postalgia-logo
Questions? Call Us

Author: Ilan Mann

7 Most Common Business Thank You Note Mistakes

Posted on by Ilan Mann

It’s common knowledge that a thank-you note is an essential part of business etiquette, but believe it or not, there are many ways to do it wrong. As we have written about here and here, there is nothing more effective than a handwritten thank you card when it comes to winning new clients and increasing sales in your business. And in today’s digital age, sending a printed note is even more important.

However, many business owners don’t take advantage of this key business practice to the degree that they should. There are many reasons for this that we will discuss in this article, but today I want to focus on the most common business thank-you note mistakes.

While we are big fans of thank-you notes as a general rule, misunderstandings over proper etiquette and even when to send a card can weaken or even harm customer relationships. To avoid the seven most common thank-you note mistakes, read on.

Not sending the note soon enough

The sooner your company sends a note after any transaction or touchpoint, the more likely it will be read and remembered by the person who received it. It might seem like a small thing, but in today’s busy world where people get hundreds or thousands of emails every day (and forget most of them), this simple step can make all the difference.

If your company is in the habit of sending thank you notes more than 72 hours after every job or transaction, chances are that many recipients will forget who sent it and why. The sooner a personalized note arrives, the higher its impact – especially if they received hundreds of other generic emails, text messages and memes in between.

Sending a generic note without any personalization or connection
We get it. A form letter is easy to replicate and send out. Just print and mail. If that’s all the company is doing with a thank-you note, it may not cut it. Sure, a form letter might work for the first few customers who receive it, but after that, recipients will see it for what it is: an automated gesture to boost your business’s sales without any genuine care or connection behind it.

Instead, make sure your thank-you note is tailored to the individual. Personalization will inspire a response and have recipients seeing your business as an interested party in their lives, not a faceless vendor sending out blank cards for marketing purposes. Include as many details as you can, including the customer’s name, a mention of the product or service and the date of the transaction.

Making The Thank-You Note All About You

The intended purpose of a thank-you note is to make customers feel appreciated, especially if you already provided an exceptional product or level of service. However, what you want to avoid is making them feel like they are getting an advertisement from your business.

That means the focus of the thank-you note should remain squarely on the customer, not on your company. Sure, you should acknowledge the importance of your products and services – indirectly. But a thank-you note is not an opportunity to brag about what makes your company great.

Instead, think of this: if someone did something nice for you (e.g., bought a product or service from you), would you want that person to talk about him or herself the whole time? Probably not. The same is true for thank-you notes: make sure they focus on the customer and their needs, not you.

Going On Too Long

When it comes to thank-you notes, less is more. You want to keep your thank-you note short and sweet – preferably less than 200 words. Long paragraphs and multiple pages are too much, even for a wonderful customer. If you feel that you want to say more than you have room for in your note, that’s okay. Just send a shorter thank-you note and explain that there will be more follow up in the future.

Remember that every touchpoint creates an opportunity to strengthen (or weaken) the impression your customer has of your company – and you. So make sure that every word of your thank-you note is carefully chosen and adds value in some way.

Not Saying Anything Of Value

This is related to the last point. When you are sending a thank-you note, you should still be doing it for a reason. A good thank-you note can communicate a lot in few words. Use this as an opportunity to communicate what is important to you: trust, quality, originality, customer experience or meaning – to name a few areas.

This is an opportunity to express the values you hold dear and the beliefs you stand behind. If you’re not saying anything of value, then your customers probably aren’t getting anything out of reading your notes.

Writing An Email Instead Of A Handwritten Note

I doubt you are surprised that the team behind Postalgia would recommend handwritten notes. But admitted bias aside, there is value to sending your customers a physical, handwritten piece of mail.

There is a sense of appreciation and care that can just come through in the touch, feel and use of an actual thank-you note. It’s tactile. It feels good to receive it. It takes effort to send it. It’s memorable.

While email is generic and unremarkable, handwritten notes are the opposite. So if you have the time and ability to send a thank-you note in person, then your customers will appreciate it. Not only does this show that you care – which is what a thank-you note is all about – but also that you took the time to put effort into their appreciation of your business.

Forgetting to send out thank-you notes altogether

Lastly, one of the big mistakes is not sending out customer thank-you notes at all. This is a big no-no. Your customers deserve to know that their business means something to you.

If it just slips your mind, then make sure you get on top of things as soon as possible, preferably within 72 hours of the customer interaction, as per tip number one. And don’t tell yourself that they “won’t care”. They will.

Instead, think of the thank-you note as an opportunity. With just a few words, you can express gratitude for their business and all the ways it truly matters to you. Be genuine, be brief, and be grateful. You don’t need to reinvent the wheel, just focus on what’s important: your customers’ happiness.

Wrapping Up

Sending thank-you notes is a powerful tool for deepening your relationship with your customers. But it is important to do it right. By avoiding these seven mistakes, you can help ensure that you get the most out of this important activity.

Of course, the most important step is resolving to include thank-you notes as a key part of your sales process. Are there any other examples of common mistakes that you see small businesses make when writing their thank-you notes? Please share your thoughts in the comments section below.

Want to level up your direct mail? Contact us.

