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Recharge and Klaviyo use cases

Shopify Checkout integration Recharge Checkout on Shopify
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Klaviyo is a Recharge-built integration that lets you leverage the power of Klaviyo, create compelling marketing content, and keep connected with your customers, even after their first purchase. Klaviyo can replace the standard set of Recharge notifications, giving you more flexibility with the messaging you send to customers. 

Klaviyo offers both flows and campaigns, providing you with many avenues to creating marketing and transactional email content.

Recharge Quick Actions can be included in both flows and campaigns, bringing certain functionalities of the customer portal one step closer to your customers. Quick Action URLs are dynamic links that are unique to each customer and make it easy for them to quickly maintain their subscriptions.

This guide explains how to build flows and campaigns that include Recharge Quick Action URLs, making it easier than ever for your customers to interact with and manage their subscriptions.

Platforms:
  • Shopify Checkout Integration
  • Recharge Checkout on Shopify
Note: If you are using the Recharge Checkout on BigCommerce you can refer to these use cases to build your flows as Recharge Quick Actions are not compatible with BigCommerce and will need to be excluded from your emails.

Before you start

  • Review the Klaviyo overview guide to understand how Klaviyo works with Recharge.
  • Recharge has worked directly with the Klaviyo team to build these use-case instructions. Questions about using Klaviyo, such as building flows, or campaigns, using trigger splits, or understanding dimensions, should be directed to Klaviyo’s support team.
  • Use the Recharge Quick Actions URL Builder to create any Quick Action URLs to include in your flows or campaigns.
  • Prepaid subscription products are not compatible with Quick Actions. 
  • Check out Recharge's Klaviyo Integration Overview course for a detailed look at how Klaviyo and Rechare work together. 

Abandoned cart

Use abandoned cart emails to retarget customers who have displayed interest in your product. This email (or series of emails) can include a discount code to encourage customers to complete their initial purchase, allowing you to win them back as a subscriber.

Tip: Refer to Klaviyo’s blog post, Abandoned Cart Emails, for strategies for writing effective retargeting emails for abandoned carts.

Instructions for building an abandoned cart flow for the Recharge Checkout on Shopify

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Add the Flow Filters

Flow Filters can be used in Klaviyo to target customers based on their specific behaviors. Add Flow Filters to this specific flow to ensure that the Abandoned cart email is only sent to customers who abandon their carts.

  1. Select Metric from the list of Trigger options.
  2. Use the "Started Checkout" metric. This ensures that the notification is triggered whenever a customer abandons their cart before converting.
  3. Click on the Trigger.
  4. Select Flow Filters from the Flow Trigger menu and then select Add a Flow Filter.
  5. Use the “What someone has done (or not done)” Flow Filter to build your first filter with the following selections:
    • Person has placed Order
    • Zero times
    • Since starting this flow
  6. Select +AND to add a second filter. Use the “What someone has done (or not done)” Flow Filter to build your first filter with the following selections:
    • Person has Started Subscription
    • zero times
    • since starting this flow
  7. Press Save to save your Flow Filters.

Step 3 - Create your Abandoned cart email

  1. Drag the Email action from the Actions list to your flow screen.
  2. Select the Configure Content button to build the Abandoned cart email.
  3. Update the Subject and the Sender info if necessary.

The_abandoned_cart_email_is_sent_to_customers_who_do_not_successfully_complete_their_checkout_order.png

Welcome email with the opportunity to cross-sell

Sending out a welcome email is a great way to establish a relationship with your customer after they make a subscription purchase. You may want to consider offering a welcome email with a cross-selling promotion and encourage customers to add a one-time product to their upcoming subscription order.

For example, you might consider sending out a second email 20 days after the initial welcome email that informs customers about a seasonal one-time accessory that they can add to accompany their existing subscription product. 

You can build a flow, or use Recharge's New Subscriber Welcome pre-built flow template in Klaviyo to easily configure a new subscriber flow.

Tip: Check out Klaviyo’s blog post on writing successful welcome emails to get started.

