In today’s wired world, electronic communications are rarely extraordinary. Daily is filled with emails, text messages, tweets, likes, and follows that typically fulfill some useful purpose. These messages are quick, take minutes to draft, and rarely involve thoughtfully written prose. One could easily say, “This is simply the natural evolution of communication.” While that may be the case, I am not convinced.
Regarding relationship marketing, it is essential to select communication methods that help you effectively express your intentions for developing long-term client relationships. The communication method cannot be in advertisements, public relations, or sales promotions. While technology has provided channels for collaboration in the form of social media, it just does not seem like this medium adequately reaches the level of interaction needed to really make a human connection.
What is left if advertisements, public relations, sales promotions, and social media need to make the proper connection? At first blush, email marketing is a great choice. However, when I reflect on my crowded early morning inbox, my marketing brain says, “How will my email message ever stand out among the rest?” Why should I go through the email marketing effort if the desired receiver can, in one swift “click,” send the message straight to the trash? I cannot help but think email marketing could use a little advice from the handwritten note.
The handwritten note was conducting a knowledge transfer with its digital counterpart. The handwritten note would most likely cover the following points:
A real person sends a handwritten note.
Let’s state the obvious. Personalizing an email message is much more effective than a bulk email message. When sending an email message to valued audiences, ensure it comes from a natural person, a living-breathing team member.
Make sure to address the receiver’s concerns.
It is time to return to our handwritten roots and consider what interests prospective clients. Consider what makes them tick, who they are (demographics), and what they do daily (industry). It is time to go beyond just pressing the email send button and dive deep into market segmentation practices to draft and deliver the message.
Always communicate your gratitude and appreciation.
The simple act of sending messages of client appreciation will encourage loyalty. Investing the time to nurture long-term client relationships will result in a more stable, consistent sales volume.
Send messages that show you value client relationships.
When you provide content that specifically addresses the concerns of the receiver, you will discover more engagement. As a result, you will build a reputation as a reliable sender that genuinely values the client relationship.
A well-crafted handwritten note demonstrates a greater time investment.
The right combination of graphic appeal and personalization will capture the receiver’s attention. Draft an email message as if you were sitting down to craft a handwritten note. Do not be cheap in quality or depth; illustrate a message that says you are committed for the long term.
Consider including a thoughtful gift.
Provide the sender with an offer. Before you send the recipient the link to access the offer, provide a message saying I was thinking of you, and discuss why you think this offer would benefit them. Be concise and make your case.
There is so much wisdom in the handwritten note. In the digital world, there is a range of methods for capturing the attention of desired audiences. It is also essential to recognize that several communications bombard these audiences throughout the day. Suppose you are genuinely interested in developing valuable client relationships. In that case, it is up to you to take the time to develop a meaningful message and approach that backs up your heartfelt intentions.
