The “VIP Segmentation” technique

One of the most important segmentation practices for any business is the VIP Segmentation.

This is mostly used by Ecommerce businesses, and it’s usually based on purchasing history:

  • Several orders
  • A specific amount spent

When a person has purchase a minimum of X times or has spent X amount of money, they are automatically migrated to a VIP segment.

And this, as we’ve discussed before, can be done with an integration between your ecommerce platform and your ESP. Once you’ve set this up, it’s an automatic process.

But in this case, I want to talk to you about a different kind of VIP segmentation: A manual process.

Let me explain…

Not all subscribers are created equal. Some of them you’ve had conversations with, and some of them have even expressed some interest in hiring your services or purchased something from you. Some of them you already know since they became subscribers.

In one way or another, you’ve come to consider these folks, true prospects for your business.

What do you do with those “special” subscribers?


Sorry, couldn’t resist it…

Don’t feel bad, most people don’t do anything with this type of highly engaged subscribers.

The goal

So, what is the purpose of having a VIP segment in your list?

Simple, this group of people have higher chances of converting, because they have a clear interest.

This group is probably ready to receive a different kind of campaign or offer.

How to create your own VIP segment

This segment is not based on kind of automation. These folks are hand-picked.

This means that you have identified them on an individual basis. Here is the process:

Here is how to do it on Mailchimp:

Other ESPs might not have the option available to you, like Aweber (shocker!), so here is how you can get around that to be able to create your own manual segment:


Create your own manual segment:

  1. Decide what the criteria is for considering them VIP members
  2. Look for the individual in your list by performing a search by email address or name
  3. Tag them as “VIP”
  4. Now you can create segments based on that tag