Instructions for building a welcome email with an additional cross-sell email sent later

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Create the initial Welcome email

  1. Select Metric from the list of Trigger options.
  2. Use the "Subscription started on ReCharge" metric. This ensures that the notification is triggered whenever a customer starts a subscription on Recharge.
    • The 'Subscription started on ReCharge' metric will be triggered for every new subscription started which can result in multiple events being triggered if the customer purchases multiple subscriptions. To send only one email when a customer purchases multiple subscriptions at checkout, use the ‘Order placed successfully on ReCharge’ metric with the filter type set to “CHECKOUT”. 
  3. Select Done to save the trigger.
  4. Drag the Email action from the Actions list to your flow screen.
  5. Select the Configure Content button to build your Welcome email.
  6. Consider including a Quick Action URL in the body of the email to make it easy for customers to view their customer portal.
  7. Press Save Content when finished.
  8. Update the Subject and the Sender’s info if necessary.

Once enabled, every customer who starts a subscription will receive this email.

Step 3 - Add cross-sell email

We recommend using the Time Delay feature to prevent customers from receiving multiple emails in a row.

For example, you may want to use a Time Delay and have a cross-sell email sent to customers 20 days after the first welcome email. This gives customers time to enjoy the product while still giving them enough time to add a one-time product to their upcoming order.

Create_a_time_delay_between_the_first_and_second_email_to_keep_customers_engaged.png

Once you’ve set the Time Delay, drag the Email Action to your flow to create a second email notification for your customers.

  1. Select the Email card to build the content of your cross-sell campaign.
  2. Include a Quick Actions URL in your email to encourage customers to add a one-time product to their upcoming order. You can add the Quick Action URL as a link through the Source code when building your Klaviyo email. Quick_Action_URLs_can_be_included_in_your_email_to_offer_cross-selling_promotions.png

This flow ensures customers receive an email when they sign up, welcoming them to their subscription, and then another email in 20 days, offering them the option of adding a one-time product to their upcoming order.

With_a_time_delay__customers_receive_the_second_email_20_days_after_the_first.png

Optional - Add trigger splits

You can use Klaviyo’s Trigger Split option to target specific customers with your second notification. This ensures that your second email is only sent to the customers who should receive it. You might consider using the trigger split option to only email customers subscribed to a specific product.

  1. Drag the Trigger Split option from the side menu in Klaviyo over to your flow.
  2. Select variant_id from the Dimension dropdown menu. Use the equals value.
  3. Type the variant ID for a specific product. Only customers subscribed to this variant ID will receive the next email.
    Set_the_dimension_to_variant_ID_and_provide_the_specific_variant_ID_to_build_a_Trigger_Split.png
  4. Press Save to save the trigger split.

This trigger split lets you send different emails depending on the product your customer is subscribed to. You can add the cross-sell email to the YES path, and a more generic email to the NO path. If customers are subscribed to that specific product, they’ll be given the option to add a one-time product to their next order.  

Use_Trigger_Splits_to_send_customers_different_emails_depending_on_the_product_that_they_are_subscribed_to.png

Upcoming charge notification

Replace the standard Recharge upcoming charge notification with a custom-built Klaviyo flow, and provide customers with a branded experience when notifying them about their upcoming charge.

By default, this notification is sent out three days before the upcoming charge but can be adjusted by following Can I change when the upcoming charge notification is sent. Make sure to disable your Recharge notifications before activating your flow to prevent customers from receiving multiple emails. 

Tip: Use Recharge's Upcoming Order Reminder pre-built flow template in Klaviyo to quickly build an upcoming charge notification.

Instructions for creating an upcoming charge notification in Klaviyo

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Add the flow trigger

  1. Select Metric from the list of Trigger options.
  2. Use the “Order upcoming on ReCharge” metric. By default, this notification is sent out three days before the upcoming charge but can be adjusted by following Can I change when the upcoming charge notification is sent.
  3. Select Done to save the trigger.

