How to create a segment of VIP customers
You will learn
Learn how to identify VIPs from your customer base using Klaviyo segments, which can be useful if you run a rewards program or want to know who your most valuable customers are. Identifying and segmenting your VIP customers can help you build loyalty and a more personal relationship with some your best customers, so you can increase their average order value and lifetime value as a customer.
Segment conditions
There are three primary approaches to take when deciding who your VIP customers are:
- Big Spenders
Customers who have spent over X amount of money over Y amount of time. - Frequent Purchasers
Customers who have purchased X number of products over Y amount of time. - Blended
Customers who have purchased X number of products OR spent Y amount of money over Z amount of time.
It is important to include a time restriction when defining a VIP segment. Otherwise, you may capture inactive customers or customers who have simply been purchasing from you for a while (but aren't necessarily VIPs).
Your account may have the Placed order value metric instead of Revenue. If this is the case, use Placed order value in place of Revenue in the segment. These metrics represent the same information.
Big spenders
Note that you will not see revenue appear as an option in the segment builder if no one has placed an order in your store. This can occur if you are just opening a new store and starting out with Klaviyo.
Use the segment definition What someone has done > Revenue > is greater than __ in the last 365 days. Use a revenue number that is slightly higher than your average customer's yearly spend.
Note that the Revenue filter option is only available within segments, and is not a metric you can export on your account from the Metrics tab in Klaviyo. Revenue is based on the value of the Placed order or equivalent event synced through your integration.
Frequent purchasers
Use the segment definition What someone has done > Placed Order > is greater than __ in the last 365 days. Use a number that is slightly higher than your average customer's number of orders per year.
Blended
Use the segment definition What someone has done > Placed Order > is greater than __ in the last 365 days OR What someone has done > Revenue > is greater than __ in the last 365 days. Use a number of orders and revenue that is slightly above average for a customer in a given year.
Content to send to VIPs
Consider sending the following types of content to customers that fall into a VIP segment:
- Send them advanced notice of new releases or promotions.
- Allow them to pick out their own bundle of 2+ products to receive 5% off the bundle.
- Invite them to feature using their favorite products on their social media for a free gift.
- Send them a survey to ask what more they would like to see from your marketing content.
- Send them a survey to ask what products or services they are most needing right now in your company’s product category.
These types of content reward VIP customers for their loyalty to your brand, and allows you to continue to maintain and nurture your relationship with them.
Additional resources
- How to create customer persona segments based on activity
Learn how to use segmentation to create customer persona segments based on the actions they have taken. This allows you to send more relevant marketing communications so you can gain the most value from your audience.
- Getting started with Meta Ads
Learn how to integrate Meta Ads with Klaviyo. The advertising integration with Meta provides two main features:
- Advanced segmentation reference
Learn effective advanced segmentation strategies that provide insights into your customer base and create highly personalized experiences for your subscribers.
- Guide to running a VIP program