Social Media Marketing World Talk

I wanted to share a couple highlights from what I'll be sharing during my presentation today.

1). VIP Program

Retain your best customers by treating them like VIPs! 

RFM Segmentation is helpful here, as well as in-general.

  • Recency: How much time elapsed since a customer’s last activity or transaction with the brand.

  • Frequency: How often a customer transacted or interacted with the brand during a particular period of time.

  • Monetary: How much a customer has spent with the brand during a particular period of time.

RFM segments have clever and funny names to help you remember them. Here are a few of the many:


Outside/in-addition to RFM Segmentation: There are 2 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.

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 (who aren't necessarily VIPs).

Outside using discounts, you could leverage the following for VIPs:

  • Exclusive access (private FB group)

  • Exclusive content (high-quality info/insight)

  • Dibs on new releases

  • Priority customer support

  • Surprise gifts

  • Personalized thank you cards


2). Recycle Top Content

With the screenshot above, you can see that we resent some of our educational emails that performed well to non-openers.

Not shown above is an evergreen educational flow we built out using our high performing campaigns. We’ll pick our top performing 3 to 5 educational emails that we sent as campaigns and turn them into an evergreen, ongoing flow. Make sure to exclude those who have already received them as campaigns.

3). Plain Text vs HTML Emails

In my world (ecommerce), you need to leverage BOTH.

Flashy design emails make your brand impressive.

Plain text emails make your brand relatable.

Consider this before hitting send...

I think different instances naturally lend themselves better to one vs the other.

Customer Thank You Email = Plain text all the way

Product/Collection Launch = HTML all the way


Hope you enjoyed this and wish me luck!