9 Ways To Use Thank-You Cards as a Marketing Tool

Posted on by Ilan Mann

We all understand the importance of making a good first impression. But too often, we forget to create a clear and memorable conclusion at the end of an interaction with a customer. It’s important for small business owners to understand that a customer’s experience at the end of a transaction lingers in their mind for days or even weeks after the transaction is completed.

To ensure a positive, memorable end to an interaction with your business, you want to end things on a high note. The best way to do that is by saying thank you. A sincere thank you will demonstrate that the transaction mattered to you and that you care about your customers as people.

If you aren’t sure where to start, then this article is for you. In addition to outlining the benefits of thank-you letters to your business, we list out nine suggestions for when and how you can thank your customers, regardless of the type of business you are in (e-commerce, retail, service) or the customers you serve (online, in-person, project or retainer clients).

What are the Benefits of Sending Thank-You Notes?

First and foremost, everyone appreciates being thanked. Offering sincere gratitude to others encourages positive relationships, strengthens the customer relationship and creates a base of loyal customers. After all, wouldn’t you prefer to give your business to someone who took the time to thank you for doing business with them?

A handwritten thank-you card is a great, personalized way to express gratitude. Wherever possible, infuse the process of thanking customers into company culture so that you never miss an opportunity to write and send them at every appropriate touchpoint with your valued customers.

If you are looking for specific examples, read our post about how the marketing team at tech accessory company HEX wrote 13,000 customer thank-you letters, which helped them build customer loyalty.

When Should a Business Send Thank-You Cards?

There are a variety of opportunities to use thank-you cards in business – we’ve listed nine as a start. Give some thought to your sales or service process, looking for natural places to offer thanks while creating an excellent customer experience. Regardless of what you discover, consider embracing as many opportunities to thank customers as possible.

Now that you understand how thank-you notes can help with marketing, here are nine ways to use thank you cards to get more business:

Thank you for meeting with us

      • . The occasion could be a pitch, lunch, catching up, or some other meeting. Even if it doesn’t immediately lead to new business, networking is always a good idea. It’s even more powerful when you follow up with a thank-you.

Thank you for considering our organization.

      • Regardless of whether you land the business, you should still thank others for their time. Try something like: “We understand that we aren’t the right at this time, but we appreciate your consideration. We want to stay in contact with you with the hope we can find a way to work together sometime in the future.”

Thank you for the opportunity.

      • After you’ve been selected as the service provider, send a note to your new clients thanking them for choosing you and remind them that you’re just an email, text or call away if they need you or have any questions.

Thank you for your business.

      • For projects that are short-term or for simple product purchases, send a thank-you note. They can be short and sweet: acknowledge that the customer made their first purchase on your website or stopped in to pick something up. You can also thank them once the project is completed. Adding some details about the purchase or the project will make your customers feel special.

Thank you for the continued work.

      • If you have consistently been working with a client or customer for a year, send them a note to thank them for the continuing opportunity to serve.

Thank you for being a trusted vendor.

      • All the businesses that make your business run (bookkeeping, for example) deserve recognition for their efforts. Thank them. Tell them that you appreciate what they do for you.

Thank you for sending a referral.

      • If somebody likes your products or services, they will tell others. If they do, you should thank them. After all, word-of-mouth is one of the most powerful forms of marketing.

Thank you for providing a testimonial.

      • If you have a customer or client who loves your company enough to tell others, you should thank them for their endorsement of your services or products.

Thank you for all you do.

    • Not every thank-you needs to be directed to someone outside of your company. Thanking employees can go a long way toward improving morale in your organization.

Best Practices For How To Write A Thank-You Note

Now that you have several reasons to send a handwritten note, let’s turn our attention to things to keep in mind when you are creating a process to send out great thank-you notes to customers, vendors or others you have a business relationship with.

Handwritten Cards Are Best

Ok, we’re pretty biased here, but it’s because we truly believe in the power of the handwritten note – so much so we built Postalgia around it. You can see how our process works here. While it may seem easier to send a thank-you email, a handwritten, mailed thank-you note is far more powerful.

Whether you work with a service provider do it yourself, handwrite as much of the inside as possible, but at a minimum write out the recipient’s name and your signature. The whole point is to build good relationships. Use a personal touch in order to do that.

Create Templates

Over time, you’re likely to find yourself writing similarly worded thank-you cards, depending on the context. You will want to note where there is repetition and look for ways to save time.
For example, you can create a thank-you template for a new customer where all you need to do is insert the customer’s name and purchase. Rather than coming up with something completely new for every thank-you card you send out, you can rely on a template response.

Thank-You Notes Should Look Unique

This isn’t your typical business correspondence, so don’t treat a thank-you note the same way you would invoices, reports or receipts. Make sure your thank-you stands out and it is more likely to be opened and read.

Choose a unique envelope and make sure the address is handwritten. You can work with us to chose the envelope, handwriting style and card stock, or you can do it yourself. Either way, the effort you put in to create a unique note will get noticed.

Send Thank-You Notes Promptly and Consistently

No matter how busy you are, it’s important to send a thank-you card as soon as possible after a transaction, event or other notable occasions. If you are prompt, the gesture will more likely seem sincere. If you wait too long, it will come across as an afterthought.

Establish a system to make it easy

The more you plan out and automate the process, the better. You want the process of creating the perfect thank-you at every step. It may initially take some time and effort to create a process that works seamlessly with your operation, but that initial investment in automation will pay off in speed and efficiency down the road.

