How to create a segment of VIP customers

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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. In this article, you will learn how to build this segment based on your customers' purchasing habits. 

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).

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. 

A segment of customers whose Revenue is greater than x in the last 365 days

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. 

A segment of customers who have placed more than x orders in the last 365 days

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. 

A segment of customers who have placed more than x orders or spent more than x in the last 365 days

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