On our seventh day of 12 Days of Holiday Sending, we’re talking about the loaded question: Who are your VIP recipients? I have a few emails that come to my inbox that I open every single time I see them arrive, without fail, because I can’t wait to read them!

Two specifically come to mind: a daily news digest for young professionals, and an email update to a daily deal pop-up shop I stalk. I open the email, I click through, and on a very regular basis (at least for the daily deal site) convert to a sale. For those senders, I’m a serious VIP recipient.

Who is a VIP recipient? It’s someone who loves hearing from you. VIPs engage with your email by opening, clicking, and ultimately converting. Identifying your VIPs is critical for your segmentation strategy. If you’re looking to test anything, this is the group to start with before you move on to the larger group. If you see really poor metrics as a result of your initial test with the VIPs, it’s time to re-approach your strategy or try a different test instead of moving on to the rest of your list.

If I see a weird email from one of those senders that I mentioned earlier, I would probably dismiss it as an off-day and keep waiting for their next email to hit my inbox. If it’s a weird email from a sender I’m not so sure about, it could be a tipping point to make me unsubscribe.

As a company, your email program benefits from knowing those VIP recipients and treating them differently from the rest of your list. Whether it’s to test a new template or send an extra “thank you for being an awesome customer” email, they obviously love you as much as you love them, so watch your metrics and get to know them!

For more holiday sending tips, check out our SlideShare below:


Kate Schmeisser
When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Creative Content Manager.