Leave sales out of it

It’s tempting to include the “next big thing” in any customer correspondence, but while offering thanks is not the right time. Sending thanks is good for building customer relationships, not for sales – at least in the immediate term. The one exception is a customer appreciation event or letting them know about something they might value, like a webinar or interesting blog post on something related to their purchase or service.

Be sincere

When penning your thank-you message, you want to make sure your words are sincere and heartfelt. From the salutation to the sign-off, giving the right impression is key. Remember, the entire point of this process is to deepen customer relationships and maintain customer retention.

You will want your message of thanks to connect directly back to the transaction, including specific details where appropriate. A note that looks like a generic form letter will have less of an impact. And don’t hesitate to let the unique personality of your organization (or you) shine.

Start Thanking Your Customers Today

You now have everything you need to start deepening your relationship with your customers. By making thank-you notes a priority, you will add an important personal touch to your interactions and stand out from your competitors.

Please reach out to our team if you’d like to automate the process of sending out thank-you notes at scale.

Want to level up your direct mail? Contact us.

How One Company Built A Business With Thank You Notes

Posted on by Ilan Mann

You know that feeling when you receive a handwritten thank you note in the mail? It’s like an instant boost of happiness and appreciation for someone who took their time to send you something. Well, one company has taken those feelings and turned them into a business model.

Here at Postalgia, we just love case studies. They aren’t merely a theory on what will work; they are tangible and replicable. We know that handwritten notes work to build customer relationships: we see results with our clients every day. But it’s always nice to see a success story unrelated to the work we do.

And we have a good one for you.

After launching in 2010, a tech accessory company called HEX took a different approach to compete with big players like Michael Kors and Nordstrom. With every customer purchase, they included a handwritten note:

 

Photo via cdransf/Instagram

Every employee played a part. Day after day, they wrote out these thank you notes and popped them into the package before being shipped to the customer. All told, they sent out 13,000 thank you notes.

And HEX isn’t the only successful business using thank you note to grow their customer base. When they first started, tech platform Wufoo had team members send out handwritten personalized notes to thank customers for using their form creation service.

And it wasn’t just the marketing team – even developers were part of the effort. The note was written on fun thank you cards – some even with googly eyes – which perfectly fit Wufoo’s brand.

Of course, sending a thank you note to every customer is a commitment. And we wouldn’t suggest sending 13,000 thank-you notes by hand when there are friendly robots that can do that for you and shops with an incredible team to help make it happen.

But the power of a sincere, handwritten thank-you note is the big takeaway. HEX, Wufoo and thousands of companies like them have leveraged a mix of gratitude, customer appreciation and personalization to create something memorable for their audience.

And how do we know that? Because their customers are sharing these notes. HEX and Wufoo customers were so impressed that they posted pictures of the notes, which spread the word about both companies without each company even being involved. The effort paid dividends beyond just that one customer.

Still not convinced? Challenge accepted.

Check out our blog, where we share 5 reasons why handwritten notes are powerful and 12 ways to use handwritten notes in your sales funnel.

Custom, personalized thank you notes can take your business to the next level. And now is the perfect time to get started. Click here to learn how.

Want to level up your direct mail? Contact us.

6 Tips For Realtors On How To Craft The Perfect Prospecting Letter

Posted on by Ilan Mann

One of the most challenging parts of being a realtor – what separates the greats from those who are scraping by – is the ability to attract listings.

If it seems like the top agents are the ones always getting the new listings, that’s because they probably are. Leads turn into clients, who in turn blossom into referrals. Every “For Sale” sign that turns into a “Sold” sign the best possible advertisement for your brand, seen by thousands of people travelling through the neighbourhood. It’s easy to see why every listing is worth so much more than the commission on a single house.

That’s why leading realtors send handwritten letters in neighbourhoods where they want to have a presence. They know that handwritten letters get opened, get read, and get attention.

Here are a few things to keep in mind when sending direct mail to attract new listings.

Pick a Neighbourhood

There is a very common – and very incorrect – notion that casting the widest possible net will catch the most fish. That’s not true if your net needs an upgrade.

Avoid the temptation to drop tens of thousands of cheap flyers to diverse neighbourhoods across cities. Try a smaller, higher quality net.

Choosing one neighbourhood at a time allows you to build a brand within a defined area. For one thing, neighbours talk. Not to mention that people walking the neighbourhood passing by five different signs of yours is much better than having five signs in different far-flung corners of the city.

Send Letters in Waves

Once you pick your neighbourhood, sending multiple letters is a great way to make sure that recipients remember your name.

When they think, “I need a realtor,” they should immediately think about you and the multiple letters you sent them.

Send a series of letters, 4 – 6 weeks apart, and each letter should build upon the last.

Start with a Personal Touch

Your initial letter should include why you’re reaching out to them specifically. Tell your recipients that you’re interested in houses in this neighbourhood just like theirs.

Using data from your CRM, you can effortlessly include details, including the name of their street or how much houses in their neighbourhood recently sold for.

Explain Your Value Upfront

Any introductory piece of direct mail – but especially one where you’re trying to earn someone’s trust to sell their biggest asset – should always include one thing: what’s in it for them?

Explain why they should trust you. What makes you unique? This is the opportunity for your quick and snappy elevator pitch.

