ✨
The post-purchase email flow can also include a form where they can leave their feedback so you can understand what they like about your brand.
When you have VIP customers whose activity has been dwindling or hasn’t gone through with a purchase, send a reactivation email that expresses that you miss them.
The key is to personalize your emails to your VIP customers’ recent buys. Give personalized recommendations that go well with the VIP’s previous purchases and offer personalized incentives targeted to their profile.
How to Reward VIP Customers Through Email
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
A VIP rewards program usually offers exclusive rewards to the most loyal customers so they have more reasons to spend on your brand.
L’ange, a brand of haircare 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.
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: [name], 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 customers 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 gatecrasher!
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 through their 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, therefore increasing brand awareness and conversions.
Subject line: VIP EXTENDED ACCESS: 20% OFF 💚🧼
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
Your emails can go a long way in achieving this. Remember: building lasting relationships with your most valued patrons is not just about transactions; it's about creating meaningful connections.
By leveraging the power of personalized emails, exclusive offers, and genuine appreciation, you have the opportunity to turn one-time buyers into lifelong advocates for your brand.
Loyalty Program Email Examples
Coco & Eve
Subject line: Our Bali Beauty Club loyalty program is now live!
Kinfill
Subject line: Sign-up to our loyalty program and unlock a world of exciting rewards, personalized promotions, and referrals!
Dossier
Subject line: ✨Exclusive✨rewards are just a click away
SKIMS
Subject line: Exclusive Early Access: SKIMS Rewards
Coop
Subject line: An EXCLUSIVE Coop Rewards offer inside…
Free Shipping Email Examples
Camelbak
Subject line: Free Shipping and Up to 50% Off Outlet
Vessi
Subject line: Free shipping on gifts, anyone? 🎁
Kimaï
Subject line: For you, Bradly—free shipping on your Kimaï piece.
Jinx
Subject line: Free shipping on all orders
Frank Body
Subject line: Fancy a treat? Free shipping on me.
Marketing Opportunities You Have With VIP Customers
There are several opportunities available in terms of marketing -- aimed squarely at retention and to boost the average customer lifetime value (LTV). Ecommerce or otherwise, these opportunities apply.
Research, understanding your market, aligning the interests of your VIP customers with the ethos of your brand, and using technology will all help to extract the most out of your relationship with your VIP customers.
Improve Customer Retention
Bain & Company found out that a mere increase in customer retention efforts by 5% can increase profits between 25% and 95%.
The CallMiner Churn Index reveals that companies in the United States lose $136.8 billion per year due to avoidable consumer switching. That was in the year 2020. Approaching 2025, this number is likely higher.
Plus, extrapolate that data around the world and you have the equivalent of several economies biting the dust.
You already did great with your products and services. Now, do what you can to improve customer retention:
- Dig deep to find out what they want, their experiences, what bothers them, what they’d like for you to improve (surveys, simple questions using SMS or email, from polls on website, and more)
- Deliver consistent and exceptional customer service
- Use technology to communicate regularly (not just to sell more. Updates, information, communication, questions, feedback, and others).
Turn Them From VIP Customers to Evangelists
A Nielsen report suggests that 88% of customers trust recommendations from their friends and family. Today, you can also add their most favored influencers to this mix. As such, you’d want your VIP customers to talk.
Even better if you could reward their recommendations. Launch a partner program or referral optional for them to sign up for and get rewarded.
Several different referral software programs and partner program software make it easy to implement for your business.
Treat them as your own loyal band of influencers. Their evangelism is profitable for you.
Give Them Unique, Exclusive, & VIP Treatment
Segment, sort, and identify your VIP customers. Enroll them into an exclusive membership that gives them an array of benefits others don’t get. You’ll need to think beyond reward points like credit card companies are stuck with.
Your traditional airline miles programs and membership tiers that hotels run are all masterclasses we can all learn from.
You don’t need to run an airline or a hotel to launch programs though, you could do it anyway. Exclusive and hard to attain benefits work great and make VIP customers intrigued and interested.
Personalization on Steroids
One-size-fits-all type of elite treatment programs for VIP customers don’t work well either. Avoid anything impersonal.
You’d have to let your VIP customers ask for what they want, roll it out, allow them to personalize their own benefits -- this is on top of crafted one-on-one experiences, flexibility around rigid policies, and more.
Even with your regular communications with VIP customers, with email campaigns, make these emails more personalized.
Frequently Asked Questions
How do I identify VIP customers for targeted email rewards?
To identify VIP customers for targeted email rewards, you can utilize various metrics such as purchase frequency, total spend, or engagement with your brand.
Consider implementing a tiered loyalty program where customers earn points or status based on their interactions. Additionally, segment your email list based on these criteria to ensure personalized communication with your VIPs.
What types of rewards are most effective for VIP customers through email marketing?
The most effective rewards for VIP customers through email marketing are those that offer exclusivity and value. Consider offering early access to sales, exclusive discounts, personalized product recommendations, or VIP-only events.
Additionally, non-monetary rewards such as sneak peeks of new products or behind-the-scenes content can also be highly engaging for VIP customers. Remember to tailor the rewards to the preferences and interests of your specific VIP segments for maximum impact.
