Logo Andy Sokol
Create Client Retention Campaigns

So how do you decide what type of that you want to send, and to whom?

 

First thing you need to do is draft the type of cards that will resonate with each type of client. Be very careful when organizing your client list so that you are accurate. You don’t want to send a “nice to meet you” card to a client that you’ve had for many, many years. You also don’t want to send a “we miss you” card to one of your top customers.

 

There’s nothing worse than sending the wrong message and confusing your clients in an awkward way. A confused customer simply won’t buy from you. You want to craft campaigns based on the client and their long‐term relationship potential with your company.   

 

Your “A” clients should be assigned a high‐touch campaign and a referral solicitation campaign, which includes six cards a year, which is every other month, plus a birthday card with a small gift.   

 

Your “B” clients need to receive a similar high‐touch campaign as the “A” clients, but you don’t need to give a gift for the birthday.   

 

Consider your “C” clients as those who receive an investment in line with their likelihood to place another order with you, and set up a campaign that includes four cards per year, which is once a quarter, plus a birthday card.   

 

You must understand how your customer perceives your card when they get it in the mail, so a brief discussion here is warranted…

  • Postcards are great as a marketing tool.

 

  • A two‐panel card can be used as a relationship tool because it’s simple and brief. A two‐panel card is one that has something on the front and they open it up and on the inside is a panel that has a  message.

 

  • Typically, a three‐panel card is used as a marketing tool because there’s a lot of space on three panels to put a lot of information. A three‐panel card is when you open it up and it’s super wide and has  three panels that open.

 

  • Then there’s something called an oversized big card. That could be used as a both relationship tool for fun and to get noticed, or a marketing tool because it also has a lot of room for information. It has way more room to put pictures, and also to write copy, than a regular‐sized card.