Keep your Follow-Up Simple

There’s no need to re-introduce yourself at length in your second letter. Simply call back to your first letter:

“Dear Mr & Mrs. Smith

I’m writing to follow up on the letter that I sent you last month about your house on Avenue Road”

And then re-state or elaborate your value:

“I take marketing for my clients very seriously. That’s why my sale price is always above asking”

Bring it Home with a Call to Action

All of your letters should end the same way: with a call to action. Tell your clients what their next step should be.

Should they call you for a free home valuation? Should they email you to let you know what night they’re free for dinner at a local steakhouse to discuss their home sale? Let them know how to reach you, either in the text of your letter or on the letterhead under your signature.

Listings are about more than just earning your commission; listings are the building blocks of your brand, and therefore of your business.

Sending a series of three letters to hundreds or thousands of homes within a neighbourhood may seem like a considerable effort, but great realtors understand that there is no such thing as overkill when it comes to getting new listings.

All you need to do is get started.

Want to level up your direct mail? Contact us.

Are Handwritten Notes Dead?

Posted on by Ilan Mann

In an age where we have lost the art of human interaction and replaced it with a keyboard, few things are as important as sending a handwritten note or letter.

Technology has made sending a “thank-you” easy as pie: all it takes is one click or swipe on our phone screens to send that message…but what does this say about human interaction?

In today’s fast-paced world where technology provides us with everything we need at just the push of a button, have humans become dehumanized by electronic devices?

The lackadaisical act of tapping out something short for someone leaves little room for creativity.

We’ve all received a post-purchase email or marketing message from some company you bought from or interacted with, and the message has been sent to dozens before you. Nothing is surprising or exciting about it at all – not even a notable typo!

This electronic correspondence may be easy and automatic but makes almost no impact on customers’ lives – which is exactly why everyone does it without thinking twice about it.

There was a time when handwritten thank you notes were the norm. Nowadays, it is much easier just to press “send” and be done with it.

I may be old school, but I prefer to send handwritten thank you cards than send an email. A potential client has spent 30-plus minutes of their valuable time with you, or they dropped their hard-earned money on your product. You should be thanking them appropriately.

And it’s not just because I’m biased. The numbers back me up.

Independent research shows that 87% of people trust traditional mail and consider it more believable than a computer-generated letter.

At the same time, online and email marketing scams have become increasingly prevalent during the past few years, so people are less like to open emails, let alone believe what they are saying.
Speaking of deliverability, the clever bots of email providers are getting more and more sophisticated in their spam filtering methods, making it difficult for your digital marketing collateral to reach its target.

Another reason is that few even bother to send a note at all. This is an excellent way to make your company stand out. People will open your letter, and it makes you more memorable in people’s minds.

Again, don’t take my word for it: 90% of mail is opened and read according to research conducted by the Data & Marketing Association. 70% percent of people who received a piece of mail from businesses gave the recipients better impressions about those companies compared with other forms of communication like email which only had 45%.

Handwritten, delivered mail is a wonderfully tangible experience. This is why people love to receive handwritten mail – it reminds recipients of their real-world relationships and gives them something real to hold on to.

Beyond that, when we talk to our clients – across every industry – the story is the same: people who use handwritten notes are almost always at the top of their industry. They have more clients and have deeper bonds with their customers compared to competitors who do not send letters.

Finally, I’m going to climb on my soapbox for a minute. It is always worthwhile if you can do anything to make the business world more friendly and pleasant. And I think we could all use a more human touch these days.

So if you’re looking for a way to get more out of your business, consider using handwritten notes. It’s an easy and affordable strategy that will help grow sales with less effort on your part.
And the next time someone says “handwritten is dead,” their business is probably on life support.

Want to level up your direct mail? Contact us.

How You Can Make Small Donors Feel Important

Posted on by Ilan Mann

We understand that large donors are often the primary focus of non-profits, charities and other organizations that rely on donations. Given the potential amount large donors could contribute to meeting your fundraising goals, sometimes you might feel like the large donations are all that matter.

However, you might be better off focusing your efforts on a broader spectrum of donors than the 15% that make over $100,000 per year (U.S. figures). Why? Because large donors are notoriously hard to convince. You will spend more time trying for minimal outcomes instead of focusing your efforts on someone else who may give less but will actually give.

Small contributions can be an important part of your fundraising efforts. Giving a gift is more like creating and nurturing an ongoing conversation. The donation is the beginning of a relationship, not the end. Letting donors know they helped out, even if it’s only a few dollars, goes a long way in making those people feel a part of what you do and how much they mean to your cause.

Every donor needs to feel connected and that they’ve made a lasting impact on your organization’s mission. So recognizing every donation is important.

In the end, a great donor is the one who gives often. After all, you never know what someone else’s small gift could lead to in the future. And donors who give smaller amounts of money have a higher likelihood of donating again.

These small contributions may not add up to large amounts of money, but they add lots of goodwill. The best approach is to make every single donor feel like a superstar by recognizing their contributions. This post will offer tips on how to make small donors feel important and encourage ongoing contributions – no matter the size.

Personalize Your Thank You

First, take time to thank your donors personally. The best way to make sure your donations feel special is to personalize every interaction. It’s easy for a donor to feel like they’re just one in a million faceless donors when receiving form letters. Personalizing can make all the difference.

