Oct 03, 2011
Have You Hugged Your Best Customer Lately? Loyalty Marketing During the Holidays
Okay, so maybe hugging is a little too personal, but when was the last time you recognized – and thanked – your best customers? Nurturing your most loyal customers is one of the easiest and least expensive ways to increase your revenue. And direct mail is a great way to do it.
Loyal customers are your most valuable asset. A healthy bottom line depends on your longstanding customers because it costs much less to maintain (and increase) their business than to go out and get new customers. If yours is like most businesses, some relatively small percentage of customers (say, 20% ) account for 80% of your revenue. So keeping them happy – and coming back – is critical.
Any personalized attention, however big or small, can have a huge impact on your customer relationships. They’ve come to know you – beyond your logo and tagline. You’ve demonstrated a commitment to them (quality products, dependable service, personal attention) and they’ve reciprocated, by giving you their loyalty. But like all relationships, this is one that must be actively maintained.
Remember to say “Thanks.” There is so much power in the phrase “thank you.” Leverage that power. Thanking your customers is a great opportunity to also let them know about new services or products, for example, and – most importantly – to ensure that they don’t forget about you. Use the holiday season to thank your best customers and capture their business next year. Design a jumbo postcard that:
• Is personalized (use first names for a warmer, fuzzier feel)
• Keeps them coming back (design your postcard to serve as 12 coupons, one for each month of next year)
• Offers a warm and personal message (this is about your customer, not you)
• Is part of an ongoing campaign (design a mailer series around “holidays,” including the anniversary of when your customer started business with you)
Remember, the point of a loyalty mailer is to thank your customers by giving them something special. If you own a hair salon, maybe you offer a free cut for a family member, or a complimentary deep conditioning treatment. You want to ensure that your customer really feels appreciated – a disingenuous “thanks” is worse than none at all.
Segment your most loyal customers. Your customer database should include a field that indicates the most loyal customers. Perhaps it’s the length of time since the customer first made a purchase from you. Or perhaps it’s the frequency with which they purchase. However you do it, separating your most loyal customers is a key element in your loyalty direct mail campaign.
Once you’ve segmented your best customers, set them up in a 6-month direct mail campaign (Click2Mail makes it easy). You’ll want to get to point where your customers eagerly await their loyalty mailer.