Loyalty, VIP, and Referral Campaign

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A loyalty/VIP campaign recognizes high-value customers, while a referral campaign asks satisfied customers to introduce qualified new customers. [KL-VIP-01][MC-REF-01]

When and where

• Define VIP status from verified recency, frequency, spend, tenure, tier, or strategic value, and update the segment dynamically. [KL-VIP-01][BRAZE-STRAT-01]
• Ask for referrals after a positive, completed experience or demonstrated loyalty, not before the customer has received value. [MC-REF-01][KL-POST-01]

How

• Give VIPs relevant recognition such as early access, exclusive content, personalized bundles, or surveys rather than merely increasing message volume. [KL-VIP-01]
• State referral eligibility, incentive, attribution, expiry, limits, and fraud/abuse rules accurately for both referrer and referred customer. [FTC-01][MC-REF-01]
• Segment referral asks by customer behavior, preferences, and engagement, and coordinate timing with other campaigns. [MC-REF-01]
• Use trackable referral codes or links and monitor which sources create real sales and valuable repeat customers. [MC-REF-02]
• Measure referral participation, referred conversion, cost per acquired customer, referred-customer value/retention, VIP repeat purchase, incremental margin, fraud, opt-outs, and complaints. [MC-REF-02][BRAZE-METRIC-01]