In Da Clurb, We All Fam: Unlock VIP Loyalty with SMS
Stuffed inboxes, social feeds overflowing with promotions, and notifications of all types are the constant hum in the background of the attention economy. Most people try to tune it out, even those of us who work in marketing and branding, if we’re being honest.
The one refuge where the signal is greater than the noise is SMS. Of all the digital communication channels, it’s the most intimate. It’s where you chat with your mom and your partner and your kids. It’s the channel where you receive the messages that you cannot miss, like reminders for your doctor’s appointments or dinner reservations.
It’s also where you opt-in to get messages from a few brands you really love. Unlike emails or social ads that can be easily ignored, SMS marketing lands directly, literally into the hands of your audience.
People follow more brands on social media than they subscribe to via email and often subscribe to even fewer brands via SMS. But that doesn’t diminish the power of SMS. On the contrary—the strength of SMS comes from its role as a digital private club, not as a public square.
Consumers are already segmenting themselves and aligning their level of familiarity with different channels. And brands should follow suit. The more brands treat SMS like a mass distribution channel, the less and less effective it becomes.
We believe that the intimacy that SMS creates comes with great responsibility and high expectations. That makes it the perfect platform for delivering VIP experiences to your most important, most-engaged customers.
SMS Is Your VIP Channel
One of the most powerful drivers of customer loyalty lies in the psychology of feeling valued and unique. Your customers are wired to respond positively when they feel special, and SMS marketing taps directly into this need by offering personal and immediate connection between your brand and your customer. It’s more than just sending a message; it’s about creating a sense of exclusivity and importance that fuels deeper emotional engagement.
A text that reads, "Just for you: 24-hour early access to our new product line! Use code VIPACCESS" triggers a psychological response rooted in scarcity and privilege. It’s the feeling that you’re part of an inner circle, getting something before others do. Being “in-the-know” fosters a sense of belonging and boosts a customer’s emotional investment in your brand. It also gives your customers a concrete reason to stay connected via SMS.
When customers believe they have first access to a product or an offer that’s limited or exclusive, it taps into their desire for status and recognition, reinforcing their loyalty. By offering early access, flash sales, or exclusive content, you’re catering to a psychological need for recognition and special treatment. That emotional connection makes your customers more engaged and likely to return again and again, turning them into long-term advocates.
SMS Engagement Ideas for Your VIP Customers
Early Access & Announcements
Like our previous example 👆, informing VIPs about upcoming product launches before making them available to the general public creates anticipation and makes them feel in the loop before anyone else.
First Look at Collaborations
Let VIP customers know about upcoming partnerships or collaborations with influencers, designers, or sister brands before it’s public knowledge to build anticipation and excitement.
Exclusive Event Invitations
Invite VIP customers to private events such as virtual meet-and-greets, product previews, or feedback sessions.
Content Sneak Peeks
Share early access to new blog posts, how-to guides and tutorial videos, or special interviews before they’re available to the public.
Behind the Scenes Content
Share exclusive glimpses into the product development process, creative brand processes, factory tours, or a day-in-the-life of your team. VIP customers love feeling like insiders with special access to your brand’s inner workings.
Personalized Milestone Messages
Send personalized appreciation texts recognizing their loyalty, achievements, or milestones with your brand, such as anniversaries, reaching a specific spending tier, or reaching a specific level of community participation.
VIP-Only Communities
Invite these customers to an exclusive SMS group chat or private community where they can engage with other VIP customers, brand ambassadors, influencers, or your employees.
Polls & Feedback
Ask VIP customers to provide input on new designs, collaborations, products, or services while they are in the R&D phase. Their opinions will help shape the future of your brand and make them feel like they are in co-creation with you.
Send tips, hacks, and expert advice related to your products. For your VIP customers, make sure what you share are “deep cuts” not widely known but your general audience.
Birthday or Special Occasion Surprises
Send a personal birthday message or celebrate significant dates with special VIP-only experiences, such as personalized playlists, digital cards, or a message from your CEO or brand influencer.
Flash Sales and Special Discounts
Yes, it’s okay to send an occasional sales message. Though it’s best to utilize commercially-related texts thoughtfully, they are an important benefit of any VIP program.
