Think about it: as you go through your inbox, one email catches your attention, prompts a grin, and prompts you to click. The sender seems to know you, or at least to have done an adequate job of pretending to. Impressive use of custom blankets with logo. Customers nowadays are more discerning and want more refined communication than the spamming “Hi, {First Name}” days. We need to get our hands dirty and knock mediocrity out of the park.
Names are a good place to start, so go ahead and put people’s names on mugs, emails, and landing pages. Explore obscure holidays or dive into birthdays. Sending an email with the subject line “Happy National Cheese Day!” touches the heart (or tummy) of your consumer. Learn if your target demographic enjoys baking, running marathons, or dreams about llamas. Make your message sound less robotic and more like a buddy sharing a meme, rather than a salesperson informing you about your vehicle warranty.
Cut onions into smaller pieces using segmentation. Sort your list by location, purchase history, and omission of cart abandoners or months without a purchase. Anyone who has never unsubscribed from your emails isn’t worth your time and money. For those who are still on the fence, save the juicy discounts. Perks like secret menu items, early bird invitations, and flash sales are sure to please loyal customers.
Put a personal touch on your packaging—or that dull invoice. Some thoughtful additions that will make people laugh and want to share include handwritten comments, signed cards, stickers with hidden jokes, and QR codes that lead to a hidden playlist. An actual anecdote—a candle business would pen unique limericks for each client. People continue to place orders only for the poetry.
Though they don’t have to be as intelligent as Netflix, recommendation engines should prioritize recommending popular products that are connected to a user’s previous purchases over making vague suggestions like “Maybe you’ll like this random thing!” Provide packages according to previous decisions. No one is against a reasonable prod every once in a while.
Flirty social media direct messages are unnecessary. Share GIFs, audio memos, or behind-the-scenes photos while you chat. Call out by name. Throw in some referral benefits that don’t appear generic.
Feedback should not be disregarded. Let your hair down and produce some ridiculous “brand soulmate” findings with some lighthearted questionnaires or quizzes. In addition to being entertaining, this serves as research. A sock manufacturer includes survey links in fortune cookies. What really sticks sometimes is a surprise.
To sum up, memorable businesses care about the details: they look for unique ways to connect, they don’t over-polished, and they let their brand language be more casual. People take note. People keep in mind. This is one trick that will always be relevant, my friends.