The VIP Segment Structure That Keeps High-LTV Customers

Rishabh Sharma 3 min readJune 6, 2024

Access over discount

VIPs get early access to new products, exclusive bundles, direct customer service. Not steeper discounts.

Real human from the brand emails VIPs quarterly. Not automated. 30 customers at a time, 2 hours of founder's time per quarter.

Well-run VIP segments see essentially zero unsubscribes. The unsubscribe button goes unused because nothing's annoying.

The counter-intuitive finding: leading with a discount hurts long-term customer value.

Using SMS as the on-ramp to email — surprisingly effective for growing engaged lists.

If you're only going to build 6 flows, build these six. Everything else is noise until these are shipping.

Our team ships email & crm programs every week. Book a free consult — we'll tell you what would move the needle for your brand.