‘6 Tips for Creating a Best Customer Email Program’ – Silverpop Blog

Loren McDonald says, “You value all of your customers, but some of them are your very best, and they deserve special treatment. Maybe they buy often from you or they spend a lot when they buy (or both). Perhaps they’re your biggest advocates in social media, shop with you across all your touch points, or rank in your highest lifetime value segment.

These people deserve a little extra love. And email can help you surprise these “best customers” with special offers designed to express your appreciation for their interactions with you, make them feel genuinely special and retain them as high-value customers.

A “best customer” email program has three key elements:

• Methodology that sets thresholds and identifies qualified customers”.