Introduction:
Recognizing and nurturing your most valuable customers can significantly impact your bottom line. One effective way to accomplish this is by creating a VIP welcome flow in Klaviyo, a popular email marketing platform. In this blog, we will guide you through the process of creating an exceptional VIP welcome flow that leaves a lasting impression on your VIP customers and helps foster a long-term relationship.
Identify Your VIP Customers:
Who are your VIPs? That’s the question very first came to mind. But criteria might be different for every brand.
Here are some of the most popular ways brands categorize their VIP groups, or segments, according to Klaviyo’s email data:
- Number of placed orders
- Amount spent/CLV
- Average order value
- A combination of the above
Still confused to decide your Potential customers! Do start with first two options.
Define Your Objectives:
Before diving into the technicalities, it’s crucial to define the objectives of your VIP welcome flow. Do you want to strengthen customer loyalty, increase repeat purchases, or encourage referrals? Having clear objectives will guide your content creation and overall strategy.
Create a VIP segment:
There are two ways to create a vip segment:
- Big spenders: customers who spent over X amount of money over Y amount of time.
- Frequent purchasers: customers who purchased X number of items over Y amount of time.
The following example focuses on customers who have made three or more purchases in the last 120 days. The time span and the number of orders might be different for you. You can also specify customers from any specific list. The amount of purchase can be another way to group your VIP customers
Target through social media
You can sync your VIP segment to a Facebook Advertising or Google Ads audience to target them with specific ads tailored to their customer experience. Additionally, you can create a lookalike audience to find new customers on Facebook who share similar interests and attributes as your VIPs. Prior to this step, you will need to integrate your Klaviyo account with Facebook or Google.
Create custom audience and sync with Facebook or google to create Lookalike audience there.
Target through segment-based signup form:
By creating a VIP-specific signup form for your customers, you can offer them special discounts, inform them about exclusive sales before other customers, and invite them to join your VIP newsletter list.
- Create a VIP segment
- Setup personalized signup form for VIPs
- Edit the behavior of this form.
- Under Targeting & behavior, select Target visitors in a list or segment and have it appear only to your VIP segment.
How to create VIP welcome flow in klaviyo?
As we have already created segment and now just have to setup segment-triggered flow in klaviyo. Follow the easy steps below:
→Go to flows option
→Create flow
→Navigate to ‘Segment’ option next to list and chose VIPs segment
1st Email/SMS:
Add your 1st email or SMS what you wanna send as customer join your VIPs segment. Send them well crafted email to get their attention or take benefit of plain text email as it will make this email more personal.
Show your gratitude on joining your VIPs family and let them know what they will get from now.
You can send them SMS rather of email if doing SMS marketing before.
2nd Email/SMS:
Add time delay and another email, or SMS.
Offer them a special discount as a token of appreciation and include a call-to-action (CTA) to showcase your best collection, best sellers, or customer favorites.OR
Provide them with value to strengthen the bond with your VIPs.
Best practices:
- Plain text email:
Don’t make this flow salesy as you do for others; instead, let it feel like a personalized flow. And a plain text email can help you achieve that. Want to send a design-based email? No issue, go for it, or you can A/B test to find out what suits you.
- SMS:
SMS is a great way to engage with your VIPs, but don’t send too many SMS messages. You can add one SMS to the VIP welcome flow. Whether you can add more than one SMS depends on the situation. Consider turning on smart sending and implementing quit hours.
- Gold/Silver/Platinum:
Set three categories for your VIPs based on the number of orders within a specific time span or the amount spent[ GOLD, SILVER, PLATINUM ]. Let’s suppose we tag high shoppers as ‘Gold,’ then ‘Silver’ for medium shoppers, and ‘Platinum’ for those with fewer purchases. Create segments for these categories and target them through different flows to encourage more shopping and to join the ‘Gold’ category. Alternatively, you can use conditional/trigger splits to target them within a single flow.
- Potential VIP customers:
Target potential customers who are very close to joining your VIP program. Offer them special discounts, such as free shipping or giveaways, to convince them to make additional purchases and enjoy the exclusive benefits of being a VIP. For example, if a customer has already made three orders, they can join your VIP family, and there may be several customers who are just one order away from qualifying. Focus on engaging them in a unique way
The ‘Thank You’ flow is one of the best ways to appreciate your new shoppers and convince repeat purchasers to become part of your VIP program. Utilize conditional and trigger splits to target new customers and repeat buyers in a unique manner. As mentioned, if you tag any customer with three orders as a VIP, use a conditional split in the ‘Thank You’ flow for customers who have made two purchases, encouraging them to place one more order and unlock a bundle of VIP benefits.
Don’t forget to :
Design a Compelling Welcome Email:
Craft a visually appealing and personalized welcome email for your VIP customers. Start by expressing gratitude for their loyalty and highlighting the exclusive benefits they’ll receive.
Offer Exclusive Incentives:
To enhance the VIP experience, provide exclusive incentives to your VIP customers. This could include early access to new products, special discounts, or free shipping.
Share Valuable Content:
Your VIP welcome flow shouldn’t be solely focused on sales and promotions. Share valuable content that aligns with your VIP customers’ interests and preferences. This could include exclusive blog posts, expert tips and tricks, or sneak peeks into upcoming releases.
Monitor and Optimize:
Once you have implemented your VIP welcome flow, it’s crucial to monitor its performance and make necessary optimizations. Track key metrics such as open rates, click-through rates, and conversion rates to gauge its effectiveness. Use A/B testing to experiment with different email copy, subject lines, and incentives to continuously improve the flow’s performance.
Conclusion:
Creating a VIP welcome flow in Klaviyo allows you to prioritize and nurture your most valuable customers. By implementing personalized and exclusive experiences, you can strengthen customer loyalty, increase repeat purchases, and drive referrals.
Hope you loved this blog ‘How to create VIP welcome flow’
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FAQs:
1] What is a VIP welcome flow?
A VIP welcome flow is a series of automated emails or communications designed to engage and welcome VIP customers, providing them with exclusive benefits and making them feel valued.
2] How do I segment my VIP customers for the welcome flow?
Segment your VIP customers based on criteria like purchase history, order frequency, or total spend. Use Klaviyo’s segmentation features to create distinct groups and tailor the welcome flow accordingly.
3] What content should be included in a VIP welcome flow?
A VIP welcome flow should include personalized greetings, exclusive offers, information on VIP benefits, and engaging content tailored to their interests. Consider highlighting upcoming product releases or inviting them to join a VIP community.
4] How many emails should be included in a VIP welcome flow?
The number of emails in a VIP welcome flow can vary, but it’s generally recommended to keep it concise and focused. A sequence of three to five emails is common, allowing you to deliver key messages while maintaining the customer’s interest.
5] Should I include discounts or promotions in the VIP welcome flow?
Offering exclusive discounts or promotions can be an effective strategy to incentivize VIP customers. Consider providing a special discount code or limited-time offer within the welcome flow to encourage immediate engagement and purchases.
6] How can I measure the success of my VIP welcome flow?
Utilize Klaviyo’s analytics and reporting tools to track key metrics such as open rates, click-through rates, conversion rates, and revenue generated from the VIP welcome flow. Monitor engagement and adjust your strategy based on performance data to optimize results.
