Letter Writing Day was last week and full disclosure: I’m the worst pen pal ever. I like the idea of writing to friends and family, and keeping the arts of hand lettering and writing by hand alive, but I’m just the worst at keeping in touch with people. My mom sends her friends cards for their birthdays, major holidays, even anniversaries. I’m lucky if I remember to send one card or letter a year.
While social media posts might seem to allow us to think we know what’s going on in our friends’ lives, there’s something about a hand-written letter that sends out a completely different vibe. It’s mail that’s not a bill (always a plus); it has a for-your-eyes-only type of secrecy that’s the complete opposite of a social media post. It’s exciting to learn first-hand what’s happening with the people we know and love.
So while it might not be feasible to write hand-written notes to every customer or subscriber, you can take some tenets of the art of writing letters and apply them to your next email or direct marketing campaign.
Create Exclusivity
Everyone wants to feel special, like they are part of an elite group. Receiving a hand-written note in the mail screams exclusive because we know the effort the person put in to send us that card: they had to sit down and write it, buy stamps, and find time to send it out. With the extra time a handwritten note takes versus an email, we know that not everyone can receive one and that makes us feel special that we did.
Likewise, give your customers a sense of exclusivity. When appropriate, use a waiting list for a new product, creating the impression of limited supply and high demand. Set a deadline for exclusive offers, either online or in person—a limited time offer has a sense of urgency that compels consumers to buy. Create a membership program that offers special discounts or deals, or create an off-shoot of your blog subscription that’s a little more personal. Don’t artificially create exclusivity to get consumers to join a mailing list or to pad your contact numbers—provide high quality content in a special and meaningful way and your audience will know they’ve found something special.
Be Personal
Being personal needs to be more than having their first name appear in the greeting of an email; everyone can do that nowadays. If they are a customer, you have information about them that you can sparingly, intentionally, and respectfully leverage to help them, as well as conveniently upsell or create a new purchase. Does your service need to be provided every six months? Send a reminder email that their six months are almost up. Did they purchase an item last year and something new came in that they might admire? Let them know. These emails can be automated so your staff doesn’t have to spend days checking purchase records and sending emails, but a simple reminder or a connection to something previously purchased can send a message to that customer that they are important to your business.
Surprise and Delight
When I actually do send my friends cards, it’s often at random times throughout the year. I see a card at Walgreen’s one day and think of them, buy the card, and send it out. Sometimes I include their favorite candy or a picture I’ve colored (adult coloring is a thing now, no judgment)—getting a surprise in the mail can easily brighten someone’s day. Do the same with your customers.
The last piece in HubSpot’s inbound methodology is Delight: turn customers into promoters, who in turn bring in visitors to your site, starting the inbound journey all over again. Think of ways to surprise and delight your customers: send surveys to find out what more they’d like from your company or your website, customize the website experience using smart content, have discounts or offers throughout the year (not just at holiday times). Determine what your audience would enjoy and make it your goal to provide them with that joy.
Want to learn more about how to use inbound marketing to create exclusivity, be personal, and surprise and delight? Sign up now for a free inbound marketing consultation!
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