The #1 BFCM hack nobody’s talking about...

Treat your VIPs right and watch them print cash

Author

Philip Moldovanu
September 11, 2025

Hey there, it’s Philip from Inbox Insider 👋

Let’s talk about a group of people most brands COMPLETELY ignore…

A group of warm shoppers sitting right under their nose that could instantly spike revenue if they were treated properly and activated properly.

These people already know your brand, they already trust you, and they’ve already proven they’re willing to spend money with you, not once, but multiple times.

And yet…most brands just toss them into the same email campaigns as everyone else and hope for the best. No special treatment. No recognition. Nothing.

That’s a massive mistake.

Because this group (your VIPs) are your single biggest untapped opportunity.

We’re talking about the customers who spend 3–5x more than your average buyer. The ones who don’t need convincing, don’t need hand-holding, and don’t need another “first-time buyer” discount code. They’re already bought in.

And if you start treating them differently, the results can be insane. We’ve sent VIP-only campaigns that brought in $40k+ from a single email while sending to just 5,000 people.

If you don’t believe me here’s a screenshot lol:

How to Build Your VIP Segment

Don’t overcomplicate it.

Here’s the baseline setup:

  • They have placed more than 1 order (they’ve come back at least once)

  • OR

  • Total Spend is 2× more than your AOV (they’ve spent way above average)

That’s it. Nothing super fancy. Just a clean way to pull out the people who’ve proven they’re more valuable than the rest of your list.

Once you’ve got that segment built, the real fun begins.

How to Treat Them

This is where most brands lose out on sales. They build a “VIP” segment and then… keep sending the same emails. Pointless.

Here’s what actually works:

  • Early Access: Give them first dibs on new drops, sales, or collections. Even a 12-hour head start makes them feel like insiders.

  • Exclusive Deals: Create bundles or offers that never go to the general list. Call them out directly: “You’re getting this because you’re one of our top customers.” Make it known that they are special. Calling someone special puts them on an imaginary pedestal and they’ll feel more inclined to lean into this new label you’ve given them.

  • VIP-Only Flows: After a second or third purchase, trigger a flow that recommends higher-ticket products or add-ons. These people have already crossed the trust barrier so they’re way more likely to say yes.

The point is to make them feel seen. Don’t just say “VIP.” Show them why they’re different. Show them why they’re getting something nobody else is and make sure they feel special.

Why This Matters for Black Friday

During Black Friday, everyone is throwing discounts into the inbox. It’s absolute chaos. Your customers are getting 200+ emails that week alone.

So how do you stand out?

Again, by making your make your VIPs feel special.

When someone opens their inbox and sees, “You’re getting this early because you’re one of our top customers,” it cuts through the noise and it doesn’t feel like another generic blast.

And that’s the kind of message people actually act on, especially when stock is moving fast and they’re in the buying frenzy that is Black Friday

Some of our clients can pull more revenue from their VIP segments during BFCM than from their entire general list.

The Bottom Line

Basically…your VIPs are your gold mine.

Most brands are so obsessed with chasing cold traffic that they forget about the people who are already sold. The customers who’ve proven they’re loyal. The ones who’ll spend more, buy faster, and stick around longer if you just treat them like they matter.

Don’t sleep on these people during Black Friday, it’s the easiest lever you can pull to stand out in the chaos and turn repeat buyers into raving fans.

Try it out please!

— Philip

SUBTLE PLUG:

If you need a team of KILLERS to manage your email marketing for you, especially heading into BFCM….here’ what we offer:

  • We operate completely month-to-month, meaning you can cancel ANY time.

  • We offer FULL REFUND guarantees if we fail to make you money. We’ll give you a concrete dollar amount that we’ll add to your business in a certain time frame, if we don’t hit that number…you get your entire investment back. No questions asked and we put this in writing.

  • I will do a completely FREE audit on your Klaviyo and if I don’t find at least 3 things that make you an extra $1000 within 24 hours i’ll personally Venmo you $100.

Interested? Book with me right HERE

Till next time!

Philip