From the EEC Conference: Creating a VIP email program

Posted on Wed, 02/13/2008 - 15:33 by Amy Black

In the session Uncovering the True Value of a Customer’s Email Address, Lawrence DiCapua from PepsiCola North America covered the topic of creating a VIP program for your most active subscribers, especially those who are telling others about you by forwarding your emails.

Have you paid much attention to who is forwarding your emails? Those who forward are your influencers (in the case of Pepsi, these are the people who are drinking Pepsi products and getting others to as well). You have an incredible opportunity to build an even deeper connection with people who like your company and your email content so much that they are willing to tell their friends and family about it.  

Lawrence said that they look at certain criteria to determine if someone makes it on to the VIP list, which gets refreshed consistently. His group sends coupons and other perks via email to this select group to show that they are appreciated and to further engage them.

I asked Lawrence how he communicates with this group. Does he let them know how they got on the list? His response was that you do want to be careful about how much you say about what you know. He suggested giving a more general thank you message letting them know they are a valued and special customer, but  you may also include a line that thanks the subscriber for telling his or her friends.

The challenge given was that if you do decide to create a VIP program, stick with it. Make sure that you do a good job with it and that you don’t hurt these important relationships by not seeing the effort through.

Do you have a VIP program? If so, tell us about it. If you don’t have one yet but want to start one, we want to hear about that too!
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