Step 3 - Create your confirmation email

  1. Drag the Email action from the Actions list to your flow.
  2. Select the Configure Content button to add the notification content.
  3. Update the Subject and the Sender’s info if necessary.

Step 4- Add a Recharge Quick Action to the notification

Include a Quick Actions URL in your email to make it easier for customers to manage their subscriptions and add a one-time product to their upcoming order.

Since this notification is sent out before a customer’s upcoming order, you may also want to add a Quick Action URL to make it easier for customers to skip their next upcoming order.

Step 5 - Disable the notification in Recharge

Disable the upcoming charge notification in Recharge.

Subscription recurring charge confirmation

Replace the standard Recharge recurring charge notification with a custom-built Klaviyo flow, and provide customers with a branded experience when confirming their successful charge.

Make sure to disable your Recharge notifications before activating your flow to prevent customers from receiving multiple emails. 

Instructions for creating the subscription recurring charge confirmation in Klaviyo

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Add the flow trigger

  1. Select Metric from the list of Trigger options.
  2. Use the “Order placed successfully on ReCharge” metric.
    • The 'Subscription started on ReCharge' metric will be triggered for every new subscription started which can result in multiple events being triggered if the customer purchases multiple subscriptions. 
    • Without using a filter, notifications will send on both checkout and recurring orders. You can further segment this notification by setting the ‘Order placed successfully on ReCharge’ metric type = "CHECKOUT" or "RECURRING" to create different emails for each situation. 
  3. Select Done to save the trigger.

Step 3 - Create your confirmation email

  1. Drag the Email action from the Actions list to your flow.
  2. Select the Configure Content button to add the notification content.
  3. Update the Subject and the Sender’s info if necessary.

Step 4- Disable the notification in Recharge

Disable the upcoming charge notification in Recharge.

Subscription cancellation

Replace the standard Recharge cancelation notification with a custom-built Klaviyo flow, and provide customers with a branded experience if they do cancel their subscriptions.

Make sure to disable your Recharge notifications before activating your flow to prevent customers from receiving multiple emails. 

Instructions for creating the subscription cancellation notification in Klaviyo

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Add the flow trigger

  1. Select Metric from the list of Trigger options.
  2. Use the “Subscription cancelled on ReCharge” metric.
  3. Select Done to save the trigger.

Step 3 - Create your confirmation email

  1. Drag the Email action from the Actions list to your flow.
  2. Select the Configure Content button to add the notification content.
  3. Update the Subject and the Sender’s info if necessary.

Consider including a Quick Action URL in the body of the email to encourage customers to reactivate their subscription and receive a discount.

Step 4- Disable the notification in Recharge

Disable the upcoming charge notification in Recharge.

Customers will begin to receive your flow when they cancel their subscription. 

Ask for a review

Customer reviews help social proof your products and encourage future customers to convert. Reviews demonstrate an engaged customer base and provide potential customers with product insights. 

Tip: Take some time to read through Klaviyo's blog post How to Drive Customer Reviews for tips on effectively asking for reviews.

Instructions on creating a flow to ask for reviews of your subscription product

Open this dropdown menu to view set-up instructions
  1. Follow Klaviyo's Creating a Product Review Flow tutorial on creating flows to ask for product reviews.
  2. Replace the suggested flow triggers in Klaviyo's tutorial with the "Subscription started on ReCharge" metric.

Winback customers with a discount

A reactivation email after a customer cancels is a prime opportunity to win back a customer who, at one point, was interested in your product. When done effectively, win-back emails can re-engage churned customers and invite them back to your store.

Tip: Need help writing an effective win-back email? Klaviyo has you covered. Check out their blog Winback emails customers won’t be able to resist for advice on creating engaging winback content.

