08/30/2024 | News release | Distributed by Public on 08/30/2024 11:58
When your customers share their phone numbers with you, it's a sign of serious trust.
Typically, it means they're ready to take their relationship with your brand to the next level-the VIP level.
"Any customer who subscribes to SMS could be considered a VIP customer because they're giving your brand direct access to such a personal space: their cell phones," says Savannah Mazola, SMS implementation specialist at Klaviyo.
In fact, when Klaviyo surveyed over 8,000 shoppers about their SMS marketing preferences, we found that next-level loyalty is often what motivates shoppers to sign up to receive text messages from brands:
Since SMS is a direct line to your biggest fans, make the most out of this impactful marketing channel by learning how to offer exactly what they want-and make them feel special along the way.
While all SMS subscribers should be treated like VIPs, "there comes a point where you need to start identifying SMS sub-segments within that entire VIP audience," Mazola says. "Getting more granular with audience segments will really set you up to deliver personalized messages later on."
To create the best VIP experience, use the following parameters to build segments of VIP customers:
Align with your marketing leadership to determine how much money a customer needs to spend over a certain amount of time to be considered a big spender. These numbers vary based on industry and price point, but "we generally recommend using a revenue number slightly higher than your average customer's yearly spend," Mazola says.
Determine how many times a customer must make a purchase over the course of a time period to fall into this VIP sub-segment. Again, this number varies based on industry and price point, but Mazola recommends using a number slightly higher than your average customer's yearly purchase frequency.
These are customers who have purchased a certain number of products or spent a certain amount of money over a specific amount of time.
"A blended approach is often the route brands take when they want to be more inclusive with their VIP segments," Mazola explains. "If they see spend and frequency as similar or equal weight when deciding if someone is a VIP, they generally would take the blended approach."
Outside of order frequency and order amount, customers who regularly click the links inside text messages are highly engaged and could also be included in a VIP segment. Mazola suggests some brands could consider VIPs to be SMS subscribers who signed up in the last 30 days or interacted with SMS content in the last 90 days.
So you've got your VIPs segmented. Now, how do you keep them engaged and spending through SMS?
Take advantage of the familiar nature of SMS by writing brand messages as though you're texting a friend. "I've seen a lot of brands that take a more friendly or more casual approach to SMS than they would in an email," Mazola says.
Simple word swaps like "hello" to "hi" can make a difference when adjusting the tone. You can also use Klaviyo AI to write SMS message copy. Generate and review various versions to help you nail the ideal tone for VIPs.
"A brand might text customers, 'Hey, it's [First Name] from [Brand Name].' And those tend to add another layer of personalization and connection to the brand," Mazola says.
But true SMS personalization goes beyond names. Knowing a customer's location, loyalty status, product preferences, and more can further support impactful and personalized VIP campaigns through SMS. Here's how:
In Klaviyo, the sky's the limit for SMS personalization, Mazola explains: "We can pull any property we've collected on a customer into a message."
Nothing says "you're special" quite like bumping someone to the front of the line. Offering early access to your VIP customers creates buzz and drives revenue for your sales and new products. After all, these customers are the ones who are most likely to buy.
Streetwear brand Sneaker Politics knows all about creating buzz. Their product drops sell out quickly (sometimes within a minute). Even loyal customers who've already subscribed to the brand's emails and follow Sneaker Politics on social media sometimes hear about the drops after the product sells out.
To keep customers in the loop and continue to drive awareness of their product drops, Sneaker Politics pitched their SMS program as a VIP club. Since VIP club members get early access to new releases, plus other benefits, customers were eager to sign up for the latest drop announcements through SMS.
Now, a single text can earn the shoe brand hundreds of sneaker sales. In January 2023, the SMS channel alone drove 7% of total ecommerce revenue for the brand.
Source: Sneaker Politics
Our SMS research shows that 35% of shoppers sign up to get text messages from brands because they want to purchase when there's a sale. The promise of exclusive deals gives customers a compelling reason to subscribe to your SMS marketing.
"This shows customers that you recognize them as VIPs. You're acknowledging their loyalty by offering more through the SMS program than you are through email alone," Mazola explains. "It also increases brand loyalty."
To pique VIP interest, consider offering them these deals and discounts through SMS:
To create a VIP experience for top customers, casual apparel brand Marine Layer uses Klaviyo to run an SMS channel for flash sales. Their first SMS campaign drove over $80,000 in revenue in 24 hours.
Source: Marine Layer
Replenishment flows are one of the most effective VIP messages that can boost sales, drive retention, and provide a personal touch.
But when it comes to sending reorder reminders that are helpful (and not unwelcome), timing is everything.
When Australia-made beauty brand esmi tapped Klaviyo to support its retention-focused marketing strategy, creating advanced replenishment flows was a key component.
Using data to understand each subscriber's unique place in the customer journey, esmi built a series of flows to send SMS reordering reminders and discount codes to repeat customers, helping the brand reach a 45% customer retention rate.
Source: esmi Skin Minerals
Texting is a two-way street. So when VIP customers reply to SMS marketing, brands need to be able to respond helpfully-without overwhelming their support team.
Mazola explains 3 approaches for using SMS to support your VIP customers when they have questions.
Even if you've already been using text messages to reach VIP customers, it's crucial to create a cohesive strategy that combines both email and SMS.
"When you consolidate it all under one roof, you're no longer using SMS and email as two separate channels," says Mazola. "You're using them together in a more strategic way to make a seamless and enjoyable experience for your current VIPs and future VIPs."
She adds that by bringing email and SMS under one roof, the two channels can complement (rather than compete with) each other. It also helps ensure accurate reporting on VIP engagement and sales thanks to a more holistic attribution model.
If you're looking for an all-in-one platform that blends the strengths of email, SMS, and mobile push notifications, Klaviyo makes it easy and fast for you to combine all your customer data into one place. Get up to speed on creating a VIP customer experience that grows stronger with every text message you send.