So why not create a unique letter template? Start by using their name, then talk about what they gave and how it helps those your organization is trying to help. Add specific details about the donation, such as the name of the campaign they contributed to, the amount or other personalized information. It doesn’t take much time, but it would mean so much more than any generic “Dear supporter” ever will.

As we have noted before, a handwritten card or note can be sent by physical mail and will go a long way in making them feel valued for their contribution.

Talk About The Impact of Small Donors

Small donors want a personal connection to the work or cause they are supporting, and your best bet is to provide information that will build their sense of contribution. Again, remember always to make sure you’re careful to segment them by what they contributed towards and speak to that specifically, not just in generalities.

Detail their contribution. Your storytelling skills will help you connect with and forge stronger relationships with your small donors, making sure that they don’t feel like an anonymous name on the list. Outline the projects and missions that their donation will support while emphasizing how this gift makes a positive difference in people’s lives. Wording like “Your gift makes it possible to…” is key.

Show how all donations matter. Make sure to explain how their donation is advancing change and helping others, even if it was only the minimal option – let them know small bits really do help! You can emphasize this by visualizing your data in an infographic or colourful chart.

Highlight Small Donors Often

When it comes to fundraising, small donors can often be undervalued. For your campaign’s small donor program, you want to make small-dollar givers feel as important and appreciated as your larger donors. You can do this through regular communications with them as well as publicizing their gifts so that they feel like a part of the organization.

One way of doing this is through a supporter section on the website where donors of all sizes can see what they are directly contributing to and testimonials from other contributors. This is a great way to show support from other people and encourage others who might not have donated yet.

Another way is to set levels of giving that suit your campaign and the types of donors you’re trying to attract. You might have a “Heroes” group for those who give $100 or more, another one called “Trailblazers” for people who donate at least $250, etc. Or maybe create a recurring giver program – creating levels of support where people agree to make a donation of $15 every month via an automatic payment charged to their credit card, or giving a fixed max annual donation in regular intervals throughout the year.

Of course, you will never go wrong with perks and benefits for your various groups. For example, you could offer your $100 or more small donor group a free bumper sticker and a monthly e-newsletter, while members of your $250 or more get all that plus an invitation to two special (free) events put on by your organization. Any recognition of donors goes a long way.

Ask For Their Feedback

Although donors give more when they feel connected to an organization, it’s easy for this feeling to get lost.

It is important to identify your supporters and make them feel like they are an integral part of your organization and its success. Make your organization fun and welcoming by asking for feedback in newsletters or social posts. Your supporters will feel valued if you take the time to include them as part of your organizational culture.

The people who support your organization enjoy feeling like their contribution is important. So make them feel like an active part of the organization, and it will pay off in future donations and goodwill.

Take The Time To Listen

There are many reasons why people may donate to your organization. It is important for you to realize that the “why” behind a donation can have an immense impact on how much money they give and will continue giving in future donations.

For this reason, it is best when talking with small donors to take note of any interactions where you gain insight into their motivations. It’s important to know your donors and remember the reasons why they support you.

These insights can guide your fundraising efforts in the coming months. Listen with an understanding ear, write down their words of wisdom when you can, then use them as a guidepost for future campaigns. Your future success in fundraising could be determined by whether or not you pay attention to the committed supporters of your campaign.

The common thread in all of these points is that sincere recognition isn’t just important for large donors. Every donor should feel connected to your organization and a valuable part of achieving its goals. If you take the time to properly acknowledge your small donors, they will not only continue to give, but they may become a large donor over time.

Want to level up your direct mail? Contact us.

Handwritten Notes for Realtors: How To Maximize Client Touchpoints

Posted on by Ilan Mann

The real estate industry is a tough one, and the competition for clients can be fierce. But there are many ways to set yourself apart from competitors that don’t involve spending money on listings—and handwritten notes are a great way to do just that. Whether writing thank-you cards after an open house, after an initial meeting or a note after the house has been sold, adding a personal touch will help you stand out in a competitive market.

This article will look at five natural touchpoints that realtors can use to create a connection with clients, grow listings and cultivate referrals.

After attending an open house

After an open house, it’s important to follow up with potential buyers. While many agents are moving toward a digital approach (such as sending a text message), handwritten notes are still the most effective way to create a personal connection.  You can mention what they saw at the open house, including features of the house the prospective buyer noted to you. Write down or memorize all key details that you discussed to include them in your note later.

When you’re preparing for an open house, don’t forget to keep the neighbours in the loop! Sending personalized postcards alerts them of a potential buyer coming into their neighbourhood while keeping you top-of-mind if they’re looking to sell at some point.

After an initial meeting

To be a successful real estate agent, you need to make sure that a potential client remembers you and why they met with you as they shop for a realtor. It is important to send a note within 24 hours of an initial meeting to say thank you. You may also want to share any useful advice or information that was discussed during your meeting. This will show them that you’re attentive and interested in their business. If possible, offer a connection they may not have thought about or another way for them to contact you if they have additional questions or would like more information.

If there’s been no response from the first note, follow up again in two weeks. Your note can include something new or interesting related to the neighbourhood, the local real estate market or something else that may interest them.

When a house is sold

The purchase of a home is an exciting and rewarding event in most people’s lives. It can be made even more memorable when the realtor offers congratulations on their new property, which shows you care about them as both clients and humans.

