How Sunski Maximizes Lifetime Value with VIP Customers [Watch]

This is part of a twelve-episode series, Beyond Black Friday, where we take a look at the marketing strategy behind three ecommerce brands who are doing things differently and are successful in keeping the momentum going through the holidays, some in non-conventional ways.

One pair of sunglasses just isn’t enough for any of the members of Club Sunski, Sunski’s loyalty program for VIP customers. Using Klaviyo and Swell Rewards, the team at Sunski has crafted unique lists and content to cater to their most loyal customers to keep them up-to-date on the latest Sunski products. In other words, Sunski rewards them for their loyalty.

Let’s take a look at the magic behind Sunski’s VIP rewards program.

Creating the Right Messaging for VIPs

When digging through their customer survey research group, Creative Producer Gretchen Wegrich found a common thread among their most loyal customers. These buyers didn’t think of themselves as some sort of exclusive group, but as something like friends and family of the brand. Gretchen decided to center her copy and retargeting around that feeling.

Focusing on VIPs During the Holidays

Throughout the year, Sunski collects data from all of their subscribers and purchasers. They use that data to decide which offers to send, like suggesting similar styles or new colors to past purchasers.

During the holidays, they take this data to get hyper-targeted and sweeten their promotions. Having accurate targeting helps cut through the noise, which is especially critical at a time of year when shoppers are getting flooded with promotions.

In addition to email, Sunski uses their VIP lists to reach customers on Facebook.


"We create lists of our VIP customers and people who have purchased specific styles, and really target them with a specific message. Then we create lookalike lists of customers who aren't VIPs yet, and provide them with similar messaging to find new customers."

Rich, Ecommerce Manager at Sunski

How You Can Level Up Right Now

If you’re already using Klaviyo and want to create a segment of VIP customers, check out our guide to easily create a VIP segment in the Klaviyo Academy. And if you’re not sure what’s next for your marketing, check out our post-holiday marketing crash course, complete with a section on buidling a VIP audience.

Back to Blog Home
Get email marketing insights delivered straight to your inbox.