In marketing, making the initial connection and following up with customers is key. Research has found that it often takes 6-8 interactions with a company before a customer makes a purchase. So, sending one email or making one phone call to connect with a customer may simply not be enough to move them to buy. Finding personal and non-invasive ways to stay in front of your audience is key to driving sales and not missing out on an opportunity to gain a loyal customer.
According to a recent Accenture study, 75% of customers are more likely to buy from a company that personalizes their marketing messages. So, whether you have handwritten thank you cards, customized gifts to send to prospective customers, or update your email greetings to include a first name, these can all be effective ways of connecting with your customers on a more personal level. The days of sending out mass-produced and generic marketing materials and messages may be numbered.
Customers want brands that speak to them as individuals, that are well integrated into their lives and brands that can empathize with the human experience. Global brands are moving toward personalizing every customer touch point to not only provide a high level of convenience but to also let their customers know that their business is valued by the company enough to go the extra mile and send a “thank you” note or a courtesy “check-in” call.
For repeat or long-time customers, reaching out with custom gifts can be a great way to keep your brand relevant in their lives. Even leveraging unique and personalized wrapping for gifts or giveaway baskets can be the added touch your marketing items need to give your customers the personalization they have come to want.
To explore how personalization can help better position your brand in front of your customers, click here.