4 tips for your VIP email campaign.

A lot of agencies would tell you not to give big discounts to already loyal customers, they would tell you to focus on the re-engagement campaigns, the winning of the customers who have not engaged high in your RFM model.
(RFM model- Is a clever way to segment and measure the recency, frequency, monetary of each prospect in your mailing list, to reduce the risk of non-VIPs landing in your best customer program).

How to initiate VIP campaigns.

These are the customers in your list, that are deemed highly active, and have a high engagement with your company. Brand loyalty is everything to a business, and the more you have, the stable your revenue will be.

1) Love at first sight?
You can't rely on your emails to be like love at first sight, just as your customers should not just be reliant on your brand logo popping up in their inbox to gain their attention. Instead, it is what you say in the subject line, as that is the first thing they will judge your message on, be relevant and be personal. No-one likes generic emails. Perhaps start with "Thank you".

2) Personalise.
If you have never heard of WYSIWYG, or smarty codes, don't worry, you probably have, it is just many email vendors on the market call it something else. Basically, a good way of showing your gratitude for their custom, is by personalising the recipient's name, and sign off the email from someone in the company.
Also, why not write the email as though it was coming from you personally, "you, I/we,".

3) Your email template.
I would highly recommend that you re-design your email templates for this message. Make it stand out from the rest, make it feel warm, and them special. It makes the message you are sending look less generic, and less of a broadcast. Tip: Do A/B Testing to ensure the best one is sent out.

4) Make your content dynamic.
If you opt for a more standard template, make sure you include modules that suggest purchases, i.e. £50 gift card. It might sound like a lot, but if you calculate each customer to spend in a lifetime £650,000 with you, then £50 doesn't seem all that much, plus it would increase not only brand loyalty, but how much they spend with you.

If you would like any more hints and tips about your marketing campaigns, feel free to ask me on Twitter: SarahLouiseTalb.