This stage is a great time to send a card or letter showing you value your relationship with them. You can even point out the new features of the home that you know they’re excited about. For example, if the house has a great kitchen or backyard, you can comment on those things and how they’ll enhance the everyday living of their new home. A personal touch in this situation will make them feel like you’re really happy for their success.

Clients are more likely to recommend your services if they feel confident that they are dealing with professionals who go above and beyond for everyone involved in the transaction process. By adding a personal touch to the sales process, you can make a memorable event even more special.

A check-in after the sale

Although a handwritten thank-you note can certainly be sent after an agreement to sell is made, you can also send one at closing when all of the paperwork is complete. This will help ensure that your buyers have positive memories of their experience with you and feel like their needs were met at every step in the process.

One of the biggest advantages of handwritten notes is that they are effective anytime after a home has been sold. Once your customer has completed the sale and is ready to move in, this is one of the most important times to reach out.

Of course, a handwritten note can make the gesture even more memorable, as a personal touch makes the recipient feel like you took the effort to write and send a note.  We know a little something about that.

Thank them for a referral

The time and energy required to be a successful realtor can often make it difficult for one person to juggle everything.  Unfortunately, the important process of finding new clients can take a back seat. So when someone refers a client your way, you will want to thank them with an appropriate gesture. A handwritten note is thoughtful and shows that you appreciate their recommendation enough to take the time out of your day to send a personalized message.

Real estate agents should send thank-you notes and cards as a highly personal way of saying “thank you” when people refer someone who becomes their client. A thank you is particularly important for a referral, as you are the one who benefits – not them. Sending thank-you notes can make a big difference in the long run, especially when you consider it’s just one more way to make an impression.

In a competitive service industry like real estate, following up after an open house or initial meeting with a handwritten note is important.  It’s a great way to remind clients of the service you provided, even if that service just a coffee.  Personalizing touchpoints throughout the sales process is a great way to make yourself memorable in your clients’ minds.

Want to level up your direct mail? Contact us.

Six Things to Avoid in a Handwritten Thank You Note

Posted on by Ilan Mann

When you receive a handwritten thank-you note from someone, it’s one of the most thoughtful gestures that person could make. It shows that they took time out of their day to write something just for you. The same goes for your clients.

Writing a handwritten thank-you note to clients is a great way to show them how much they mean to your business or organization while creating a deeper personal connection.  Unfortunately, many small business owners often don’t write thank-you notes or cards. Yet studies show that we often underestimate the value of personalized thank-you letters because they aren’t sure where to start or what to include. Our take: it’s a powerful tool you should be using.

If you want to add a personal touch to your business, a handwritten card is a great way to do it.  That being said, there are some things that should be avoided when composing one of these notes. Here are six major pitfalls to avoid when crafting a handwritten thank-you letter.

1. Don’t send a generic thank you

If you decide to send a handwritten note to a client, make sure it’s personalized. Generic messages are impersonal and show that you didn’t take time out of your day to create something for your customer specifically.

It’s easy to personalize a letter if you’re using Contact Relationship Management (CRM) software and even easier with some creativity. Even without using a CRM or spreadsheet program, take time to introduce your customers by name when expressing gratitude for their patronage: they’ll appreciate it! And never forget that spelling is important–accuracy will help maintain trust and avoid offence in this fast-paced world.

2. Don’t be too formal

The thank-you letter is a great way to express gratitude for the time and money donors, customers, or supporters have given. Your message must be both warm and sincere, which can mean different things depending on who the recipient might be. The tone of voice that you use in your note should be friendly and personal.

Keep in mind a friendly tone of voice helps make sure people don’t stop reading after just one sentence, too.  So think about what a note would sound like if it came from an old friend instead of some corporation when crafting yours.

Depending on the culture of your organization, you may have a standard way to address a customer or donor.  Some say “Mr.” or “Ms.” while others may call them by their first name. Avoid guessing at the best title for them – only use one that has been specifically stated in advance.  You can’t go wrong with using their first name.

3. Don’t wait too long

When sending a thank-you note, it’s best not to wait so long that your customer forgets having done the thing you’re thanking them for. The slower they receive a response, the more likely they’ll forget the details of the interaction. That’s why follow-ups can’t be delayed for too long.

It’s going to take some time for your note to get finished, stamped and mailed – it’s not called “snail mail” for nothing!  So send a letter to your customer thanking them for their business as soon as you can after the transaction.

4. Don’t hide your company’s personality – or yours

It’s important to be yourself when communicating, not just because it can help you come across as more genuine, but also so the other person knows they are communicating with a real person.

Consider what your company or non-profit is about and how you would want to articulate to a customer or client for them to understand you and your company or organization better at an emotional level.

Don’t forget to include hints of your company’s personality!

And make sure to showcase your own personality, too. You’re a unique individual – don’t ever be afraid of letting that show.  Don’t forget it’s one-on-one communication, so the recipient will likely appreciate hearing from you at an authentic level rather than just another generic message sent out by any small business or organization communicating with a sea of customers.

5. Don’t ask for anything in your thank you note

Don’t ask for anything in your thank-you letter. A thank-you note’s only role is outreach: to make the customer or donor feel good and provide sincere thanks. Full stop.

Though it might be tempting to include a new piece of information – such as telling them about another service or selling some tickets to an upcoming event – don’t do that.  If you do, then your gratitude will not seem genuine, which could leave them feeling unappreciated instead of valuing your gesture of thanking them.

