In luxury commerce, the Pareto Principle is extreme: often top 5% of customers drive 50% of revenue. Yet, most brands send the exact same "New Arrival" email to someone who spent €10k and someone who just subscribed.
The 'Concierge' Segment
Create a segment for customers with Lifetime Value > €2k (or your brand's threshold). This segment should never receive a generic "Blast".
The Strategy:
- Plain Text Emails: Send personal notes from the "Founder" or "Head of Design", not designed HTML templates.
- Early Access: Give them a 24-hour head start on new drops.
- Input Requests: "We are designing the Fall collection—would you prefer Emerald or Midnight Blue?"
This transforms a transaction into a relationship.