Instructions for setting up a winback flow that includes a discount

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Create your email

  1. Select Metric from the Trigger Setup.
  2. Choose the metric "Subscription cancelled on ReCharge" from the list of metrics in the dropdown menu.
    The_Subscription_cancelled_on_ReCharge_metric_is_triggered_every_time_a_customer_cancels_a_subscription.png
  3. Drag the Email action block from the Action menu to your flow.
  4. Select the Configure Content button to build your email.
  5. Include a Quick Action URL in your email to provide customers the opportunity to reactivate their subscription and receive a discount. Edit the Source code in Klaviyo to include the Quick Actions URL in the body of your email.
    Edit_Email__2___Edit_Winback_Reactivate_and_apply_discount___Klaviyo_2021-08-03_13-27-01.png
  6. Press Save Content when finished.
  7. Update the Subject and the Sender’s info if necessary.

With your email template active, any customer who cancels on Recharge will now receive a winback campaign that lets them reactivate their subscription, and save while doing so.

Optional - Create different trigger splits

You may want to offer customers different discounts depending on the amount of money they were spending in your store. You can use trigger splits in your flows to ensure that specific emails are only sent to certain customers.

Trigger splits need to be configured before the winback campaign to ensure that the right email is sent to the right customer. Some merchants use this method with their winback emails to provide tiered discounts depending on the customer’s order amount.

You may want to set up three trigger splits and offer different discount amounts depending on the price:

  • Less than $50.00: If a customer’s last order was $50.00 or under, they receive a winback email with a 10% discount.
  • $50.01 - $100.00: If a customer’s last order was between $50-$100 dollars, they receive a winback email with a 20% discount.
  • $100.01 and over: If a customer’s last order was over $100, they receive a winback email with a 30% discount.

Using_multiple_Trigger_Splits_gives_you_the_option_of_offering_different_discounts_depending_on_the_customer_value.png

Step 1 - Create your first trigger split

  1. Select Trigger Split from the Logic menu in Klaviyo.
  2. Use the price dimension, and set the value to less than 50.
  3. Save the Trigger Split.

Once the trigger split is created, drag the Email Action block under the YES path. Build your email template and include a Quick Action URL to reactivate with a discount.

Step 2 - Create your second trigger split

Your second trigger split is directly related to the first split. If the customer’s order is under $50, they follow the YES path. If it is over $50, they follow the NO path.

Create_different_emails_and_trigger_splits_depending_on_the_customer_value.png

  1. Select Trigger Split from the Logic menu in Klaviyo, and place it under the NO path for the first trigger split.
  2. Use the price dimension, and set the value to less than 100.
    Set_the_price_dimension_to_configure_the_Trigger_Split.png
  3. Save the trigger split.

Drag the Email block from the Action menu and add it to the YES path for your second split. Configure the content of your winback campaign. Make sure to include a Quick Actions URL so that customers can quickly reactivate and receive a discount.

Step 3 - Create the third trigger split

The final split must be created as a response to the NO path for your second Trigger Split. That way, if customers spent more than $100, they receive the biggest discount.

  1. Select Trigger Split from the Logic menu in Klaviyo, and place it under the NO path for the second trigger split.
  2. Use the price dimension, and set the value to greater than 100.
    Use_the_price_dimension_to_configure_a_Trigger_Split_for_orders_over__100.png
  3. Save the trigger split.

Create your final email under the YES path for your third split. Include a Quick Actions URL in the body of your email so customers can quickly reactivate and receive a discount.

Since this split encompasses all orders over $100, you do not need to add an email or additional split to the NO path.

Winback expired customers

You may want to consider using a flow to winback customers who have expired. This is a great way to retarget customers who previously had prepaid subscriptions, and invite them back with a monthly subscription.

You can build a flow using the instructions below, or consider using Recharge's Subscriber Win Back pre-built template to encourage customers to return.

Tip: Check out creating a winback email flow from Klaviyo for additional tips on crafting effective winback campaigns.

