Hey it’s Chase and Jimmy here!

Some customers just hit different. They spend more, shop often, and actually want to hear from you.

So when they hand over their phone number, it’s not just a casual move—it’s an invite to treat them like VIPs.

In today’s newsletter, we’re diving into how to use SMS to turn top customers into loyal fans. From identifying your biggest spenders to crafting messages that feel personal (not robotic), we’ll show you how to make every text count.

Plus, we dig into the top stories of the week—Amazon’s AI-powered shopping, shifting TikTok ban support, and why Kevin O’Leary wants brands to rethink their ad spend.

⏰ Master email frequency with Omnisend’s segmentation and A/B testing tools

Are you emailing too much… or not enough?

Finding the right email frequency is tricky—send too often, and you risk annoying your subscribers. Send too little, and you’re leaving money on the table. So, how do you strike the perfect balance?

In this guide from Omnisend, you’ll learn:

 ✅ How to determine the right send frequency for your audience
 ✅ The impact of sending too many (or too few) emails
 ✅ Data-backed benchmarks to guide your strategy
 ✅ Practical tips to keep engagement high without overwhelming subscribers

💬 SMS Marketing for VIPs: How to Make Your Top Customers Feel Like Royalty

Let’s be real: when someone gives you their phone number, that’s a big deal.

It means they trust you. They like you. Maybe they even love you.

So how do you treat those loyal SMS subscribers?

By making every text message count.

In this guide, we’ll show you how to hunt down your VIP customers and send texts that keep them engaged and feeling special.

Step 1: Understand Who Your VIPs Really Are

Sure, everyone who signs up for your SMS list is important.

But let’s take it a step further and start grouping VIPs by behavior. This helps you send messages that are truly relevant (and effective!)

Here’s how to break it down:

• The Big Spenders: These are the customers dropping the most cash on your products. Define a revenue threshold that’s above your average customer spend. Anyone who crosses that line? VIP status unlocked.

• The Frequent Flyers: Maybe they’re not dropping a ton in one go, but they’re shopping a lot. Set a purchase frequency benchmark, and when someone beats it – boom, VIP.

• The Blended Types: These customers check both boxes: they spend often and spend big. This is your sweet spot for loyalty.

• The Highly Engaged: Don’t forget your click-happy crowd. If someone’s regularly interacting with your texts (even if they haven’t purchased much yet) they’re showing major interest. That’s worth nurturing.

Once you’ve built these segments, it’s go-time. Now the fun part: messaging.

Step 2: Text Like a Human (Not a Robot)

SMS is one of the most personal marketing channels out there. It lives right next to group chats, family threads, and late-night memes.

So keep it casual.

Say “hi” instead of “hello.” Ditch the corporate jargon. Write like you’re texting a friend – but a friend who loves your products and shops often.

Korean beauty brand Laneige does this really well:

The more natural your tone, the more likely your VIPs are to actually read and respond to what you send.

Step 3: Make Them Feel Seen

Personalization isn’t just about using a first name (although that helps). It’s about showing customers you know them.

Text your VIPs based on their preferences, purchase history, and behaviors. Here’s how that might look:

• Reminders when they’re due to restock a product they’ve bought before

• Exclusive drops based on their favorite categories

• Early access to seasonal collections they’ve shown interest in

• Loyalty point updates with nudges to redeem rewards

Check out Reebok’s product launch text as an example:

Think of it like texting a friend: “Hey, I saw this and thought of you.”

That’s the energy you want to channel.

Step 4: Share the Good Stuff First

If you want people to feel like VIPs, give them VIP treatment.

That means texting them before anyone else hears about:

• Sales

• Product launches

• Discount codes

• Flash events

• Free shipping perks

Here’s how Lucky Brand keeps their best customers happy via text offers:

Exclusivity makes people feel special. And feeling special builds loyalty.

You don’t need to overthink it. Even a short text like: “VIPs only: 24 hours of 20% off. Use code TEXTME20. Ends tomorrow!” …can go a long way.

Step 5: Don’t Just Sell – Support

Here’s something a lot of brands forget: texting is a two-way channel.

So when your VIPs reply with questions or feedback, make sure you’re ready to answer.

And no, that doesn’t mean staffing a 24/7 hotline. Even having smart automations in place can make a big difference.

Try setting up keyword replies like:

• “TRACK” → sends tracking link

• “HELP” → routes them to support

• “SIZE” → shares your size guide

Here’s a great example from Sierra Madre:

You can also route replies to your help desk or support team for follow-up.

Giving your VIPs access to quick help via text is next-level service.

Step 6: Sync It Up With Email

Here’s where the magic happens: SMS and email, working together.

Some messages are better suited for inboxes (like long newsletters). Others are perfect for a short, timely text (like restock alerts or flash sales).

But when you use both together in a coordinated way? You’re unstoppable.

For example:

• Send a teaser via email, then follow up with a nudge via SMS

• Deliver rewards or discounts through both channels so no one misses it

• Use email for deeper storytelling, then text for quick reminders

This cross-channel approach creates a seamless experience, and makes sure your VIPs stay in the loop, no matter where they’re checking in.

Grab your email subscribers’ phone numbers with a tailored email like Heyday does:

In a Nutshell…

VIP customers are your ride-or-dies. They trust you enough to hand over their phone number, and they expect that trust to be rewarded.

Treat them like royalty by:

✅ Speaking to them like real people
✅ Personalizing based on their behavior
✅ Giving them early access and perks
✅ Offering support via SMS
✅ Syncing SMS with email for a polished experience

Get this right, and SMS won’t just be another marketing channel. It’ll be your most powerful tool for loyalty, retention, and real customer relationships.

💰 The Tax Compliance Shortcut High-Growth Brands Swear By

Managing tax compliance shouldn’t slow down your growth. Yet many brands waste 9+ hours per month on manual processes—time that could be spent scaling.

Kintsugi flips the script:

• AI-first automation eliminates human errors

• Seamless integration with your tech stack

• No long-term contracts—pay month-to-month

• White-glove implementation—up and running in 3-5 days

DTC brands using Kintsugi report:

✅ 98.3% reduction in compliance errors
✅ 83% faster registration process
✅ 99.8% reduction in penalties and fees

Tax compliance should be an asset, not a liability.

🗞️ Quick Clips

• Amazon’s AI Wants to Be Your Personal Shopper: Amazon is testing ‘Interests,’ an AI-powered tool that suggests products based on natural-language prompts. It’s part of a bigger push to make shopping feel more intuitive—and more profitable.

• Staying Relevant in a Cautious Market: Consumers are spending carefully, and Levi’s CEO Michelle Gass says brands need to work smarter to stay in their carts. Her strategy? Leaning into innovation and brand identity to keep shoppers engaged.

• TikTok Ban Support Is Fading Fast: A new Pew study shows only 34% of U.S. adults still support banning TikTok—down from 50% last year. As political opposition weakens, an actual ban looks less likely.

• Kevin O’Leary Has Had Enough Hot Sauce: The ‘Shark Tank’ investor is over the endless stream of hot sauce brands—and says retail startups spending $50K+ on ads should rethink their strategy. His advice? TV ads might be a smarter bet than pricey social.

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

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