Accelerating Growth through Effective Customer Win-Back

Retention| Andrea|28/05/2023


Effective Win-Back with Handwritten Postcards

In the quest for new customers, many businesses overlook the cost-effectiveness of winning back former clients. When companies successfully re-engage these customers with appealing offers, the outcomes are often remarkable. Key to this success is the choice of communication. In this digital age, a mere email no longer suffices. Here, we delve into why handwritten postcards, a revival of traditional snail-mail, have become a standout method for reconnecting with past customers. Their uniqueness and creativity in communication set them apart, making them an increasingly popular choice for customer win-back campaigns.

Personal Touch: The Core of Successful Customer Win-Back

To win back former customers, shifting focus to personal interaction is crucial. Direct, personal communication, especially through handwritten messages, proves to be more effective than even phone calls. In the realm of customer win-back, campaigns utilizing handwritten postcards have shown astonishing success. For instance, Pensaki customers have witnessed a win-back rate between 9 and 12%, significantly outperforming standard acquisition rates of around 5%. A prime example is the use of these strategies by electricity providers. In a competitive market where customers can easily switch providers, establishing a personal connection becomes vital. Handwritten postcards with tailored offers have effectively re-engaged customers, indicating the power of personal touch in rekindling business relationships.

Win-Back with Emotion-Driven Reactivation and Building Trust

The emotional aspect of customer relationships often outweighs minor price differences. Quick, personal interaction during issues is crucial, and establishing a solid emotional business relationship is key to customer loyalty. Handwritten communications play a significant role in this. They express a high level of personal appreciation, making customers feel valued and not just like a number. This section will explore the concept of “costly signaling,” as coined by marketing expert Rory Sutherland, and how handwritten messages can significantly impact customer perception and trust, thereby fostering stronger customer loyalty.

Leveraging Handwritten Messages for Maximum Win-Back

Handwritten messages have a profound effect on recipients, combining personal style and the tactile experience of a physical message. This approach not only conveys appreciation but also leads to measurable results like higher response rates. It aligns with the principle of reciprocity, as noted by social psychologist Robert B. Cialdini, playing a vital role in successful marketing strategies. Additionally, handwritten mailings have shown remarkable open and response rates, up to 90% and 40% respectively, especially in customer win-back scenarios. The effectiveness of these strategies is further enhanced by the advent of handwriting robots like Pensaki, offering an efficient solution for businesses to employ this personal touch without the time-consuming process of writing each message by hand. This section will also invite readers to explore more on this topic in our blog, providing insights into the digital age’s unique blend of traditional and modern marketing techniques.