Instructions for building a winback email for expired customers

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Optional - Add trigger splits

You may want to consider adding trigger splits to your flow to send different messages to customers depending on your trigger specifications:

  • Use the is_prepaid dimension to send a separate email to customers who purchased prepaid subscriptions
  • Use the price dimension to send an email to customers who spend a specified amount

Step 2 - Create your email

  1. Select Metric from the Trigger Setup.
  2. Choose the metric "Subscription expired on ReCharge" from the list of metrics in the dropdown menu.
  3. Drag the Email action block from the Action menu to your flow.
  4. Select the Configure Content button to build your email.
  5. You can include a Quick Action URL in your email to provide customers the opportunity to reactivate their subscription and receive a discount. Edit the Source code in Klaviyo to include the Quick Actions URL in the body of your email.
  6. Press Save Content when finished.
  7. Update the Subject and the Sender’s info if necessary.

With your email template active, any customer who cancels on Recharge will now receive a winback campaign that lets them reactivate their subscription, and save while doing so.

Cross-selling opportunity

The biggest advantage of advertising to your existing customers is that you know that they are a fan of your products. Cross-selling promotions allow you to market to your customers, making them aware of one-time products that they may wish to purchase with their next order.

Tip: Refer to our blog post The importance of cross-selling & upselling for subscription brands for more information on cross-selling and strategies to leverage.

Instructions for setting up a cross-sell flow

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Create the cross-sell email

  1. Select Metric from the list of Trigger options.
  2. Use the “Order upcoming on ReCharge” metric. This ensures that the notification is triggered before an upcoming order. By default, this notification is sent out three days before the upcoming charge but can be adjusted by following Can I change when the upcoming charge notification is sent.
  3. Select Done to save the trigger.

Step 3 - Create your cross-sell email

  1. Drag the Email action from the Actions list to your flow.
  2. Select the Configure Content button to build the Abandoned cart email.
  3. Update the Subject and the Sender’s info if necessary.

Use_the__Order_Upcoming_on_Recharge__metric_to_send_emails_to_customers_before_their_upcoming_orders.png

Step 4 - Add a Recharge Quick Action to your email

You can include a Quick Actions URL in your email to make it easier for customers to manage their subscriptions so that customers can add a one-time product to their upcoming order.

Use_a_Quick_Actions_URL_to_offer_customers_a_OTP.png

Since this notification is sent out before a customer’s upcoming order, you may also want to add a Quick Action URL to make it easier for customers to skip their next upcoming order.

Use_a_Quick_Actions_URL_to_let_customers_skip_their_next_order.png

Cross-selling to a specific customer segment

Segment your customers into groups to ensure that your marketing campaigns are seen by the right people. Segments allow you to group customers by specific conditions and send Klaviyo campaigns with content curated for that group.

For example, you may only want to cross-sell a seasonal product to customers who purchased a specific product in the past. With Klaviyo segments, you can create a group for customers who purchased that product, and use that segment as the receipts for a cross-sell promotional campaign.

Instructions for building a customer segment and campaign in Klaviyo

Open this dropdown menu to view set-up instructions

Step 1 - Build the customer segment in Klaviyo

  1. Log in to Klaviyo and create a customer segment. You can configure your definitions to highly segment your customer base, however, the following two definitions must be included to segment your active subscriber base who have an upcoming order: 
    • What someone has done has Order upcoming on ReCharge at least once over time
    • Properties about someone:  rc_active_subscription_count equals least 1
      Create your segment directly in Klaviyo
  2. Select Create Segment to save your new segment. It may take a few moments for Klaviyo to populate your customers in the segment.

Step 2 - Create the campaign

  1. Create the campaign in Klaviyo.
  2. Use the Send to field in the Receipts section to select the specific customer segment that should receive the campaign.
  3. Use Klaviyo’s Drag and Drop builder to design your campaign.
  4. Include a Recharge Quick Actions URL so that customers can add a one-time product to their next order.

Anniversary email

Reward customers for their loyalty by sending out an anniversary email. Anniversary emails are known to let you send personalized emails to your customers, celebrating them and their commitment to your brand. Anniversary emails help boost customer engagement and help continue to strengthen your relationship with your customers.

Tip: Read through Klaviyo’s 5 Examples of Anniversary Emails for some inspiration.

