Instead of generic segmentation, organize contacts based on the specific problems they're trying to solve. Tracking which events they attend or content they consume reveals their pain points, allowing for highly relevant follow-up and a better understanding of their intent when they are ready to buy.
Expand your definition of "VIP" beyond recent buyers. Individuals who repeatedly visit your website, click on multiple emails, or watch product videos demonstrate strong buying intent. Treat them as a high-value segment because they are on the verge of converting into customers.
Don't just focus on nurturing paying customers. Your un-converted audience members, like newsletter subscribers, represent significant future revenue potential. Avoid burning this list with irrelevant offers; instead, nurture them consistently so that when they are ready to buy, they will turn to you.
Many companies neglect existing customers until their renewal is due, which damages the relationship. Proactively segment and reward customers based on their tenure (e.g., those with you for 3-5+ years). It is harder to retain a customer for 10 years than to acquire 10 new ones, so recognize and nurture that loyalty.