6. Avoid talking about your company or your goals

Similar to the last point, a thank you note should be used only to say thanks. It’s not the time for touting your company’s accomplishments or goals; it’s a chance to express gratitude and recognize a customer’s contribution to your success.

This is, however, the perfect time to be thoughtful in your thank-you note. Make it all about them, not you. Take some time and put yourself into their shoes, remembering that they could have taken their business somewhere else: they deserve a little appreciation!

Thank-You Notes Are A Powerful Tool

The right way to say thanks after doing business together might not always come naturally or easily. But once it becomes a regular part of your business operations, you’ll find it is an effort worth doing.  It’s an opportunity to say thanks and let your donors, customers or supporters know how much they are appreciated.

Lizzie Post, the great-great-granddaughter of the etiquette guru Emily Post, highlights the power of a personal note: “There’s something very lovely about the personal, physical touch of someone’s handwriting on an actual piece of paper that arrives at your door.”

The first step is deciding to send a handwritten thank-you letter to build relationships with your valued contacts. Using these rules, you will ensure that the message in that letter or note has a big and lasting impact on the recipient.

Want to level up your direct mail? Contact us.

4 ways to get referrals from handwritten letters

Posted on by Ilan Mann

The folks who say “the best things in life are free” have never been to Disneyland. But, they’re on to something when it comes to business. Entrepreneurs love nothing more than free advertising. No advertising works like a referral. Social Media Today drops some key stats that reveal why. 60% of marketers say that referral programs generate a high volume of leads. 54% say that referrals have a lower cost per lead than other methods. And marketers rate referrals as the second-highest quality source of leads.

When it comes to lead generation, the best things in life really are free. That’s the great thing about referral marketing. All it costs is being great at what you do and a great person to work with.

There’s nothing not to love about referrals. The question is: How do we get more of them? Simple: being top-of-mind at all times for your past and loyal customers. That way, when their friends and family ask for a recommendation—say, needing a realtor for a first-time home buy—you’re the first person in your industry that comes to mind.

But how do you stay top-of-mind in a meaningful way? By creating meaningful connections and relationships with customers. The kind that transcends the transaction and becomes authentic and human. No method of communication creates a bond like handwritten letters. Handwritten letters help produce grateful, happy customers—the ones who recommend to others. How? Consider these four ways handwritten notes can boost your referral marketing.

1. Send an anniversary letter.

Let’s say you’re a realtor who helped a young couple buy their first home. That’s a huge step for any couple and one that is rich soil for a lasting, loyal customer relationship. Keep track of your sales and send a handwritten letter on the first anniversary of the buy. Imagine getting a home ownership “anniversary” letter: a reminder of this important milestone. Use the letter to reiterate how grateful you were to help and your best wishes for the customers’ future. It’s a warm human touch, and it will keep you top-of-mind for those customers well after you worked with them.

2. Encourage customers to leave an online review…

The digital revolution has brought with it new methods of referral. Strong online reviews have become non-negotiable for successful businesses. Nearly all consumers—97%—use online media when researching products and services in their local area, according to a consumer tracking study by BIA/Kelsey’s. And that research has a major impact on where consumers choose to buy.

The modern customer crowdsources trust from the digital market. 82% of consumers read online reviews for local businesses, according to the Local Consumer Review Survey, with the average consumer reading a whopping ten reviews before feeling able to trust a business. Your online reviews can make or break these digital-first customers. “Positive reviews make 91% of consumers more likely to use a business,” notes the Survey, “while 82% will be put off by negative reviews.”

The transition between an analog marketing experience and a digital one is seamless. To that end, a handwritten letter is a great way to request an online review from a happy customer. You could send a short note thanking them for their business, explaining the importance of their review for your success, and providing a QR code or other link to your Google Review. It’s an intentional, impactful way to inspire a customer to leave a priceless five-star review.

3. …And then thank customers for their online review.

Imagine how good a customer will feel if you send them a letter thanking them for positive reviews. Thanking someone for an online review in such a touching, personal way leaves an imprint in customers’ memories that no competitor could match. You will be the first name on their list when friends or family ask for recommendations.

4. Stay in touch for the long-term, using handwritten letters and free information.

With handwritten letters, you can find creative ways to stay in touch with customers. No hard-selling is needed. Do better: you can use these regular touchpoints to share your expertise for free. It’s counter-intuitive, but offering useful, free insights is a great way to “acquire” customers for no cost, create a sense of reciprocity while growing market share—a critical component of business success. Consider: An accounting firm might send a letter in the months leading up to tax season. The letter could share an overview of new tax changes—and a phone number if clients want to chat more.

A realtor may include a handwritten letter with a newsletter-style mailout, sharing an analysis of the real estate market. Think of it like opening the front door a bit, so customers can peek in and see everything you have to offer. There’s no better way to prove value than to share it. And expertise shared once is expertise that can be shared again. Potential customers will pass that information onto friends and family or will refer them to you. And in the case of past customers, they will be reminded repeatedly of the value you offer.

All four of these are critical ways of staying top-of-mind. And a top-of-mind business is one that will enjoy the fruits of referrals: high-quality lead generation on the cheap. If handwritten letters sound like the right referral marketing solution for you, well then, allow us to refer you to some folks who can help with that.

