Connecting With “The One” Customer – Part I

We have a pretty good idea of what our core customer is. You know them, you can probably picture them in your mind. But sometimes you have to do more than target the group as a whole. People feel important when you address them directly. They also will surprise you with the unique ways the find you. Here’s one thing you can do this week to make your customers feel more special.

Make E-mail About THEM

Consumers are automatically more interested in a message you have to share with them when they feel like it’s personalized. Luckily, that’s an easy fix.
Without getting too complicated, you can address your customers individually using a technology called “dynamic content” in e-mail.
What it does is create a salutation at the beginning of the e-mail that either defaults to something like “Hello, Valued Customer” and inserts a name into it if you provide the “input” resulting in something like “Hello, Chris.”
If you want to get really fancy, you can try putting their name in the subject line to say something like “A Deal Just for Dan”.
I wrote about this last year and showed you how to do it in Constant Contact. Take a look here.
Big Takeaway:
Make your marketing about your customer. They’ll respond. I promise.
  1. Try having an e-mail speak directly to your customer.
  2. If you can, get their name in the subject line!
The service industry is a very personal one. It’s a loyalty business. Encourage a personal relationship with your customer by using their name and what they’re looking for.

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