Data is becoming an increasingly important part of marketing. Today, we gather more information about our companies’ performance, our customers and our industry than ever before, we make notes about the important data. This knowledge helps brands improve their products, customer service and marketing. Technology and data are just part of the equation, though.
Brands have to be careful not to neglect their human side in favor of robot-like interactions. Marketers need to connect with people to form business-customer relationships. Nobody connects with people better than other people. Bots just aren’t good at that. That doesn’t mean you should ignore data, though.
Organizing and analyzing the information you collect can help you form relationships with customers if you use it to get to know them better. There is a link between brands, consumers and data — and accessing that connection can provide benefits both for your company and for your customers.
You can use the information you gather about your customers to present them with personalized messaging. This will help them form a more personal relationship with your brand and show them that you really “get” them. It can also lead to increased sales, which is why personalization is such as huge up-and-coming trend in the marketing and data industries.
One study found that emails that included personalized aspects had transaction rates that were six times higher than generic emails. Tailor your offers to where they live, their age group and their interests. For example, you could send them a coupon to a local store rather than a generic one. You might also show them products similar to ones they looked at before or reminded them of products they viewed but didn’t yet make a purchase decision on.
Everyone knows the pleasant feeling of opening the mailbox expecting to see the day’s accumulation of junk mail but instead finding a personalized, hand-addressed note or card. Imagine if your company instilled this kind of excitement in your customers? Well, the fact of the matter is it can. Whether you are sending personalized postcards, letters, or inserting notes into your mailed packages of product, handwritten notes delight your customers and win loyalty for life.
Best of all, you can create this personal connection at the cost of about ten seconds spent writing the note.
That’s a bargain considering the delight and excitement that you can inspire for your brand and your product. There’s no question that handwritten thank-you notes are a great way to win over customers. But there are a few things to consider before getting started. Who is in charge of writing all those handwritten notes, and how do you do it in a way that makes sense for your company? For most business owners, being stuck behind a pile of thousands of holiday cards just isn’t realistic.
So how can you write and deliver memorable thank-you notes quickly and efficiently? Getting supplies for cards and notes
Here are a few tips to keep in mind when working on notes for your customers:
- Use quality stationery or unique cards that express your brand.
- Use the customer’s name, and personalize it!
- Say thank you and be specific about why you’ve sent the note.
- Be thoughtful—reference a conversation or part of their order that shows this card is specifically for them.
- Sign off the card warmly, but professionally. (Thanks again, Cheers, Kind Regards, Sincerely, etc.)
One of the most valuable strategies for creating a connection is telling a compelling a story. A list of facts only engages the language portion of the brain when it’s figuring out meaning. A well-told story, on the other hand, causes us to use many other parts as well. This enables us to feel like we’re really there, experiencing the thing we’re reading about. This makes it easier for people to remember what they view and connect emotionally with it.
To obtain all the benefits of storytelling, you need to tell your story well and in a way that connects with customers. It has to pique people’s interest and retain it — and then your message has to stick in their head. Including a catchy title, keeping your letter short and sweet, not having anything commercial, having a clear ‘story-line’ to convey your message effectively are few ways to make the impact and create a long term relationship.
Thank you notes need not be sent just to your customers. It could be written to a business partner or an employee as well to let them know how much their contribution mean to you and the business. New friends matter when you are a small business owner. Well-written and timely thank you notes foster relationships.
According to a study by Emotion, thanking people makes them more likely to continue a relationship, which leads to more opportunities for you. Unlike marketing campaigns and website updates, showing gratitude is free. It’s good for new relationships, and winds up being good for you, as well. Gratitude helps us treasure good experiences, deal with conflict, and build better relationships.
When to send thank you notes?
Thank you notes can be sent at any time, but here are some common times that people send them:
- After a sale. One of the best time to include a thank you note is while delivering the product to your customer. The impact is highest when the customer receives the first package with a handwritten thank you note. You can also have thank you notes sent when a customer crosses a milestone that you have set like a large ticket order or on their 10th transaction with you..
- After a meeting. Thank the key players for attending and sharing their insights.
- After events. You often meet new people at events, so thank them for the pleasure of their company and for sharing information with you.
- Out of the blue. These are the best kinds of thank you notes — totally out of the blue!
- After a referral. If someone refers a new client or customer to you, take out a note card and pen a thank you note. This will show your gratitude and encourage that person to continue to refer people to you.
- During the holidays. The holidays are a great excuse to thank people for a great year together.
The minuses of a handwritten note:
- “Will we stick with doing this?” concern, which is a real one. Are you going to be dreading, and ultimately avoiding, that stack of cards to write every week? There are three possibilities here. You can do it yourself or get employees to write them as well or outsource it to companies who write thank you notes for their clients.
- Your customer can’t hit “reply” to continue the conversation, or, even better, to start a reorder. Very few people reply to the thank-you notes as it is a burden on the recipient to reply.
- People might have while considering to write a thank you note is their handwriting. Don’t worry about it. Your handwriting is yours, so own it. If you think your writing is too hard to read, you can always ask someone else to write the note on your behalf.
However, sending personalized thank you notes is still worth a thing to do. Showing sincere appreciation is one of the easiest ways to build a closer relationship with your customers. It’s simple, but remarkably few companies ever take the time to genuinely thank customers for their business. Sending the perfect thank you doesn’t need to be complicated.
In fact, most consumers don’t have a high bar when it comes to appreciation a study found that :
- 60 percent of consumers said appreciation should be conveyed by saying thanks directly to the individual.
- 44 percent agreed that thank you’s should be personalized.
Companies that focus on creating meaningful customer experiences can choose to compete on loyalty and word-of-mouth, beat the behemoths, and carve out their own place in the market. In this pursuit, thanking customers for their purchase goes a long way.
In fact, 68% of businesses have lost a customer because they feel a company is indifferent to them. Being purposeful and personal when thanking your customers can help showcase the human aspect of your brand, create connections, and build customer loyalty.
If you are looking for new ways to interact with your customers, checkout “8 Interactive Strategic Methods for Interacting with Customers“