Good morning, Chase and Jimmy here.

SMS has a 98% open rate and most messages get read within 3 minutes.

That makes it the perfect channel for your VIP customers - the high spenders, frequent buyers, and most engaged subscribers who deserve to hear from you first.

But too many brands treat SMS like a shorter version of email, shipping off the same messages to everyone on their list and wondering why people opt out.

When you use SMS strategically for your best customers - early access, exclusive offers, personalized recommendations, and two-way conversations - it becomes your strongest retention channel.

Today we're breaking down how to identify your VIPs, what to send them via SMS, and how to turn your best customers into brand champions.

Also inside:
✔️ Most emails die in the inbox. These 12 didn't.
✔️ Knowledge drop: Why people delay buying (and how copy fixes it)
✔️ DTC wins: Eight Sleep raises $50M at $1.5B valuation

Let’s get into it.

Most emails die in the inbox. These 12 didn't.

What separates an email that converts from one that gets deleted? We pulled 12 high-performing emails from DTC brands like Bubble, Hero, and Surreal - and reverse-engineered exactly what made them work.

Inside Inbox Index:

• Full visual breakdowns from subject line to footer

• What's driving clicks (and what's killing conversions)

• Specific tactics you can steal for your next send

This isn't a template library. It's a masterclass in what converts; taught through real emails that generated real results.

Built for operators, marketers, and copywriters who are tired of guessing and ready to send with confidence.

→ Get your free copy

Knowledge drop:

Sometimes the biggest blocker to a purchase isn’t price or timing... it’s ego. Jimmy explains how writing “ego-safe” copy can remove resistance and speed up decisions.

How to use SMS to turn your best customers into brand champions

Here's the thing about getting someone's phone number: it's not casual.

When someone opts into SMS, they're inviting you into their most personal communication space. That's a level of access email doesn't have. And if you're smart, you'll treat it like the privilege it actually is.

So how do you make sure your top customers feel that exclusivity? By sending texts that are timely, relevant, and actually worth opening.

Let's break down how to identify your VIPs, what to send them, and how to make SMS your strongest retention channel.

Start by defining who your VIPs actually are

Not everyone on your SMS list is created equal, and that's fine. The key is knowing who your highest-value subscribers are so you can treat them accordingly.

Here's how to segment your VIPs by behavior:

The high spenders. Set a revenue threshold above your average order value. Anyone who consistently crosses that line gets VIP status. These are the customers who move your revenue needle.

The frequent buyers. They might not drop huge amounts per order, but they're shopping regularly. Set a purchase frequency benchmark (like 4+ orders in 90 days), and when someone hits it, they're in.

The best of both. These customers spend big and shop often. This is your ultimate VIP segment: the people who are both high-value and highly engaged.

The highly engaged non-buyers. Don't ignore people who click, browse, and engage with your texts even if they haven't converted yet. High engagement is a leading indicator of future purchase behavior. Nurture this group differently.

Once you've built these segments, you can start sending messages that actually match their behavior.

Write like a human, not a brand

SMS lives right next to personal conversations. It's not your website. It's not your email inbox. It's someone's text thread.

So drop the corporate voice. Write the way you'd text a friend: casual, direct, and conversational.

Say "hey" instead of "greetings." Skip the formalities. Keep it short and punchy.

The best brands do this with messages that feel like recommendations from a friend, not a marketing department. The tone is warm, helpful, and natural.

The more human your texts feel, the more likely your VIPs are to read them, engage with them, and actually act on them.

Personalize based on behavior, not just first names

Sure, using someone's first name is nice. But real personalization is showing customers you actually know what they care about.

Here's what that looks like in practice:

• Restock reminders based on purchase history. If someone buys the same moisturizer every 60 days, text them when they're due for a refill.

• Category-specific early access. If they always shop your sneaker drops, give them first dibs before you announce it to everyone else.

• Loyalty updates with actionable next steps. Don't just tell them they have points. Tell them they're 50 points away from a reward and how to close the gap.

