#17 - The VIP Flow

You know, come to think of it - I’ve never had a red carpet rolled out for me before.

I’ve walked on carpets that were red in the mall though, but I don’t think that counts?

Maybe I just need to get more famous…

Jokes aside, I’m going to be covering the VIP flow today - and how to treat your most valuable customers right so they keep coming back.

VIP Flow

The criteria we use for this flow is when a customer places an order 3 - 4x, or has an AOV that’s 3 - 4x higher than a typical customer.

We want to make our customers feel special here, and it’s important to show that we’re thankful for their support.

They’ve already bought into the idea of your brand, the goal now is to turn them into brand ambassadors.

Best Practices / Examples

Email Pillar 1: Discounts/Points

Since you already love our products, how about you grab more for a cheaper price?

You might have to a/b test between a flat $ off, a % off, or even free shipping to see which converts better, but this does really well.

Loyalty programs work really well here too - are you able to offer more points so they can claim more ‘goodies’?

The goal here is simply to reward loyalty.

Email Pillar 2: Social Media Ambassador

I’ll have to admit, I wasn’t a big fan of this to begin with (back when I first started).

The average customer aren’t influencers, why would they even do such a thing?

But you’ll be surprised - everyone craves recognition (we’re tapping into Maslow’s Hierarchy of Needs here). And because they don’t shoot videos/make posts like the average influencer, these ‘recommendations’ seem more ‘native’ in the feed, leading to some really great conversions.

Email Pillar 3: Referral

Who doesn’t want to be the bearer of good news?

I absolutely love this product, and it’s worked for me. Since you’re my friends/family, you’ll be able to test it out for a discount (framing it as a discount ‘ordinary’ users are not privy to will be even better).

More psychology here, but it’s a no brainer - you’re more likely going to buy a product based off a friend’s/family recommendation vs an ad.

Email Pillar 4: Reviews

Chasing for social proof here, the more the better.

And since they’re purchasing much more than the average individual, you already know it’s going to be a good one.

Email Pillar 5: Community Building

Something 95% of brands neglect, but the 5% that do absolutely crush it.

Whether in the form of a Facebook group, Discord, you get the idea.

Having this community allows you to know what your customers love, want more of, absolutely hate.etc

If you’re looking for good examples of brands that do this, check out Obvi.

The guys (Ron & Ash) do an absolutely amazing job at running their Facebook group, and also have their own newsletter called Chew on This.

Take a look at some examples below 👇

• Discount treat + tag us on social media

• Community building

• Referring friends/family

And that’s a wrap! 

It’s crazy how time flies.

We’re through all seven ‘basic’ flows and almost at the end of our first quarter.

You’ll have noticed that we have an incredibly ‘standard’ set of systems and procedures that we follow.

Retention marketing is arguably ‘not difficult’, but it also took us a lot of trial & error, and over six years of learnings to get here.

We’ve worked with over 400 brands so far, and in the process generated over $220M in attributable revenue for them.

If you’re looking to skip the mistakes, and shortcut your way to success, you know where to find us 😉