Instructions for building an email triggered on the anniversary of the customer's first purchase

Open this dropdown menu to view set-up instructions

Step 1 - Build the flow in Klaviyo

  1. Log in to Klaviyo and create a flow.
  2. Choose the option to create your flow from scratch and add a name to your flow.

Step 2 - Add a Time Delay

Set a Time Delay so that the email is sent out 365 days after the event is triggered.

You can also add a Klaviyo Trigger Splits using the price dimension that sends different discount codes to customers who have spent more.

Step 3 - Create your email

  1. Select Metric from the Trigger Setup.
  2. Choose the metric "Subscription started on ReCharge" from the list of metrics in the dropdown menu.
  3. Drag the Email action block from the Action menu to your flow.
  4. Select the Configure Content button to build your email.
  5. Include a Quick Action URL in your email to add a discount to their upcoming order. Edit the Source code in Klaviyo to include the Quick Actions URL in the body of your email.
  6. Press Save Content when finished.
  7. Update the Subject and the Sender’s info if necessary.

The anniversary email flow starts with the Subscription Started on Recharge metric as the trigger. There is a Time Delay next of 365. There is a Trigger Split that splits the flow. If a customer’s order is over 49.99, than they receive a 20% off discount code email. If it is less than 49.99, they receive a 10% off discount code.

Anniversary emails are a great way to reestablish your connection and build trust with your customers.

Swap a product

Use a Flow or a campaign to offer customers the option to swap to a different product.

Note that the URL to swap to a different product using either a flow or campaign contains &charge_interval_frequency=CHARGEFREQUENCY&order_interval_unit=ORDERUNIT, allowing you to specify the frequency that should be set if a customer swaps to the new product:

  • Update CHARGEFREQUENCYto specify the numeric frequency ie. 2
  • Update ORDERUNITto specify the time period for the frequency, ie. months 

Remove this part of the URL if you would like the customer to use the same frequency for their existing subscription product. The URL will not work if this part of the URL is kept, and the values are not set.

Swap a product using a Flow 

Consider including a Quick Action URL in a flow to encourage customers to try new products after they subscribe, or before their upcoming order. Check out the video below for detailed instructions. 

Swap a product using a campaign

Utilize Klaviyo campaigns and Recharge Quick Actions to email customers who are subscribed to products you are discontinuing, or you're discounting, and have customers swap to a new product. Discontinuing a product shouldn't mean your churn rate is impacted.

Check out the video below for detailed instructions on building a campaign so customers can swap their products.

Quick Action URLs provide a URL so that customers can swap to one specific product using the product variant ID. You will need to create multiple URLs if you wish to offer customers alternative options to switch between.

You may want to create multiple segments and campaigns depending on the number of products that you are discontinuing. For example, you may want to send one email to customers who have subscribed to a decaf version of your classic roast, and another email to customers who subscribed to the dark roast. That way you can offer more personalized swap options depending on your customers’ preferences.

VIP Customers

VIP Customers tend to be repeat customers with a high Average Order Value. This group of customers is valuable to your business as they are often directly responsible for the majority of revenue. Rewarding your valuable customers lets them know that they are seen and appreciated, further building your relationship. 

Tip: Klaviyo's blog post 5 VIP Examples is a great source of inspiration when building these emails. 

Instructions on creating flows and campaigns for your VIP customers

Open this dropdown menu to view set-up instructions

Flow

You can split your existing flows (excluding flows triggered by the "Started Checkout" metric) between regular and VIP customers using a trigger split.

  1. Add a Trigger Split to your flow using the total price dimension.
  2. Input the dollar amount that you consider VIP status.
  3. Save your trigger split.

You can now create separate emails for customers who fall into either category. For example, you might consider using a Recharge Quick Action to allow customers to apply a discount on their next order. With this trigger split in place, you can create separate emails and use different Quick Action URLs to offer larger discounts to your VIP customers.

Campaign 

Review Klaviyo's guide on creating a VIP Customer Segment to target VIP Customers directly through email campaigns. 

You may want to create a campaign that includes a Recharge Quick Action that lets VIP customers add a special one-time product to their next order.

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