• Browsing behavior triggers. If someone's been eyeing a product but hasn't purchased, a quick "Still thinking about it? Here's 10% off" can close the deal.

This is the "I saw this and thought of you" energy that actually works.

Give them exclusive access to everything first

If you want people to feel like VIPs, treat them like VIPs. That means they hear about things before anyone else does.

Text your top customers first when you're launching:

• New products or collections

• Flash sales or limited-time offers

• Exclusive discount codes

• Early access windows before public drops

• Free shipping thresholds or perks

The best VIP programs make this feel like insider access, not just another promo.

Even a simple message like "VIP early access: 20% off for the next 24 hours. Code: VIPONLY20" goes a long way. It's not complicated. It's just intentional.

Make SMS a two-way channel

Here's what a lot of brands miss: SMS isn't just for sending messages. It's a conversation.

When VIPs reply with questions, feedback, or requests, you need to be ready to engage. And no, that doesn't mean staffing a 24/7 support line. Smart automation can handle most of it.

Set up keyword-based auto-replies:

• "TRACK" → sends order tracking link

• "HELP" → routes to support or FAQ

• "SIZE" → shares sizing guide

• "HOURS" → shares store hours or contact info

The best implementations feel instant and helpful without seeming robotic.

You can also route more complex replies to your help desk or support team for human follow-up. Giving VIPs quick, friction-free access to help via text is a major loyalty driver.

Layer SMS with email for a seamless experience

SMS and email aren't competing channels. They're complementary.

Some messages belong in an inbox (like long-form content, detailed guides, or rich storytelling). Others are perfect for a quick text (like restock alerts, flash sale reminders, or time-sensitive offers).

But when you use both together strategically, you create a cohesive experience that meets customers wherever they are.

Here's how to coordinate them:

• Tease in email, close in SMS. Send a campaign email building anticipation for a drop, then follow up with a text when it goes live.

• Double down on high-value moments. Deliver rewards, loyalty milestones, or exclusive codes through both channels so nothing gets missed.

• Use email for education, SMS for urgency. Email explains the product. SMS reminds them it's selling out.

You can also use email campaigns to collect SMS opt-ins from engaged subscribers, creating a natural bridge between the two channels.

When your messaging is coordinated across email and SMS, customers get a seamless experience instead of scattered, disconnected touchpoints.

Add a win-back flow for VIPs who've gone quiet

Even your best customers can go dormant. Maybe they got busy. Maybe they found a competitor. Maybe they just forgot about you.

A VIP-specific win-back flow via SMS can bring them back before they're fully gone.

Here's what that might look like:

• Text 1 (Day 60 of inactivity): "We miss you! Here's 15% off your next order, on us."

• Text 2 (Day 75): "Still here? We saved your favorites. Click to shop."

• Text 3 (Day 90): "Last chance: your VIP perks are about to expire. Use them or lose them."

Keep it short, low-pressure, and focused on re-engagement, not guilt. The goal is to remind them why they loved you in the first place.

Build loyalty through intentional messaging

Your VIP customers aren't just high-value. They're the people who trust you enough to give you their phone number. That's not something to take lightly.

Treat them like insiders by:

• Segmenting based on real behavior, not guesswork

• Writing like a human, not a robot

• Personalizing based on what they actually care about

• Giving them exclusive access before everyone else

• Making SMS a two-way channel with smart automation

• Layering SMS with email for a cohesive experience

• Re-engaging VIPs who've gone quiet before they're fully lost

Get this right, and SMS won't just be another marketing channel. It'll be your most direct line to the customers who matter most.

DTC wins:

Sleep tech brand Eight Sleep just raised $50M, bringing its valuation to $1.5B. Known for its smart mattress systems that track sleep and automatically adjust temperature through the night, the company is already shipping to 34+ countries and reached free-cash-flow positive status in 2025.

The new capital will fund global expansion, new product development, and clinical work around sleep health.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

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