Want to level up your direct mail? Contact us.

Three ways to frame choices and get better answers with direct mail

Posted on by Ilan Mann

Every day, people make decisions. We make those decisions of our own free will. Or do we? Consider: you walk into a grocery store to buy a carton of eggs. We want to buy one thing: that carton of eggs. But then we pick up a loaf of bread, primed by a bright yellow “For Sale” tag that tells us the loaf is a steal. Then we notice a chocolate bar at eye level and grab that too. We’re home-free to the checkout line, but then we notice a bag of chips right below the register. We buy chips too!

Yes, we are free to make our own decisions. But in making decisions, we face what behavioural psychologists call “choice architecture.” It refers to the context and conditions of a decision that shapes our choices. By shaping those choices, we influence them. So, for instance, we are more likely to buy products at eye level. We are unconsciously primed to buy a product when it seems cheaper than normal.

These and other tactical framings of choice architecture form the basis of nudge theory. It’s a popular movement of psychological insight in marketing, government, and every area of human life. It’s all based on a simple idea: How can we frame peoples’ choices to encourage better choices?

You can integrate the insights of nudge theory into your direct mail campaigns. Here are three ideas for how to be tactical about choice architecture. These ideas will help you get better results through your direct mail campaigns.

Help readers stick with the crowd

You’ve heard the adage that humans are social animals. But that’s so much more than conversation and cliques; social life requires much unspoken cultural understanding. From firm handshakes to eye contact in conversation, unspoken rules define social life. These social norms can be powerful tools: psychological cues to encourage particular behaviour.

For instance: littering. In 1990, researchers wanted to determine what social cues might encourage people to litter. Their results found that participants were more likely to litter in a space where litter was already present. They were even more likely to litter after watching someone else litter first. But they were less likely to litter when they saw neatly-swept piles of litter in the same space. These subtle cues set the norm for whether it was acceptable to litter in the area or not. People responded right on cue.

How can we use this in handwritten letters?

Use your letter to show readers how most people are behaving in a given situation. They will aim to ride with the crowd. British taxpayers late on their return received letters with social norm messaging, like “9 out of 10 people in your area are up to date with tax payments.” Recipients of these letters were 15% more likely to end up settling their debts. Find ways to establish similar social norms in your own letters. For instance, share a fact like “9 out of 10 donors donated at least $100.”

Research shows that the social norm effect becomes even more influential when visualized. Show the people setting the norm. Britain’s Behavioural Insights Team once worked with a client to encourage greater employee charitable giving. All employees received a card from an existing donor to the charity, explaining why they give and why employees should donate. A control group received the same card but with a picture of the donor. This control group gave at much higher rates than the non-control group. For example, why not throw in a picture of yourself if you’re a realtor mailing potential clients?

Anchor readers’ choices to encourage the best option

Let’s say you walk into a high-end clothing retailer. You see a t-shirt priced at $1000. “That’s ridiculous,” you think. But a step later, you see another t-shirt “on sale” for $200. Still a ridiculous price for a shirt? Yes. But you’re now primed to see that $200 t-shirt as a bargain because the first shirt you saw set your expectations. Psychologists call this the anchoring effect. The first information received about a particular subject will distort our thinking.

This effect is so powerful, it can undermine our objectivity. And it can manifest in ridiculous ways. One study showed participants the last two digits of their social security number and then asked them if they would pay the same amount as those digits for a series of products. There is no connection between the two. The price of a chocolate bar shouldn’t be set to $21 if the last two digits of your social security number are 21. Yet, the study found that those with higher digits priced the same items at higher amounts. That’s how powerful this effect can be.

How can we use this in handwritten letters?

Here’s one way we can put the anchoring effect to good use in fundraising letters. Let’s say you are mailing donors on behalf of a food bank. Open the letter with the number you’re hoping these recipients will gift. Even the presence of the number will prime readers to give that amount. For instance, you could write: “It costs our food bank $100 to feed one client for a week.” Then, later in the letter, ask for $100. The anchoring effect will go to work in priming potential donors to give your preferred amount.

Don’t ask readers to take action. Give them a plan to take action.

You’ve decided you want to lose 20 pounds. Good for you! But we’ve all seen the following happen. We commit to weight loss, cut back on meals or exercise a bit more, then fall back time and again. The ones who make it happen are always the ones who put together implementable plans. In nudge theory, this is known as implementation intentions. It’s the process of planning out specific actions in pursuit of a goal.

In the case of losing weight, that could be how often one will exercise, at what time, and how much; meal-planning in advance to improve nutrition; and more. Research suggests that implementation intentions have an enormous effect on ensuring that intended outcomes happen.

Behavioural scientists put this insight to the test during the 2008 U.S. presidential election. They studied the effects of implementation intentions by helping potential voters enunciate a specific plan for voting on Election Day: “What time they would vote, where they would be coming from, and what they would be doing beforehand.” Turnout among this control group grew by nearly 10%.

How can we use this in handwritten letters?

Let’s say you’re a realtor sending out a solicitation letter to potential clients. Put together a specific, step-by-step strategy for anyone looking to sell their home. Include a list of questions and considerations for every stage of the process. Show the potential clients what the process looks like. Provide clarity and prove how you can help. Watch as these soon-to-be customers recognize your expertise and follow your plan.

Want to level up your direct mail? Contact us.