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In the digital age of abundance and inclusiveness, luxury brands need to craft a valuable messaging strategy for their customers by selecting the right channels and mediums.
Organic list building, bespoke aesthetics, brand alignment, and email frequency are key elements to maintaining exclusivity when executing your email strategy. But adding a handwritten thank you note here and there can make all the difference.
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Tips for Sealing Genuine Engagement with Customers
The first step is to build a contact list organically. Getting permission before sending a message is the first step for qualified prospects to sign up to receive branded content. In luxury, buying mailing lists will not work. It’s counterproductive and against the rules of the luxury game.
Once you have permission to send emails to your contact list, create a newsletter with information about your niche industry, news, events, and behind the scenes. The frequency of the newsletter is of utmost importance: no more than four per calendar year. In my experience, to build the perception of a luxury brand, your email campaigns should be rarified, targeting key events or holidays, containing original, short, and intriguing content.
Digital communications should be no different than a bespoke brochure. Both must give the perception of the effort and the time spent to create the collaterals. Remember that every touch point with your customer is an opportunity to celebrate the uniqueness of your brand and your products. Skip the standard templates and design a visual asset to whisper panache.
Related: 6 Reasons This Is the Perfect Thank You Email to Send After a Job Interview
Tell customers you care with a handwritten note
Including a handwritten thank you note is an effective tactic to add to your luxury brand email marketing. Think about it: what could be more authentic and exclusive than a personalized handwritten thank you note?
Handwritten notes are part of the customer practices borrowed from the fashion trade. Clienteling emphasizes engagement by memorizing meaningful anecdotes and information shared during the sales ceremony. The retail team keeps track of all the details to connect or reactivate customers.
At some point, I decided to try this practice myself. I spent time writing a thank you note to each client for New Years. I then sent out thank you notes for attending my events.
During my long experience in the industry, I have learned that luxury consumers value above all time. Time is the ultimate luxury. My investment in writing a personalized message instead of a cheap email has been recognized and well rewarded. Most of them have been my clients for over a decade.
You show genuine gratitude when you handwrite a message to a customer. You spend time composing a personalized note, remembering significant purchase information, finding the address, sealing the envelope, sending the mail, and waiting for the manuscript to arrive.
Handwritten messages should be brief, personal and authentic. Sending handwritten notes lets your customers know you care. You’re not writing them to drive sales, and they should fit naturally into the relationship.
Related: Why people say “thank you” to chatbots