I was informed by a colleague last week that it was customary in our company to send out greeting cards to our loyal customers. So I collected lists from our salespeople of accounts, and today ordered over a hundred holiday greeting cards. I can’t say that I’m looking forward to mailing each one by hand, but it’s a small act of service to the customers that make our company’s success possible.
One of the things that is easy to overlook in the marketing race to get more customers, more email sign-ups, and more social media followers is the value of existing loyal accounts. Remember that it’s magnitudes of times easier to retain an existing customer than to acquire a new one (read this article for elaboration on this). It makes sense in many ways to make sure your current customers are happy.
I’m not saying that simply sending a greeting card to a customer is enough. Most likely, it will be looked at for a few seconds and thrown out. But it’s a start.
What are you doing in your marketing work to reward your existing loyal customers?