Acquiring a customer is hard - retaining them is harder. But it needn't be that way if you treat every customer transaction as an opportunity to build a relationship. 

While different brands adopt different strategies, personalization is a great way to build and nurture relationships with customers. 

A 2023 report mentions that nearly 69% of business leaders are increasing their investment in personalization despite the challenging economic situation. The same report mentions that 56% of consumers said they will become repeat customers after a personalized experience. 

While there are many ways to personalize your interaction with a customer, sending handwritten notes is a great way to add a personal touch. 

Brands that send handwritten notes truly set themselves apart and make customers feel special. 

But when should your business send handwritten notes to customers to make a positive impact on the relationship? 

In this post, we’re looking into some of the key moments that a business can and should be sending handwritten notes. 

Best times to send handwritten notes to customers

While there are several ways to use handwritten notes and a number of moments during which they can serve a personal touch for communication, here are some moments we absolutely recommend to our customers: 

1. When they make their first purchase 

When a customer purchases from you for the first time, it’s a great experience for you! But what can you do additionally to make it a memorable moment for your customer so that they talk about it with their friends or on social media? 

Sending a handwritten note surely gives you an edge. For example, this brand sends handwritten notes to their customers for their purchases and uses the opportunity to also request a product review. 

2. When they make a repeat purchase 

Repeat customers are gold for any brand because brands spend less on retaining customers than acquiring a new one. As this article mentions, acquiring a new customer can cost 6-7 times more than retaining a customer. Plus, the customer is already familiar with the brand’s service, so they already know what to expect. 

So, when you have a repeat customer, send them a handwritten note to show them they’re valued. Addressing the buyer by their first name with a little thank you note goes a long way! Just as this indie book brand does with their repeat customers! 

3. When you win a media mention 

Get a shoutout from your customer’s media coverage? Congratulations! That’s a big thing for you! 

Say thank you to your loyal customers with a handwritten thank you note. Remember, the note may find a place on their news bulletin board, so keep it inclusive and thank everyone who was involved in helping you get this media mention. Here are some prompts to help you get started.

“Appreciate your mentioning our ….”

“Thank you for including our….”

“Thank you for the coverage of our…”

“How much we appreciated…”

“Nice to know that…”

“Thank you for supporting us; we were mentioned in…” 

3. When they haven’t made a purchase from you in a while

Customer churn is a big problem in any industry. A Bain & Company report mentions a 5% increase in customer retention produces more than a 25% increase in profit. So, if you have noticed that a customer hasn't made a purchase in a while, sending them a handwritten note helps establish the lost connection and win them back. 

Here’s an example from Point Broadband, who worked with us to send a handwritten note to their former customers to win them back. This collaborative campaign saw a 2% win back rate with a 16% response rate. Point Broadband also figured out why their customers churned in the first place through this campaign. 

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4. When a customer makes a big purchase

When a customer makes a big purchase, you want to express your gratitude and thank them for your order. A small handwritten thank you note stands out among the clutter of digital junk and stands a fair chance of getting noticed. It also sends a positive message that you believe in customization, which can make them believe in you and even come back later for bigger orders. 

For example, if someone buys a high value luxury product from your store, send them a handwritten note to thank them for trusting you. We also recommend adding a little note about how to take care of their purchase or the post-sales services you can offer to them. 

5. When a customer refers a customer 

The best way to grow a business is through word of mouth or referrals. So when a customer refers you to a customer, don't forget to thank them. Show your appreciation with handwritten thank you notes. Surely, your customer will feel happy, and this will keep the referral loop running. 

For example, if someone referred a high-value customer to you, send them a note saying how you’re thankful for the recommendation and a little thank you reward (like store credits, loyalty points or cashback). 

6. When you want to welcome a customer to a loyalty program 

You have a loyal customer, and you want to thank them for their loyalty! Why not make it a special moment by sending them a handwritten note that feels like a personal invitation to the loyalty program? 

Here’s how a brand has done it well: 

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Along with inviting them to join the loyalty program, the brand has also included a discount coupon, making it all the more special.

7. When you have an occasion to celebrate  

Who says handwritten notes can only be sent when a transactional event occurs? 

You can also send handwritten notes to celebrate occasions and milestones with your customers. For example, if it’s your business’s 5th anniversary, send out a handwritten thank you note to your loyal customers for the support they have given you all these years. 

Similarly, if it’s a customer’s birthday and they have repeatedly supported your brand, send them a handwritten birthday note with a special discount - a gift from a brand is sure to win hearts!

8. When it’s the customer’s anniversary 

Another good time to send a handwritten note to a customer is when it’s their anniversary with your business. 

Taking into account the day they made their first purchase from your brand, you can send out a handwritten note to remind them of it and add a surprise element to your relationship without the usual ‘miss you’ message. 

9. When it’s the customer’s birthday 

If you have a customer account page on your site or a form that helped you gather birthday details from your customer, use that too! 

Send out a handwritten note to wish them on their birthday along with a personalized discount as a special gift for them. 

10. When the customer is unresponsive 

Have you been noticing a steady decline in customers opening your emails or responding to your messages? 

Then you have lost the ability to communicate with them. 

This is the best time to send a handwritten note to them and bring them back into the fold. Your message can include a ‘miss you’ message or reinforce the value you had to offer. 

How to send handwritten notes at the right time? 

Okay, so we can see that you’re nodding your head in agreement that a handwritten card is a great way to stand out in the age of emails that get lost in the digital clutter. 

But how can you stay on top of the game and send notes consistently to all the customers at the right time? 

What if you miss sending them on a few occasions? 

We heard you, and we built a solution to tackle this. 

IgnitePOST seamlessly integrates with your business CRM to help automate sending handwritten notes and thank you cards to customers based on their lifecycle data. This ensures that no key aha-moments are missed, and the customer remains meaningfully engaged with your brand! 

Want to learn more about automating handwritten notes to customers? 

Book a demo of IgnitePOST today. 

Frequently asked questions about handwritten notes

What is the importance of sending handwritten notes? 

Handwritten notes are seen as more thoughtful and heartfelt, especially in times of digital clutter when your inbox is always flooded with emails. This makes a positive impact in the consumer’s mind about how they feel about your brand, which in turn impacts their engagement with you. 

Are handwritten notes effective?

Yes. They show that you genuinely care for your customers, as handwritten notes are highly personalized. These notes are proven to deliver almost 99% open rates and an 11x return on investment. 

Are handwritten notes better than digital? 

We’re not saying digital communication is not important. But owing to the number of businesses using these channels, there is a lot of noise and competition that a business needs to tackle when reaching out to customers. That’s where handwritten notes become more effective - since the space is less crowded and anything that one holds physically in hand, is bound to get more attention.