“Unless you were raised by wolves in the wild,” writes Karen Talavera in an article at MarketingProfs, “at some point you learned that it is polite to say thank you. It’s not merely proper etiquette; it’s just downright considerate and gracious.”
Customers need to know you’re grateful for their business, and adding thank-you emails to your marketing “illuminates the human side of your brand,” she argues.
Talavera breaks down the thank-you email into three categories:
The Immediate Thanks. It’s important to acknowledge any transaction or communication right away; be sure to do it in a tone, style and design that match the channel in which your customer took action. And don’t skimp on the gratitude if they spent lots of money. “Match your thanks, in magnitude, to the action you are thankful for,” Talavera advises. “The last time I bought real estate, for example, I received a huge housewarming gift basket, not a lame postcard or text message.”
The Seasonal Thanks. Holidays—especially Thanksgiving—are a natural time to thank loyal customers. “[B]ut go beyond national or religious holidays,” she suggests. “Are you also thanking your customers on the anniversary of their relationship with you? Of their first purchase? On holidays relevant to them (Mother’s Day, Father’s Day, New Year’s Day, Veterans Day, Grandparents Day)?”
The Surprise Thanks. Even the most jaded customer will likely appreciate an expression of thanks that comes for no particular reason. “To start,” she says, “weave a quarterly or (if you’re ambitious) monthly thank-you campaign to reward repeat business and customer loyalty.” You can establish a regular schedule, keep customers guessing or tie the program to behavior.
It’s OK to show you’re grateful. Like friends, your customers won’t feel valued if you contact them only when you want something from them. Thank them once in a while.
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