Monday, July 20, 2009

Once upon a time in the business world there was an importance placed on saying “thank you” to our customers. It was perhaps one of the greatest lessons ever taught to an employee. There were no preprinted “we love our customers” or “thank you for your business” plastic bags. After every transaction, you would look the customer in the eyes and thank them for their business.

Genuine sincerity in expressing our appreciation was imperative. The customer paid our salaries and made it possible for bonuses. They allowed us to have a job that helps put food on the table for our families. However, the importance of saying “thank you” as part of a customer retention strategy is mostly an afterthought. We spend a lot of time coming up with marketing strategies to build our businesses, when the power of a sincere, relevant “thank you” could have solved many a retention strategy.

Studies are being done on the effect that saying “thank you” has on the sender and receiver. They are being linked to helping one live a healthier, happier, smarter, more resilient and less-stressful life. Thank you cards are also a fabulous marketing technique that businesses should be using today. Not only do they break through advertising clutter, they deliver a high impact message at an exceptionally low cost. The power of saying thank you is vastly underestimated.
Why Send A Thank You Card?

The Headline:

Use the headline to share the most exciting benefit of your product.
The Message:

Be sure to include product specifics that will be meaningful to the recipient. Avoid vague generalities.
Include a BIG promise – what your product or service can do for the recipient.

Include a clear offer.
Followed by a specific call to action. Tell the recipient exactly what to do next to get the offer.
“YOU” is a very powerful word in direct marketing. Don’t be afraid to use it.
Lastly, sell the RIGHT thing. Design your message to sell the reader on more information on your product or service rather than trying to close the deal.
The List:

Choosing the right list is critical to your campaign’s success. If you’re using a customer list, make sure the address information is current.
If you’re renting a list be sure to use a reputable list company. Find out where they get names contained in their database. How often is the data updated? What percentage of the list do they guarantee to be deliverable?
When to Mail:

Research shows that direct mail delivered on Saturday and Mondays will get a lower response. Mail delivered on Tuesday, Wednesday or Thursday (in that order) will net the higher response rates.
Tracking: