Customer brand loyalty is of critical importance to your business, no matter what industry you operate in. Why? The simple answer is that it’s cheaper to sell to existing customers than it is to sell to new ones.
Loyal customers not only buy your products or services more regularly but they’re also more likely to recommend your business to others, helping you to get even more sales.
Achieving customer brand loyalty
Gaining your customers’ loyalty is not always an easy task. Customers are particularly savvy these days, so you’ll really need to work for it.
One way you can deliver customer brand loyalty is by personalising your marketing materials. Personalising your direct mail and other correspondence is a great way to engage with customers and show you care about them.
We’re not just talking about adding your customers’ names on your mailings but personalising the contents too. Including personalised product recommendations is useful for customers and shows that you know them well. This is likely to make them more loyal to your brand.
Sending out personalised offers for ‘VIP’ customers (i.e. those that are regular buyers) is another great way to show customers you recognise them, care about them and want to reward them for their loyalty.
The more effort you put into personalising your direct mail and other marketing materials, the higher chance you have of delivering the customer brand loyalty you need to succeed.
Getting the balance right
Of course, it’s important to remember that there is a right and a wrong way to collect data about your customers. You need to make sure that the data you gather in order to create a personalised marketing experience for your customers, still remains in their control. Take that control away from them and there’s a high risk that you will diminish their trust in your brand.
Remember, consumers are very willing to share bad experiences with their friends, family and even contacts on social media. Any poor attempts at personalisation or misuse of data can cause a lot of damage to your reputation very quickly.
With this in mind, we highly recommend working with marketing experts, like the team here at Baker Goodchild . We can help you collect data the right way (and keep it clean) so you can personalise your direct mail campaigns and achieve customer brand loyalty, without any risk to your business’s reputation.
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