Sometimes, the easiest way to explain email automations is to compare them to the purposes your staff would fulfill in a brick-and-mortar store. Just like how a cart recovery sequence is like asking, “Sir, are you sure you want to leave that full trolley behind?” – a VIP sequence is like rolling out the red carpet for your regulars.

Whether it’s the total number of orders, total revenue generated from the individual, or a combination of both, you should have a set VIP threshold to identify your best customers. Once they reach the threshold, the VIP sequence is triggered automatically.

The purpose: To thank your customers for their loyalty and reward them for being a VIP.

The strategy: It’s all about providing value and benefit to the customer who has reached that VIP spending threshold. You either offer them something for free with their next purchase (if it’s within your profit margins to do so for a lower-tiered priced item) or offer a certain percentage off a higher fixed dollar amount.

They’re already loyal customers 

As we mention quite often, it is much easier to sell to somebody who has already purchased from you than it is to try to sell to somebody new. Not only is it easier, but it’s also a lot more cost-effective because you don’t have to invest any Customer Acquisition Cost (CPA) to get another purchase.

Say you typically give out a 10% discount on a promo code popup, or you run sales throughout the year where you offer 15 or 20% off, you want your VIP earners to get a higher reward like 20% or 25% off. (According to what your store and profit margins allow.)

Ultimately, a successful VIP sequence builds a raving fan base of people who buy from you time and time again – explaining why it forms part of the Six eCommerce Core Email Marketing Pillars.