In this episode of Selling on Giants, we explore the art of building customer loyalty and retention through handwritten notes with David Wachs, a serial entrepreneur and founder of Handwrytten. David has made waves in the marketing technology space by bringing a personal, analog touch to the digital world. His background includes founding Cellit, a mobile marketing platform that redefined how businesses engage with customers. Now, with Handwrytten, heโs revolutionizing the way eCommerce brands connect with their audience by automating the process of sending handwritten notes at scale.
David shared real-world examples, including a piano tuner whose handwritten notes created lasting impressions on customers, as well as the tangible impact of handwritten notes on coupon redemption and re-engagement campaigns.
Key takeaways:
Importance of Handwritten Notes in eCommerce
- Personalized handwritten notes can significantly enhance customer engagement by creating memorable experiences, which can drive higher retention rates.
- This approach allows brands to differentiate themselves in a crowded e-commerce market by showcasing a unique touch that adds value to the customer relationship.
- Handwritten notes can foster loyalty by making customers feel appreciated, leading to increased purchase frequency and referrals.
- Examples of successful implementations include a piano tuner who sends handwritten notes post-service, which customers display prominently, creating lasting brand impressions.
David Wachs’s Entrepreneurial Journey
- David Wachs has over 20 years of experience in the messaging space and has been involved with mobile marketing since pre-iPhone days, having founded Sell It, a leading mobile marketing platform.
- His transition to Handwritten in 2014 aimed to address the saturation of digital communication by reviving the art of letter writing with a scalable solution for handwritten notes.
- Handwritten has become a major player in robotic writing solutions, utilizing 175 custom-built robots to produce high-quality handwritten notes at scale.
ย Implementing Handwritten Notes in Customer Strategies
- eCommerce businesses can integrate handwritten notes as a retention mechanism by triggering notes after specific events such as purchases, anniversaries, or customer milestones.
- The process can be automated through platforms like Shopify, which allows businesses to set rules for when notes should be sent automatically.
- Best practices suggest limiting the number of handwritten touches to two to three per year to maintain impact without overwhelming customers.
- Successful campaigns include sending handwritten notes with promotional coupons, which have shown significantly higher redemption rates compared to traditional methods
ย Key Benefits for eCommerce Sellers
- Survey results indicate that receiving a handwritten note is one of the top ways consumers feel appreciated by brands, leading to increased loyalty and higher sales.
- Retaining existing customers through personalized engagement strategies is often more cost-effective than acquiring new ones via paid advertising or SEO.
- Retention marketing leverages the warmth of existing customer relationships, making it a strategic priority for brands over cold outreach campaigns
ย Common Mistakes to Avoid with Handwritten Notes
- Brands often test with too small a sample size when launching handwritten note initiatives, which can lead to inconclusive results.
- Messages that appear overly promotional can result in customers discarding the notes; it’s critical to prioritize genuine expressions of gratitude.
- Sending overly lengthy messages can lead to poor engagement; concise notes on smaller stationery are more likely to be read and remembered.
- Failing to differentiate notes in design or messaging can make them feel generic, reducing their intended impact.
ย Tracking and Measuring the Impact of Handwritten Notes
- Handwritten services can track engagement through mechanisms like QR codes or A/B testing to evaluate the effectiveness of campaigns.
- Customer lifetime value can be assessed through the response to handwritten notes compared to traditional communication methods.
- Successful implementations show substantial increases in customer engagement, such as a snack box company that found their handwritten notes helped win back customers after service errors, leading to higher lifetime value
ย Effective Use Cases and Campaign Examples
- Successful brands have effectively integrated handwritten notes for customer reminders and promotions. For instance, a bespoke suit company achieved a 16.5% coupon redemption rate using handwritten notes.
- The tactical implementation of handwritten messages, like thank you cards following a purchase, serves as a strong touchpoint to reinforce customer relationships.
- High-profile examples include e-commerce brands focusing on customer re-engagement after mistakes, thereby enhancing loyalty and retention rates.
In a crowded eCommerce market, a thoughtful, personalized touch like a handwritten note can be a game-changer in customer loyalty and retention. This episode is packed with actionable strategies for brands looking to deepen their customer relationships and stand out.
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Links:
- LinkedIn โ Personal: https://www.linkedin.com/in/davidwachs/
- Branded โ Linkedin: https://www.handwrytten.com/