Customers don’t want to be another number on your client list. They want to be seen and respected as individuals. It might be cheaper to mass-produce your direct mail to existing customers, but personalized mail can increase customer satisfaction and build stronger relationships. Personalized mail doesn’t have to be expensive either, as your custom mail services provider can help streamline the process.
A simple way to start personalization is with thank you notes. After a customer purchases from you, it’s a good idea to thank them for trusting your goods or services. You can start with a generic thank you template found online, then customize it to your business and each customer with the following tricks:
Use handwritten elements
What holds more meaning: typed letters or handwritten letters? Probably the latter, as that shows you value the customer’s business and will take the time to appreciate them. You don’t have to write a long letter of thanks, as if you have many customers, it will take away a large part of your time. However, if you have a small pool of big customers, or if you take on new clients every so often, it’s worth using custom mail services to create something you can write on.
For longer thank yous, think of using customized letterheads or cards. Your custom mail services provider can print them in bulk for you to fill out by hand as needed. Your services provider can also create customized envelopes. For shorter thank yous, consider postcards. Have your service provider leave a blank space on the front or next to the address square for a message.
When you have too many customers or can’t make time for sitting down to write, you can digitize your handwriting as a font. It’s not as personal, but it adds a unique touch to your direct mail.
Use personal names
Plenty of direct mail refers to the audience as a resident, current homeowner, or some other title. While simplifying the design process saves money and time, it doesn’t impress customers. Many custom mail services providers can use software to swap resident names for generic titles.
You might think it’ll go over your audience’s head, but this simple customization can keep them from thinking they’re another sale added to your list. This is especially true if your customer prefers a different name than the legal one on your mailing list. Or, if they have a preferred nickname.
Add a personalized message
To get granular with personalization, add a message. This could be handwritten, but you can also use templates to customize a typed thank you. You can use a template format that changes depending on what you specifically appreciate about them. Just as you’d segment your target audiences, you’d segment your different thank you formats.
For example, you could thank them for their continued support as repeat customers. Or you could thank them for providing feedback on the direction of your consulting services to better serve clients. You could also thank them for purchases and client referrals.
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